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College Students Deal Hunt on Mobile

Mobile plays a role in more of everyday life for college students

March 8, 2013

College students have a voracious appetite for mobile apps that help them socialize and communicate. And a November 2012 online survey of 689 US college students conducted by Study Breaks and Campus2Careers finds that they are also committed mobile deal hunters.

Nine out of 10 respondents reported using their phones to scour for deals, coupons and specials; just 10% said they “never” did so. Moreover, 20% of surveyed college students were self-professed mobile deal addicts, saying they “always” checked their phones for the latest deals—another 31% checked their phones for deals “often.” In other words, over half of college students, 51%, were committed mobile deal aficionados.

Frequency with Which US College Student Mobile Phone Owners Use Their Mobile Device to Find Deals, Nov 2012 (% of total)

As one might expect, the large numbers of students looking for purchases with phones in hand translates to large numbers of students making purchases through their phones. The study found that 70% of sampled college students made mobile purchases, and 52% did so at least once a month.

Frequency with Which US College Student Mobile Phone Owners Make a Purchase from Their Mobile Device, Nov 2012 (% of total)

But the fact that students are focused on shopping and buying via mobile doesn’t mean they’re neglecting their social lives. When asked to name their most frequent mobile activity, other than talking or texting, fully 25% of respondents said accessing Facebook, while another 14% cited rival social network Twitter. Email was a close second overall, with 23% citing it as their No. 1 mobile task.

Most Frequent Mobile Activity Among US College Student Mobile Phone Owners, Nov 2012 (% of respondents)

Taken together, 62% considered some form of digital communication to be their top mobile priority. The only other categories to crack double digits were music (11%) and “other” (12%).

Additionally, college students are using mobile phones increasingly for classwork, a sign that the devices really have penetrated nearly every aspect of student life. Over half of respondents said they used their mobile phone for school-related tasks every day.

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Check out today’s other articles, “McDonald's Finds Quick Social Responses Require Nimble Planning” and “In Australia, Content Marketing Takes Center Stage.”


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