Holla! Welcome to the 2014 College Explorer

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Jemimah Quinn
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2 Holla! Welcome to the 2014 College Explorer The college years are a pivotal point in one s life. As teenagers, we look forward to our first experiences apart from our parents, and once at college, we make many life decisions and purchases for the very first time. Later, we tend to reflect back on this time with nostalgic happiness. As a marketer, understanding and listening to the college consumer can be critical to the success of your brand. While we gain brand exposure and establish preferences prior to college, it is during the college years that we first gain real experience as consumers, and where lifelong purchase patterns are ingrained. Further, brands can be forever connected with what many consider to be the best time of their lives. Equity created in the college years can pay dividends for years to come. To reach today s college students, you must be where they are. Now in its 14 th year, the 2014 re:fuel agency College Explorer powered by Crux Research can take you there. This is the only comprehensive study of college students that is conducted among all types of students in the key and year old age groups. The information in this report paints an unbiased picture of what it means to be a college student and draws important conclusions on how to effectively reach this audience. They re fun, they re powerful, and they re living the future today! Note: Holla is a common greeting among Millennials 1

3 About Us re:fuel agency is a leading marketing firm connecting a wide range of brands with niche consumer segments through scalable and impactful media and promotions solutions. With decades of expertise serving youth, multicultural, military and local audiences, re:fuel agency deploys brand campaigns that speak to these consumers in their world, throughout their day. The business was formerly a central part of Alloy Media + Marketing. collegeexplorer@refuelagency.com Through creativity, ingenuity and a whole lot of determination, we re able to think differently, deliver successfully and have a little fun along the way. re:fuel agency has locations nationwide, with headquarters in New York City, and offices in Chicago, Los Angeles, Santa Barbara, CA, and Cranbury, NJ. 2

The business was formerly a central part of Alloy Media + Marketing. collegeexplorer@refuelagency.

4 Methodology A total of 1,209 college students between the ages of Interviewed online between March 3 to March 14, 2014 For the 14th year, re:fuel agency brings clients and agencies the largest annual custom study of college students spending, media usage and lifestyles. Executed by Crux Research Inc. and led by current re:fuel agency CEO, Derek S. White, a founding member of the College Explorer team. National representation across all college segments pursuing a degree. Copyright 2014 re:fuel and Crux Research Inc. 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 re:fuel. All rights reserved. Students taking online-only courses were excluded. 3

White, a founding member of the College Explorer team. National representation across all college segments pursuing a degree. Copyright 2014 re:fuel and Crux Research Inc.

5 College student snapshot College student spending Technology habits Advertising and media consumption Newspaper Brand loyalty and product purchase behavior Social media & gaming 4

7 21.6M College Students, 58% Female Total Students: 21.6 Million 0.2M 12.6M By Age M 42% Male 58% Female 3.6M 6 Source: National Center for Education Stats, 2014 Projection Estimates

9 With Now Over $545 Billion In Total Spending Power, The College Market Demands Attention 2014 College Student Spending Projections Total Spending In Billions $ 545B $ 163B Total Student Spending Total Discretionary Student Spending 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=1,209) Projected to the population of 21.6 million college students Outliers trimmed to 2 standard deviations; sample averages applied to total student population Source: re:fuel agency College Explorer powered by Crux 8 8

(food, entertainment, clothes, transportation) Qualified Respondents (18 to 34 year old college students) (n=1,209) Projected to the population of 21.

10 Discretionary: Students Spend Billions Across Several Categories Amount of Discretionary Spending In A Typical Year by All College Students In Billions Food Automotive Clothing and shoes Technology Cell phone/smartphone Entertainment Personal care products Other Cosmetics $50.0 $31.6 $18.6 $15.3 $14.0 $9.8 $9.8 $7.5 $7.5 Discretionary spending includes food, entertainment, clothes, transportation) Base: Qualified Respondents (18 to 34 year old college students) (n=1,209) Projected to the population of 21.6 million college students Outliers trimmed to 2 standard deviations Source: re:fuel agency College Explorer powered by Crux 9

5 $7.5 Discretionary spending includes food, entertainment, clothes, transportation) Base: Qualified Respondents (18 to 34 year old college students)

12 Students Spend A Full-time Schedule With Tech Devices 5.7 ereader On average how much time do you spend using each of the following for leisure, work, or anything else? Mean # hours/week 9.8 Handheld Gaming device 6.4 Tablet computer 38.1 Computer 12.8 Video game console 29.3 Cell phone/ smartphone 168 hrs/ week hrs total 23.3 TV 11 Base: Qualified Respondents (18 to 34 year old college students) (n=1,209) Source: re:fuel agency College Explorer powered by Crux

Mean # hours/week 9.8 Handheld Gaming device 6.4 Tablet computer 38.1 Computer 12.8 Video game console 29.

14 Students Find Many Categories of Ads Appealing TOP 5 Types of Ads Students Find Most Appealing 1 Upcoming Movies Health & Beauty Fashion Video Games Upcoming Movies Tech Products Video Games Tech Products New Products & Services Cars & Trucks FEMALES MALES 13 Base: Qualified Respondents (18 to 34 year old college students) (n=1,209) Source: re:fuel agency College Explorer powered by Crux

Video Games Tech Products New Products & Services Cars & Trucks FEMALES MALES 13 Base: Qualified

16 Over Half of Students Read The Print Edition of Their College Newspaper Among Readers, 65% are Reading It At Least Once A Week % of Students who have ever read or looked at the PRINT edition of their college newspaper? How often do you typically read or look at any part of the PRINTED edition of your college newspaper? 41% 24% Weekly Everyday Qualified Respondents (18 to 34 year old college students) (n=1,209) Read print edition of college newspaper (n=673) Source: re:fuel agency College Explorer powered by Crux 15

How often do you typically read or look at any part of the PRINTED edition of your college newspaper?

18 Students Are Brand Loyal To A Number Of Retail Items, Particularly Soft Drinks, Toothpaste & Shampoo The last 10 times you have purchased the following, how many times have you bought your favorite brand? 6.5 Shampoo 5.1 Handheld electronic 6.6 Soft drink 6.5 Toothpaste 6.0 Cereal 6.2 Candy or gum 6.0 Fast food 4.5 Athletic shoes Base: Qualified Respondents (18 to 34 year old college students) (n=1,209) Source: re:fuel agency College Explorer powered by Crux 17

1 Handheld electronic 6.6 Soft drink 6.5 Toothpaste 6.0 Cereal 6.2 Candy or gum 6.0 Fast food 4.

20 Online Games are a Key Component of College Life 41% of male college students play online games once a day or more How often do you play online games? Multiple times per day Once a day Weekly 16% 24% 16% 17% 36% 39% Medians: Males = 5-6 times per week Females = 3-4 times per week 19 Base: Qualified Respondents (18 to 34 year old college students) (n=1,209) Source: re:fuel agency College Explorer powered by Crux

Multiple times per day Once a day Weekly 16% 24% 16% 17% 36% 39% Medians: Males = 5-6 times per week

21 The Full College Explorer 14 Includes Analysis & Findings On: Advertising & Media Consumption Ad Category-Specific Insights for: Apparel Automotive Entertainment Gaming Health & Beauty OTC Drugs Restaurants & QSR Retail Telecommunications Textbooks Brand Loyalty & Product 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 Textbook Purchasing TV Viewership If you would like access to the full report please contact us at 20

22 Questions? us at

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