® selected findings. compared to last year, increases are seen for monthly discretionary spending,...
Post on 25-Dec-2015
215 Views
Preview:
TRANSCRIPT
STUDENT MONITORLIFESTYLE & MEDIA - Spring 2012
© 2012 STUDENT MONITOR LLC550 North Maple Ave., Ridgewood, NJ 07450
All Rights Reserved, Unauthorized Use Prohibited
®
SELECTED FINDINGS
Spring 2012 © STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited
DEMOGRAPHICS
Compared to last year, increases are seen for monthly discretionary spending, annual personal earnings and the amount of money students receive from home
Monthly discretionary spending: $225 (+15%) Annual personal earnings: $4,809 (+15%) 54% get money from home averaging $315
monthly (+19%) 9% are employed full-time and 46% are employed
part-time and 6% have an internship during the school year
Average age: 20.7 Family HH income: $88,671
Spring 2012 © STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited
Media Habits:Less than half the time spent watching television is spent watching with a
TV set (40%, down from 45% last year) and 56% are at least “Somewhat interested” in watching television exclusively online
Comedy Central, ABC, ESPN, FOX and MTV are students’ favorite networks (Family Guy, How I Met Your Mother, Jersey Shore, The Big Bang Theory, Walking Dead and ESPN SportsCenter are the most watched programs)
Cosmo, People, SI Vogue and ESPN The Magazine are students “best read” titles
41% (43% last year) read the print edition of a national newspaper while online readership is 36% (41% last year)
54%, (compared to 61% last year) read at least 1 of the last 5 issues of their campus newspaper. 30% of those students with an online edition of their campus newspaper have read the online edition in the past month.
SUMMARY FINDINGS: (1 OF 4)
Spring 2012 © STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited
The Impact of Technology:95% own a mobile phone. 64% (up from 54%) of owners own a
Smartphone27%, up from 16% last year own an iPhone). 28% plan to
purchase a new mobile and 43% of these plan to purchase an iPhone
96% own a computer (88% a laptop, 19% a desktop, 10% a tablet and 4% a netbook)
Among computer owners 85% use a laptop most oftenMore students use an Apple computer than any other brand11% (including 15% of Juniors) plan to buy a new computer in
the next 12 months53% of the computers students plan to buy (desktops, laptops
and tablets) are Apple
SUMMARY FINDINGS: (2 OF 4)
Spring 2012 © STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited
Attitudes & Behavior:44% of textbook spending is “New”, 40% “Used”, 11% “Rented” and 4%
“eTextbooks”During Summer Break, 35% went on a trip (53% went or stayed home, 35%
worked) Apple iPhones, Facebook, Apple iPads, Texting and Drinking beer top the list
of “What’s In On Campus” 56% (57% last year) report “the economy has had a negative impact on my
family” “U.S. economy” (32%), “Cost of education” (30%) and “Health care (28%) are
the “Top 3 Issues Facing The U.S.”Among the 87% who plan to vote in the Presidential election, nearly 6 times
as many report a preference for President Obama than Gov. Romney
SUMMARY FINDINGS: (3 OF 4)
Spring 2012 © STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited
Students As Consumers:82% report “Once I find a brand I like, I don’t try new ones” and more than
four in ten (42%) report “I like to buy the newest/latest version of a productFewer than a third of students (31%) agree with the statement “If I were
purchasing a new vehicle, I would purchase a Chrysler, Ford or GM vehicle”In a typical month at school 34% make a purchase at an off campus
bookstore, 44% at an on campus bookstore, 70% at an off campus convenience store, 54% in a department store, 81% at a fast food restaurant and 71% at a gas station
27% have a credit card in their own name (18% VISA, 8% MasterCard, 3% Discover and 2% American Express).
