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College Students:
Connecting With the Connected Crowd
College students remain the single most connected demographic group
in the US. In 2009, 95.7% of them will go online at least once a month.
Students have multiple electronic devices and have many ways to get information and to interact with friends. They may be the first truly platform-agnostic demographic group. Students believe it is less important how they get information than how easy it is to manipulate and interact with it across a range of devices.
This means that students are heavy consumers of online video-but also regular TV. They use social networking Websites to stay in touch with their friends-but rely on text messaging as well. And smartphones, which are becoming more and more common on campus, give students the ability to do many activities without ever touching a computer.
Companies marketing to college students need to create fluid interactions with them, in multiple venues. Marketers must be flexible, open and honest across all of their communications. But at the same time, students are extremely savvy and will not respond well to being bombarded with the same ad message on their phone, in their social network Website and during their favorite online video.
Key questions this report answers:
- What kinds of online video do college students watch?
- Do students still use social networks with the same intensity?
- How are smartphones changing the way students interact with
friends and get information?
- Where do students get information for making purchases?
College students remain the single most connected demographic group
in the US. In 2009, 95.7% of them will go online at least once a month.
Executive Summary
 US College Student Internet Users, 2008-2013 (millions and % of total)
Key Questions
The eMarketer View
Key eMarketer Numbers-College Students
Internet Use and Demographics
US College Student Internet Users, 2008-2013 (millions and % of total)
US College Enrollment, 2007-2018 (thousands)
US Undergraduate College Enrollment, 2007-2013 & 2018 (thousands)
US Undergraduate College Enrollment, by Gender, 2008 & 2018 (thousands)
Time Spent Online per Day by US College Students, 2008 (% of respondents)
Time Spent Online per Week for Entertainment vs. Academic Activities According to US College Students, by Gender, May 2009 (hours)
Time Spent Online* per Week According to US College Seniors, by Gender, November 2007-June 2008 (% of respondents)
Media Usage Online and Offline
Ownership of Select Consumer Electronics Among US College Student Internet Users, 2008 (% of respondents)
Average Time Spent per Day with Select Media Among US Consumers, by Age, Spring & Fall 2008 (minutes)
Select Online Activities of US College Students in the Past Month, by Gender, May 2009 (% of respondents)
Top 20 Websites Among US Internet Users Ages 18-24, Ranked by Unique Visitors, July 2009 (thousands and % of total)
Top 20 Websites Among US Internet Users Ages 18-24, Ranked by Percent Composition, July 2009 (thousands, % composition and composition index)
Media Most Frequently Used to Receive National/International News According to US College Student Internet Users, 2008 (% of respondents)
US College Student Internet Users Who Read Online Newspapers, by Frequency, 2008 (% of respondents)
Students and E-Mail
Number of E-Mail Accounts Actively Used by US College Students, 2008 (% of respondents)
Online Activities of US College Student Internet Users, by Frequency, 2008 (% of respondents)
Preferred Communication Methods of US High School and College Students, October 2008 (% of respondents)
Online Video
Frequency with Which US Internet Users Watch Online Video, April 2009 (% of respondents)
Frequency with Which US Internet Users Watch Online Video, by Age and Gender, April 2009 (% of respondents in each group)
Time Spent Watching TV, Online Video and Mobile Video in the US, by Age, Q2 2009 (hrs:mins)
Time Spent per Week Watching TV According to US College Seniors, November 2007-June 2008 (% of respondents)
What Students Watch
Select Downloading/Streaming Activities of US College Students in the Past Month, by Gender, May 2009 (% of respondents)
Frequency with Which US College Students Stream Consumer-Generated Videos, by Gender, May 2009 (% of respondents)
Frequency with Which US College Students Stream TV Shows or Movies, by Gender, May 2009 (% of respondents)
Types of Online Video Preferred by US College Students, by Gender, May 2009 (% of respondents)
Social Media
Social Networking
Frequency with Which College Student Internet Users in North America Use Social Networking Sites, 2006-2009 (% of respondents)
Favorite Websites Among US Male College Students, Fall 2008 & Spring 2009 (% of respondents)
Favorite Websites Among US Female College Students, Fall 2008 & Spring 2009 (% of respondents)
