- Marketers looking to advertise to Gen Z and younger millennials in college should focus on smartphones, according to research from IAB and Qriously.
- The study found that the average smartphone user sees more relevant ads on TV, but Gen Z and young millennials reported their smartphone as the medium where they see the most relevant ads.
- The survey said 23% of surveyed college students reporting they often making purchases with their smartphone compared to 18% of all smartphone users.
Mobile is where advertisers can best reach 17 to 25 year old college students. Research from IAB and Qriously compared that group of Gen Z and young millennial students against the average smartphone user and found that younger smartphone users reported seeing more relevant ads on their mobile devices, made purchases more often on smartphones, and interact with smartphone ads at a higher rate than the average user.
“Today’s college students are leading mobile first lives – and will surely take their mobile-first mindset with them into the world after graduation,” Anna Bager, senior vice president and general manager of mobile and video at IAB, said in a statement. “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.”