Consumer perceptions and attitudes towards SMS advertising: recent evidence from New Zealand

Mobile advertising is an area of mobile (m-) commerce expected to experience tremendous growth in the next five years.

Consumer perceptions and attitudes towards SMS advertising: recent evidence from New Zealand

Amy CarrollCitigroup

Stuart J. BarnesUniversity of East Anglia, UK

Eusebio ScornavaccaVictoria University of Wellington, New Zealand

Keith FletcherUniversity of East Anglia, UK


One area of mobile (m-) commerce that is expected to experience tremendous growth is global wireless advertising (Barnes 2002). It has been predicted that the mobile marketing industry grew from US$4 billion to US$16 billion from 2003 to 2005, serving over 500 million users worldwide. Location-aware advertising messages are creating five to ten times higher click-through rates compared to traditional internet...

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