Usage of current mobile marketing services and evaluation of potential future applications

Abstract

Mobile technology develops and penetration of mobile phones increases all around the world. Developments in mobile communications affected other business areas, like marketing. A new era has been opened with the development of mobile phones. Not only mobile handsets enable phone calls and Short Message Services (SMS), but also they are very personal devices that has unique users. That is why mobile is very popular as a communication channel. Users are very addicted to their handsets and position them in the center of their lives. The aim of this study is to present innovative mobile marketing applications and search the factors which affect users’ attitudes toward present mobile marketing applications, and to determine user acceptance of innovative future mobile marketing services. Data have been collected from 350 mobile phone users and have been analyzed by using correlation, multiple regression, cluster, ANOVA and T-Tests. Results of analysis determine which mobile marketing applications are popular and how users can be categorized into three clusters. Besides, this study shows the relationship between mobile marketing applications and characteristics of mobile marketing, as well as the effect of 3G usage and mobile Internet usage.