When asked what they expect to be doing immediately following graduation, 50% expect to be employed full-time following graduation (only 2% expect to be unemployed)
SUMMARY FINDINGS: (4 OF 4)
Spring 2012 © STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited
FOX has surpassed CBS and now dominates the programs student watch most often
By a somewhat smaller margin, “Family Guy” remains the program students watch most often
TELEVISION PROGRAMSWATCHED MOST OFTEN
Spring Fall Spring Fall Spring Fall Spring Fall Spring‘08 ‘08 ‘09 ‘09 ‘10 ‘10 ‘11 ‘11 12% % % % % % % % %
FOX Family Guy 26 20 24 26 22 23 25 21 18
CBS How I Met Your Mother 2 2 3 2 3 5 7 11 15
MTV Jersey Shore NA NA NA NA 2 15 21 17 14
ESPN SportsCenter 9 14 10 11 11 12 11 10 9
CBS Big Bang Theory NA 1 1 1 2 3 5 8 9
AMC Walking Dead NA NA NA NA NA NA NA 3 9
Comedy Central South Park 10 9 9 9 8 12 10 14 8
ABC Modern Family NA NA NA 1 4 5 7 10 8
ABC Grey’s Anatomy 8 13 12 12 8 9 7 6 8
NBC The Office 9 11 15 21 15 15 12 13 7
ESPN ESPN 4 1 4 4 3 4 4 7 7
FOX House 11 14 15 19 14 17 13 11 6
FOX Glee NA NA NA 7 3 9 12 7 6
Spring 2012 © STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited
TV set40%
DVR9%On demand
4%
Free file sharing
7%
Paid online9%
Free streaming
17%
DVD14%
SHARE OF TV VIEWING BY METHOD
Less than half (40%) of the time spent watching television is spent watching with a traditional TV set
Spring 2012 © STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited
On-line42%
Off-line58%
ONLINE VERSUS OFFLINE VIEWING
58% of the time students spend watching TV is spent offline (66% among users)
More than half (56%) are at least “Somewhat interested” in watching TV exclusively online
Spring 2012 © STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited
Total%
Male%
Female%
Comedy Central 38 49 26ABC 31 23 40
ESPN 29 50 8FOX 29 30 28
MTV 27 21 32Discovery 26 32 20
HBO 20 23 17CBS 20 18 22
ABC Family 20 7 34NBC 19 17 21
FAVORITE TELEVISION NETWORKS
Comedy Central, ABC, ESPN, FOX and MTV continue to be students’ favorite television networks
For some television networks, significant gender differences are seen
Spring 2012 © STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited
Chicago Tribune
Boston Globe
LA Times
Washington Post
Wall Street Journal
USA TODAY
The New York Times
READ ANY
2%
3%
3%
3%
6%
12%
17%
41%
5%
1%
3%
5%
5%
10%
22%
36%
Online Print
READERSHIP OF NATIONAL NEWSPAPERS
Student readership of the online edition of a national newspaper is somewhat less than that of the print edition
Spring 2012 © STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited
No interest in either33%
Prefer print19%
Prefer on-line23%
No prefer-ence16%
Prefer online with mobile device
10%
PREFERRED FORMAT FOR READINGA NATIONAL NEWSPAPER
While somewhat more report reading the print edition, somewhat more report a preference for the online edition
One in ten prefer to read the online edition with a mobile device
Spring 2012 © STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited
CAMPUS NEWSPAPER READERSHIP
54% (compared to 61% last year and 64% two years ago) read at least 1 of the last 5 issues of the print edition
Readership is highest among Juniors at 60% and somewhat higher among females (55%) than males (52%)
Readers spend an average 18 minutes reading a typical issue
Most readers (57%) read their campus newspaper for “Local campus news”
Half prefer the print to online edition and among those with an online edition, 30% read the online edition in the past month
