2016年-数据局_RefuelAgency：CollegeExplorer2015Final_22页_3mb

2015 College Explorer Summary

Core Content

The 2015 College Explorer is a comprehensive annual study conducted by Refuel Agency, focusing on the lifestyles, habits, and behaviors of college students. It provides valuable insights into student spending, technology usage, media consumption, and political engagement, making it an essential resource for college marketers.

Key Information

• Total College Students: 21.8 million, with 58% female.
• Spending Power: The total spending power of college students is over $523 billion, with $203 billion being discretionary spending.
• Methodology: The study was conducted online from September 18 to October 8, 2015, involving 1,511 students aged 18-34. It is nationally representative across all college segments.
• Leadership: The study was led by Derek S. White, CEO of Refuel Agency and a founding member of the College Explorer team.

Main Sections and Findings

1. Student Snapshot

• Demographics: 21.8 million college students, with a majority being female.
• Millennials: The study focuses on this generation, highlighting their spending and lifestyle habits.

2. Spending Power

• Total Spending: Over $523 billion annually.
• Discretionary Spending: Approximately $203 billion is spent on non-essential items.
• Spending Categories: Students spend heavily on various categories, including entertainment, clothing, and dining.

3. Tech Obsessed

• Technology Usage: Students spend an average of 141.6 hours per week using technology for leisure, work, or other purposes.
• Always Connected: The high usage of tech devices underscores the importance of digital engagement in marketing strategies.

4. Purchasing Habits

• Active Shoppers: Students are frequent shoppers both on and off campus.
• No Spending Limits: They are willing to spend on a variety of products and services, indicating a broad range of purchasing behaviors.

5. Rockin' the Vote

• Influencing Factors: Social media, television, and digital tactics are the most influential in encouraging students to vote.
• Political Engagement: The study provides insights into political preferences and the effectiveness of different communication channels in mobilizing student voters.

6. Digital World

• Social Media Usage: Students use social media platforms regularly, making it a critical channel for engagement.
• Streaming Services: Free streaming services are widely used for entertainment, suggesting a preference for cost-effective content access.

7. Ads Work

• Ad Attention: Students pay attention to various types of ads, including digital, social media, and traditional media.
• Effective Tactics: The report highlights the most effective ad strategies for reaching and engaging college students.

Additional Highlights

• Comprehensive Analysis: The 2015 edition includes detailed analysis on student demographics, post-college outlook, brand loyalty, and product purchase behavior.
• Political Insights: It offers valuable data on political engagement and the influence of media on student voting behavior.
• Contact Information: For more information or to access the full report, contact Refuel Agency at collegeexplorer@refuelagency.com.

Conclusion

The 2015 College Explorer is a must-have resource for understanding the current trends and behaviors of college students. It provides actionable insights for marketers aiming to effectively reach this demographic through various channels, including digital, social media, and traditional media.