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Thursday, Aug. 2, 2007 at 12:58 pm

Students Open to Mobile Ads When Properly Bribed

By Robert Gorell
August 2nd, 2007

Click MeOK, so I’ve been on a mobile kick lately. Sorry if it’s starting to feel like “Shark Week” on the Discovery Channel — horrible website, by the way — but neither are as dangerous as they are misunderstood.

MarketingVOX shares this Ball State University study on college students and mobile advertising

Among the survey findings:

  • 37.4 percent of college students said it would only take the offer of a free ring tone for them to accept advertisements on their cell phones.
  • 21.4 percent preferred a discount or coupon to a restaurant, movie or grocery store.
  • 20 percent wanted free minutes, upgrades, access to the internet or music.

Pay close attention to that last group. They’re the smart kids.

It’s widely known that Gen-Y are text message fiends, but ringtones are losing their luster with the smart kids. Why are the smart kids so important? Simple. They’re the trend-setters.

Wait a minute, though. Don’t they all just steal their music? Maybe just a bit. But while Apple (APPL) brags about selling its 3 billionth song, EMusic — which is more youth-driven, anyway — is innovating mobile distribution. And it seems Google’s willing to trade mobile ads for internet service.

Looks like the smart kids might get their wish after all…

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