Spring 2012 © STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited
Spring’06%
Fall’06%
Spring’07%
Fall’07%
Spring’08%
Fall’08%
Spring‘09%
Fall’09%
Spring‘10%
Fall’10%
Spring‘11%
Fall’11%
Spring‘12%
Cosmopolitan 23 21 21 19 18 18 22 18 19 18 21 17 19
People 16 15 13 16 19 19 21 18 20 19 19 21 15
Sports Illustrated 16 19 16 15 16 16 16 18 17 11 14 15 11
Vogue 9 10 7 9 9 9 10 9 9 7 9 9 10
ESPN: The Magazine 10 11 12 11 10 10 10 12 11 10 11 9 10
Glamour 9 10 12 9 11 8 10 10 9 9 11 11 9
TIME 18 11 10 14 16 14 17 14 14 9 11 10 8
National Geo 9 6 6 9 12 9 10 10 11 9 8 11 8
Fitness 6 6 5 6 7 7 8 8 8 8 7 7 8
Rolling Stone 10 12 9 13 16 12 13 13 11 11 9 8 8
MAGAZINEREADERSHIP (NET)
Spring 2012 © STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited
Don't own
Netbook
Tablet
Desktop
Laptop
4%
4%
10%
19%
88%
COMPUTER OWNERSHIP96% of
students own a computer
88% own a laptop
19% own a desktop
10% own a tablet
4% own a netbook
Spring 2012 © STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited
BRAND OF COMPUTER USED MOST OFTEN
Three in ten (30%) use an Apple computer most often
About one in five (19%) use a Dell most often and about one in six (16%) use an HP most often
Other2%
LG1%
eMachines1%
Samsung1% Gateway
2%Compaq
3%Asus3%Lenovo
3%Sony4%
Acer5%
Toshiba8%
HP16%
Dell19%
Apple30%
Spring 2012 © STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited
COMPUTER PURCHASE INTENDERS
The economy appears to continue to have little impact on student plans to purchase a new computer
Virtually as many plan to purchase a tablet as plan to purchase a desktop
Interest in netbooks continues to decline
11% (13% last year) plan to purchase a new computer in the next 12 months (19% “Don’t know”)
77% of purchase intenders plan to purchase a laptop
13% of purchase intenders plan to purchase a tablet
14% of purchase intenders plan to purchase a desktop
3% of purchase intenders plan to purchase a netbook
Spring 2012 © STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited
None of these
Internship
Club sports
Intramural sports
Gave blood
24%11%11%13%13%15%16%17%20%
29%
ACTIVITIES PARTICIPATED IN DURING SCHOOL YEAR
At least one in seven report participating in one or more of the following;
• Academic group/club• Gave blood• Volunteer group• Intramural sports• Fraternity/sorority
Spring 2012 © STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited
Used a coupon
Ate at restaurant
Drank cofffee
Drank milk
Drank a soft drink
Listened to the radio
Used a credit card
Used mobile to take/send photo
Drank bottled water
Ate fast food off campus
Logged on to social network
Sent text
44%45%47%47%55%56%57%59%63%64%65%70%
PAST WEEK ACTIVITIES
The five most commonly reported past week’s activities include;
1. Sent text
2. Logged onto a social network
3. Ate fast food off campus
4. Drank bottled water
5. Used a mobile phone to take/send a photo
Spring 2012 © STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited
BOOKS NOT REQUIRED FOR CLASS
62% read 1 or more books not required for class in a typical month including 66% of females. Among this 62%, students read an average of 2 books monthly
33% of students buy 1 or more books not required for class including 38% of females. Among this 33%, students buy an average of 1.9 books monthly (represents 5 million books monthly)
45% of these 5 million books are purchased at an off campus bookstore (Barnes & Noble, etc.) and 42% are purchased online (Amazon, Apple, etc.)
