Mobile advertising has grown rapidly over recent years, yet volume is not necessarily a good measure of consumer acceptance. Earlier studies have explored acceptance in terms of content; here we focus on the communication medium, the mobile device. Building upon Vincent's (2006) premise that emotional attachment to mobile phones is a likely key influence on future adoption of new services, we explore whether this holds true for mobile users' receptiveness to mobile advertising. Our research reveals that users are emotionally attached to their mobile devices and that attachment is to a large degree attributable to a sense that the device is an essential part of life with a value that goes beyond simple communication. Those with a strong sense of attachment are more receptive to mobile adverts, however overall users generally find them irritating. It appears that advertisers have hitherto been insufficiently user-centric; responses are as important as the message yet there is a tendency to concentrate on what is being sent rather than how it is received. We conclude that consumer receptiveness might improve by targeting users who are strongly attached their mobile devices.
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