Chapter 1 media

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This study is based on interviewing conducted during the week of
October 12th, 2010. The study explores the wide range of college
students’ activities and interests, and is intended to help all college and
young adult oriented marketers and advertisers better understand the
full-time, four-year college market.

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Executive Summary........................................................................................ 11
Methodology .................................................................................................. 27

Chapter 1 – Media
Television Programs Watched Most Often .............................................................. 29
Favorite Television Networks ............................................................................... 33
Hours Spent Watching TV by Method .................................................................... 37
Online Versus Offline Television Viewing ............................................................... 40
Interest in Watching Television Exclusively Online .................................................. 42
Past Month Viewership of Campus TV Station ........................................................ 43
Number of Times in Past Month Students Watched Campus TV S tation ..................... 44
Networks Watched on Campus TV Station ............................................................. 45
Readership of Last 5 Issues of Primary Campus Newspaper ..................................... 46
Time Spent Reading Campus Newspaper............................................................... 48
Availability/Readership of Campus Newspaper Online .............................................. 49
National Newspapers Print & Online Read Weekly................................................... 50
Magazine Readership.......................................................................................... 52
Magazine Subscribers ......................................................................................... 55
Time Spent Reading Magazines in A Typical Week .................................................. 58

Chapter 2 – Students and the Internet
Frequency of Internet Access............................................................................... 59
Hours per Week Spent on the Internet.................................................................. 61
Past Month Online Activities ................................................................................ 62
Past Six Months Digital Activities .......................................................................... 70
Sites Visited Since Start of Semester ..................................................................... 73


Time Spent With Social Networks in A Typical Week ............................................... 82
Incidence of Past Year Online Purchases ............................................................... 83
Past Year Online Purchases ................................................................................. 84
Music Related Sites Visited This Semester.............................................................. 86
Downloaded Unlicensed TV Shows Since Start of Semester ...................................... 89
Perceived Incidence of Downloading Unlicensed TV Shows On Campus ..................... 90
Downloaded Unlicensed Music or Movies since Start of Semester .............................. 91
Perceived Incidence of Downloading Unlicensed Music or Movies on Campus ............. 92
Attitude About Downloadin g Unlicensed Music or Movies ......................................... 93
Experience With Online Courses ........................................................................... 95

Chapter 3 - Activities & Interest s
Past Week Activities ........................................................................................... 97
Weekly Visits to Campus Locations ..................................................................... 108
Campus Availability .......................................................................................... 111
Number of Hours Per Week Spent on Schoolwork ................................................. 113
Methods of Working With Other Students In A Group For A Class Assignment .......... 114
Calendars Shared With Classmates and Professors................................................ 115
Past Summer Break Activities............................................................................. 116
Movie Viewing By Method ................................................................................. 117
Number of Movies Rented From Specific Sources .................................................. 120
Favorite Movie Type ......................................................................................... 123

Chapter 4 - What' s In & Who's In On Campus
Things That Are “In” on Campus ........................................................................ 125
Television Programs That Are “In” on Campus ..................................................... 137

Chapter 5 - The Mood On Campus—Attitude s, Concerns, Timing, & Plans
Biggest Problems on Campus ............................................................................. 143
Agreement with Statemen ts About S tudent Debt and Curren t Affairs ....................... 145
Friends Mobilized In U.S. Military Services in Support of The War in Iraq ................. 151
Friends Mobilized In U.S. Military Services in Support of The War in Afghanistan ....... 152
College/University Fair Value for its Cost ............................................................. 153


Ratings of Various Campus Elements .................................................................. 154
Campus Admin istration’s Preparation/Reaction To N1H1 Virus ................................ 155
Student Ex periences With a Friend’s Problem....................................................... 156
Difference A Student Can Make On A Friend’s Recovery from a Mental Illness .......... 159
Approval of the President’s Performance ............................................................. 160
Approval of Congress’s Performance ................................................................... 161
Political Party of Choice..................................................................................... 162
Political Philosophy ........................................................................................... 163

Chapter 6 - St udents A s Active Consumers
Credit Card Ownership ...................................................................................... 165
Concerns About Credit Cards ............................................................................. 169
Credit Cards Interested in Obtaining In Own Name in the Next Year ....................... 171
Awareness of the Credit Card Act of 2009............................................................ 173
Ways Students Became Aware of the Credit card Act of 2009 ................................. 175
Statements Inclu ded/Though t To Be Included in the Credit Card Act of 2009 ........... 176
Reaction To The Credit Card Act of 2009 ............................................................. 177
Most Important Features In A Payment Card ....................................................... 179
Statements About Receiving Money From Home ................................................... 183
How Money Received From Home Is Used ........................................................... 185
Spending & Budgets ......................................................................................... 186
Agreement With Statements Abou t Money And Debt ............................................. 188
Amoun t Expect To Owe In Undergraduate Student Loan Debt ................................ 195
Specialty Retailers Shopped in Past Month ........................................................... 196
Past Month Beverage Purchases By Segment ....................................................... 197
Regular Soft Drinks ................................................................................ 198
Diet Soft Drinks ..................................................................................... 199
Sports/Athletic Drinks ............................................................................. 200
Energy Drinks ....................................................................................... 201
Bottled Water........................................................................................ 202
Flavored/Unflavored Iced Tea.................................................................. 203
Students’ Monthly S pending By Category ............................................................. 204


Preferred Ways to Find Out About Produc ts And Services ...................................... 207
Mobile/SmartPhone Phone Ownership ................................................................. 209
Monthly Amo unt Spen t For Mobile Service ........................................................... 210
Who Pays Monthly Mobile Bill? ........................................................................... 211
Current Mobile Service Provider ......................................................................... 212
Brand Of Mobile Phoned Owned......................................................................... 213
Plan to Purchase A New Mobile Phone In The Next 12 Months ............................... 214
Type of New Phone Plan To Purchase ................................................................. 215
Brand of Mobile/SmartPhone Plan To Purchase .................................................... 216
Mobile Telephone Activities ............................................................................... 217