Spring 2012 © STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited
Volunteered community service
Went on winter sports trip
Worked at an internship
Researched books for class
Volunteered my time
Worked at a job at school
Stayed at school
Looked for a job
Worked at a job at home
Went on a trip
Went/stayed home
3%4%5%6%
9%12%13%14%
18%35%
53%
SPRING BREAK ACTIVITIES
51% more students “went/stayed home” for Spring Break as “went on a trip” (53% compared to 35%)
18% “worked” at a job at home” during Spring Break
Spring 2012 © STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited
Going to a movie with friends/dateDownloading music to phone
TwitterTaking photos with a phone
Going out to clubs/barsLaptop computers
Android SmartphonesDrinking other alcohol
Working outApple iPod
CoffeeDrinking beer
TextingApple iPad
FacebookApple iPhone
41%41%42%44%45%45%
49%50%
53%57%57%58%
64%66%
76%78%
WHAT’S “IN” ON CAMPUS
Technology related activities and drinking continue to top the list of “What’s IN”
Spring 2012 © STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited
Enough free time
Interesting job
Well paying job
Lots of money
Job contributing to society
Control of own schedule
Undergrad degree
College education for children
Good friends
Graduate degree
Satisfying career
Happy marriage
13%16%16%16%16%17%18%20%26%27%32%34%
TOP 3 INDICATORS OF SUCCESS
Students place virtually equal importance on a “Happy marriage” as a “Satisfying career” as the highest rated indicator of success
Spring 2012 © STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited
3 years8%
4 years67%
5 years21%
More than 5 years4%
YEARS REQUIREDTO COMPLETE UNDERGRAD DEGREE
One in four believe they will need more than four years to complete their undergraduate degree (somewhat less among students attending Private schools)
Spring 2012 © STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited
"I tend to be among the first of my friends to buy new products"
"I like to buy the newest/latest version of a product"
"The brands I buy say a lot about me"
"I often leave a store with things I did not intend to buy"
"Once I find a brand I like I don't try new ones"
30%
42%
45%
45%
82%
AGREEMENT WITH STATEMENTS“AGREE COMPLETELY” OR “AGREE SOMEWHAT”
Spring 2012 © STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited
I have more personal credit card debt than I am comfortable with
I'm not concerned about maintaining my online privacy
If I were purchasing a new vehicle, I would purchase a Chrysler, Ford or GM vehicle
I have more personal student loan debt than I am comfortable with
Renting textbooks is good for the environment
I support the President's commitment to provide universal health care
It is important to pursue alternative energy resources
The cost of textbooks is excessive
17%
19%
31%
37%
49%
51%
69%
74%
AGREEMENT WITH STATEMENTS“AGREE COMPLETELY” OR “AGREE SOMEWHAT”
Spring 2012 © STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited
I may have to leave school because of the current economy
Time I should be spending on school work, I now spend worrying about money
Compared to this time last year the U.S. economy has improved
I believe that President Obama's plans will continue to improve economic conditions
I'm more likely to work to help offset the cost of my education because of the economy's impact on my family
The current economy has had a negative impact on my family's income
The support of my parents and family are an important resource for me to complete my education
11%
29%
31%
37%
51%
56%
60%
AGREEMENT WITH STATEMENTS“AGREE COMPLETELY” OR “AGREE SOMEWHAT”
Spring 2012 © STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited
I don't worry about the way I spend or manage my money
I know what my current credit score is
It is difficult to pay off all my bills
My current spending will not impact my future credit report
It is difficult to save money
Credit helps me get the things I want now
I like to buy the things I want, now
I would rather save than spend
I like to save my money before I purchase anything
A good credit history or credit score is important
21%21%28%36%44%45%45%48%51%75%
AGREEMENT WITH STATEMENTS“AGREE COMPLETELY” OR “AGREE SOMEWHAT”
Spring 2012 © STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited
Quality of education
Environment
Crime
Drugs
Federal deficit
Government corruption
Government dysfunction
Unemployment
Health care
Cost of education
U.S. economy
11%15%16%17%21%24%24%25%28%30%32%
TOP 3 ISSUES FACING THE U.S.
