MUNCIE, Ind.-Teenagers are increasingly being targeted by advertisers via their cell phones, according to a new study from Ball State University.
The survey of 821 junior-high and high-school students found that 69 percent own cell phones, and 17 percent of all respondents reported receiving ads on their handsets. And as technology allows for more compelling wireless marketing, advertisers are expected to be more aggressive in targeting young mobile users, according to assistant professor Michael Hanley.
“As cell phones become multimedia communications devices, we’ll see advertisers start to send three- to five-second commercials and more interactive messages,” Hanley said. “Although it seems like a short period of time as compared to 30-second television commercials, it’s long enough to get a brand across and show a product.”
Preliminary data from a second survey examining how college students use mobile messaging is expected in March.