Chapter 7 – Te xtbook Purchases
Number of Textbooks Purchased This Semester ................................................... 219
Number of eTextbooks Purchased This Semester.................................................. 221
Number of Textbooks Rented This Semester........................................................ 222
Spending For New Textbooks This Semester ........................................................ 223
Spending For Used Textbooks This Semester ....................................................... 224
Spending for eTextbooks This Semester .............................................................. 225
Awareness of Textbook Rentals ......................................................................... 226
What Would Have Purchased Instead of Renting Most Expensive Textbook Rented ... 227
Plan To Rent a Textbook Next Semester.............................................................. 228
Likelihood of Renting All Textbooks Next Semester ............................................... 229
Spending for Rented Textbooks This Semester..................................................... 230
Where Most Textbooks Were Purchased This Semester ......................................... 231
Required/Recommended Textbooks Sold On A Bundled Only Basis.......................... 232
Agreement With Statements Abou t Textbooks...................................................... 233
Percent Of Required Textbooks Purchased........................................................... 235
Reasons For Purchasing Less Than 100% Of Required Textbooks ........................... 236
Awareness Of eTextbooks ................................................................................. 237
Why eTextbook Was Purchased ......................................................................... 238
Why eTextbook Was Not Purchased ................................................................... 239
Preferred Textbook Format................................................................................ 240


Attempted To Download A Pirated Textbook ........................................................ 241
Downloaded A Pirated Textbook This Semester .................................................... 242
Number Of Pirated Textbooks Have Downloaded .................................................. 243
Where Students Downloaded A Pirated Textbook ................................................. 244
Why Students Downloaded A Pirated Textbook .................................................... 245
Likelihood Of Downloading Another Pirated Textbook............................................ 246
Interest In Downloading A Pirated Textbook ........................................................ 247
Likelihood Of Downloading A Pirated Textbook Next Semester ............................... 248
Unaided Awareness of Brand of Wireless Reading Devices ..................................... 249
Aided Awareness of Brands of Wireless Reading Devices ....................................... 250
Interest In Purchasing a Wireless Reading Device................................................. 251
Brand of Wireless Reading Device Interested In Purchasing ................................... 252
Amoun t Willing To Pay For a Wireless Reading Device........................................... 253

Chapter 8 – Demographics
Age ................................................................................................................ 255
College Residence ............................................................................................ 256
Current Employ ment Status ............................................................................... 257
How Current Job Was Found ............................................................................. 258
Hours Currently Working While At School ............................................................ 259
Summer Break Employment .............................................................................. 260
How Summer Job Was Found ............................................................................ 261
Annual Earnings ............................................................................................... 262
Funds Received From Home Each Month ............................................................. 263
Students’ Monthly Discretionary Spending ........................................................... 264
Family’s Estimated Annual Inco me...................................................................... 265
Major Course of Study ...................................................................................... 266
Ethnic Backgroun d ........................................................................................... 267

Questionnaire

Data Tables


This presents the results of Student Monitor's Fall 2010 LIFESTYLE & MEDIA study, conducted
during the week of October 12th, 2010 among a representative sample of full-time undergrads
at four-year colleges and universities nationwide.

The findings yield important insights about the student market. We encourage all subscribers
to read this comprehensive report in order to fully grasp the lifestyles, attitudes and consumer
habits of this unique and valuable group of young males and females. In addition to the
detailed findings, we also like to present to subscribers the most relevant findings, a “top line”
overview.

The Topical

Not surprisingly, students, like many others, find themselves confronted with the challenges of
the current economy.

• Two in three (66%) report having to face one or more financial challenges when
they returned to school this semester

• The most commonly reported challenges include; “Increased college costs”,
(27%), “Loss or decline in family income” (23%) and “Earned less
working this summer than needed/expected to” (21%).

• Among the 66% reporting having to face one or more financial challenges when
the returned to school this semester, the three most commonly reported ways of
meeting those challenges include; “Cut back on personal spending” (42%),
“Have taken or am looking for a part-time job” (30%) and “Taking more
out of savings than expected to” (17%).

• About six in ten (61%) believe they are receiving “fair value for cost” from
their school. As might be expected, the level of satisfaction decreases with year
in school and given the higher costs associated with Private schools, the level of
satisfaction is lower than the level repoted by those attending Public schools.
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Most students believe financial stability is attainable -

• More than half, 56% believe they “will be financially stable in the next ten
years” compared to 46% who believe they “will be will be financially stable in
the next five years”.

• Nearly four in ten students (39%, down somewhat from 46% last year) find “it is
difficult to save money”. About one in four students (26%, down somewhat from
30% last year) believe “it is difficult for me to pay off all my bills”.

Most students demonstrate a responsible attitude about spending –

• About a third (35%, down from 45% last year) believe “my current spending habits will
not impact my future credit report” and fewer than three in ten (28%) “ I don’t worry
about the way I spend or manage my money”.

• More than half (52% compared to last year’s 58%) report “I like to save my money
before I purchase anything”.

Exactly seven in ten students (70%) expect to have student loan debt when they complete their
undergraduate studies. Among this 70%, the average student expects to have $26,000 in
student loan debt ($23,339 among students attending Public schools and $32,445 among
students attending Private schools).

The following provides an overview of other relevant findings from the Fall 2010 study.
Detailed findings and table-by-table analyses follow the Executive Summary.

Media

One of the most effective methods of reaching students is through the media. Students watch
television and movies, read magazines and newspapers, listen to the radio, and spend a
significant amount of time online. Additionally, because students have such diverse interests,
marketers have a broad range of options available to them which they can use to reach a
dynamic segment of the population. The first step toward successful student marketing and
advertising lies in understanding how students interact with each type of media.