The Top 3 issues facing the U.S. are;
1. U.S. economy
2. Cost of education
3. Health care
Spring 2012 © STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited
Completely agree20%
Somewhat agree25%
Neither agree nor disagree
41%
Somewhat disagree
9%
Strongly disagree5%
“I SUPPORT THE PROPOSED LEGISLATION THAT WOULD WITHHOLD THE PAY OF CONGRESS IF CONGRESS DOES
NOT PASS THE BUDGET”
The largest share of students (45%) at least “Somewhat agree” with this statement
The next largest group (41%) are ambivalent
Spring 2012 © STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited
POLITICAL ATTITUDES
Nearly four times as many (47%) approve of President Obama’s performance as approve of Congress’ performance (13%)
47%, up from Fall 2011’s 38%, approve of President Obama’s performance
13%, similar to Fall 2011’s 14%, down approve of Congress’ performance
Most (42%) are “Democrats” and most (31%) describe themselves as “Middle of the road”
Spring 2012 © STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited
STORES SHOPPED IN THE PAST WEEK
Bookstore off campus
Athletic shoe/apparel
Bookstore on campus
C Store on campus
C Store off campus
Drugstore
15%16%18%22%22%22%24%26%42%47%52%
Spring 2012 © STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited
WHERE MOST TEXTBOOKS WERE PURCHASED OR RENTED THIS SEMESTER
About one in three (32%) purchased most of their textbooks off the shelf from their on campus bookstore
Another one in five (20%) purchased most of their textbooks online from an online seller other than their on campus bookstore
42% (down from 56% last year) purchased or rented most of their textbooks from their on campus bookstore
Rented most of my textbooks online from an online book renter
Purchased mostly printed textbooks online from campus bookstore
Purchased mostly printed textbooks off the shelf at off campus bookstore
Purchased mostly printed textbooks from another student/friend or relative
Purchased mostly printed textbooks online from an online bookseller other than on
campus bookstore
Purchased mostly printed textbooks off the shelf at my campus bookstore
5%
5%
9%
10%
20%
32%
Spring 2012 © STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited
Off-line60%
On-line40%
TEXTBOOKS PURCHASED ONLINE/OFFLINE
Similar to last year, among students who purchased or rented textbooks, 60% were purchased offline and 40% were purchased online
Spring 2012 © STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited
Purchasers%
UserMean
TotalMean
Shareof
Purchases%
New, (Purchased) 57 2.9 1.7 31
Used, (Purchased) 70 3.5 2.5 45
eTextbooks (Purchased) 14 2.2 .3 5
eTextbooks (Rented) 6 2.4 .2 4
Printed (Rented) 27 2.8 .8 15
TOTAL 5.5 100%
NUMBER OF TEXTBOOKS PURCHASED/RENTED
Students purchased or rented an average of 5.5 textbooks (+15% compared to 4.8 last year)
45% of those textbooks were purchased used, 31% purchased new, 19% were rented and the remaining 5% were purchased eTextbooks
Spring 2012 © STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited
TEXTBOOK FORMATS PURCHASED/RENTED
Purchased eTextbook onlyRented print only
Rented eTextbookNEW, USED & purchased eTextbook
NEW & USED & rented printNEW print only
NEW & rented printPurchased eTextbook
USED print onlyUSED & rented print
NEW & USED onlyRented print
NEWUSED
1%4%6%6%
9%10%11%12%
15%17%
23%24%
49%60%
Students are most likely to report purchasing or renting a combination of textbook formats (purchase or rent, new or used, print or eTextbook)
Small numbers of students report purchasing or renting a single format exclusively
Spring 2012 © STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited
SPENDING FOR PRINTED TEXTBOOKS
Spending for purchased, printed textbooks continued to decline due to;
Decline in the number of units purchased
Purchases from less expensive channels
Impact of rentals (print) and to a lesser extent the impact of purchased an rented eTextbooks Fall '07 Spring
'08Fall '08 Spring
'09Fall '09 Spring
'10Fall '10 Spring
'11Fall '11 Spring
'12
$193
$136
$192$170
$182$159 $159
$142$163
$110
$154
$113
$146$157
$131 $125 $123$110
$121$101
$348
$249
$338$327
$313
$283 $282
$252
$284
$211
New Used Total
Spring 2012 © STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited
Purchasers%
UserMean
TotalMean
Share ofPurchases
%
New, (Purchased) 57 $217 $110 44
Used, (Purchased) 70 $163 $101 40
eTextbooks (Purchased) 14 $71 $8 3
eTextbooks (Rented) 6 $71 $3 1
Printed (Rented) 27 $111 $28 11
TOTAL $250 100%
SPENDING FOR PURCHASED/RENTED TEXTBOOKS
Students spent an average of $250 for textbooks
44% of spending was for new textbooks, 40% used, 3% for purchased eTextbooks and the remaining 12% to rent print or eTextbooks
Spring 2012 © STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited
RENTING TEXTBOOKS
Among the 27% of textbook renters . . .
