Customer Attitude towards Mobile Marketing across Demographics

The rapid technological environment (especially information technology) and globalization has changed everything from routine life to business in the 21st century. The rapid explosion of mobile technologies and devices presents marketers with innovative and exclusive possibilities to interact with their existing and potential customers. Thus mobile phones are no longer used for communication alone. The world has entered into an era called "the mobile era". The mobile phones, often said smart phones performs everything from browsing internet to online shopping, mobile banking and mobile payments. Thus the mobile phone turns out to be a third screen after TV and computer. Which was 200 million only in the year 1998; the convergence of wireless telephony and internet, higher penetration rate of the mobile phone have pooled together to present a new platform for advertising, known as mobile marketing. This paper attempts to discuss about the difference in customer attitude towards mobile advertising across demographic factors.