Among people between the ages of 18 and 24, Smartphone ownership is now up to 77%, which is more than 50% higher than the population as a whole (Ofcom, 2013). Going off of that, a neweMarketer report found that by the time the Class of 2016 graduates, close to 90% of college students in the United States will own a Smartphone. In addition, the rapid rate at which college students are buying tablets is surpassing that of Smartphones. It was found that triple the amount of backpacks were filled with tablets in January 2012 when compared to the prior March.

Brands that are able to successfully reach this digitally savvy audience are at a big advantage. They receive the opportunity to shape mobile consumer behaviors, and therefore, the chance to gain a share of students’ increased spending. Marketers looking to reach this constantly connected audience need to focus in and sharpen their mobile efforts in order to be effective.

While college students are very aware of and responsive towards mobile ads, they’re simultaneously quick to judge and get annoyed with advertisements that are disruptive or seem irrelevant since mobile devices are usually being used while on the move. College students use their mobile devices while they are running to class, riding the bus, socializing, shopping, or while at the gym, and they don’t have much time to spend looking at advertisements. So, the impact of mobile ads must be immediate and hard-hitting.

Mobile ad content that is fun, different, and creative will be most likely to increase engagement levels and brand perception among these students who never put down their Smartphones. OnCampus Advertising offers mobile advertising services that allow you to target students who use their phone while on specific campuses, leading to more relevant viewers and higher click through rates.