understanding students online iab and the student room research april 2011
Post on 20-Dec-2015
214 views
TRANSCRIPT
![Page 1: Understanding students online IAB and The Student Room Research April 2011](https://reader035.vdocument.in/reader035/viewer/2022062516/56649d4c5503460f94a2a190/html5/thumbnails/1.jpg)
![Page 2: Understanding students online IAB and The Student Room Research April 2011](https://reader035.vdocument.in/reader035/viewer/2022062516/56649d4c5503460f94a2a190/html5/thumbnails/2.jpg)
Understanding students online IAB and The Student Room Research April 2011
![Page 3: Understanding students online IAB and The Student Room Research April 2011](https://reader035.vdocument.in/reader035/viewer/2022062516/56649d4c5503460f94a2a190/html5/thumbnails/3.jpg)
Overview
• The IAB, Internet Advertising Bureau and The Student Room, the world’s largest student site, researched thestudentroom.co.uk audience with a view to understanding students online usage, how they are accessing the internet and to gain an understanding of the role that online plays in research and purchase decisions
• Online questionnaire hosted by Survey Monkey and distributed to students on thestudentroom.co.uk website
• Fieldwork 3 weeks across Jan 2011
• Survey sample size of 1000+ completed responses
• Natural fall out of demographics
![Page 4: Understanding students online IAB and The Student Room Research April 2011](https://reader035.vdocument.in/reader035/viewer/2022062516/56649d4c5503460f94a2a190/html5/thumbnails/4.jpg)
Time spent online
![Page 5: Understanding students online IAB and The Student Room Research April 2011](https://reader035.vdocument.in/reader035/viewer/2022062516/56649d4c5503460f94a2a190/html5/thumbnails/5.jpg)
Favourite past time is browsing the web
Source: IAB/studentroom.co.uk - January 2010
Watching TV
Going on Facebook
Reading books
Browsing the web Hanging out with friends
1. 2. 3.
6.4. 5.
Hobbies
![Page 6: Understanding students online IAB and The Student Room Research April 2011](https://reader035.vdocument.in/reader035/viewer/2022062516/56649d4c5503460f94a2a190/html5/thumbnails/6.jpg)
20%
16% 15%
11%
9% 9% 8%8% 7%
7% 6%6% 6%
5% 4% 4% 4% 3%2%
%
Average % share of free time spent doing any of the following:
Socialising online is equal to offline and is more popular than engaging in hobbies or sport
Source: IAB/studentroom.co.uk - January 2010
More free time spent on community sites/forums than
Shopping offline and watching DVDs
![Page 7: Understanding students online IAB and The Student Room Research April 2011](https://reader035.vdocument.in/reader035/viewer/2022062516/56649d4c5503460f94a2a190/html5/thumbnails/7.jpg)
Lapt
op
Mp3
pla
yer /
ipod
Tele
vision
Stan
dard
Mob
ile
Smar
t pho
ne e
.g ip
hone
Radio
Bicyc
le
Deskt
op P
C
Ninte
ndo
DS
Ninte
ndo
Wii
SLR D
igita
l cam
era
A car
Xbox
360
Play
stat
ion
3
Tabl
et e
.g i-
pad
eRea
der e
.g K
indl
e
Mot
orbi
ke o
r sco
oter
80%
73%
57%55%
43% 42% 40%
33%
25% 24% 24%
17% 16%13%
5% 3% 2%
%
More visitors to The Student Room site own laptops than TVs
Which of the following do you personally own (as opposed to being able to make use of someone else’s)?
Source: IAB/studentroom.co.uk - January 2010
![Page 8: Understanding students online IAB and The Student Room Research April 2011](https://reader035.vdocument.in/reader035/viewer/2022062516/56649d4c5503460f94a2a190/html5/thumbnails/8.jpg)
…and are using their laptops to view TV shows daily – as often as on the communal TV set
A TV set in communial space (e.g lounge)
A laptop A TV set in bedroom A desktop computer
54 49
2819
2219
12
11
1116
918
13 16
51 53
Daily A few times a week A few times a month Never
%
Source: IAB/studentroom.co.uk - January 2010
How often do you typically watch TV shows?
![Page 9: Understanding students online IAB and The Student Room Research April 2011](https://reader035.vdocument.in/reader035/viewer/2022062516/56649d4c5503460f94a2a190/html5/thumbnails/9.jpg)
Source: IAB/studentroom.co.uk - January 2010
Majority spending between 3-4 hours online per day…
2%17%
37%29%
7%9%
Less than an hour1-2 hours3-4 hours5-6 hours7-8 hours8 hours +
Typically how much time do you spend online per day?