Frequency with Which College Student Internet Users in North America Use Social Networking Sites, by Class Level, 2009 (% of respondents)
US College Students Who Use Social Networking Sites, by Age and Gender, April 2009 (% of respondents in each group)
Percent of Internet Users Ages 18-24 Visiting Top 15* Social Networking Websites, July 2008 & July 2009
US Consumers Who Have a Profile on a Social Networking Site, by Age, 2008 & 2009 (% of respondents in each group)
Demographic Profile of US Social Network Users, May 2009 (% of respondents)
US Facebook Users, by Age and Gender, August 2009 (millions)
Market Share of US Visits to Facebook, by Age, June 2008 & June 2009 (% of total)
Time Spent per Week on Social Networking Sites According to US College Seniors, by Gender, November 2007-June 2008 (% of respondents)
Top 15 Social Networking Sites Among US Internet Users Ages 18-24, Ranked by Unique Visitors, July 2008 & July 2009 (thousands of unique visitors, average minutes per visitor and % change)
Frequency with Which US College Students* Update Their Status on Social Networking Sites, April 2009 (% of respondents)
Frequent Social Networking Site Activities of US College Students*, April 2009 (% of respondents)
Attitudes of US College Students* Toward Social Networking, April 2009 (% of respondents)
Other Social Media
Internet and Mobile Activities of College Student Internet Users in North America, 2009 (% of respondents)
Select Online Social Media Activities of US College Students in the Past Month, by Gender, May 2009 (% of respondents)
Select Online Social Media Activities of US College Students in the Past Month, by Gender, May 2008 (% of respondents)
Mobile
Type of Mobile Phone Owned by US College Students, May 2009 (% of respondents)
College Student Internet Users in North America Who Own an Internet-Capable Mobile Phone, 2009 (% of respondents)
US Mobile Phone and Smartphone Users, by Age and Gender, December 2008-February 2009 (% of respondents)
Expected Change* in Mobile Internet Usage Among College Student Internet Users** in North America, 2009 (% of respondents)
Text Messaging and Other Activities
US College Student Internet Users Who Use Text Messaging via Mobile Phone, 2008 (% of respondents)
US College Student Internet Users Who Send Text Messages, by Frequency, 2008 (% of respondents)
Average Text Messages Sent/Received per Month per US Mobile Phone Subscriber, by Age, Q4 2008 & Q1 2009
Select Mobile Phone Activities of US College Students in the Past Week and Past Month, May 2009 (% of respondents)
Select Mobile Phone Activities of College Student Internet Users* in North America, by Gender, 2009 (% of respondents)
Activities Performed with Consumer Electronic Devices According to US College Students, April 2009 (% of respondents)
Advertising, Shopping and the Economy
Ways that the Economy Is Impacting Back-to-College Shopping According to US Consumers*, June-July 2009 (% of respondents)
US Consumer* Spending on Back-to-College Products, by Category, June-July 2009 (billions)
Attitudes of US College Students Toward Brands, April 2009 (% of respondents)
Leading Sources for Learning About New Products/Services According to US College Students, by Gender, May 2009 (% of respondents)
Sources US College Students Use to Learn About Popular Brands/Products/Services, April 2009 (% of respondents)
Reasons that US Internet Users Find an Online Ad Interesting, by Age, March 2009 (% of respondents)
Conclusions
Endnotes
104780
US College Enrollment, 2007-2018 (thousands)
106795
Top 20 Websites Among US Internet Users Ages 18-24, Ranked by Percent Composition, July 2009 (thousands, % composition and composition index)
106914 | 106915
US College Student Internet Users, 2008-2013 (millions and % of total)
Key eMarketer Numbers-College Students
Related Information and Links
Related Links
Contact
Report Contributors
College students remain the single most connected demographic group
in the US. In 2009, 95.7% of them will go online at least once a month.
Alloy Media + Marketing
Anderson Analytics
Arbitron
Ball State University's Center for Media Design
BIGresearch
comScore Media Metrix
Council for Research Excellence
Edison Research
EDUCAUSE Center for Applied Research
eMarketer
eROI
Experian Hitwise
Frank N. Magid Associates
Harris Interactive
Higher Education Research Institute (HERI)
Inside Network
Metacafe Inc.
National Association of Student Personnel Administrators (NASPA)
National Center for Education Statistics - US
National Retail Federation (NRF)
Nielsen Mobile
Q Interactive
Sequent Partners
Skype
The Nielsen Company
Youth Trends
Zogby International
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Price: $695.00
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Price: $695.00
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