TV Viewing: Less than half of the time students spend viewing television is spent
viewing on a TV set (41%, down from 46% last year). The next largest share of
viewing is DVD (17%). Students report spending the same amount of time viewing with
a DVR as viewing via free streaming online (each 12%). No other method represents
more than 6% of the time students spend viewing television.

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SHARE OF VIEWING BY METHOD
DVD
Free 17%
streaming TV set
12% 41%

Paid
online DVR
6% 12%

Free file On
sharing demand
6% 6%

73%, up somewhat from last year’s 70%) of the time students spend time viewing
televisionis spent online. Among this 70%, on average half (50%48%) of all television
viewing is done online. When asked how interested students would be in viewing all of
their television online, about half (51%, unchanged from last year) report being at least
“Somewhat interested”. Nearly one in five students (17%, also unchanged from last
year) report being “Very interested” in viewing all of their television online.

The television programs students watch most often are:

Television Programs Watched Most Often
(Bas e = All Students)
F05 F06 F07 F08 F09 F10
Total Total Total Total Total Total
% % % % % %
Family Guy - FOX 24 20 21 20 26 23

The Office - NBC 1 4 12 11 21 17

House - FOX 5 2 11 14 19 15

Lost - ABC 9 12 4 8 8 14

ESPN SportsCenter - ESPN 12 17 11 14 11 12

Grey’s Anatomy - ABC NA 24 18 13 12 9

Glee - FOX NA NA NA NA 7 9

CSI - NBC 10 9 11 12 9 8

Desperate Housewives - ABC 11 7 6 5 7 7

Students’ varied tastes are evident in the Fall 2010 list of television programs watched
most often. From Family Guy to Gossip Girl, today’s undergraduates watch and
appreciate all formats of television entertainment. As seen from the table above, the

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makeup of the television programs students watch most often changed dramatically
since last year.

• Consistent with last year, in the top spot, Family Guy (26%) is the most
watched television show among all students. Family Guy is followed by The
Office (21%, double that of the last year’s finding) and FOX’s House (19%, up
from 14% last year).

• FOX’s Family Guy (36%), The Office (26%) and ESPN SportsCenter (22%)
are the most watched television programs among male students.

• ABC’s Grey’s Anatomy (22%), FOX’s House (21%) and NBC’s The Office
(16%) together with FOX’s Family Guy (also 16%) are the most watched
television programs among female students.

• Students’ Top 5 favorite television networks are ABC (33%), MTV (29%), ESPN
(29%), HBO (29%), Comedy Central (28%) and FOX (28%).

Favorite Television Networks
Total Male Female
% % %
MTV 27 16 37

ABC 29 23 34

Comedy Central 43 54 32

FOX 27 30 25

Food network 15 10 21

Discovery Channel 28 34 21

HBO 23 25 20

CBS 16 16 16

ESPN 30 51 9

History Channel 15 21 8

Campus TV: About one in five students (16%, virtually identical to last year) watched
their campus television station in the past month and 28% of these students watched it
three or more times.

Magazines: More than three in ten (31% of students) report spending time reading a
magazine in the past week. Students’ magazine choices are as diverse as their TV

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preferences. Beauty, music, celebrity gossip, sports, and news are some of the subjects
students read in magazines.

We measured net readership (the unduplicated sum of subscribers, regular readers and
occasional readers) of 31 magazine titles. The leading titles are shown in the following
table.

Magazine Readership (Net)
F05 F06 F07 F08 F09 F10
% % % % % %
Cosmopolitan 24 21 19 18 18 19

People 17 15 16 19 18 18

Sports Illustrated 13 19 15 16 18 11

ESPN: The Magazine 11 11 11 10 12 10

TIME 11 11 14 14 14 9

Rolling Stone 11 12 13 12 11 9

Seventeen 10 9 12 10 10 9

National Geographic 8 6 9 9 10 9

Glamour 11 10 9 8 10 9

Men’s Health 6 7 10 9 10 7

The magazine preferences of males and females continue to differ with a few
exceptions. The most read magazine among college males this semester is Sports
Illustrated (20%). The most read magazine among college females is Cosmopolitan
(35%).

Students who subscribe to a magazine are the best measure of readership loyalty. The
most subscribed to magazine among male students is Sports Illustrated (8%), while
the most subscribed to magazine among females is Cosmopolitan (14%).

Campus newspapers continue to have high readership levels. 54% of
undergraduates, (down from 64% last year) read at least 1 of the last 5 issues of their
campus newspaper and 24% of students are considered “frequent readers” (read 3 or
more of the last 5 issues). Only 35% of all students have not read any of the last 5
issues. Student readers report spending an average of 17 minutes (also virtually
identical to last year) reading a typical issue of their campus newspaper.

About one in four students (26%) report their campus newspaper is available online.
Among those students aware, 35%, up from 31% last year) have read their campus
newspaper online at least in the past month.

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National newspapers: 45%, up somewhat from last year’s 42%, read at least one
national newspaper in the past week. The most commonly read national newspaper is
The New York Times read by 20% of students followed closely by USA Today, read
by 15% of students. More than four in ten students (44%, up from 37% last year) read
the online version of at least one national newspaper in the past week with the The
New York Times again being the most read online version (22% of all students)
followed by USA Today (11%).

Students and the Internet
College students are among the most computer and online literate adults nationally with near
universal access to the Internet. Computer ownership is now at 95% of all students (95% of
students own a desktop, laptop or netbook computer or some combination thereof).

More than one in four students (27%, down somewhat from 32% last year) own a desktop
computer and more students own a Dell desktop than any other brand. More than eight in ten
students (85%, similar to last year’s 83%) own a laptop computer and more students own an
Apple laptop computer than any other brand of laptop computer. Only 5% own a netbook and
just 2% report owning a tablet computer.