The largest share (70%) rented a textbook for their major
84% report the rental process as “Very” or “Somewhat easy”
“I like to save money” (76%) is the most commonly mentioned reason for renting
Spring 2012 © STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited
WHERE STUDENTS RENTED
Among the 27% of textbook renters, the most commonly reported sources students rented textbooks from are:
1. On campus bookstore (46%)
2. Chegg.com (24%)
3. Off campus bookstore (10%)
Don't knowTextbook publisher
Rent-A-TextCollegeBookRenter.com
BookRenter.comOther
eCampus.comOff campus bookstore
Chegg.comOn campus bookstore
6%2%4%5%6%7%7%
10%24%
46%
Spring 2012 © STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited
TOP OF MIND AWARENESS OFTEXTBOOK RENTAL SOURCES
Students most commonly identify their “On campus bookstore” (27%) or “Chegg.com” (21%) as the source of renting textbooks that comes to mind first
About three in ten are unable to identify any source
Total%
Fresh%
Senior%
On campus bookstore 27 30 25Chegg.com 21 20 23
Off campus bookstore 5 4 5eCampus.com 3 3 3
Rent-A-Text 3 3 4BookRenter.com 3 2 3
CollegeBookRenter.com 3 2 3Textbook publisher 1 1 1None/Don’t know 28 29 26
Spring 2012 © STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited
Very likely26%
Somewhat likely16%
Neither18%
Somewhat unlikely
10%
Very un-likely30%
LIKELIHOOD OF RENTING ONE OR MORE TEXTBOOKS NEXT SEMESTER
Among those who plan to be in school next semester, more than four in ten (42%) are at least “Somewhat likely” to rent 1 or more textbooks next semester
Spring 2012 © STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited
FAMILIARITY WITH ETEXTBOOKS
About six in ten have some level of familiarity with eTextbooks (58%) but nearly one in five (17%) report they have “Never heard of eTextbooks”
As would be expected, Freshmen (24%) are most likely to report they have “Never heard of eTextbooks”
Extremely familiar11%
Very familiar17%
Somewhat familiar
30%
Heard of, not familiar
25%
Never heard of17%
Spring 2012 © STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited
ETEXTBOOKSAwareness of eTextbooks continues to trend up at a rate greater than the number of purchasers and preference for “traditional, printed” textbooks continues to be the most common reason why students have not adopted eTextbooks
About one in five (21% compared to 19% last year) have ever purchased or rented an eTextbook
“My professor required me” (32%) and “Less expensive than a traditional printed textbook” (27%) are the most common reason for purchasing an eTextbook. Another 25% mention “instant access”
19% (13% last year) are at least “Somewhat likely” to purchase an eTextbook next semester
Among those who have not purchased, the largest group 39% “Prefer traditional printed textbooks” and another 34%, up somewhat from 29% mention “I don’t like reading on a screen for a long period of time”
Spring 2012 © STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited
None of theseSony eReader
PlaybookTouchpad
XoomGalaxy
NookKindle
iPad
73%
1%
1%
2%
1%
2%
3%
9%
12%
BRAND OF TABLET OWNED
27% (up from 20% last Fall) own a tablet computer Among this group, 44% own an iPad while about one in three (33%) own a Kindle (skewing somewhat higher among females)
Spring 2012 © STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited
Own a SmartPhone
64%
Own a non SmartPhone mo-
bile31%
Don't own a mobile phone
5%
TYPE OF MOBILE PHONE OWNED
95% of students own a mobile phone
64% (up from 56% last year) own a Smartphone
67% of mobile owners (up from 60% last year) report ownership of a SmartPhone
