The study of the serbian young consumer attitude toward mobile advertising

Rapid technological development in the last decade has given organizations new opportunities to market themselves. Mobile phones and smart phones make it possible for organizations to send advertisement to consumers 24/7. This research study investigates relationship between young consumers’ attitudes toward mobile advertising usage and demographic characteristics. The target group has been identified to consist of young population in the age of 16 to30. To examine this, the quantitative method was used with a sample of 350 respondents. We have used descriptive statistics and Chi-Square Tests to evaluate hypotheses. Our findings confirmed five out of six hypotheses. These findings may affect marketers’ abilities to reach young population of Serbian mobile consumers through better communication strategy via SMS and MMS advertisement.