Post on 24-May-2020
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Drawn from the Spring 2017 edition of STUDENT MONITOR’s twice annual LIFESTYLE & MEDIA Study, these findings are based on the results of hour-long, one on one, on campus interviews conducted during the week of March 6th among Four Year full time under-grads attending 86 representative colleges and universities throughout the country with a margin of error or +/-2.4%.
TV shows ‘IN’ on campus
The Walking Dead
Game of Thrones
American Horror Story
Family Guy
Breaking Bad
Grey’s Anatomy
OITNB
Shameless
ESPN SportsCenter
HIMYM
46%
28%
28%31%
31%
33%
33%
35%
39%
46%
THE WALKING DEAD AND GAME OF THRONES ARE THE MOST “IN” SHOWS ON CAMPUS - 46% of students report The Walking Dead or Game of Thrones as the most “IN” television program on campus. 39% mention American Horror Story.
© 2017 - STUDENT MONITOR LLC, 550 North Maple Ave., Ridgewood, NJ 07450 (201) 612-8100 All Rights Reserved, Unauthorized Use Prohibited
“What are your five favorite sources of video programming”
NETFLIX IS STUDENTS’ “FAVORITE SOURCE OF VIDEO PROGRAM-MING” - By a wide margin, Netflix is students’ most favorite. 62% mention Netflix, 34% HBO, 29% Comedy Central, 28% ESPN and 25% ABC.
Netflix
HBO
Comedy Central
ESPN
ABC
FOX
FX
Hulu
Food Network
62%
34%
16%
17%
17%
19%
25%
28%
29%
“How much of your television viewing is done online?”
55% OF WEEKLY VIEWING IS DONE ONLINE - 48% of online viewers use a laptop most often to watch television online, followed by 8% with a Smart TV.
“Which sites do you use to watch television online?”
BY A WIDE MARGIN, NETFLIX IS THE TOP SITE ONLINE VIEWERS USE TO WATCH TELEVISION ONLINE - 82% of online viewers use Netflix, 28% Hulu, 25% HBO GO or HBO NOW, 16% Amazon Instant Video and 7% YouTube.
NetflixHBONOW
YouTubeRed
AmazonInstantVideo
HBOGOHulu Showtime
82%
7%7%16%18%
28%
4%
STUDENTMONITOR
STUDENT MONITORSelected LIFESTYLE & MEDIA Findings - Spring 2017
Online55%
Offline45%
STUDENTMONITOR
Subscriptions To Watch Television Online
BY A WIDE MARGIN, NETFLIX IS THE LEADING PAID SUBSCRIPTION SITE - Among online viewers, 72% of females and 66% of males have a paid Netflix subscription.
Netflix
Hulu
Amazon Prime TV
HBO Go
HBO NOW
YouTube Red
Showtime
69%
2%
2%
5%
8%
14%
18%
© 2017 - STUDENT MONITOR LLC, 550 North Maple Ave., Ridgewood, NJ 07450 (201) 612-8100 All Rights Reserved, Unauthorized Use Prohibited
“How interested are you inwatching television exclusively online?”
85% ARE AT LEAST SOMEWHAT INTERESTED IN WATCHING TELEVISION EXCLUSIVELY ONLINE
Veryinterested
48%Somewhatinterested
37%
Not at allinterested
15%
“How is your subscription paid for?”
52% REPORT THEIR PARENTS PAY FOR THEIR ONLINE SUBSCRIPTION - More than half of online viewers who have a subscription report their par-ents pay for it. 30% report they pay for it, 11% share the cost with friends or roommates and the remaining 7% share the cost of their subscription with their parents.
Parents52%
Sharewith friends
11%
I pay30%
Sharewith parents
7%
“How have you listened tostreaming music in the past week?”
SPOTIFY IS THE MOST COMMON PLACE STUDENTS LISTEN TO STREAMING MUSIC - Among the 86% of students who listened to streaming music in the past week, 48% streamed from Spotify compared to 38% from YouTube and 36% Pandora.
SpotifyYouTubePandora
Radio stationApple MusicSoundcloud
Sirius XMiHeart RadioGoogle Play
TidalAmazon Prime Music
3%
48%
3%
5%
8%10%
16%20%
34%36%
38%
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© 2017 - STUDENT MONITOR LLC, 550 North Maple Ave., Ridgewood, NJ 07450 (201) 612-8100 All Rights Reserved, Unauthorized Use Prohibited
Campus Newspaper Readership
READERSHIP OF THE PRINT EDITION OF THE CAMPUS NEWSPAPER CONTINUES TO DECLINE - 26% read at least 1 of the last 5 issues of the print edition of their campus newspaper. Readership of the digital edition has not offset the loss in readership of the print edition. 41% report no interest in reading the print or digital edition. The share of light readers of the print edition, (1 or 2 of the last 5) is greater than the share of heavy readers (3 or more of the last 5).
