Abstract

With the pervasiveness of mobile devices in our daily life continuously increasing, mobile advertising is emerging as an important marketing strategy. However, due to its intrusive nature in practice, there has been a growing concern over users’ privacy in mobile advertising, especially push-based mode, which can affect consumers’ acceptance and effectiveness of mobile advertising. Aiming to gain a deeper understanding of not only users’ concerns of privacy intrusion in mobile advertising, but also the potential solutions to addressing those concerns, we conducted a survey in this study. The findings of this study provide a few useful insights for researchers, advertisers, and businesses on both the importance and methods of privacy protection in mobile advertising from a user perspective.

Share

COinS
 

User Privacy in Mobile Advertising

With the pervasiveness of mobile devices in our daily life continuously increasing, mobile advertising is emerging as an important marketing strategy. However, due to its intrusive nature in practice, there has been a growing concern over users’ privacy in mobile advertising, especially push-based mode, which can affect consumers’ acceptance and effectiveness of mobile advertising. Aiming to gain a deeper understanding of not only users’ concerns of privacy intrusion in mobile advertising, but also the potential solutions to addressing those concerns, we conducted a survey in this study. The findings of this study provide a few useful insights for researchers, advertisers, and businesses on both the importance and methods of privacy protection in mobile advertising from a user perspective.