Spanish smartphone user numbers have grown exponentially, with the country’s mobile penetration reaching the highest level across all of Europe – 66% - according to the latest figures from 2013. The educational profile of these users reveals that 48% have a university degree, according to Google’s Our Mobile Planet study. In addition, 29% have a Bachelor’s degree while 12% are professionally trained technical workers. Overall, 89% of users have received higher education. In terms of location, 84% of all users live in urban áreas, compared with 16% living in suburban or rural áreas according to data from 2013’s Our Mobile Planet study. When it comes to age brackets, it is important to note that smartphones are more prominent among young people, not forgetting the childen’s sector, since, according to data from The App Date, 37% of children aged between 10 and 15 own a smartphone. Furthermore, 19% of students own a tablet and spend four to six hours connected to the internet daily, according to Universia España. Educational institutions are well-aware of the preponderance of smartphones on the mobile market and their success among students. Universitat Abat Oliba CEU ran a geo-localised campaign in Barcelona, thus targeting potential clients living in a specific geographical area.
EAE Business School ran a banner and interstitial campaign on its Masters Programmes, segmented by publication type, choosing to target the news and finance cannel and thus focusing on the interests of potential clients.
Another good example of this type of approach is that taken by the Universitat Oberta de Catalunya, which also ran a banner campaign focused on the news and finance channel.
Mobile advertising is a close ally of all educational institutions. Its capacity for segmentation and geo-localisation combined with the outstanding acceptance of smartphones among young people show that both sectors have a lot to learn from each other.
