CONSUMER ATTITUDES TOWARDS MOBILE ADVERTISING: CASE OF MACEDONIA VS. UK AND CHINA

Advances in Business-Related Scientific Research Conference March 2015

Dr Ilijana Petrovska, Angela Mladenoska and DrKrum Efremov

Intro

• WHY?– Rise of mobile advertising around the world

• WHAT?– most popular forms and effects of mobile

advertising and what is the consumer perception

• HOW?– Quantitative research about habits and behavior

of consumers in mobile usage in Macedonia compared to UK and China

Mobile advertising – pro’s and con’s

• Pro’s

– Not expensive, fast to use, personalized,

– Better targeting

– Good for relationship marketing

• Con’s

– Not enough trust

– Limited, not to disrupt the customer

Forms of mobile advertising

• SMS messaging – information and entertainment content, not too intrusive, not too often, possible financial awards, vs. MMS is more creative, but more expensive

• Mobile Internet advertising – fastest increase of users

• Mobile applications – increase data base, increase awareness and brand loyalty

• QR code – quick information about a product and ability to purchase via mobile

• Bluetooth – most of the mobiles has it, but is limited in 30 meters

Effects of using and consumer behavior

• Biggest rise of 85% of mobile advertising worldwide

• For marketers is the quickest way, meets the needs of customers, and creates direct relationships

• Chan (2008) develop an instrument for examination of consumer behavior comparing UK and China

Research methodology

• Quantitative survey, developed and adopted from Chan (2008)

• October – November 2013

• Questionnaire of 45 closed end questions, online targeting

• Sample: 200 citizens, users of 4 different mobile providers, urban and computer literated, aged 18 to 50

Results – usage of mobile

4.7

8.7

6

4

0.6

1.1

31.2

26.2

17.3

0 5 10 15 20 25 30 35

MMS

mobile applications

other

playing games

Scaning QR codes

sharing data through Bluetooth

SMS

Talking

web site search

UK – talking (26%), SMS (25%), Bluetooth (12%).

Macedonia, UK, China • mobile with Internet

connection (80%).• Received Mobile adv

message (80%).• China (50%) are willing to

make financial transaction vs. UK (92%) and MK (69%) not willing to make financial transaction on mobile.

Satisfaction and Benefits

• When receiving sms message:– Macedonian not satisfied 67%, UK not satisfied 52%, China 42%

satisfied and neutral mainly

38.1

8.5

3.2

32.4

11.7

6.1

0 5 10 15 20 25 30 35 40 45

It offers discount to products/services

It fulfill your need at the time of receiving

It is personalized to your specific location

You can read it at anytime

You can share the message to other people

Other

Benefits of accepting mobile advertisements

Reasons for accepting and reading mobile advertising

• MK (86%) UK (87%) China (66%) prefer permission before receiving mobile ads.

• MK (46%) UK (43%) China (40%) expect non-intrusive messages, and not more then one message per day.

49.4

14.9

3.7

27.4

4.6

0 10 20 30 40 50 60

Free internet access on mobile phone

Unlimited sending and receiving of SMS

Unlimited sending and receiving of MMS

Monetary award for each commercial message accepted

Other

Preferred types of messages

• Valuable, useful and relevant information

• Less percentage are interested in getting creative messages

• Chinese consumer is different as they prefer information that will save time, humorous, but not that interested for joyful and creative messages

Acceptance and recommendations

• MK (42%), UK (52%) China (43%) are accepting mobile ads if relevant within the location,

• MK (48%), UK (57%) China (43%) would share the mobile ad with their friends and family.

• MK (33%) UK (44%) China (43%) believe in the information and ads shared from their friends and family.

• Chines (66%) and MK (60%) consumers are thinking that mobiles are under their control,but UK (44%) don’t have a control on their mobile phones.

• UK (60%) are not afraid of misuse of their personal data, while Chines are neutral and Macedonian 33% are concerned of this

• Skeptical and afraid of spam messages UK (82%), MK (55%)

Conclusions and recommendations

• Mobile phones are every day communication device• Specific way of usage for marketing communications

purposes, more personal, interactive, relationship .• Macedonian consumer mostly are not satisfied when

receiving mobile ads• Mobile ad to be successful should contain valuable,

useful, creative, reliable, and fun to read information, adding value or discount

• Permission should be requested before, not more than one message per day

• Fear of abuse of their personal info and fear of spam

Further research

• As an important topic with rise in the budgets

• Further research with bigger sample and region

• More deeper analyses of

– habits and consumer behavior,

– the experience of companies,

– forms and plans for advertising through mobile advertising

THANK YOU!

Ilijana Petrovskapetrovska@uacs.edu.mk