Why young consumers are not open to mobile marketing communications

Ian Grant, Stephanie O'Donohoe

Research output: Contribution to journalArticle

85 Citations (Scopus)

Abstract

This paper explores young people's motivations for using mobile phones. Older adolescents' everyday use of traditional and new forms of mediated communication were explored in the context of their everyday lives, with data generated from self-completion questionnaires, diaries and mini focus groups. The findings confirm the universal appeal of mobile phones to a youth audience. Social and entertainment-related motivations dominated, while information and commercially orientated contact were less appealing. While marketers are excited by the reach and possibilities for personalisation offered by mobile phones, young people associated commercial appropriation of this medium with irritation, intrusion and mistrust. In other words, while marketers celebrated mobile phones as a 'brand in the hand' of youth markets, young people themselves valued their mobiles as a 'friend in the hand'. This suggests that the way forward for mobile marketing communications is not seeking or pretending to be young consumers' friend, butrather offering content that helps them maintain or develop the personal friendships that matter to them.
LanguageEnglish
Pages223-246
Number of pages23
JournalInternational Journal of Advertising
Volume26
Issue number2
DOIs
Publication statusPublished - 2007

Fingerprint

Mobile phones
Marketing
communications
marketing
Communication
personalization
entertainment
friendship
everyday life
contact
adolescent
questionnaire
communication
market
Marketing communications
Mobile marketing
Young consumers
Mobile phone
Group
Marketers

Keywords

  • mobile phones
  • youth culture
  • marketing
  • youth market

Cite this

Grant, Ian ; O'Donohoe, Stephanie. / Why young consumers are not open to mobile marketing communications. In: International Journal of Advertising. 2007 ; Vol. 26, No. 2. pp. 223-246.
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Why young consumers are not open to mobile marketing communications. / Grant, Ian; O'Donohoe, Stephanie.

In: International Journal of Advertising, Vol. 26, No. 2, 2007, p. 223-246.

Research output: Contribution to journalArticle

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