Student Monitor® studies the Internet and the personal computing category in comprehensive
detail in the annual COMPUTING & THE INTERNET study fielded every Fall. Given the impact of
the Internet on students' day-to-day lives and activities, the LIFESTYLE & MEDIA study also
includes select Internet-related findings from the Fall 2010 COMPUTING & THE INTERNET
study.

• Frequency of Internet usage increases, 64% of students, similar to last
year’s 67%, are online three or more times daily.

• Students spend an average of 18 hours weekly online. Exactly a third of
students (33%) report spending more than 20 hours online in a typical week at
school.

• Students us e the Internet as an academic and social utility. Top online
activities include “check grades” (73%), “check out someone else’s online
profile” (67%) and “complete a class assignment” (59%).

• In a typical week, more students (92%) visit FaceBook, more than any
other social networking site. These students spend an average of 133
minutes weekly with FaceBook (144 minutes among females or 53% more time
than males).

• 76% of students (up from 70% last year) made an online purchase in
the past year. Students spent more than $6 billion online this year on products
like textbooks, travel and airline tickets, computers, and clothing (represents an
average of $860 per student. Students spend more to purchase textbooks online
than any other category ($1.4 billion). The following table details spending for 21
categories including incidence of students who purchased and the average
amount per category (reported both as a user mean among purchases and a
total mean among all students.
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Past Year Online Purchases
Category Purchasers User mean Total mean
Books (not textbooks) 31% $113 $43

CD’s 13% $60 $10

Clothing 44% $224 $118

Computer 8% $528 $59

Computer equipment 14% $119 $22

Computer softwa re 13% $105 $19

Concert/spo rts tickets 30% $128 $50

Games 14% $102 $19

Downloadable music 24% $55 $17

Downloadable video 4% $48 $3

DVD’s/videos 15% $66 $13

Electronics 18% $168 $40

Flowers 8% $66 $7

Footwear 25% $138 $44

Furniture 5% $239 $17

Kitchen/bed/bath 12% $145 $24

Sports equipment 9% $115 $14

Textbooks 46% $358 $201

Toiletries 14% $127 $24

Travel/airline tickets 19% $390 $101

Vitamins/pharmaceuticals 9% $125 $15

Activities & Interests

The understanding of students’ activities and interests will lead marketers to successful ways to
reach this unique consumer group. Students participate in a wide variety of activities both on
and off campus. Some activities are more passive, such as playing games on a video game
console system, while others are more active, such as shopping at the mall.

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• Past week food and beverage related activities include: 57% ate at a fast food
restaurant off campus, 61% drank bottled water, 51% drank a regular (not diet)
soft drink and 45% drank milk.

• Students are using their mobile phones for more than just making phone calls:
60% sent a text message and in fact, only 24% (down from 37% last year) of
the time students spend with their mobile phone is voice conversation compared
to 55% of the time spent texting).

• More than four in ten (43%) own a Smartphone and among those who plan to
purchase a new mobile phone in the next 12 months, 66% plan to purchase a
Smartphone.

• 16% own a BlackBerry and 13% own an iPhone (among purchase intenders,
17% plan to purchase a BlackBerry while 22% plan to purchase an iPhone).

• A third (32%, down from 38% last year identify Verizon as their mobile
provider while 28% mention AT&T.

• Past week entertainment activities popular among students are reading
newspapers (30%), reading magazines (31%), going to the movies off campus
(26%) and renting DVDs (19%).

• In a typical week, nearly one in four students (38%) exercise or work out on
campus and 19% work out at a local gym.

• The methods students use to pay for typical weekly purchases continue to favor
debit cards: 50% used a debit card in the past week while 24% used a credit
card and 13% wrote a check.

• Online social networking has become a top online activity for college students:
60% “logged on to a social networking site” in the past week (57% among males
and 63% among females).

• Large numbers of both male and female students spend a significant amount of
time with a variety of different gaming activities

Weekly Hours Spent With Gaming Activities

Total Male Female
Total User Male User Female User
Users Hours Users Hours Users Hours
% Mean % Mean % Mean
Games using PC on a
45 5 41 5 51 4
website

Video games on a video
71 7 81 7 55 7
game console

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Weekly Hours Spent With Gaming Activities

Total Male Female
Total User Male User Female User
Users Hours Users Hours Users Hours
% Mean % Mean % Mean
PC games purchased, borrowed,
42 7 43 6 39 7
or downloaded

Games on a handheld
32 6 32 7 32 6
video game system

Games on another
51 4 49 3 55 4
mobile device

Games on an instant messenger 25 4 23 4 28 5

What's “In” on Campus

Items and Activities "In" on Campus
The top items students said were “In” on their campus are:

Things That Are “In” on Campus - Rank
(Base = All Students)
Total Male Female
% % %

Facebook 64 63 66

Text messaging 55 54 56

Drinking beer 54 56 53

Apple iPhones 52 55 48

Laptop computers 48 50 46

Working out 47 47 48

Apple iPods 46 49 43

Coffee 45 44 47

Drinking other alcohol 45 46 45

Going out to clubs/bars 42 40 44

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Things That Are “In” on Campus - Rank
Total Male Female
% % %

Downloading music 40 45 36

BlackBerry SmartPhones 39 40 38

College football 39 43 36

What TV Programs are "In" on Campus?
The top television programs students said were “In” on their campus are:

Television Programs That Are “In” on Campus - Rank

Total Male Female
% % %
Family Guy - FOX 52 60 45

Jersey Shore - MTV 48 42 54

Glee - FOX 41 28 54

The Office - NBC 39 39 39

South Park – Comedy Central 29 35 24

MTV 25 19 32

ESPN SportsCenter - ESPN 25 35 14

Grey’s Anatomy - ABC 24 15 32

Entourage - HBO 24 25 22

CSI - NBC 21 21 21

30 Rock - NBC 20 21 20

Weeds - Showtime 20 19 21

The Mood on Campus—Attitudes, Timing, Concerns and Plans
College students are very much in touch with the world around them. From their media
behaviors to their concern with national and world events, it is evident that students are an
active part of society with valuable opinions and beliefs. Understanding this “mood on campus”

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is, without question, essential to creating programs and communications that demonstrate a
complete understanding of the student experience.

