Mobile advertising is noticed by millennials.

Mobile is the top medium where college students see relevant advertisements, ruling over other outlets such as TV. Additionally, college are more likely to recognize mobile advertisements tailored to them based on social media and web browsing than the average smartphone user.

They respond to relevant ads without clicking on it.

When students see a relevant ad, they are significantly more likely to screenshot the ad or search the web for more information. However, they are less likely to click or tap on the ad than all other smartphone users.

Mobile commerce is popular.

Almost ¾ of students have already made a mobile purchase using their smartphone, in comparison to the 2/3 of other smartphone users who have completed mobile purchases. Twenty-three percent of students often make purchases with their smartphones, in comparison to 18% of all smartphone users.

Mobile plays a hand in brand selection.

Students are more likely to choose a brand based on their social media presence and activity compared to other smartphone users. 16% said they chose based on the brand’s social media, while 13% said they trusted a friend’s opinion first.