Spring 2012 © STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited
$50 or less28%
$51 to $7519%
$76 to $10026%
>$100
28%
MONTHLY MOBILE PHONE SPENDING
Monthly spending averages $96 (up from $79 last year) and most students (52%) report their parents pay their bill
69% report their phone is part of a “Family plan”
Spring 2012 © STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited
OtherSanyo
SonyPantech
GoogleT-Mobile
NokiaMotorola Droid
MotorolaBlackBerry
HTCLG
SamsungApple iPhone
2%1%1%1%1%
2%3%
5%5%
8%10%
13%19%
27%
BRAND OF MOBILE OWNED
iPhone (27%, up sharply from 16% last year) is the leading mobile phone owned by students
Samsung’s share remains unchanged while Blackberry’s share has declined sharply from 15% last year to 8% this year
Spring 2012 © STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited
Don't know
Pantech
Motorola
BlackBerry
Samsung
Motorola Droid
20%1%0%1%1%2%3%4%
7%8%10%
43%
BRAND PLAN TO PURCHASE
28% (36% last year) plan to purchase a new phone in the next 12 months
82% (up from 79%) plan to purchase a SmartPhone
43% plan to purchase an Apple iPhone (up from 35% last year)
3% plan to purchase a BlackBerry (down sharply from 11% last year
Spring 2012 © STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited
Search for employmentPay bills
IMingTake videos
Check bank balancesUse calendar
Play gamesSurf web
Listen to musicSocial networking
Check emailTake photos
Text
5%11%
17%26%
31%37%
47%49%50%
54%55%57%
86%
PAST WEEK SMARTPHONE ACTIVITIES
86% report using their mobile for “Texting”
Nearly six in ten (57%) used their Smartphone to “take photos”
More than half used their Smartphone to “check email”
Spring 2012 © STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited
Use browser to research pur-
chase before mak-ing it
Make purchases
16%
29%
MAKING PURCHASES WITH A MOBILE PHONE
29% (up from 20% last year and 13% two years ago) make purchases with their mobile phone
Among this 29%, in a typical month an average of 7 (up from 4 purchases last year) are made
The average amount spent is $23 per transaction (similar to last year’s $26)
Spring 2012 © STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited
APPLYING/EXPERIENCING AN INTERNSHIP 31% have applied for 1 or more paid
internships (user mean of 2.7)
21% have experienced 1 or more paid internships (user mean of 1.6)
23% have applied for 1 or more unpaid internships (user mean of 2.3)
18% have experienced 1 or more unpaid internships (user mean of 1.7)
Spring 2012 © STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited
STUDENTS & THEIR RESUME Two in three have a resume (66%, highest among
Seniors at 79%)
Based on helpfulness, “Online resources (65%), “Parents” (57%) and “Friends” (55%) are the highest rated resources to help students write their resume
42% have posted their resume online (LinkedIn, Monster and CareerBuilder.com are the most common sites where students post their resume)
60% of those without a resume cite “I just haven’t taken the time to write it” and 35% mention “No one has ever asked me for my resume”
Spring 2012 © STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited
Don't knowUnemployed
MilitaryGrad school part-time
InterningTraveling
Employed part-timeGrad school full-time
Employed full-time
11%2%3%
10%11%11%12%
30%50%
EXPECTATIONS AFTER GRADUATION
Exactly half (50%, including 57% of Seniors) expect to be employed at a full-time job following graduation
Three in ten (30%, including 25% of Seniors) expect to be attending graduate school full-time
top related