The document explores consumer attitudes toward mobile advertising in Macedonia, the UK, and China, highlighting the rise of mobile ads and consumer perceptions. It presents findings from a quantitative survey on consumer behavior, revealing preferences for non-intrusive, permission-based ads and varying levels of satisfaction and willingness to engage with mobile advertising across the three regions. Recommendations emphasize the need for valuable, personalized content while addressing privacy concerns and the potential for further research on user habits and responses.

1. 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

2. 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

3. 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

4. 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

5. 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

6. 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

7. 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.

8. 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

9. 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 messag
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

10. 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

11. 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.

12. • 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%)

13. 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

14. 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

15. THANK YOU!
Ilijana Petrovska
petrovska@uacs.edu.mk