Selected LIFESTYLE & MEDIA Findings - Spring 2017files.studentmonitor.com/s17/LMSSnapshot.pdf ·...

`

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%


“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%

STUDENTMONITOR

2


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.

STUDENTMONITOR

3

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%


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.

STUDENTMONITOR

4

iPhoneCoffee

Text messagingSnapchatInstagram

Working outFacebookMacBook

Drinking beerHooking up

iPadClubs/bars

68%63%56%56%53%50%49%49%49%42%41%41%


“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

Facebook

Instagram

Twitter

Google +

Tumbler

Pinterest

Yik Yak

LinkedIn

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%

Facebook

Snapchat

YouTube

Instagram

Twitter

Google +

LinkedIn

Pinterest

Tumbler

YikYak

82%

6%17%

23%24%

25%49%

74%76%

79%

STUDENTMONITOR

5


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%

STUDENTMONITOR

6

Cost of educationGov’t corruption

CrimeFed gov’t dysfunction

Health careU.S. economy

TerrorismDrugs

Environment

30%

16%18%18%18%

23%24%

26%29%


“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%

STUDENTMONITOR

7

“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


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

STUDENTMONITOR

8

Selected LIFESTYLE & MEDIA Findings - Spring 2017files.studentmonitor.com/s17/LMSSnapshot.pdf ·...

Documents

Transcript of Selected LIFESTYLE & MEDIA Findings - Spring 2017files.studentmonitor.com/s17/LMSSnapshot.pdf ·...