Student monitor fall 2010 lifestyle & media highlights, chapter 1 media
- 2. 2
Conducted each Spring and Fall semester
On campus, one-on-one intercepts conducted by professional
interviewers during the week of October 11, 2010
1,200 Four Year full-time undergrads
Representative sample
100 campuses stratified by:
Enrollment size
Administrative Control
Geographic location (U.S. Census Region/Census Division)
Margin of error +/- 2.4%
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- 3. 3
Graduate Graduate Two Year
Part-time, 8% Full-time, Full-time, 15%
6%
Two Year
Four Part-time, 25%
Year
Full-time, 36%
Four Year
Part-time, 10%
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- 4. 10
49% of the
DVD
time spent 15%
watching Free
streaming
television is 15%
TV set
49%
spent
watching
with a Paid online
traditional 3% DVR
7%
TV set
Free file On
sharing demand
5% 6%
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- 5. 11
70% of the
time students
spend watching
TV is spent Online
offline (71% 30%
among users)
Half (51%) are Offline
at least 70%
“Somewhat
interested” in
watching TV
exclusively
online
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- 6. 12
Total Male Female
% % %
Comedy
Central, Comedy Central 43 54 32
ESPN and ESPN 30 51 9
ABC are
students’ ABC 29 23 34
favorite
television Discovery 28 34 21
networks MTV 27 16 37
Comedy FOX 27 30 25
Central and
ESPN skew HBO 23 25 20
male while CBS 16 16 16
ABC and
MTV skew History Channel 15 21 8
female Food Network 15 10 21
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- 7. 13
Among the 89% of students with a campus TV
station, 16% have watched their campus TV station
in the past month
Students living on campus are far more likely to
report watching than students living off campus or at
home
Among past month viewers, 71% watched more than
once (again skewing among students living on
campus)
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- 8. 14
54% read at least 1 of the last 5 issues of the print
edition (24% read at least 3 of the last 5)
Readers of the print edition spend an average of 18
minutes reading the print edition of the average issue
About one in four (26%) report their campus
newspaper is available online
35% of those reporting their campus newspaper is
available online report reading the online edition of
their campus newspaper at least once in the past
month
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- 9. 15
Readership of Online edition Print edition
the online 22%
The New York Times
edition of a 20%
national 11%
USA TODAY 15%
newspaper is 4%
nearly equal to Washington Post 3%
that of the 8%
Wall Street Journal 7%
print edition 4%
LA Times 3%
2%
Boston Globe 3%
2%
Chicago Tribune 2%
44%
Read any 45%
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- 10. 16
Read any Read NYT Read USA Today Read WSJ
60%
50%
40%
30%
20%
10%
0%
Fall '02 Fall '03 Fall '04 Fall '05 Fall '06 Fall '07 Fall '08 Fall '09 Fall '10
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- 11. 17
Spring Fall Spring Fall Spring Fall Spring Fall Spring Fall Spring Fall Spring Fall
’04 ’04 ’05 ’05 ’06 ’06 ’07 ’07 ’08 ’08 ‘09 ’09 ‘10 ‘10
% % % % % % % % % % % % % %
PEOPLE 14 15 16 17 16 15 13 16 19 19 21 18 20 18
COSMOPOLITAN 24 21 23 25 23 21 21 19 18 18 22 18 19 19
SPORTS ILLUSTRATED 15 16 14 13 16 19 16 15 16 16 16 18 17 11
ESPN: THE MAGAZINE 10 9 9 11 10 11 12 11 10 10 10 12 11 10
TIME 12 13 15 11 18 11 10 14 16 14 17 14 14 9
GLAMOUR 10 10 10 10 9 10 12 9 11 8 10 10 9 9
SEVENTEEN 8 11 7 10 7 9 7 12 10 10 9 10 9 9
ROLLING STONE 11 10 11 12 10 12 9 13 16 12 13 11 11 9
NATIONAL GEOGRAPHIC 4 7 7 8 9 6 6 9 12 9 10 10 11 9
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- 12. 18
Spring Fall Spring Fall Spring Fall Spring Fall Spring Fall Spring Fall Spring Fall
’04 ’04 ’05 ’05 ’06 ’06 ’07 ’07 ’08 ’08 ‘09 ’09 ‘10 ‘10
% % % % % % % % % % % % % %
SPORTS ILLUSTRATED 26 28 24 23 27 30 26 27 28 29 26 32 27 20
ESPN THE MAGAZINE 18 15 17 20 18 19 20 19 18 18 17 22 20 16
MEN’S HEALTH 8 12 11 12 14 9 10 14 15 13 15 20 19 13
MAXIM 27 25 23 24 25 16 19 18 18 18 18 14 18 11
TIME 12 14 17 12 19 11 11 16 18 15 16 15 16 11
ROLLING STONE 12 11 13 13 11 15 11 13 22 14 15 14 13 11
NAT’L GEOGRAPHIC 7 8 9 8 10 6 6 10 14 9 9 11 13 11
GQ 4 7 5 7 8 7 7 10 9 8 10 10 10 10
CAR & DRIVER 9 10 10 10 11 11 9 7 8 7 8 12 10 9
NEWSWEEK 11 11 11 10 11 9 8 11 12 8 12 12 10 7
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- 13. 19
Spring Fall Spring Fall Spring Fall Spring Fall Spring Fall Spring Fall Spring Fall
’04 ’04 ’05 ’05 ’06 ’06 ’07 ’07 ’08 ’08 ‘09 ’09 ‘10 ‘10
% % % % % % % % % % % % % %
COSMOPOLITAN 46 41 44 46 44 41 40 34 34 36 41 34 35 35
PEOPLE 23 26 26 27 27 24 22 25 31 31 34 27 32 29
SEVENTEEN 15 21 13 19 14 18 13 21 19 19 17 19 16 18
GLAMOUR 20 18 20 16 18 20 23 16 19 17 19 19 17 17
ELLE 10 7 9 7 11 12 12 9 13 13 15 12 12 13
VOGUE 14 13 11 10 17 19 14 15 15 17 18 17 15 12
OK! NA NA NA 3 5 4 7 7 10 12 11 7 8 10
INSTYLE 11 10 10 11 11 10 11 12 10 9 10 11 13 10
FITNESS 9 7 9 8 8 7 7 8 9 12 9 8 10 8
ENTERTAINMENT WKLY 10 12 12 11 11 8 11 11 13 11 13 10 12 8
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