The purpose of this study was to explore the preferences of mobile users when it comes to mobile advertising, what they perceive are the main characteristics and functions of mobile advertising messages. Qualitative approach was used in this data was collected through focus group discussions. Qualitative thematic analysis with the help of Nvivo has been used to evaluate the texts collected from the participants of the focus groups. The findings of the study revealed that the main functions of mobile phone are personal communication, advertising and information. Moreover, mobility, immediacy and personalization have been identified as the main characteristics of mobile communication and lastly, product centred messages and customer centred messages are identified as the main categories as far as the content of mobile communication is concerned.