Commentary
Like, Totally Wired
- by Jack Loechner , Staff Writer @mp_research, November 12, 2009
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.
Jack Loechner is the Editor of The Center for Media Research's daily Research Brief. You can reach him at jack@mediapost.com.
Great info for me because collegiate marketing is what my first product I am launching is all about. I am very curious though how they get the 6% discretionary spending increase when 80% of all jobs pay $33k or less in the country. Unemployment measured nominally is 10% yet real is most likely 15%+, and people are saving more worried about their jobs. Is there a Government handout program for college student spending as part of the Stimulus Package that I do not know of? Trust me, I want to believe it. I am going to now update my media kit with the new number. But I am very skeptical about it. At least I can blame Alloy if the number is wrong! =)
Howie, do you think some of that 6% increase is coming from their tapped out, hovering parents increased contributions? Debt is not over.
Maybe the issue is with those of us who look at the technologies as separate and discreet. It's all a screen, and college students will engage with a screen where and when they can. The various technologies enable constant and dynamic interface with content that used to be locked down by the sheer size, weight, and plug-in of the television set :)