![Page 10: Understanding students online IAB and The Student Room Research April 2011](https://reader035.vdocument.in/reader035/viewer/2022062516/56649d4c5503460f94a2a190/html5/thumbnails/10.jpg)
…of which is accessed via different devices Rise in online smart phone usage expected in 2 years time
58
22
12 105 4 2 2
54
17 1913
5 4 5 3
NowExpect to in 2 years time
%
Source: IAB/studentroom.co.uk - January 2010
Of time spent online per day, average % accessed using the following devices
50% access the internet via a smartphone everyday – this is
expected to rise to 76% in 2 years time
![Page 11: Understanding students online IAB and The Student Room Research April 2011](https://reader035.vdocument.in/reader035/viewer/2022062516/56649d4c5503460f94a2a190/html5/thumbnails/11.jpg)
98
60 59
51 4943
40 39
29 2923
20 1815
Ave
rage m
inute
s per
day
Source: IAB/studentroom.co.uk - January 2010
Average minutes spent per day on the following type of sites
More time spent per day on social networking sites than academic/research sites
![Page 12: Understanding students online IAB and The Student Room Research April 2011](https://reader035.vdocument.in/reader035/viewer/2022062516/56649d4c5503460f94a2a190/html5/thumbnails/12.jpg)
Majority commenting… and watching video online
Write blog posts
Upload video to YouTube, Vimeo, Facebook etc.
Tweet
Play games on Facebook
Play online games in a web browser
Participate in groups on social networks
Play games online through a PC or games console
Discuss and debate on forum sites
Chat on social networking sites
Chat on Instant Messenger
Watch on demand TV online
Share photos on social networking sites
Update social networking status
Click that you 'Like' things (Facebook thumbs up)
Watch video online
Comment on photos, videos or status updates
13%
14%
18%
19%
20%
27%
27%
39%
43%
46%
50%
51%
60%
63%
66%69%
Regular activities online
Source: IAB/studentroom.co.uk -January 2010
![Page 13: Understanding students online IAB and The Student Room Research April 2011](https://reader035.vdocument.in/reader035/viewer/2022062516/56649d4c5503460f94a2a190/html5/thumbnails/13.jpg)
Online Research and Purchasing
![Page 14: Understanding students online IAB and The Student Room Research April 2011](https://reader035.vdocument.in/reader035/viewer/2022062516/56649d4c5503460f94a2a190/html5/thumbnails/14.jpg)
Students value opinions from friends on social networking sites… but still open to views from other trusted sources
56%51% 50%
10%3%
Source: IAB/studentroom.co.uk - January 2010
Before making a decision to purchase whose opinions online do you value when researching on the internet?
![Page 15: Understanding students online IAB and The Student Room Research April 2011](https://reader035.vdocument.in/reader035/viewer/2022062516/56649d4c5503460f94a2a190/html5/thumbnails/15.jpg)
Product review sites seen as the most helpful in aiding purchase decision making
72%
35% 34%31%
23%
11%
Source: IAB/studentroom.co.uk - January 2010
What type of sites are the most helpful to you when making purchase decisions?
Online community sites seen to be as helpful as price comparison sites
![Page 16: Understanding students online IAB and The Student Room Research April 2011](https://reader035.vdocument.in/reader035/viewer/2022062516/56649d4c5503460f94a2a190/html5/thumbnails/16.jpg)
Search engines most commonly used to research before purchasing
Search Engines Online shops Review sites Manufacturer/Brand website
Community/Forum sites
Social Networking sites
6652 49
42
205
28
40 3944
44
31
6 9 12 14
36
64
FrequentlyOccasionallyNever
%
If you want/need to buy something, how often do you research your purchase using the following? (For example, this could be something from a new laptop to a pair of jeans?
Source: IAB/studentroom.co.uk - January 2010
How often do you research purchases before you buy using any of the following?
![Page 17: Understanding students online IAB and The Student Room Research April 2011](https://reader035.vdocument.in/reader035/viewer/2022062516/56649d4c5503460f94a2a190/html5/thumbnails/17.jpg)
Word of mouth builds brand awareness
From a fan page on Facebook
From a magazine article
From an advertisement in a magazine
From a TV programme
From likeminded people or friend on a forum/community site
From an online Advertisement
From a friend on a social networking site
From a newspaper/magazine
From a news, entertainment, fashion website etc.
From a TV advert
From a friend in person
20%
28%
31%
34%
37%
37%
39%
40%
42%
54%
71%
Where do you tend to find out about cool new products and services?
Source: IAB/studentroom.co.uk - January 2010
![Page 18: Understanding students online IAB and The Student Room Research April 2011](https://reader035.vdocument.in/reader035/viewer/2022062516/56649d4c5503460f94a2a190/html5/thumbnails/18.jpg)
Online retailers most frequently used sites to purchase
Online retailer (e.g. Amazon, ebay)
High street shop website (topshop,
asos)
Official Website of a brand/product
Through price comparison sites
A social networking site
65
3419
7 2
31
47
57
28
9
519 24
65
89
FrequentlyOccasionallyNever
%
How often do you use the following types of website to make an online purchase?
