Does Anybody Read SMS-Advertising?: A Qualitative and Quantitative Study of Mobile Users’ Attitudes and Perceived Ad-Clutter

Claire Gauzente
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Claire Gauzente: Institute of Political Sciences of Rennes, France

International Journal of Technology and Human Interaction (IJTHI), 2010, vol. 6, issue 2, 13-29

Abstract: This study explores mobile users’ perceptions about SMS advertising. The empirical study uses a double methodology. First, a qualitative study using the Q-method is conducted. Qualitative analysis reveals that negative attitudes are commonly shared, and that ad-clutter is perceived critically. Therefore, in a second step, a quantitative study is adopted to assess the impact of attitudes towards SMS advertising and perceived ad-clutter on reading behaviour. The main test is conducted over a representative sample of 302 mobile owners. From a behavioural standpoint, the results show ambivalent behaviour in most cases. In particular, the role of perceived ad-clutter is ascertained. Implications for practice and directions for future research are discussed.

Date: 2010
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