Abstract: In the era of user segmentation, college students are the backbone of the future, and their knowledge of earthquake prevention and disaster reduction plays an important role in improving the awareness of earthquake prevention and disaster reduction as well as emergency avoidance ability of the whole society. Therefore, how to attract attention and study of college students in the popularization process of earthquake prevention and disaster reduction, especially with the advent of the new media era, how to use the official new media platform to popularize the knowledge of earthquake prevention and disaster reduction to local college students, is an urgent problem to be solved by the earthquake departments. Based on online questionnaire survey, this study investigates the use of mobile phones and the demand for popular science services for earthquake prevention and disaster reduction among students in Inner Mongolia Technical College of Construction, with long use time, typical use scenarios and diversified mobile phone uses, college students mainly accept popular science knowledge for earthquake prevention and disaster reduction through new media platforms, prefer popular science works such as animation and short videos, desire to obtain earthquake knowledge related to application and foundation most, and show great differences in acceptance of existing popular science content for earthquakes in the market. In view of this, this paper mainly analyzes the operation strategy of four new media platforms: official Weibo, WeChat, Jinritoutiao and Douyin, from four aspects, such as release time limit, release form, release content and platform promotion, with a view to improving the effect of popular science dissemination on earthquake prevention and disaster reduction.