A recent study by Ball State University has shown that students are getting more and more used to the idea of receiving ads on their mobile phone. This is the first time that a study has been conducted by a university on its own students.

The study found that, during 2005-07, 56.3 % of students at Ball State would accept ads if they got something free in exchange. Of theses, 37.5 % said they would be willing to accept an ad if they got a free ring tone in return, 21.4 % preferred the idea of a discount or coupon to a restaurant, cinema or supermarket, while 20 % wanted free minutes, upgrades or access to internet and music.

The university study also found that 36.7 % of its students had received a text message ad in 2007, up 13 % on 2005 and that their students are less worried about how a business obtained their phone number than previously. The percentage of students who were said to be “very concerned” dropped by 25 percent while “concerned a little” fell by 33 percent.

The study also reported on student’s use of mobile phones, finding that:

• The number of college students with cell phones with video cameras increased by 33 percent
• Forty percent of respondents sent photos via cell phone or e-mail in 2007, up by 10 percent
• Ten percent sent videos to another cell phone or e-mail addresses in 2007, up 7 percent
• Fifty percent said they had downloaded a ring tone in 2007, up from 8.5 percent
• Twenty percent have downloaded wallpapers or screensavers, an increase of 18.1 percent

Full press release HERE.