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Ball State University research has found that the more ads that college students receive on their cell phones, the less they’re bothered by the ads.
A survey of 669 students at Ball State in November found a third of students are receiving ads on their cell phones, an increase of nine percent from the initial study on the issue conducted in February. But last month, only one-third of students who received cell phone ads were annoyed to get an advertisement, down from 92 percent from the previous study in Febuary.
“Students are showing less resistance to receiving ads on their cell phones, but they still want to be able to control the amount and type of ads they receive,” said Michael Hanley, an advertising instructor in the journalism department. “When we asked them what it would take to accept ads, they told us freebies or money. The pay-per-ad option got the best response.”
The survey found that 40 percent of students would accept each ad for 25 cents or less, while 60 percent said it would take $1 or more per ad.
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