College students are open to mobile ads

A new study indicates mobile marketers will likely get better results from ads targeted to college students rather than adults or younger teens.

by Kristina Knight

The study was commissioned by Ball State University and found that just over 55% of college aged kids are open to receiving ad messages on their cell phones as long as they get something in return for looking at the message.

Michael Hanley, a marketing profession at Ball State said, "All you have to do is offer free ring tones, cash or access to the Internet because this age group has grown up with cell phones and other mobile devices. It is the way they communicate with each other as well as with the outside world.”

The study found that more than 37% of students would accept free ring tones in exchange for reading mobile messages, 21% would rather get a coupon for a grocery store, movie theater or restaurant and 20% wanted free minutes, cell upgrades or online access in return for ads.

College students are already affecting mobile marketing. Nearly 37% of those studied said they had received a mobile ad in the past year, up 13% from last year's numbers. Students are also using their phones for more than talking. 40% of students surveyed said they sent photos through their cell or email and 10% said they sent video via cell or email.