National issues are in the forefront of students’ minds and have influenced
their thinking and attitudes.

• Nearly six in ten students (57% and unchanged from last year) approve of
President Obama’s performance compared to 31% who approve of Congress’
performance.

• One in three (34%) believe “President Obama’s plans will continue to
improve economic conditions”.

• 65% of students (similar to last year’s 67% year and up from 57% three years
ago) believe “It is important to pursue alternative energy sources to
reduce dependency on petroleum”.

• About one in three students (32% compared to last year’s 36%) say “I support
President Obama’s plan to increase the presence of U.S. military forces
in Afghanistan”.

• As the cost of higher education continues to increase, students have a growing
concern about their student loan debt. About one in three (32% and virtually
identical to last year) say “I have more personal student loan debt than I
am comfortable with”.

• About three in ten students (29%, compared to last year’s 33%) agree with the
statement “Time I should be spending on schoolwork, I now spending
worrying about money”.

Students a s Active Consumers

Key findings regarding students' consumer activities and attitudes are as follows:

• “Back To School Shopping”

Students report spending $2.8 billion for six product categories ranging from a low
of $245 million for computer related items to a high of $910 million for clothing.

“Back To School Shopping”

Total
Purchasers Total User
Spending
% Mean Mean
(Millions)

Clothing 72 $130 $171 $910

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“Back To School Shopping”

Total
Purchasers Total User
Spending
% Mean Mean
(Millions)
Furnishings 51 $83 $154 $581

Footwear 64 $73 $113 $511

Mobile/Smartphone 25 $43 $154 $301

Electronics 32 $41 $126 $287

Computer related 13 $35 $223 $245

• Campus Cards

Nearly four in ten (37%) report owning a Campus Card. 74% of these students
report their Campus Card has stored value feature and 39% of these students use
their Campus Card daily to make purchases. Students with a Campus Card spend an
average of $108 monthly with their card with 81% of that spendin g done on
campus.

• Credit Card Ownership

Owning a credit card represents an essential step toward students’ financial
independence. When students own a credit card, they are agreeing to take greater
responsibility for managing their own affairs and, understandably, credit card
ownership increases with class year.

Nearly six in ten (51%, down from 59% last year) students have a credit card (Visa,
MasterCard, Discover or American Express) and 43% (down soemwhat from
46% last year) have a credit card in their own name. Visa (31%) and MasterCard
(14%) are the credit cards students have most often in their own name. One in
twenty students (5%) have a Discover card in their own name compared to 3%
with American Express in their own name.

Virtually half of all VISA credit cards college students have in their own name are
issued by Bank of America, (21%), Chase, (17%) or Wells Fargo (11%).
Similarly, nearly half of all MasterCard credit cards are issued by Chase, (15%),
Capital One, (13%), Citibank, (10%) or Bank of America, (8%).

VISA cardholders are the least likely to cancel their card in the next 12 months
(9%) while Discover cardholders are the most likely to cancel their card (21%).

About one in four (23%) are interested in acquiring a credit card in their own name
in the next 12 months with 57% of these students expressing an interest in VISA,
26% MasterCard, 17% American Express and 13% Discover. Bank of

22
E XECUTIVE S UMMARY


America and Chase are the leading issuers students interested in acquiring a VISA
or MasterCard students plan to apply to for their card.

The most commonly mentioned concerns students have about credit cards are;
“Spending beyond my means” (53%), “Potential for paying someone else’s charges”
(46%), “Worry about making monthly payments” (44%) and “Identify theft” (39%).

Students would most prefer to use a credit card “Requiring a savings account as
collateral” (29%) and least prefer to use a “Card that is an authorized user of
parent’s card” (21%).

• Spending and Budgets

Nearly three in ten students (27%) keep track of their spending by “recording it”
but a somewhat larger group (33%) and the largest share of students report “I
keep my spending in my head”. One in ten (10%) report “I do not keep track
of my spending”.

This subject is examined in much greater detail in Student Monitor's annual
FINANCIAL SERVICES study fielded each Spring.

• Past Month Beverage Purchases

Six segments of the beverage category were examined in terms of past month
purchases by brand. In addition to reporting incidence and brand purchased,
students were asked if they tend to buy the same brand of these products each time
or if they switch brands (an indication of brand loyalty). Key findings include:

Bottled Water (72%) Seven in ten purchased bottled water in the past
month with Aquafina the most commonly purchased brand.

Regular Soft Drinks (72%) More than seven in ten students
purchased a regular soft drink in the past month with Coke being the
leading regular soft drink brand purchased (more than four times that of
Pepsi).

Sports/Athletic Drinks (63%) Up from last year’s 41%, students
continue to purchase sports and athletic drinks, a beverage category
dominated by Gatorade.

Energy Drinks (44%, up from 35%) Red Bull leads the category as
the most commonly purchased brand.

Flavored/Unflavored Iced Tea (62%) Nearly two in three students
purchased flavored or unflavored iced tea in the past month with
Arizona and Snapple the two most commonly purchased brands.

23
E XECUTIVE S UMMARY


Diet Soft Drinks (35%) A beverage category skewed by female
purchasers (29%) demonstrating a high level of brand loyalty for
category leading Diet Coke.

