1. Nearly half of prospective students use smartphones to research education options and 1 in 4 prefer mobile over PCs. Mobile is integral to education decisions. 2. 84% of people who research education on smartphones take further non-mobile actions like desktop searches, visiting websites or applying online. A third use video like campus tours or reviews to research schools. 3. Today's consumers are easier to reach through mobile but harder to influence. Extensive research using reviews, experiences and demonstrations now characterize how people evaluate and select education products and services.