Exploring the effects of gender, age, income and employment status on consumer response to mobile advertising campaigns

Purpose – The purpose of this paper is to examine the effects gender, age, income and employment status on consumer response to short message service (SMS)‐oriented direct‐response requests or a call‐to‐action tactic in a television advertisement or program, consumer's participation in SMS sweepstakes or other competitions, and consumer uptake of mobile services such as ringtones, logos, screensavers and wallpapers ordered by SMS message.Design/methodology/approach – The data used in this study were collected via an online survey. A total of 4,062 consumers responded to this survey. Cross‐tabulation and binary logistic regression were used to examine the associations between the explanatory variables and responses to mobile advertising campaigns.Findings – The results suggest that women are more active than men in their responses to SMS call‐to‐action campaigns. In addition, the results indicate that mobile advertising is not only for teenagers. For instance, consumers in the 36‐45 age group were most lik...

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