Relationship and Effect of Entertainment, Informativeness, Credibility, Personalization and Irritation of Generation Y’s Attitudes towards SMS Advertising
Table 1:
Item | Frequency | Percentage (%) |
Gender | ||
Male | 59 | 19.7 |
Female | 241 | 80.3 |
Age | ||
18-21 | 175 | 58.3 |
22-25 | 120 | 40 |
26-30 | 5 | 1.7 |
31-33 | 0 | 0 |
Race | ||
Malay | 244 | 81.3 |
Chinese | 37 | 12.3 |
Indian | 15 | 5 |
Others | 4 | 1.3 |
Education Level | ||
Diploma | 18 | 6 |
Degree | 281 | 93.7 |
Master | 1 | 0.3 |
Doctorate (PHD) | 0 | |
Monthly Income | ||
less than 1000 | 281 | 93.7 |
1000-1999 | 13 | 4.3 |
2000-2999 | 6 | 2 |
3000-3999 | 0 | 0 |
more than 4000 | 0 | 0 |
Own Mobile Devices | ||
Yes | 300 | 100 |
No | 0 | 0 |
Received SMS Advertisements | ||
Yes | 270 | 90 |
No | 30 | 10 |