The US University Audience on the Internet

by Jack Loechner, May 19, 2003, 12:00 AM

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The US University Audience on the Internet

With nearly 10 million active users in March 2003, the U.S. university Internet audience is both sizable and influential. comScore Media Metrix, through a panel of 35,000 Internet users, finds that the university audience skews toward communication and entertainment sites. A recent report concludes that to effectively reach this audience it is essential for marketers to understand the distinct consumer preferences and usage patterns of university Internet users.

U.S. University Users

	Percent of Category Audience Visiting from University PCs	Unique Visitors From University PCs (000)	% Reach Among Total University Internet Users	Composition Index*
Total Internet	6.8%	9,898	100%	136.5
Education	9.3%	6,631	67.0%	132.5
Instant Messengers	9.0%	6,927	70.0%	126.5
Entertainment-Movies	8.6%	3,035	30.7%	122.9
Gaming Information	8.4%	2,973	30.0%	122.7
Entertainment-Music	8.4%	5,861	59.2%	122.0
Personals	8.3%	3,117	31.5%	116.7
Adult	8.0%	5,965	60.3%	113.8
Free Web Hosting	7.8%	5,419	54.7%	112.1
Downloads	7.7%	8,170	82.5%	111.1
Tickets	7.6%	1,588	16.0%	110.7
Teens	7.6%	551	5.6%	109.5
E-Mail	7.5%	7,905	79.9%	109.1
Discussion/Chat	7.5%	3,691	37.3%	108.6
Auctions	7.4%	4,380	44.2%	108.3
Humor	7.4%	2,514	25.4%	136.5

Source: comScore Media Metrix March 2003
*Composition index represents the extent to which each stated demographic group to a site or grouping of sites is over- or underrepresented versus each group's corresponding percent of the total online population. An index of 100 shows parity.

Whether communicating with fellow students across the dormitory hall or friends and family at home, Instant Messengers are hugely popular among university students. In fact, the Instant Messenger category reached nearly 7 million university Internet users - 70 percent of the total university Internet population in March (compared to 47 and 42 percent for home and work locations). For advertisers and agencies deciding whether to invest in campaigns delivered via instant messaging systems, the university audience clearly represents a ready base of target consumers.

While all Instant Messengers are disproportionately popular among university Internet users, AOL Time Warner Instant Messaging (which includes both the AOL Instant Messenger (AIM) and subscriber-based applications and Web sites) leads in adoption among university Internet users. In fact, AOL Time Warner Instant Messaging alone reaches 61 percent of the university Internet population.).

Eight Million University Students Visited a Web-Based E-Mail Site in March: comScore data also found that the E-Mail category, which includes Web-based e-mail services such as Hotmail and Yahoo! Mail, is highly attractive to college students, reaching fully 80 percent of all university Internet users (compared to 67 and 70 percent for home and work users). Interestingly, the data also revealed that University users may not be loyal to any one Web-based e-mail site and have accounts with multiple providers: approximately 50 percent of those who visited Yahoo! Mail also visited MSN Hotmail in March, and 44 percent of Hotmail visitors also visited Yahoo! Mail.

U.S. University Users (Email)

	Unique Users (000)	% Reach Among Total University Internet Users
Total Internet	9,898	100.0%
E-Mail Category	7,905	79.9%
MSN Hotmail	4,287	43.3%
Yahoo! Mail	3,796	38.4%
AOL Prop Email	2,758	27.9%
AOL.COM Email	1,283	13.0%

Source: comScore Media Metrix March 2003

University Visitors Spend Two-Thirds More Time at Music Sites: An analysis of the Entertainment-Music category reveals distinct preferences among university users when compared to home users. While WindowsMedia is the clear leader in the Music category among both home and university users, MTV sites are ranked second among university users, but fourth among home users. Conversely, AOL Proprietary Music is the second most popular music property among home users, but ranks fourth among university users.

The analysis also found significant differences in the amount of time university and home visitor spent at the Music category. The average university visitor spent 41 minutes at the Music category in March - 66 percent more time than the average home visitor (25 minutes). Notably, the average university user spent nearly three times more time at MusicMatch.com than home users, further evidence of college students' penchant for online music.

U.S. University Users (Music)

	Unique Visitors (000)	Average Minutes Per Visitor
Total Internet	9,898	1,786.1
Music Category	5,861	40.9
WindowsMedia	2,341	15.9
MTV Networks Music	902	14.3
LAUNCH	838	24.1
AOL Proprietary Music	798	3.5
VU Net USA Music & Media Group	754	12.1
Sony Music	697	10.8
LYRICS.COM	604	4.6
MUSICMATCH.COM	533	74.4
Warner Music Group	512	11.0
Clear Channel Interactive	510	7.2

Source: comScore Media Metrix March 2003

U.S. Home Users (Music)

	Unique Visitors (000)	Average Minutes Per Visitor
Total Internet	125,016	1,213.7
Music Category	49,247	24.6
WindowsMedia	13,918	8.7
MTV Networks Music	5,311	13.4
LAUNCH	6,073	34.5
AOL Proprietary Music	9,246	4.4
VU Net USA Music & Media Group	4,437	10.0
Sony Music	4,620	13.4
LYRICS.COM	3,552	4.8
MUSICMATCH.COM	3,511	25.5
Warner Music Group	2,861	5.1
Clear Channel Interactive	4,539	9.2

Source: comScore Media Metrix March 2003

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