IAB and Qriously conducted a study that indicates smartphone screens are the primary medium for reaching today’s college students. The results of the study indicate students rather than the average smartphone user use their mobile phone to notice relevant ads (28% vs. 22%). 55% of the questionnaires said that they have acted after seeing a relevant ad on their mobile phone, which is compared to typical smartphone owners a higher score (49%). The students are more likely to search for information based on seeing ads (13% vs. 9.5%) opposite to other smartphone users. According to the study, students (especially female college students) are more likely to choose a brand based on social media presence and friends’ opinions, compared to the typical smartphone user.