Mobile TV as a marketing tool in South Africa: A consumer’s perspective
Date
2014
Authors
Chuchu, T
Chiliya, N
Uta, L
Journal Title
Journal ISSN
Volume Title
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Abstract
Mobile Television is highly considered to be the next breakthrough application in wireless technology. Recently mobile
marketing has become an important method of communication with the recent advances in mobile phone technology. The
primary objective of the study was to find solutions that could possibly increase the number of mobile TV subscribers in South
Africa so as to increase mobile TV usefulness as a marketing tool for products and services. The design of the study was a
quantitative design. This research involved distributing a questionnaire at The University of The Witwatersrand to a sample
group of 380 students between the ages of 18 to 25. The data collected was analysed using Statistical Analysis Software (SAS)
Enterprise Guide 5.The results of the empirical study indicated that size of screens being too small was a major concern for
mobile TV viewers and would make viewers less likely consider viewing mobile TV.
Description
Keywords
Mobile television, Technology, Communication
Citation
Chuchu, T., Chiliya, N., & Uta, L. (2014). Mobile TV as a Marketing Tool in South Africa: A Consumer’s Perspective. Mediterranean Journal of Social Sciences, 5(25), 158-166