Attitides Of Smart Phone Users Toward Mobile Internet Advertising

The purpose of this research is to examine the attitudes of individuals using smartphones towards mobile internet advertisements. A total of 213 people, 163 women and 50 men, participated in the study. In the first part of the study, six questions were sent to the participants, including gender, age, educational status, length of possession of a smart phone, duration of internet use and advertising channels. As a data collection tool, a scale containing statements about mobile internet advertising in the study conducted by Özbey (2018) was used. It consists of 6 sub-dimensions and a total of 23 questions. Kolmogorov-Smirnov test was used to determine whether the sub-dimensions of the scale showed normal distribution and it was determined that it showed normal distribution. Accordingly, independent sample t-test from parametric tests for binary variables and one-way anova analysis for more than two variables were applied. According to the research findings; No significant difference was found between the subdimensions of gender, education, duration of having a phone and using the internet. However, a significant difference was found between the sub-dimensions according to age and place of encountering mobile internet advertisements. As a result, the attitudes of smartphone users towards mobile internet advertisements vary according to sociodemographic characteristics.