Mobile Marketing from a User Perspective

Teenage users’ opinions of mobile advertising in a mobile instant messaging context

A N T O N Z I D É N

Master of Science Thesis Stockholm, Sweden 2007

Mobile Marketing from a User Perspective

Teenage users’ opinions of mobile advertising in a mobile instant messaging context

A N T O N Z I D É N

Master’s Thesis in Human Computer Interaction (20 credits) at the School of Media Technology Royal Institute of Technology year 2007 Supervisor at CSC was Sinna Lindquist Examiner was Yngve Sundblad TRITA-CSC-E 2007:058 ISRN-KTH/CSC/E--07/058--SE ISSN-1653-5715 Royal Institute of Technology School of Computer Science and Communication KTH CSC SE-100 44 Stockholm, Sweden URL: www.csc.kth.se

1

2

3

4

5

6

1 the name of the application has been changed to “NN” and

7

8

•

•

•

•

•

•

9

10

•

•

•

11

12

• •

• • •

• •

• • • • •

• •

13

14

15

16

17

18

19

2 One specific question was not altered between the pilot and the questionnaire survey. Therefore, the results from this question will be presented together with the results of the questionnaire survey.

20

21

22

23

24

25

26

3 The y-axis shows the total score given by the respondents 4 Due to the improperly filled out questionnaires 12 of the respondents’ answers were discarded.

27

28

29

30

31

32

33

34

35

36

•

•

•

•

•

37

38

•

•

•

39

40

41

42

43

44

•

•

•

•

•

•

45

46

47

SCENARIER

48

49

50

UPPSUMERING

51

52

53

54

55

56

TRITA-CSC-E 2007:058 ISRN-KTH/CSC/E--07/058--SE

ISSN-1653-5715

www.kth.se