A Pilot Exploration On Consumers’ AttitudesTowards Mobile Advertising In Sri Lanka

Mobile media has been rapidly evolving in the market with novel technological features. It has captured the advertising field in a revolutionary manner. Unlike in developed countries mobile media is less popular in developing countries. This study is designed to explore the Sri Lankan consumers’ attitudes towards mobile advertising. The author presents a model of the relationship between demographics and experience with internet advertisements and their attitudes towards mobile advertising. Self-administrative questionnaire was applied to collect data and 413valid responses were gathered. The data analysis results show that, i) Demographics (age, family income) and ii) Experience with internet ads are predictors of attitude towards mobile advertising. Experience with internet ads has significant moderating effect on attitude on m-ads