Market Research
The Digital College Network will conduct independent and proprietary research and post the results on this site. Several research projects are currently underway and results will be posted here. Please visit this section again soon.
The demographic:
18 million, 18 to 24 years old, college students attending two- or four-year institutions.
Their spending power:
$237 billion annually (College Explorer survey by Harris Interactive/Alloy Media + Marketing)
How they spend it annually:
Computers and electronics -- $8.2 billion
Clothing and accessories -- $5.7 billion
School supplies -- $3 billion
Shoes -- $2 billion
Videos and DVDs -- $2.8 billion
Music and CDs -- $2.7 billion
Reading material -- $1 billion
Movie tickets -- $887 million
Concert tickets -- $791 million
Cell phones -- 5294 million
Soda -- $3.1 billion
Bottled juice -- $1.5 billion
Bottled water -- $1.4 billion
Coffee -- $1 billion
Chip snacks -- $630 million
Sports drinks -- $429 million
Candy bars -- $328 million
Nutritional bars -- $329 million
(Source: National Retail Federation and Quirk's Marketing Research Review)
What the studies say:
"Gen Y are the most likely to say that once they have made a commitment to a brand, they will stick with it, no matter what."
(Source: TV Land's "Generation BUY: A Close Look at the Boomer Consumer")
College students demonstrate strong commitment toward the brands they feel are contributing positively to world issues and the environment, and student's preference for brands they perceive to be socially responsible is on the rise.
(Source: College Explorer survey)
A 2008 study by OTX for SeeSaw Networks found:
The Digital College Network will conduct independent and proprietary research and post the results on this site. Several research projects are currently underway and results will be posted here. Please visit this section again soon.
The demographic:
18 million, 18 to 24 years old, college students attending two- or four-year institutions.
Their spending power:
$237 billion annually (College Explorer survey by Harris Interactive/Alloy Media + Marketing)
How they spend it annually:
Computers and electronics -- $8.2 billion
Clothing and accessories -- $5.7 billion
School supplies -- $3 billion
Shoes -- $2 billion
Videos and DVDs -- $2.8 billion
Music and CDs -- $2.7 billion
Reading material -- $1 billion
Movie tickets -- $887 million
Concert tickets -- $791 million
Cell phones -- 5294 million
Soda -- $3.1 billion
Bottled juice -- $1.5 billion
Bottled water -- $1.4 billion
Coffee -- $1 billion
Chip snacks -- $630 million
Sports drinks -- $429 million
Candy bars -- $328 million
Nutritional bars -- $329 million
(Source: National Retail Federation and Quirk's Marketing Research Review)
What the studies say:
"Gen Y are the most likely to say that once they have made a commitment to a brand, they will stick with it, no matter what."
(Source: TV Land's "Generation BUY: A Close Look at the Boomer Consumer")
College students demonstrate strong commitment toward the brands they feel are contributing positively to world issues and the environment, and student's preference for brands they perceive to be socially responsible is on the rise.
(Source: College Explorer survey)
A 2008 study by OTX for SeeSaw Networks found:
- 63 percent of respondents say digital advertising catches attention
- 44 percent say they pay "some" or "a lot" of attention to digital advertising
- 58 percent say digital signage is unique
- 53 percent say advertising on the digital medium is interesting
- 48 percent say it is entertaining
- 48 percent say it is credible
- 48 percent say it is informative