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College Explorer 2015 Sample
- 2. WELCOME TO THE 2015 EDITION! #MustHaveCollegeResource For 15 years, Refuel’s College Explorer has provided an in-depth look at college students lifestyles and habits. This year’s edition continues this trend by examining college student spending, technology ownership, media consumption, and other important topics - making it a must-have resource for college marketers. With our strong mix of market knowledge and extensive media capabilities, we can lead your brand to unparalleled success. To hear more about how we can help maximize your ad spend, email us at info@refuelagency.com.
- 3. #15YearsAndCounting For the 15th year, Refuel Agency brings clients and agencies the largest annual custom study of college students spending, media usage and lifestyles. Copyright 2015 Refuel Agency The material contained in this publication is intended for the internal use of subscribers and their employees and officers and duplication and dissemination of this report is limited to solely those individuals. No part of the publication, including, without limitation, text, images, graphs, logos, trademarks and service marks, unless written consent is given by Refuel Agency. All rights reserved. A total of 1,511 college students between the ages of 18-34 Executed by Refuel Agency and led by CEO, Derek S. White, a founding member of the College Explorer team. National representation across all college segments pursuing a degree. Interviewed online between September 18 to October 8, 2015
- 6. There are 21.8 Million College Students, 58% Female #Millennials 14-17 18-24 25-34 35+ 0.2M 12.7M 5.3M 3.6M Male 42% Female 58% Source: National Center for Education Stats, 2014 Projection Estimates
- 8. The College Market Is As Strong As Ever, With Over $523 Billion In Total Spending Power #PowerConsumers 2015 College Student Spending Projections Total Spending In Billions Total Student Spending Total Discretionary Student Spending $203 B $523B Total spending includes tuition, room/board/rent and class materials as well as discretionary spending(food, entertainment, clothes, transportation) Qualified Respondents (18 to 34 year old college students) (n=1,511) Projected to the population of 21.8 million college students Outliers trimmed to 2 standard deviations; 18-34 sample averages applied to total student population Source: Refuel Agency College Explorer 2015
- 9. Spending Billions Across Several Major Categories #TheGoods Amount of Discretionary Spending In A Typical Year by All College Students (In Billions) Discretionary spending includes food, entertainment, clothes, transportation) Base: Qualified Respondents (18 to 34 year old college students) (n=1,511) Projected to the population of 21.8 million college students Outliers trimmed to 2 standard deviations Source: Refuel Agency College Explorer 2015 $5.5 $7.4 $12.1 $12.5 $12.5 $14.7 $16.7 $20.0 $21.2 $28.3 $51.8 Printers Cosmetics Personal care products Video game consoles/games Entertainment Other technology Cell phone/ smartphone Desktop/laptop Clothing and shoes Automotive Food
- 10. #TechObsessed 3
- 11. Spending Over 140+ Hours With Their Tech Devices #AlwaysConnected Base: Qualified Respondents (18 to 34 year old college students) (n=1,511) Source: Refuel Agency College Explorer 2015 On average how much time do you spend using each of the following for leisure, work, or anything else? Mean # hours/week Computer 40.1 Cell phone/ smartphone 45.8 TV 22.5 Video game console 11.3 Handheld gaming device 6.9 Tablet computer 10.5 eReader 4.5 141.6 Total Hours Spent in a Week
- 13. They Make Their Own Brand Purchasing Decisions #Independence % of students who started buying their favorite brands based on personal preferences: Base: Qualified Respondents (18 to 34 year old college students) (n=1,511) Source: Refuel Agency College Explorer 2015 77% 73% 67% 65% 62% 41% Cosmetics Shoes Clothing/ Apparel Personal care products Snacks Detergent
- 14. #RockinTheVote 5
- 15. Social Media, Television and Digital Tactics Most Influence Voting Among Students #SpeakToMe Base: Qualified Respondents (18 to 34 year old college students who are somewhat/not sure/unlikely to vote) (n=720) Source: Refuel Agency College Explorer 2015 Which of the following would influence you to vote in the upcoming election? Among students who are somewhat/not sure/unlikely to vote 5% 6% 8% 9% 9% 14% 16% 17% 22% 29% 30% 35% Direct e-mail Direct mail Outdoor displays Print Ads in school Radio College peers Friend recommendations Campaign representatives Internet (excluding social media) Television Social media
- 16. #DigitalWorld 6
- 17. Social Media Continues to a Play Critical Role in Students’ Everyday Lives #PlayByPlay Base: Qualified Respondents (18 to 34 year old college students) (n=1,511) Source: Refuel Agency College Explorer 2015 Which of these do you use once a week or more? 76% 75% 52% 47% 36% 30% 26% 25% 19% 17% 15% 11% 9% 4% 4% • Instagram use is up by 10 points from last year • Snapchat use is up by 18 points from last year
- 18. 77% 43% 30% 24% 22% 20% 19% 14% 13% 12% 8% 8% 7% They are Also Using Free Streaming Services for Their Entertainment Needs #CustomPlaylist Which of the following streaming platforms do you use on a regular basis? Base: Qualified Respondents (18 to 34 year old college students) (n=1,511) Source: Refuel Agency College Explorer 2015 Students use an average of 3 streaming platforms
- 19. 7 #AdsWork
- 20. Advertising Gets Through to College Students #SurroundSound Base: Qualified Respondents (18 to 34 year old college students) (n=1,511) Source: Refuel Agency College Explorer 2015 How much attention do you pay to the following types of ads? 29% 35% 41% 43% 45% 46% 46% 46% 50% 53% 57% 58% 63% 67% 68% 69% 71% 75% 75% 84% Non opt-in text message ads Pop-up ads Online banner ads Opt-in text message ads Stunts and street teams Pre-roll/online video ads QR codes, #hashtags, text promo Newspaper ads College newspaper ads Magazine ads Radio ads Contests or promotions Online promotions Posters/billboards Events Direct mail Ads on social media sites Samples Television ads Recommendations from friends, family A lot or A little
- 21. The Full College Explorer 2015 Includes Analysis & Findings On: • Advertising & Media Consumption • Ad Category-Specific Insights for: – Apparel – Automotive – Entertainment – Gaming – Health & Beauty – OTC Drugs – Restaurants & QSR – Retail – Telecommunications • Brand Loyalty & Purchase Behavior • Creative They Find Most Engaging • College Newspaper Readership • College Student Spending • Coupon & Promotion Code Usage • Experiential Marketing • Mobile App Usage • Online Course Enrollment • Online Promotions • Post-College Outlook & Expectations • Social Media • Technology Usage • TV Viewership If you would like access to the full report please contact us at collegeexplorer@refuelagency.com
- 22. #ThatsAWrap