The disclosure relates to a content selection system for enabling a user device on the move to utilize content associated with an entity located ahead of the user device. The content selection system determines a current position and travel direction of the user device, determines a current travel remainder for moving along a travel route from the current position to the entity located ahead of the user device, based on stored geographical location associated with the entity. The content selection system compares the travel remainder to a maximum threshold value associated with the entity. The content selection system enables content associated with the entity to be utilized by the user device, when the travel remainder is equal to or lower than the maximum threshold value. The disclosure also relates to a user device comprising at least a portion of the content selection system.