BE THEIR FIRSTThe Importance of College Students to Millennial
Marketers
Explore colleges
Find scholarships/financial aid
Get ready for college Find a tutor Study and do
assignments
Learn how to live independently Apply to grad
school
Find internships/jobs
Get Books
connects with students from high school through college
18-24YOs enrolled in a 2 or 4-year
school
4 in 10
National Center for Education Statistics –Back to School Statistics. 2015.
$48Kon average
upon graduation they’ll be earning
National Center for Education Statistics –Back to School Statistics. 2015.
making about
$1MMmore in their
lifetimethan those holding only a high school
diplomaMarket Watch. May 18, 2015.
College Degree Associate's Degree Some College High School
72%67%
59% 62%
25-34 year-olds who are employed full-time
National Center for Education Statistics –Back to School Statistics. 2015.
September to
May
18,000panel of students
Respondent demographics
State or public col-lege or university
Private college or university
Local community college
Online college or university
54%
27% 18%1%
Type of School
I live in off-campus housing
I live at home with my parents
I live in a dorm on campus
I live in an apartment or house on campus
I live in a fraternity/sorority
36%
30%
22%
11%
0%
Where I live
42%58%Gender
Yes, I work full time while attending school
Yes, I work part time while attending school
No, I do not have a job while attending school
16%
54%
30%
Work
Financial Lives are Complex…Yet They Are Resourceful
Military benefits
Employer reimbursement
Working full time
Working part time
My personal savings and loans
My parents or another relative
Student loans
Scholarship or grant
Financial aid
5%
9%
23%
57%
60%
49%
15%
14%
18%
6%
9%
18%
37%
44%
47%
51%
63%
67%
Tuition/Books Everyday expenses
Base: n=1,049
Q: How are you paying for the following (Select all that apply):
70% increase
since 2013
They are constantly making purchase decisions
Base: n=1,049
Purchase groceries/snacks
Eat at a fast food restaurant
Purchase clothes/accessories
Attend the movies
Purchase music
8%
5%
53%
33%
4%
2%
4%
30%
35%
34%
17%
15%
Weekly
At least once a month
Less than once a month
Q: How often do you do the following:
Monthly spending increases as they get older
Groceries$70 | $134
Fast Food$28 | $34
Dining Out$29 | $53
Clothing$26 | $32
Movies$8 | $9
Personal Care$28| $39
Travel$18 | $23
Gas $47 | $78
SeniorsFreshmen
Average monthly spending
$262 $408Freshmen Seniors+55%
Brand preferences change throughout college
Cell phone Laptop Clothing Fast Food Soda Shampoo Deodorant Cosmetics
Q: Since graduating high school do you have a new or different… SeniorsFreshman
College students also offer advice across purchase categories
CarsPersonal finance
TravelClothingTV showsMusicRestaurantsTechnology
30%
40%45%
55%62%63%
71%71%
Base: n=1,049
Q: Do friends/family members come to you for advice on these topics?
+82% Change since 2013
+72%
+111%
How students feel about brands and ads
Brands that are authentic resonate with me
70%75%
I advocate for brands that reward my
loyalty
74%I always
remember advertising that
makes melaugh
I use Anisha’s
Netflix and another
friend’s HBO
I will pinch pennies in some
areas so that I can spend more on
the things I really love
I get my news from Buzzfeed We go to
Starbucks from 2:00-4:00 to get extra stars
Focus on moments that matter
First Time Away from Home
College Football
SAT/ACTDead Week
New Car
What college is right for me?
Spring Break/Prom
First JobOut of College
Graduation
HighSchool
Life
College Life
Life After School
Relocate
Internship Search
Paying for School
Finals
Graduation
Build Professional Wardrobe
Spring Break
Studying
Students never tire of unexpected
gifts at unexpected times.
Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved.
View our research at collegemarketing.chegg.com