According to findings from Alloy Media + Marketing's 9th annual College Explorer Survey, projected annual technology spending among college students (ages 18-30) has reached an all time high at
$6.5 billion, ranking 3rd in overall discretionary spending for college students, just below food and auto. When all platforms were totaled, the study found that students are spending an average of 12
hours daily engaged with some type of media. Nine and a half of those hours are spent with their "tech" gadgets, including computers, mobile devices, MP3 players, and gaming devices.
Comparing platforms, the study found:
- Students are spending twice as much time on their computers as compared to television viewing
- 33% of 18-24 year old
students have increased their consumption of webisodes or user-generated videos since last year, and 30% of 18-30 year olds report frequent video viewing on social networking
sites
- 61% of students are watching movies on computers vs. 76% on their television
The growing and influential class of 2013, with 13.8 million college students (ages 18-30)
on campus this year, is responsible for a record $250 billion in projected spending power, up nearly 6% over 2008 figures. Projected discretionary spending shows a comparable gain, with these
college students reporting peak figures at $56 billion. When it comes to "tech" purchasing decisions, 70% of college students are the key decision makers when purchasing their cell
phones, while 63% make the ultimate choice for their digital camera and 60% do so when deciding on their choice of computer.
Input from friends and family continues to be a strong influence on
students' decision-making with respect to brands, products and services, with 62% of students placing particular importance on word of mouth from friends. 44% trust the advice of family, and
40% are influenced by seeing others using products.
College campuse blanket "wireless" coverage has doubled in two years, with 60% of college campuses meeting the demands of
today's "totally connected" students. And, for the first time since the College Explorer study's inception, desktop ownership slides below half of the 18-30 year old college student
population (46%), while laptops are now the preferred model on campus, with 75% of students reporting ownership.
At the same time, the MP3 player has more than doubled to a total of 74%
ownership, while digital camera ownership also jumped to almost three-quarters (74%) - a 28% increase since 2006 and a clear reflection of the daily documentation taking place on social networking
sites and blogs, that now seems a prerequisite to campus life.
the study delved into exactly how much time multi-tasking students were engaging with their preferred media on a daily basis, for
any purpose. The daily tech "media diet" includes 9 ½ hours out of 12 hours of media consumption.
College Student Daily Media Consumption |
Product | Average Daily Hours of Use |
Computer | 5.0 |
Television | 2.5 |
Cellular device | 2.4 |
MP3 player | 1.3 |
Gaming
device | 0.75 |
Source: Alloy media+marketing College Explorer, 2009 |
Students' increasing interest in online video has been clearly shown by this year's study, which shows a rise in online viewing habits for TV shows, user
generated videos and webisodic programming as compared to the previous year.
- 33% of 18-24 year old students have increased their consumption of webisodes or
user-generated videos over the past year
- College males are watching more webisodes than they did last year, as compared to their female counterparts
- 30% of
18-30 year olds report they frequently watch videos when visiting social networking sites
- 61% of students who watch full movies do so on their computers, while 76% watch them on
their television
- 60% of college students who use technology devices to shoot, send or receive video content report doing so on their computers, with 45% conducting this activity
on their cell phone, Smartphone, or PDA.
While pop-up ads or banners are not widely accepted by this group, 53% of college students are not avoiding webisodes or pre-roll ads while
online. And, 68% don't avoid online promotions. One in five students stated that advertisements in the form of online promotions were most useful to them.
Andy Sawyer, SVP, Media
Services for Alloy Media + Marketing, concludes that "... advancements in technology have clearly given students increasing control and ease... to socialize, communicate and be entertained on
demand... (the study) offers marketers key insights... "
The 2009 Alloy College Explorer study was conducted online within the United States by Harris Interactive between April 1 and
April 27, 2009 among 1,521 U.S. 18-34 year old college students (2-year, 4-year and graduate students, including 1,433 18-30 year old college students). Results were weighted as needed for age, sex,
race/ethnicity, region and school status. Propensity score weighting was also used to adjust for respondents' propensity to be online.
For additional information, please visit Alloy here.