Introduction & Scope
This report is aimed at brands who wish to engage with students and market to them.
Rather than discussing topics that have already been covered extensively elsewhere (such as the increasing indebtedness of students and their role as ‘consumers’ being ‘sold’ education courses by universities), the report looks in-depth at how companies can successfully
engage with students.
Also, instead of simply describing the behaviour and habits of students, this report is intended to provide insightful information into how students think and behave when it comes to purchasing decisions and brand marketing.
We cover four key topic areas:
- Engaging with students: What ways can companies successfully engage with students? What media are students using less and using more of?
- Purchasing behaviour: What resources do students use to make purchasing decisions regarding ‘big-ticket’ items?
- Brand perceptions: What do students think of key brands in the gadgets and mobile industry? Are students loyal to brands or do they chop and change?
- The student consumer: How savvy are students as consumers? What do students think about their financial situation? What commercial opportunities exist in the student market? (This includes an overview of tangible opportunities that fastmoving brands can exploit this year).
For this report, one online survey was conducted among members of studentbeans.com. The nationally representative sample consisted of 850 UK adults aged 18+ attending a UK higher education institution (studentbeans.com Student Lifestyle Survey 9th – 13th June 2010).
Three findings were taken from an earlier online survey of studentbeans.com members in March 2010. This was a nationally representative sample of 1,414 UK adults aged 18+ attending a UK higher education institution. These findings are clearly indicated in the report.
Approximately 40 questions were asked in total, covering the following topics:
- Popularity of part-time jobs
- Popularity of parental funding for students
- Student engagement with marketing communications from brands
- Effectiveness of restaurant vouchers
- Student engagement with internet advertising
- Student engagement with email marketing
- Student engagement with marketing via social networks
- Time spent watching TV (traditional and online)
- Reasons for finding a TV advert enjoyable
- Student engagement with celebrity endorsements
- Time spent listening to the radio (traditional and online)
- Media multitasking behaviour
- Popularity of pay-as-you-go versus pay monthly contract mobile deals
- Popularity of mobile handset brands
- Frequency of internet usage on mobiles
- Frequency of mobile apps usage
- Time spent playing console/PC games
- Reasons for viewing marketing communications negatively
- Reasons behind decisions on ‘big-ticket’ purchases
- Perceptions of mobile network brands
- Perceptions of mobile handset brands
- Perceptions of ‘triple play’ providers
- Brand loyalty of students
- Loyalty to mobile handset brands
- Loyalty to mobile network brands
- Awareness of and attitudes towards privacy and security issues
- Items that students usually buy online rather than in a shop
- Take-up of financial products
- Awareness and behaviour related to switching energy providers