• Students’ Spending Habits

We asked students how much they spend in a typical month across seven different
categories:

Monthly Spending – Selected Categories
(All students)
F ‘06 F ‘07 F ‘08 F ‘09 F ‘10
Total Total Total Total Total
$ $ $ $ $
Eating off campus 86 72 72 64 74

Eating on campus 52 57 59 55 64

Entertainment (movies, concerts, magazines) 38 29 37 31 44

School supplies 16 14 17 13 24

Video games 14 8 10 8 10

Books (hard/soft cover, not for class) 13 13 11 11 14

Music (CDs, tapes, etc.) 12 9 13 8 6

• High levels of monthly shopping at specialty retailers are reported. More than four in ten
females (56%) report shopping at Forever 21 followed by Victoria’s Secret (45%).
The specialty retailers visited most often among males are American Eagle (34%), and
Old Navy (23%).

• Renting movies is a popular form of entertainment. More than three in ten students
(32%) report renting an average of 2.4 movies a month from Redbox and about one in
four (26%) report renting an average of 3.5 movies from Netflix.Students spend more
than $758 million every month to rent, purchase or watch movies in a typical month.
Students spend more than twice as much renting a DVD from a kiosk or store or
purchasing a DVD than watching a movie in a theater ($334 million compared to $151
million watching a movie in a theater).

24
E XECUTIVE S UMMARY


Number of Movies Rented Monthly
Renters User
% Mean
Redbox 32 2.4

NetFlix 26 3.5

Blockbuster retail store 13 3.3

Local off campus outlet 9 2.8

Apple iTunes 8 1.9

On campus outlet 6 2.0

Amazon Video On Demand 5 2.2

Apple TV 3 2.0

Blockbuster Online 4 5.2

Cinema Now.com 3 3.0

MovieClub.com 3 2.2

MovieFlix.com 3 1.7

MovieLink.com 3 1.5

Real.com 3 1.5

Starz’s Vongo.com 3 1.5

Students and Tex tbooks

• The average student spent $159 for new, printed textbooks and $124 for used,
printed textbooks for the Fall 2010 semester, purchasing an average of 4.5 printed
textbooks.

• For the Fall 2010 semester, 69%, down from 78% last year, purchased at least one
new, printed textbook, 76%, down from 81% last year purchased at least one used,
printed textbook, 10% (virtually identical to last year’s 9%) purchased at least one
eTextbook and 20% (more than twice that of last year’s 9%) rented one or more
textbooks.

• Nearly four in ten (39%) are at least “Somewhat likely” to rent one or more of their
textbooks next semester (Spring 2011).

25
E XECUTIVE S UMMARY


SHARE OF TEXTBOOK SPENDING
eTextbooks Rented textbook s
$8 $27
3% 8%

New printed
Used printed textbooks
textbook s $159
$124 50%
39%

• On an unaided basis, 74% of students are unable to identify any brand of wireless
reading device (33% mention Kindle, 31% mention the iPad and 5% mention
Nook).

• Among the 74% unable to identify any brand of wireless reading device on an
unaided basis, 86%, up from 41% last year, are able to identify one or more brands
on an aided basis. Apple’s iPad has the highest levels of aided awareness (78%).

• 7% of students report owning a wireless reading device (iPad is the leading brand
owned) and 30% are interested in purchasing a wireless reading device (nearly one
in five students, 19% or 1.3 million are interested in purchasing an iPad, more than
twice that of the 9% expressing an interested in purchasing a Kindle.

Demographics
Among the four-year full-time undergraduates in this study:
• The average age is 20.5.
• 76% (virtually identical to last year’s 74%) worked during the past summer break
(26% full-time and 37% part-time).

• More than half of undergrads (56%, compared to last year’s 51%) work during the
school year. Eight percent work full-time and 42% are work part-time. Those who
worked full-time during the school year worked an average of 33 hours and those
who worked part-time worked an average of 16 hours per week.

• Students earned an average of $4,900 (up 21% from last year’s $4,035) during the
past year. Males report earning 24% more than females ($5,421 compared to
$4,388 among females) while Seniors report significantly higher personal earnings
than Freshmen ($6,266 comnpared to $3,548).

• 61% receive money from home, averaging $242 monthly.

• Monthly discretionary spending averages $173 per student and projects nationally to
more than $1.2 billion per month.

26
E XECUTIVE S UMMARY


• Annual family household income averages $98,049 (virtually identical to last year).

27
E XECUTIVE S UMMARY


The balance of this volume includes detailed, table-by-table analyses of the findings
of this study and explores the implications of each question. There are eight
chapters:

1. Media
2. Students and the Internet
3. Activities and Interests
4. What's In and Who's In on Campus
5. The Mood on Campus—Attitudes, Timing, Concerns and Plans
6. Students as Active Consumers
7. Textbook Purchases
8. Demographics

A copy of the survey questionnaire, as well, as the full tabular results of the study are provided
at the back of this volume.

Subscribers are urged to review our findings and participate in on-site presentations. The
research team welcomes your feedback, whether in terms of alternative interpretations of
results, new question areas or other ways we can make Student Monitor work harder for you
and your college business. Welcome to Student Monitor Fall 2010 LIFESTYLE & MEDIA!

Eric Weil, Managing Partner
December 2010
(201) 612-8100
weil@studentmonitor.com

28
E XECUTIVE S UMMARY


In person intercept based interviewing for the Fall 2010 LIFESTYLE & MEDIA study was
conducted the week of October 12th, 2010 among a total of 1,200 college students enrolled in
four-year colleges and universities throughout the United States. All interviewing was
conducted on campus by professional survey researchers.

Respondents were qualified as undergraduate full-time students. Quotas were established to
insure equal numbers of males and females within each graduating class. The actual number of
interviews completed is as follows:

Completed Interviews by Gender and Year in School

Male Female Total
Freshman 150 150 300
Sophomore 150 150 300
Junior 150 150 300
Senior 150 150 300
Total 600 600 1,200

Quotas were also established to insure adequate representation based on school location
(North, South, Midwest and West), type of school (Public or Private), and enrollment size.