National Newspaper Readership
READERSHIP OF THE DIGITAL EDITION OF A NATIONAL NEWSPAPER IS NEARLY TWICE THAT OF THE PRINT EDITION (24% COMPARED TO 13%) - The New York Times is both the best read print and digital national newspaper. Over the longer term, readership of both The New York Times and USA Today have significantly declined.
Spring2012
Spring2010
Spring2011
Spring2013
Spring2014
Spring2015
Spring2016
Spring2017
20%
0%
5%
10%
15%
The New York Times Wall Street JournalUSA Today
Read any
The New York Times
Wall Street Journal
USA Today
13%
14%
10%
7%4%
4%
24%
7%
Magazine Readership
READERSHIP OF PRINT EDITIONS OF MAGAZINES IS GREATER THAN THAT OF DIGITAL EDITIONS - Cosmopolitan, 17%, TIME, 14%, National Geograph-ic, 14% and Vogue, 14%, are the most commonly read (subscribed to, read regularly or read occasion-ally) print edition magazines. Cosmopolitan, 8%, TIME, 8% and ESPN The Magazine, 8%, have the highest levels of digital readership.
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Cosmopolitan
TIME
National Geographic
ESPN The Magazine
Vogue
People
Sports Illustrated
EW
Seventeen
Fitness
Print Digital
17% 8%
10%
11%
11%
11%
13%
14%
12%
14%
14%
4%
3%
4%
4%
5%
4%
8%
6%
8%
Spring 2012Spring 2011 Spring 2013 Spring 2015 Spring 2016 Spring 2017Spring 2014
70%
60%
50%
40%
30%
20%
10%
0%
Print Digital
Spring 2012Spring 2011 Spring 2013 Spring 2015 Spring 2016 Spring 2017Spring 2014
Non readers Light readers Heavy readers
80%
0%
20%
40%
60%
© 2017 - STUDENT MONITOR LLC, 550 North Maple Ave., Ridgewood, NJ 07450 (201) 612-8100 All Rights Reserved, Unauthorized Use Prohibited
Mobile Phone Ownership
97% OF STUDENTS OWN A MOBILE PHONE - 95% of mobile phone own-ers own a Smartphone. By a small margin, more students choose AT&T as their provider than any other. 29% report AT&T is their provider compared to 27% Verizon, 21% T-Mobile and 14% Sprint.
OwnSmartphone
92%
Don’t ownmobile phone
3%Ownnon Smartphone
5%
“What brand is your Smartphone?”
iPHONE IS THE LEADING BRAND OF SMARTPHONE STUDENTS OWN AND PLAN TO PURCHASE - Compared to Spring 2011, more than 4 times as many own an iPhone while the share of Samsung owners remains virtually unchanged. 66% of mobile phone owners own an iPhone including 75% of females. More than 3 times as many own an iPhone as own a Samsung. 74% of those who plan to upgrade or purchase a new Smartphone plan to upgrade or buy an iPhone. Significantly less, 15%, plan to upgrade to or purchase a Samsung.
Spring2011
Spring2017
Spring2015
Spring2013
iPhone All othersSamsung
65% 23%20%
20%
37%16%19%
14%31%43%
66%46%
OwnPlan to purchase
Apple iPhone
Samsung
LG
74%
5%4%
20%15%
66%
“What’s “IN” on your campus?”
68% MENTION iPHONE AS THE LEADING ITEM OR AC-TIVITY “IN” ON CAMPUS - 63% mention coffee , 56% text messaging, 56% Snapchat, 53% Instagram and 50% working out.
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iPhoneCoffee
Text messagingSnapchatInstagram
Working outFacebookMacBook
Drinking beerHooking up
iPadClubs/bars
68%63%56%56%53%50%49%49%49%42%41%41%
© 2017 - STUDENT MONITOR LLC, 550 North Maple Ave., Ridgewood, NJ 07450 (201) 612-8100 All Rights Reserved, Unauthorized Use Prohibited
“How many hours do you spend weekly with each of these social networking sites?”
FACEBOOK IS THE LEADING SOCIAL NETWORK SITE - The leading social networking sites used in a typical week include Facebook 82%, Snapchat 79%, YouTube 76% and Instagram 74%. 49% use Twitter and 25% use Google+. Facebook users spend an average of 6.4 hours weekly compared to 6.7 for YouTube and 6.5 for Snapchat.
YouTube
Snapchat
Google +
Tumbler
Yik Yak
6.7
2.3
2.53.94.1
5.05.2
5.96.4
6.5
Use of Multiple Social Media Sites
ONLY 1% USE FACEBOOK EXCLUSIVELY - In a typical week, 67% use both Facebook and Snapchat, 64% Facebook and YouTube, 59% Facebook, Snapchat and Instagram and 49% report using Facebook, Snapchat, Instagram and YouTube in a typical week.
1%
49%59%64%67%
OnlyFacebook
Facebook,Snapchat,Instagram
Facebook,YouTube
Facebook,Snapchat
Facebook,Snapchat,Instagram,YouTube
“How frequently do you make purchases online?”
84% MADE 1 OR MORE PURCHASES ONLINE IN THE PAST YEAR - Among those who make online purchases, 12% did so weekly or more often compared to 38%, less often than monthly.
