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Generation Z and Young Millennials: Mobile-First on Campus

IAB and Qriously conducted a survey of college students in the U.S. ages 17 to 25. As the young end of the Millennial generation, we wanted to understand the role mobile plays in the lives of this group, as well as assess their attitudes toward advertising, and get a sense of how they select brands.

Key highlights:

  • College students are more likely than the average smartphone user to cite their mobile as the medium with the most relevant ads (28% versus 22%).
  • Indeed, mobile is the number one medium college students cite in terms of ad relevancy (in contrast with smartphone users in general, who are more likely to cite TV).
  • Male college students were more likely than . . .

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