96% of youth aged 18-24 who don't currently own a smartphone plan to purchase one if given the choice, with 70% smartphone penetration already among that age group. Key findings from a survey of 693 youth across 6 universities found that the most effective ways to market to mobile youth are through social media like Twitter, MXit and Facebook, as well as SMS. Respondents indicated a preference for SMS for competitions and highlighted themes of instant gratification, simple messages, and a desire to be rewarded.