The last decade marked a dramatic change in the college search experience as students flocked to the Internet as their primary tool for researching colleges. Institutions had to transform their recruitment efforts to keep up with the online demands and expectations of prospective students. The proliferation of smartphones is transforming the online college search experience even further. Noel-Levitz, OmniUpdate, CollegeWeekLive, and NRCCUA[R] (National Research Center for College & University Admissions) conducted a survey of nearly 2,300 college-bound high school students regarding the use of mobile devices to search for colleges. Nearly all of the students (94 percent) said they use a mobile device (such as a cell phone, smartphone, or tablet) at least once per week. But how many use these devices to research colleges, and what do they expect from the college mobile site experience? Survey says half of students have looked at a campus Web site on a mobile device. Students rated the value of a number of content items on a five-points scale, the following six items were considered the most valuable content for mobile experiences: (1) Academic program listing; (2) Cost/scholarship calculators; (3) A calendar of important dates and deadlines; (4) Specific details about academic programs; (5) An application process summary; and (6) Online application forms. [Funding for this paper was provided by the National Center for College and University Admissions, CollegeWeekLive and OmniUpdate.]