| At present, Short Messaging Service advertising is the type of mobile advertising most widely used. But meanwhile it is widely considered junk e-mail and is, therefore, likely to decline significantly during the next few years. Wireless Application Protocol advertising, especially sales-oriented advertising, will grow rapidly in the same period. Interactive marketing is also gaining internet from brand advertisers, providing the next area of growth. Consumer acceptance of mobile advertising is lower than with other advertising methods; however, ads that are related to topics of interest to consumers are likely to be very successful. Most mobile Internet users in China are young and most of them have a comprehensive knowledge of Internet. Although with low or middle level personal income, they also possess a high purchasing power. As such, that fashionable, interesting, leading-edge products or advertisements may appeal to them more. However, junk e-mails and traffic costs are the primary barriers for consumers to accept mobile advertising. |
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