College students find search engines more reliable than all other forms of media, including magazines, newspapers, and TV ads, according to a new study by Yahoo Search Marketing, writes MediaPost (via MediaBuyerPlanner). Yahoo and Hall & Partners surveyed 486 college students in August, and Greenberg Brand Strategy researchers asked the students to rate information sources on a five-point scale.

Yahoo found that 81 percent of college students rated search engines as the best source of info, followed by friends and family with 64 percent; only 34 percent said traditional media was their best source. (An information source was considered "best" if students placed it in one of the top two boxes on a five-point scale.)

Search came in second to family and friends when it came to reliability.