Weeklyor more often
Never
Less oftenthan monthly
Monthly
More oftenthan monthly
10%
20%
22%
32%
16%
Snapchat
YouTube
Google +
Tumbler
YikYak
82%
6%17%
23%24%
25%49%
74%76%
79%
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© 2017 - STUDENT MONITOR LLC, 550 North Maple Ave., Ridgewood, NJ 07450 (201) 612-8100 All Rights Reserved, Unauthorized Use Prohibited
Credit Card Ownership
37% HAVE A CREDIT CARD IN THEIR OWN NAME - 25% have a VISA card, 10% MasterCard, 5% Discover and 2% American Express.
25%
63%2%
5%10%
VISA
MasterCard
Discover
American Express
None
Student Attitudes
THE “COST OF EDUCATION” TOPS THE LIST OF ISSUES FACING THE NATION - Students identify “Cost of Education”, 30%, “Gov’t corruption”, 29%, and “Crime”, 26% as the Top 3 issues facing the nation. 75% believe the cost of textbooks is excessive and a similar number, 72%, believe the cost of college is excessive.
“The cost of textbooksis excessive”
“I support LGBTequal rights”
“It is important to pursuealternative energy sources”
“I support efforts toreduce global warming”
“The cost of collegeis excessive”
“Having a degree willhelp me get a better job ”
75%
73%
72%
64%
62%
58%
“What percent of your monthly banking do you do with the following methods?”
NetflixHBONOW
YouTubeRed
AmazonInstantVideo
HBOGOHulu Showtime
82%
7%7%16%18%
28%
4%
Onlinewith mobile device
37%
Onlinewith Desktop
12%
ATM31%
Branch20%
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Cost of educationGov’t corruption
CrimeFed gov’t dysfunction
Health careU.S. economy
TerrorismDrugs
Environment
30%
16%18%18%18%
23%24%
26%29%
© 2017 - STUDENT MONITOR LLC, 550 North Maple Ave., Ridgewood, NJ 07450 (201) 612-8100 All Rights Reserved, Unauthorized Use Prohibited
“How many hours a week do you spend on schoolwork?”
STUDENTS SPEND AN AVERAGE OF 15 HOURS WEEKLY ON SCHOOLWORK OUTSIDE THE CLASSROOM - 55% spend more than 10 hours. 27% spend 6 to 10 hours, 12% spend 1 to 5 hours and 6% none. Students report taking an average of 4.6 academic courses this term representing 3.3 hours per course spent outside the classroom.
More than10 hours
55%
None6% 1 to 5
hours12%
6 to 10hours27%
More than $50,000
$30,001 to $50,000
$20,001 to $30,000
$10,001 to $20,000
$5,001 to $10,000
$5,000 or less
15%
23%
13%
23%
12%
13%
Government61%
Direct fromschool
14%
Privateloan from
bank13%
Other12%
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“How much do you expect to owe in undergraduate student loan debt?”
52% EXPECT TO OWE AN AVERAGE OF $31,783 IN UNDERGRADUATE STUDENT LOAN DEBT - Among borrowers, 25% expect to owe $10,000 or less and 38% expect to owe more than $30,000.
“Who do you expect to owe student loan debt to?”
61% OF UNDERGRADUATE STUDENT LOAN DEBT IS OWED TO THE GOVERNMENT - 61% of student loan debt are government student loans, 14% direct from school, 13% private loans from a bank, 8% from relatives and 4% from other sources.
“How old are you?”
THE AVERAGE STUDENT IS 20.5 YEARS OLD - The majority of stu-dents, 56%, are under the age of 21. A small number of undergrads, 11%, are 23 or older.
56%
20%
12%
6%
5%
<21212223
>23
© 2017 - STUDENT MONITOR LLC, 550 North Maple Ave., Ridgewood, NJ 07450 (201) 612-8100 All Rights Reserved, Unauthorized Use Prohibited
School Year Employment
ADDING TO THEIR SPENDING POWER, 45% ARE EMPLOYED OR HAVE A PAID INTERNSHIP - 37% are employed part-time while 5% are employed full time. 6% have a paid or unpaid internship.
52%
3%3%5%
37%
UnemployedUnpaid
internshipPaid
internshipEmployedfull-time
Employedpart-time
Monthly Discretionary Spending
STUDENTS HAVE $1.2 BILLION IN MONTHLY DISCRETIONARY SPENDING POWER - Students report an average of $155 in monthly discretionary spending. 38% report having more than $200 compared to 21% $300 or more.
$300
$250
$200
$150
$100
$50
$0Spring2011
Spring2017
Spring2016
Spring2015
Spring2014
Spring2013
Spring2012
Annual Household Income
THE AVERAGE HH INCOME IS $113,664 - Students attending Private schools report a 12% higher household income, $121,700, than those attending Public schools,$108,900.
$130,000
$120,000
$110,000
$100,000
$90,000
$80,000Spring2011
Spring2017
Spring2016
Spring2015
Spring2014
Spring2013
Spring2012
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