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UCAS survey indicates four fifths of freshers now pocket a smartphone

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By John Glenday, Reporter

March 14, 2013 | 2 min read

Fresh research published by UCAS Media has highlighted the growing importance of mobile marketing for students after finding that 82% of those entering further education did so with a smartphone in their pocket.

The findings came from a survey of 11,000 freshers with 9,000 responding that their phones were capable of handling social media, web browsing and email and running apps.

This represents a 122% increase since 2010 and makes them 40% more likely than the UK population as a whole to own such a device.

Keith Parkman, head of sales at UCAS Media said: “The large number of students who now consume content on smartphones and tablets means marketers are competing for their valuable time like never before.

“We know that content must be optimised for mobile, but because young people are connected 24 hours a day, the timing of messages is also important.

“Marketing professionals should picture students looking at text and images while travelling on the bus, rushing to a lecture, or out socialising. They don’t have much time to spend looking at adverts and the impact has to be immediate.”

“Now think – how do I get the right message to potential customers in that short window of opportunity?”

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