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BizReport : Mobile Marketing : March 09, 2015

Mobile provides channel to target hard-to-reach students

Today's University students come from a generation in which mobile has always been a part of their lives. Mobile has made this traditionally hard-to-reach audience far more accessible, according to new research from mobile audience experts adsquare.

by Helen Leggatt

The research, conducted in January of this year, is part of a new series of research from adsquare that will help marketers better understand and reach smarthphone users. This first report of the Mobile Audience Radar focuses on students.

Just over 400,000 new University students began their studies in the UK in 2014 and, according to adquare's survey of 500 of them, nearly all (82%) own a smartphone and those devices play a key role in their day to day lives. For more than two-thirds (68%) of students their smartphone is the first thing they check after waking. Such is their reliance on their device that more than half would rather leave the house without their wallet than their smartphone.

As well as using mobile to keep up with social media, 71% use their device to research purchases or make purchases, or both. Furthermore, most (84%) use location-based services and more than half (51%) are happy to share their location in the form of check-ins and rely on location services to navigate to a destination. In terms of entertainment, more than three-quarters (76%) look up movies on their mobile, 68% watch trailers and half buy cinema tickets.

But, their mobile devices also come in handy as a study aid. Almost two-thirds (63%) use education apps and 72% use their device to organize their busy study schedules via apps or built-in programs.

Image via Shutterstock

Tags: audience, mobile marketing, mobile targeting, students

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  • winnt

    Lol. What a story. Essentially says absolutely NOTHING. Slow news day, huh?



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