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 |