Completed Interviews by Region, School Type and School Size
Under 5,000 to 10,000 to 15,000 or
5,000 9,999 14,999 greater Total
North 132 84 48 12 276
South 156 108 72 60 396
Midwest 96 72 36 120 324
West 60 48 48 48 204
Total 444 312 204 240 1,200

Public 144 264 180 240 828
Private 300 48 24 0 372
Total 444 312 204 240 1,200
29
ME T HOD OL O GY


30
ME T HOD OL O GY


TELEVISION PROGRAMS WATCHED MOST OFTEN (Q. 8; TABLES 5-7)

For the sixth consecutive year, Fox’s Family Guy has maintained the top spot as the most
watched television program among students. Family Guy is mentioned by more than twice as
many males as females (33% of males compared to 13% of females).

Displacing last year’s second place NBC’s The Office (and now tied for third place) Fox’s
House, mentioned by 17% of respondents, down somewhat from last year’s record high of
19% of students.

The Office and MTV’s Jersey Shore are tied for third place, each mentioned by 15% of
students. Jersey Shore is mentioned more by females (21%) than by males (less than half
that of females at 9%). NBC’s The Office is favored by nearly as many females (13%) as males
(16%).

ESPN’s SportsCenter is tied for fourth place with Comedy Central’s South Park (each 12%).
As would be expected, SportCenter’s strength is with males (22%) as is South Park (18%).

No other program is mentioned by more than 9% of respondents.

From a network perspective, as shown on the following page, among the programs mentioned
by at least 6% of students watched most often are FOX (4 of 11 programs), MTV and NBC (2
programs each) lead.

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C h ap t er 1 – ME D IA

© 2 0 1 0 – S T U D E N T MO N IT O R ® L L C , A l l R ig h t s R e s e r v e d , U n a u t h o r iz e d U s e P r o h ib it e d

Television Programs Watched Most Often
F05 F06 F07 F08 F09 F10
Total Total Total Total Total Total
% % % % % %
Family Guy - FOX 24 20 21 20 26 23

House - FOX 5 2 11 14 19 17

Jersey Shore - MTV NA NA NA NA NA 15

The Office - NBC 1 4 12 11 21 15


South Park – Comedy Central 6 7 7 9 9 12



CSI - NBC 10 9 11 12 9 7

The Simpsons - FOX 18 17 13 11 9 7

Teen Mom - MTV NA NA NA NA NA 6

30 Rock - NBC NA NA NA 1 5 5


Dexter - Showtime NA NA NA 3 5 5

Entourage- HBO 1 2 3 7 6 5

Gossip Girl - CW NA NA NA 9 8 5

How I Met Your Mother - Lifetime NA NA NA 2 2 5

Lost - ABC 9 12 4 8 8 5

Modern Family - ABC NA NA NA NA 1 5

MTV - MTV 6 9 6 5 3 5

NCIS - CBS NA NA 1 1 4 5

32


Family Guy retains the top spot as most watched television program by male students at 33%,
similar to last year’s 36% finding. More than four in ten male Juniors (41%), and 43% of males
attending schools in the North, identify Family Guy as the television program they watch most
often.

The remaining Top 4 include The Office (16% and down sharply from last year’s 26% finding)
ESPN SportsCenter (22%, identical to last year), South Park (18%, similar to last year’s
16%) and House, (17%, up somewhat from last year’s 15%) follow. No other program is
mentioned by more than 10% of male respondents.

Compared the last year, no notable gainers among males are seen.

Compared to last year, The Office (16% down and 26%) and The Simpsons (10%, down
from 15% last year) reflect the most notable year to year declines among males.

Top 10 Television Programs Watched Most Often
(Bas e = Males)
F05 F06 F07 F08 F09 F10
% % % % % %

Family Guy - Fox 32 31 28 28 36 33


South Park – Comedy Central 10 12 11 15 16 18

House - Fox NA 2 10 15 17 17

The Office - NBC 1 5 12 12 26 16

The Simpsons - Fox 25 26 18 16 15 10

Jersey Shore NA NA NA NA NA 9

Lost - ABC 9 12 4 8 11 7

Entourage - HBO 1 2 4 10 9 7

CSI - NBC 11 9 11 10 9 7

33


Measured for the first time, MTV’s Jersey Shore has eclipsed longtime, female favorite Grey’s
Anatomy and House. About one in five females (21%) mention Jersey Shore including 38% of
female Freshmen and 38% of female Asian-Americans.

In second place, Grey’s Anatomy is mentioned by 18% (down from 22% last year). Glee and
House share the third place position (each 17%) with Glee reflecting a significant gain (up
from 10% last year) and House something of a decline (down from 21%).

The Office and Family Guy are tied for fourth place at 13% of females (each down somewhat
from 16%. Teen Mom occupies fifth place at 11% (new this year).

Gossip Girl (10%, down from 14% last year and down from 18% two years ago) follows in
sixth place.

No other program is mentioned by more than 9% of females respondents.

Compared to last year, notable gainers among females are certainly Jersey Shore (from nothing
to first place at 21%) and to a lesser extenr Glee at 17%, up +7 from 10% last year).

Notable declines among female viewers include Grey’s Anatomy and Gossip Girl (each -4
compared to last year).

Top 10 Television Programs Watched Most Often
(Bas e = Fem ales)
F05 F06 F07 F08 F09 F10
% % % % % %
Jersey Shore - MTV NA NA NA NA NA 21



House - Fox NA 2 11 12 21 17

Family Guy - Fox 16 10 14 10 16 13

The Office - NBC 1 3 11 11 16 13

Teen Mom - MTV NA NA NA NA NA 11

Gossip Girl - CW NA NA NA 18 14 10


CSI - NBC 10 10 12 14 8 7

How I Met Your Mother - Lifetime NA NA NA NA 3 7

34


FAVORITE TELEVISION NETWORKS (Q. 12; TABLE 11)

In a follow-up question to the television programs watched most often, we asked students to
identify their favorite television networks. For the most part, the results mirror the most
watched television shows based on the networks the shows air on.

