African Generation Y Students’ Mobile Advertising Usage

Abstract

The purpose of this study was to investigate African Generation Y students’ mobile advertising usage in the South African context. In South Africa, the African Generation Y cohort represents the largest portion of the Generation Y (individuals born between 1986 and 2005) cohort, and the potential future earning power and influential role of those who have a tertiary education, makes African university students a particularly attractive target market. A convenience sample of 600 African students across three South African registered public higher education institutions (HEIs), situated in the Gauteng province, was taken. Self-administered questionnaires, designed to measure African Generation Y students’ mobile advertising usage, were hand delivered to the students during class time at each of the three campuses. The data collected was analysed using a descriptive statistical analysis. The findings suggest that although African Generation Y students are not willing to receive mobile advertisements on their phones on a daily basis, they do make use of mobile advertising, although the frequency and degree they read the mobile advertisement messages they receive varies considerably. This study contributes to the practice of marketing by assisting marketers in the understanding these African Generation Y students’ mobile advertising usage, which will aid in developing appropriate mobile advertising strategies for reaching this cohort.

DOI: 10.5901/mjss.2014.v5n21p85