BISG's MIP for Higher Ed - Nelson, Mark & Traylor, Julie
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Presentation from BISG's "What College Students Think: Making Information Pay for Higher Ed Publishing" Conference, held Feb 9, 2011 in NYC. TITLE: 10 Essential Data Points for Understanding Student Consumer Behavior DESCRIPTION: During this presentation, Mark Nelson and Julie Traylor of the National Association of College Stores (NACS) will share their own 10 essential data points for understanding student consumer buying habits. Drawn from NACS� longstanding Student Watch research, as well as other, unpublished data, this presentation will examine how students make their selections, when they buy, which formats they prefer, and what drives satisfaction in campus bookstores and via online retailers.
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BISG's MIP for Higher Ed - Nelson, Mark & Traylor, Julie
- 1. 10 Essential Data Points for Understanding Student Consumer Behavior BISG: Making Information Pay Julie Traylor, Chief of Planning & Research, NACS/OCR Dr. Mark R. Nelson, CIO & VP, NACS/NMS February 9, 2011 All data © On Campus Research, 2008-2011
- 2. The National Association of College Stores (NACS) is among the oldest trade associations in higher education… … and NACS has a long history of providing research on college student consumer behavior as part of its mission.
- 3. Fast, effective market research Customized to client needs • Panel of more than 14,000 • Campus intercepts college students at more • In-person, tele-focus, or than 1,100 campuses web focus groups • Dedicated student resources • In-store product testing for student sign up and engagement • Student Watch™ annual research studies
- 4. Students and the Economy • 58% of students say they experienced increased college costs for the fall 2010 term • 46% of students reported a loss or decline in family income • 33% of students say they earned less working this past summer than they needed or expected to All data © On Campus Research, 2008-2011
- 5. Students and the Economy Students have become more cautious and price conscious in their buying habits • 72% are somewhat or very worried about being able to afford to continue their education • 75% are working • Student loan debt is high All data © On Campus Research, 2008-2011
- 6. Students and the Economy Compared to shopping habits just one year ago: • 75% of students agree that they are comparing prices more often before they make a purchase • 57% of students are using more coupons and discount offers • 55% of students are shopping more in discount stores • 54% of students are buying less expensive brands All data © On Campus Research, 2008-2011
- 7. Students and Shopping 50% of students say they have made an online purchase within the past month Recommendations from friends 84% What influences a student to visit a store? Recommendations from family 82% Coupons or other promotional offers 68% TV commercials 52% Window displays 48% Loyalty programs 36% Radio commercials 33% Local newspaper advertisements 32% Email advertisements 31% Campus newspaper advertisements 30% Cell phone text message advertisements 11% 0% 20% 40% 60% 80% 100% All data © On Campus Research, 2008-2011
- 8. Students and Shopping Favorite Sales Promotion Buy one item get one item free 58% Coupon for a specific dollar amount off of a purchase 20% Free gift with purchase 7% Percentage off that increases with amount spent 6% Mail-in rebate 4% Buy one item and get a discount on a second item 3% Coupon for a future purchase 2% 0% 20% 40% 60% 80% 100% All data © On Campus Research, 2008-2011
- 9. Students and Shopping • 45% of textbook units bought by students occurred online, in 2009 All data © On Campus Research, 2008-2011
- 10. Students and Digital 2008 2010 18 42 Percent of students who have purchased or accessed digital/electronic textbooks All data © On Campus Research, 2008-2011
- 11. Students and Digital 75% of students prefer print textbooks to digital All data © On Campus Research, 2008-2011
- 12. Students and Digital Percent of students whose preference for print was their primary reason for not buying digital 48 31 4-Year Students Community College Students All data © On Campus Research, 2008-2011
- 13. Students and Digital • 55% of four-year students and 67% of community college students are not sure if their campus provides digital/electronic textbook options • 44% of four-year students and 53% of community college students would consider buying a digital textbook if it was available to them • If the choice were completely up to students, 23% of four-year students and 32% of community college students say they would buy digital textbooks All data © On Campus Research, 2008-2011
- 14. Observations and Comments Students are changing in significant ways, so WE must change in significant ways. Understanding college student consumer behavior helps our industry to grow and prosper!
- 15. More information Julie Traylor Chief of Planning and Research jtraylor@nacs.org 800.622.7498 ext. 2217 Dr. Mark R. Nelson CIO/VP mnelson@nacs.org 518-445-6344 Elizabeth Riddle Consumer Research Manager eriddle@oncampusreseach.org 800.622.7498 ext. 2216