By a wide margin Comedy Central (43%, including 54% of males) is the top television
network. ESPN (30%, including 51% of males) and ABC (29%, including 34% among females)
follow.

Closely following third place ABC, 28% of respondents mention Discovery Channel (28%),
and 27% mention FOX and MTV (also 27%).

In sixth place, HBO is mentioned by 23% of respondents. No other network is mentioned by
more than 16% of respondents.

Among male respondents, the Top 5 Favorite Television Networks are; Comedy Central (43%,
up from 36% last year), ESPN (51%, up from 48%), Discovery Channel (35%, up from
22%), FOX (30% compared to 33% last year), and HBO, (26%, down from 33% last year).

Among females, the Top 5 Favorite Television Networks are; MTV (37%, compared to 36% last
year), ABC (34%, compared to 40% last year), Comedy Central (32%, up sharply from 20%
last year), FOX (25%, virtually identical to last year) and E! (23%, nearly twice that of last
year’s 13%).

35


Total Male Female
% % %
ESPN 30 51 9
ABC 29 23 34
FOX 27 30 25
MTV 27 16 37
HBO 23 26 20
CBS 16 16 16
The Food Network 15 10 21
ABC Family 14 6 22
NBC 14 15 13
BET 13 10 15
E! 13 3 23
FX 13 16 9
Animal Planet 12 10 15
CNN 12 15 9
USA 12 11 14
Bravo 11 4 18
CW 11 5 16
ESPN2 11 19 2
A&E 10 9 11
Cartoon Network 10 10 9
Lifetime 10 8 18
TNT 10 10 9
National Geographic 9 11 8
Sci-Fi 9 11 6
Showtime 9 8 11
VH1 8 5 12
TLC 7 1 13
Spike TV 6 9 3
TBS Superstation 5 6 5
ESPNews 4 8 0
MSNBC 3 4 3
MTV2 3 3 4
NFL Network 2 5 <1
Nick at Night 2 <1 5
Starz 2 2 3
mtvU 1 <1 1
VH1 Classic 1 1 <1

36


(Bas e = Males)
Total Male Female
% % %
ESPN 30 51 9
FOX 27 30 25
HBO 23 26 20
ABC 29 23 34
ESPN2 11 19 2
CBS 16 16 16
FX 13 16 9
MTV 27 16 37
CNN 12 15 9
NBC 14 15 13
Sci-Fi 9 11 6
USA 12 11 14
BET 13 10 15
TNT 10 10 9
A&E 10 9 11
Spike TV 6 9 3
ESPNews 4 8 0
Lifetime 10 8 18
Showtime 9 8 11
ABC Family 14 6 22
CW 11 5 16
NFL Network 2 5 <1
VH1 8 5 12
Bravo 11 4 18
MSNBC 3 4 3
E! 13 3 23
MTV2 3 3 4
Starz 2 2 3
mtvU 1 <1 1
TLC 7 1 13
VH1 Classic 1 1 <1

37


(Bas e = Fem ales)
Total Male Female
% % %
MTV 27 16 37
ABC 29 23 34
FOX 27 30 25
E! 13 3 23
ABC Family 14 6 22
HBO 23 26 20
Bravo 11 4 18
Lifetime 10 8 18
CBS 16 16 16
CW 11 5 16
BET 13 10 15
USA 12 11 14
NBC 14 15 13
TLC 7 1 13
VH1 8 5 12
A&E 10 9 11
Showtime 9 8 11
CNN 12 15 9
ESPN 30 51 9
FX 13 16 9
TNT 10 10 9
Sci-Fi 9 11 6
MTV2 3 3 4
MSNBC 3 4 3
Spike TV 6 9 3
Starz 2 2 3
ESPN2 11 19 2
mtvU 1 <1 1
NFL Network 2 5 <1
VH1 Classic 1 1 <1
ESPNews 4 8 0

38


HOURS SPENT WATCHING TELEVISION BY METHOD (Q.9; TABLE 8)

Respondents were provided with a list of seven different methods of watching television and
asked to identify, in a typical week, which of these methods they use to watch television and
how many hours they watch television using each of the seven methods.

The table on the following page summarizes the share of students using each method and the
average number of hours spent weekly with each method watching television.

Not surprisingly, more than eight in ten students (83%, down from 88% last year) report
watching television in the past week on a television set, the most common method, and
spending an average of 8 hours a week using this method. Nearly six in ten respondents (57%,
down somewhat from 62% last year) report watching a DVD, spending an average of 4 hours
weekly with this method.

Free, streaming online is the next most commonly mentioned method of watching television
and is mentioned by nearly half of students (48%, up somewhat from last year’s 45%),
averaging 4 hours weekly watching television with this method.

Paid online continues to be the least commonly reported method and is mentioned by about
one in twelve students (8%). Students who watch paid online watch for an average of 6 hours
weekly.

39


Hours Spent Watching Television By Method
On Off At
Total Male Female Campus Campus Home
% % % % % %
TV Set
Users of Viewing Method 83 83 83 85 81 83
Mean Hours Watched (User mean) 8 9 7 6 6 4

DVR

On demand on TV Set

Free file sharing

Paid online

Free streaming online

DVD

40


ONLINE VERSUS OFFLINE TELEVISION VIEWING (Q. 10; TABLE 9)

Added as a new question two years ago, students were asked to think about the time they
spend watching television online and the time they spend watching television offline with a
television set.

As shown on the following page, 73% of students, up somewhat from 70% last year, spent at
least some portion of their television viewing watching television online. Among the 73% of
students who spend some portion of their television viewing watching online, the average
student spends 50% (similar to last year’s 48% finding) of their total television viewing online.

Clearly, these shifts have significant implications and we will continue to monitor the trends in
students’ online viewing habits.

41


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