Source: IAB/studentroom.co.uk - January 2010
![Page 19: Understanding students online IAB and The Student Room Research April 2011](https://reader035.vdocument.in/reader035/viewer/2022062516/56649d4c5503460f94a2a190/html5/thumbnails/19.jpg)
Price and quality most influential factors
Price Quality Recommendation Convenience Keeping up with the latest trends
8373
36 3316
1625
54 56
35
1 110 11
49
Very Moderately Not Very
%
How important are the following factors in influencing what and where you buy things online?
Source: IAB/studentroom.co.uk - January 2010
![Page 20: Understanding students online IAB and The Student Room Research April 2011](https://reader035.vdocument.in/reader035/viewer/2022062516/56649d4c5503460f94a2a190/html5/thumbnails/20.jpg)
Paid for content is driven by apps
a paid for app for iphone, ipad or
equivalent
online gaming credits
a virtual gift a paid content subscription (e.g
The Times)
a paid for app for facebook
58%
30%26% 23%
4%
Over a third of the total sample have paid
for one or more of the following
The majority of users paying for content online are buying apps for their iphone/ipad
Source: IAB/studentroom.co.uk - January 2010, base – all who have paid for content online
![Page 21: Understanding students online IAB and The Student Room Research April 2011](https://reader035.vdocument.in/reader035/viewer/2022062516/56649d4c5503460f94a2a190/html5/thumbnails/21.jpg)
Music, books and games preferred purchases online
71% 70%
50% 48%43% 41%
37% 36%
23%16% 14%
11% 10% 10% 7%
Source: IAB/studentroom.co.uk - January 2010
Which of the following types of purchases would you make online as opposed to in an actual store?
![Page 22: Understanding students online IAB and The Student Room Research April 2011](https://reader035.vdocument.in/reader035/viewer/2022062516/56649d4c5503460f94a2a190/html5/thumbnails/22.jpg)
Brands on Social Sites
![Page 23: Understanding students online IAB and The Student Room Research April 2011](https://reader035.vdocument.in/reader035/viewer/2022062516/56649d4c5503460f94a2a190/html5/thumbnails/23.jpg)
Source: IAB/studentroom.co.uk - January 2010
Large majority have seen brands advertising on social sites
83%
17%
YesNo
![Page 24: Understanding students online IAB and The Student Room Research April 2011](https://reader035.vdocument.in/reader035/viewer/2022062516/56649d4c5503460f94a2a190/html5/thumbnails/24.jpg)
Do you follow or are you friends with brands on social sites?
Source: IAB/studentroom.co.uk, January 2010
Almost a third do follow or are friends with brands on social sites
30%
70%YesNo
8 out of top 10 mentioned were fashion brands
![Page 25: Understanding students online IAB and The Student Room Research April 2011](https://reader035.vdocument.in/reader035/viewer/2022062516/56649d4c5503460f94a2a190/html5/thumbnails/25.jpg)
Which brands do they follow?
*Top 10 mentioned brands
![Page 26: Understanding students online IAB and The Student Room Research April 2011](https://reader035.vdocument.in/reader035/viewer/2022062516/56649d4c5503460f94a2a190/html5/thumbnails/26.jpg)
Discounts Exclusive content Competitions My friends do Petitions and polls Funny videos
35%30%
24%
8% 8% 6%
76%
28%
35%
6% 8% 6%
If answered yes - why?If answered no - what would encourage you to?
Source: IAB/studentroom.co.uk - January 2010
Majority follow (or would follow) brands for discounts and exclusive content
![Page 27: Understanding students online IAB and The Student Room Research April 2011](https://reader035.vdocument.in/reader035/viewer/2022062516/56649d4c5503460f94a2a190/html5/thumbnails/27.jpg)
Summary
• Time spent online is evolving across platform
• Free time spent ‘hanging out with friends’ is equal to free time spent on Facebook
• More time spent on social networking sites than academic, career or college websites
• Online peers considered almost as helpful as real life friends online in terms of aiding a purchase decision
→ Community sites as helpful as price comparison sites in aiding decision making
• Potential for discounts and exclusive content to encourage greater brand following on social sites
![Page 28: Understanding students online IAB and The Student Room Research April 2011](https://reader035.vdocument.in/reader035/viewer/2022062516/56649d4c5503460f94a2a190/html5/thumbnails/28.jpg)
Contact Us
Kailan D’ArcyMarketing Executive
The Student [email protected]
01273 624 948
Jamie O’ConnellMarketing DirectorThe Student Room
01273 624 948