For advertisers that have had great difficulty reaching young consumers through traditional marketing approaches—TV and radio commercials, magazine ads, and so on—mobile marketing may provide a solution, but only if companies understand some fundamental principles. The success of mobile marketing campaigns has been mixed, partly because many advertisers do not understand what really influences whether young consumers will accept having branding and marketing communications sent to them on their mobile phones. A recent study in the U.S. and Pakistan investigated why some young consumers are willing to participate in mobile activities, whereas others are not. Study findings and implications for marketers are discussed.