One of the largest consumer studies in Finland concerning mobile marketing has published in Aalto University School of Economics. According to an extensive study, which looked into how consumers perceive mobile marketing, Finnish consumers are beginning to embrace SMS based mobile advertisements. Respondents feel positive toward received mobile advertisement and believe that theyprovide useful information. According to the study, four out of five (84%) Finnish consumers have positive attitudes toward advertisements received on hand‐held devices. Every tenth consumer has a negative attitude. On average, consumers feel more positive toward mobile marketing than traditional advertising. According to TNS Atlas study conducted by TNS gallup every fifth (20 %) consumer has a negative attitude toward advertising in general. Surprisingly women have more positive attitudes toward mobile advertising when compared to men.

The study is one of the first studies in Finland utilizing authentic...