According to the latest study from Interactive Advertising Bureau (IAB) and its Mobile Marketing Center of Excellence, smartphones are the best way for marketers to reach college students. The Generation Z & Young Millennials: Mobile First on Campus study, conducted among college students aged 17 to 25 in the US, found that this age group was more likely to deem mobile ads relevant (28%) compared to the average smartphone user (22%).
Students more likely to deem mobile ads relevant
Males cited mobile ads significantly more relevant (32.5%) than those seen on TV (19%). Females were balanced in their opinion. In addition, 55% of respondents said they have previously acted based on seeing a relevant ad on their phone, compared to 49% of average smartphone owners.
73% of students have made a purchase using their smartphone, compared to 66% of other users. 23% of students even said they used their smartphones “often” to make a purchase, compared to 18% among other age groups.
College students make more purchases using their phones
Anna Bager, Senior Vice President and General Manager, Mobile and Video, IAB, explains:
“Today’s college students are leading mobile first lives – and will surely take their mobile-first mindset with them into the world after graduation. Gen Z and the young Millennials on campus now are tomorrow’s next set of primary consumers and it is apparent that marketers and agencies need to reach this coveted audience on mobile screens.”
When it comes to brand selection, students are much more influenced by social media presence (16%) than the average user (10%) and are highly influenced on how they perceive a brand based on a friend’s opinion (13%).
Social media and friends are big influencers
In addition, the study found that males generally were more likely to trust sponsored content 38%, compared to their female counterparts (24.5%). Alexandre Sagakian, Vice President, Research and Data, Qriously, which helped conduct the survey, says:
“Mobile is at the center of every college student’s life. These young people don’t even remember the days before mobile phones were in everyone’s hands. So, it comes as no surprise that they use their smartphones for shopping and that their mobile devices inevitably wield an influence over what brands they choose.”