Why young consumers are not open to mobile marketing communication

Ian Grant and Stephanie O'Donohoe

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.

Why young consumers are not open to mobile marketing communication

Ian GrantUniversity of Strathclyde

Stephanie O'DonohoeThe University of Edinburgh

INTRODUCTION

According to Pedrozo and Wilska (2004, p. 4), the adoption of mobile phones has been 'one of the most conspicuous social changes to happen over the last ten years'. Certainly, use of mobile phones has risen rapidly with improvements in handheld technology and reception, and with convergence of video, data and audio services within the one device. Indeed, in March 2006, industry analyst Informa reported that the average mobile penetration rate for western Europe had reached 103% (Ahonen...

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