Sep 1, 2005 12:00 PM, Patricia Odell
Shopping 101
The number of college students heading back to campus this year is an all-time high of 16.5 million. While these pupils may plan to hit the books, they also plan to hit the stores, spending big and setting trends.
With 78% of students holding down jobs, this group represents more than $175 billion in consumer spending. In 2004, overall spending among college students jumped almost 16%; discretionary spending soared to $14 billion, 24% over 2003, according to the 3
These students like electronics and say they look for sales. One in six consider themselves early adopters of electronic devices and gadgets; 85% own cell phones; 75% use text messaging and 63% play games with their mobiles. Sixty percent access the Internet via mobile and 36% use the photo capabilities. Sixty-three percent plan to make a technology purchase.
Brand preferences slant toward the socially conscious: 31% said they prefer environmentally safe brands, 26% benevolent brands and 20% brands connected with a cause. Twenty-six percent would spend more on a brand with a “great image.”
Students want everyday people to represent brands and they like a laugh. Most (91%) said word-of-mouth most influences their buying decisions, while 48% cited sampling.
The study was conducted by Harris Interactive online between April 21 and May 2, 2005 among 1,638 U.S. college students aged 18 to 30.
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