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College Students Online:
Driving Change in Internet and Mobile Usage
In 2008, 95.7% of college students—17.4 million people—will go online at least once a month. They are the most digitally connected demographic group in the US.
The College Students Online report analyzes the demographics and dynamics propelling this trendsetting population into the future.
Today’s students have grown up with technology—it is a seamless part of their lives. They are likely to own a laptop computer and about 90% of undergraduates have a mobile phone.
Students are key drivers of change. They brought social networks into the mainstream, and now they are watching video online. They demand access to friends and information whenever they want and wherever they are.
Key questions the “College Students Online” report answers:
- How many college students are online?
- What activities do students pursue online?
- Why is social networking still so popular?
- How are college students leading the drive toward the mobile Internet?
- And many others…
eMarketer Reports—On Target and Up to Date
The College Students Online report aggregates the latest data from marketing and communications researchers with eMarketer analysis to provide the information you need to make smart, timely business decisions.
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In 2008, 95.7% of college students—17.4 million people—will go online at least once a month. They are the most digitally connected demographic group in the US.
Executive Summary
 US College Student Internet Users, 2007-2012 (millions and % of total)
Key Questions
The eMarketer View
Key Themes
Demographics and Spending Patterns
US College Enrollment, 2006-2017 (thousands)
US Undergraduate College Enrollment, 2006-2017 (thousands)
US Undergraduate College Enrollment, by Gender, 2008 & 2017 (thousands)
When US Teens Plan to Start College, April 2008 (% of respondents)
Spending Patterns
US Consumer Spending on Back-to-College Products, by Category, 2008 (billions)
Average US Back-to-College Spending per Consumer, 2003-2008
Locations Where US Consumers Plan to Purchase Back-to-College Products, 2008 (% of respondents)
Select Product Categories Purchased* Online by US College Students, May 2008 (% of respondents and average spent)
Internet Use
Number of College Internet Users
US College Student Internet Users, 2007-2012 (millions and % of total)
US Internet Users, by Access Location, July 2007 & July 2008 (thousands and % change)
Role of the Internet in the Daily Lives of US College Students, February-March 2008 (% of respondents)
Average Page Views per US Internet User, by Access Location, July 2007 & July 2008
Technology and Device Ownership
Internet Access Device/Location Most Often Used by US College Student Internet Users, 2007 (% of respondents)
Ownership of Select Consumer Electronics Among US College Student Internet Users, 2007 (% of respondents)
Ownership of Select Consumer Electronics Among US College Students, 2003 & 2008 (% of respondents)
Time Spent Online
Time Spent Online per Week for Entertainment vs. Academic Activities Among US College Students, by Gender, May 2008 (hours)
Time Spent Online per Week by US College Student Internet Users, by Gender, 2008 (% of respondents)
Time Spent per Week with Select Media According to US College Students, June 24-30, 2007 (% of respondents)
Time Spent per Day Using the Internet According to US College Student Internet Users, 2007 (% of respondents)
Time Spent per Day Watching TV and Listening to the Radio According to US College Student Internet Users, 2007 (% of respondents)
Online Activities
Internet and Mobile Activities of US College Student Internet Users, 2008 (% of respondents)
Daily Online Activities of US College Student Internet Users, 2007 & 2008 (% of respondents)
Frequency with Which US College Student Internet Users Conduct Select Online Activities, 2007 (% of respondents)
Activities by Gender
Select Online Activities of US College Students in the Past Month, by Gender, May 2008 (% of respondents)
Internet and Mobile Activities of US College Student Internet Users, by Gender, 2008 (% of respondents)
Online Video Usage
Average Monthly Time Spent by US Unique Users of TV, Internet and Mobile Video, by Age, May 2008 (hrs:mins)
Select Downloading or Streaming Activities of US College Students in the Past Month, by Gender, May 2008 (% of respondents)
Types of Online Video Watched by US College Internet Users, August 2007 (% of respondents)
Websites Used by US College Internet Users to Watch Online Video Content, August 2007 (% of respondents)
Change in Select Media Activities of US Male College Students vs. Last Year, May 2008 (% of respondents)
Change in Select Media Activities of US Female College Students vs. Last Year, May 2008 (% of respondents)
Social Networking
Top 10 Websites Among US College Students, by Gender, February 2008 (% of respondents)
Top 10 Websites Among US College Students, by Gender, 2007 (% of respondents)
Frequency with Which US College Student Internet Users Use Social Networking Sites, 2006-2008 (% of respondents)
Time Spent per Week Using Social Networking Sites According to US College Student Internet Users, by Age, 2008 (% of respondents)
Select Online Social Media Activities of US College Students in the Past Month, by Gender, May 2008 (% of respondents)
Social Networking Site Activities of US College Student Internet Users*, by Gender, 2008 (% of respondents)
Students and the Mobile Internet
Mobile and Smartphone Ownership
Mobile Phone Ownership Among US College Students, by Gender, May 2008 (% of respondents in each group)
US Adults with Only Mobile Phone Service, by Age, Gender and Education, Second half 2005-Second half 2007 (% of respondents in each group)
US College Student Internet Users Who Own an Internet-Capable Mobile Phone, 2008 (% of respondents)
US College Students* Who Have Accessed the Internet via Mobile Phone in the Past Month, by Gender, May 2008 (% of respondents in each group)
Type of Mobile Phone Owned by US College Students, by Gender, May 2008 (% of respondents)
Mobile Activities
US College Student Internet Users Who Use Text Messaging via Mobile Phone, 2007 (% of respondents)
Frequency with Which US College Student Internet Users Send/Receive Text Messages, 2007 (% of respondents)
Mobile Phone/PDA Activities of US College Student Internet Users, 2008 (% of respondents)
Select Mobile Phone Activities of US College Students in the Past Week, by Gender, May 2008 (% of respondents)
Change in Select Mobile Phone Activities of US College Students vs. Last Year, by Gender, May 2008 (% of respondents)
Level of Interest in Opt-in-Based Mobile Advertising Among US College Students*, by Gender, May 2008 (% of respondents)
How Marketers Can Reach Students Online
The Power of Word-of-Mouth
Most Useful Types of Advertising According to US College Student Internet Users, 2008 (% of respondents)
Leading Methods Preferred by US College Students for Learning About New Products and Services, by Gender, May 2008 (% of respondents in each group)
Sources Used to Learn About New Products According to US College Student Internet Users, 2008 (% of respondents)
Giving Students Control
Endnotes
097681
US College Student Internet Users, 2007-2012 (millions and % of total)
096858
US College Enrollment, 2006-2017 (thousands)
097493 097495
US Internet Users, by Access Location, July 2007 & July 2008 (thousands and % change)
Average Page Views per US Internet User, by Access Location, July 2007 & July 2008
Related Information and Links
Related Links
Contact
Report Contributors
In 2008, 95.7% of college students—17.4 million people—will go online at least once a month. They are the most digitally connected demographic group in the US.
Alloy Media + Marketing
Anderson Analytics
Associated Press (AP)
BIGresearch
Burst Media
comScore Media Metrix
Edison Research
EDUCAUSE Center for Applied Research
eMarketer
Harris Interactive
Horatio Alger Association of Distinguished Americans, Inc.
MTV Networks
National Association of Student Personnel Administrators (NASPA)
National Center for Education Statistics - US
National Center for Health Statistics
National Retail Federation (NRF)
SurveyU
The Nielsen Company
US Department of Health and Human Services
Youth Trends
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Price: $695.00
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Price: $695.00
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