The Effects of Interface Design of Hand-Held Devices on Mobile Advertising Effectiveness Among College Students in China

Wenjing Xie
Southern Illinois University Carbondale, United States

Yunze Zhao
Renmin University of China

Wenya Xie
University of International Business and Economics, China


With the advances and diffusion of mobile technologies, mobile advertising is attracting more and more attention from industries and academic scholars (Wais & Clemons, 2008). A survey conducted by a global mobile marketing association showed that there are now more mobile phone subscribers in the world than wired phone subscribers. At the end of 2011, there were 6 billion mobile subscriptions worldwide, equivalent to 87% of the world population (The International Telecommunication Union, 2011). Global statistics shows that 669.5 million people used mobile email in 2011, with an expected growth to 2.4 billion by 2016 (Portia Research, 2012). Many forecasters, basing their predictions on the increasing prevalence of standard mobile Internet phones, suggest that in the near future most Internet access will take place by means of small wireless devices, equipped with a browser and a wireless connection, that provide "anytime and anywhere" access.