The annual College Explorer provides an in-depth look at college students' lifestyles and habits. It examines their spending trends, technology usage, media consumption, and other important topics. It is a must-have resource for the advertising community and marketers who want to reach these important consumers of today and tomorrow.

1. #LargestAnnualCollegeStudy

2. WELCOME TO THE 2015 EDITION!
#MustHaveCollegeResource
For 15 years, Refuel’s College Explorer has
provided an in-depth look at college students
lifestyles and habits. This year’s edition continues
this trend by examining college student spending,
technology ownership, media consumption, and
other important topics - making it a must-have
resource for college marketers.
With our strong mix of market knowledge and
extensive media capabilities, we can lead your
brand to unparalleled success.
To hear more about how we can help maximize
your ad spend, email us at
info@refuelagency.com.

3. #15YearsAndCounting
For the 15th year, Refuel Agency brings clients
and agencies the largest annual custom study
of college students spending, media usage and
lifestyles.
Copyright 2015 Refuel Agency
The material contained in this publication is intended for the
internal use of subscribers and their employees and officers
and duplication and dissemination of this report is limited to
solely those individuals.
No part of the publication, including, without
limitation, text, images, graphs, logos,
trademarks and service marks,
unless written consent is given by Refuel
Agency. All rights reserved.
A total of 1,511 college students
between the ages of 18-34
Executed by Refuel Agency and led by CEO,
Derek S. White, a founding member of the
College Explorer team.
National representation across all college
segments pursuing a degree.
Interviewed online between September
18 to October 8, 2015

4. #StudentSnapshot
#AdsWork
#SpendingPower
#TechObssesed
#PurchasingHabits
#RockinTheVote
#DigitalWorld

5. #StudentSnapshot
1

6. There are 21.8 Million College Students, 58% Female
#Millennials
14-17
18-24
25-34
35+
0.2M
12.7M
5.3M
3.6M
Male
42%
Female
58%
Source: National Center for Education Stats, 2014 Projection Estimates

7. #SpendingPower
2

8. The College Market Is As Strong As Ever, With Over
$523 Billion In Total Spending Power
#PowerConsumers
2015 College Student Spending Projections
Total Spending In Billions
Total Student
Spending
Total Discretionary
Student Spending
$203
B
$523B
Total spending includes tuition, room/board/rent and class materials as well as discretionary spending(food, entertainment, clothes, transportation)
Qualified Respondents (18 to 34 year old college students) (n=1,511)
Projected to the population of 21.8 million college students Outliers trimmed to 2 standard deviations; 18-34 sample averages applied to total student population
Source: Refuel Agency College Explorer 2015

9. Spending Billions Across Several Major Categories
#TheGoods
Amount of Discretionary Spending In A Typical Year by All College Students
(In Billions)
Discretionary spending includes food, entertainment, clothes, transportation) Base: Qualified Respondents (18 to 34 year old college students) (n=1,511)
Projected to the population of 21.8 million college students Outliers trimmed to 2 standard deviations
Source: Refuel Agency College Explorer 2015
$5.5
$7.4
$12.1
$12.5
$12.5
$14.7
$16.7
$20.0
$21.2
$28.3
$51.8
Printers
Cosmetics
Personal care products
Video game consoles/games
Entertainment
Other technology
Cell phone/ smartphone
Desktop/laptop
Clothing and shoes
Automotive
Food

10. #TechObsessed
3

11. Spending Over 140+ Hours With Their Tech Devices
#AlwaysConnected
Base: Qualified Respondents (18 to 34 year old college students) (n=1,511)
Source: Refuel Agency College Explorer 2015
On average how much time do you spend using each of the
following for leisure, work, or anything else?
Mean # hours/week
Computer
40.1
Cell phone/
smartphone
45.8
TV
22.5 Video game
console
11.3
Handheld
gaming device
6.9
Tablet computer
10.5
eReader
4.5
141.6
Total Hours
Spent in a
Week

12. #PurchasingHabits
4

13. They Make Their Own Brand Purchasing Decisions
#Independence
% of students who started buying their favorite brands
based on personal preferences:
Base: Qualified Respondents (18 to 34 year old college students) (n=1,511)
Source: Refuel Agency College Explorer 2015
77% 73%
67% 65% 62%
41%
Cosmetics Shoes Clothing/ Apparel Personal care
products
Snacks Detergent

14. #RockinTheVote
5

15. Social Media, Television and Digital Tactics Most
Influence Voting Among Students
#SpeakToMe
Base: Qualified Respondents (18 to 34 year old college students who are somewhat/not sure/unlikely to vote) (n=720)
Source: Refuel Agency College Explorer 2015
Which of the following would influence you to vote in the upcoming election?
Among students who are somewhat/not sure/unlikely to vote
5%
6%
8%
9%
9%
14%
16%
17%
22%
29%
30%
35%
Direct e-mail
Direct mail
Outdoor displays
Print
Ads in school
Radio
College peers
Friend recommendations
Campaign representatives
Internet (excluding social media)
Television
Social media

16. #DigitalWorld
6

17. Social Media Continues to a Play Critical Role in
Students’ Everyday Lives #PlayByPlay
Base: Qualified Respondents (18 to 34 year old college students) (n=1,511)
Source: Refuel Agency College Explorer 2015
Which of these do you use once a week or more?
76% 75%
52%
47%
36%
30%
26% 25%
19% 17%
15%
11% 9%
4% 4%
• Instagram use is up by 10 points from last year
• Snapchat use is up by 18 points from last year

18. 77%
43%
30%
24% 22% 20% 19%
14% 13% 12%
8% 8% 7%
They are Also Using Free Streaming Services for Their
Entertainment Needs #CustomPlaylist
Which of the following streaming platforms do you use on a regular basis?
Base: Qualified Respondents (18 to 34 year old college students) (n=1,511)
Source: Refuel Agency College Explorer 2015
Students use an average of 3
streaming platforms

19. 7
#AdsWork

20. Advertising Gets Through to College Students
#SurroundSound
Base: Qualified Respondents (18 to 34 year old college students) (n=1,511)
Source: Refuel Agency College Explorer 2015
How much attention do you pay to the following types of ads?
29%
35%
41%
43%
45%
46%
46%
46%
50%
53%
57%
58%
63%
67%
68%
69%
71%
75%
75%
84%
Non opt-in text message ads
Pop-up ads
Online banner ads
Opt-in text message ads
Stunts and street teams
Pre-roll/online video ads
QR codes, #hashtags, text promo
Newspaper ads
College newspaper ads
Magazine ads
Radio ads
Contests or promotions
Online promotions
Posters/billboards
Events
Direct mail
Ads on social media sites
Samples
Television ads
Recommendations from friends, family
A lot or A little

21. The Full College Explorer 2015
Includes Analysis & Findings On:
• Advertising & Media Consumption
• Ad Category-Specific Insights for:
– Apparel
– Automotive
– Entertainment
– Gaming
– Health & Beauty
– OTC Drugs
– Restaurants & QSR
– Retail
– Telecommunications
• Brand Loyalty & Purchase Behavior
• Creative They Find Most Engaging
• College Newspaper Readership
• College Student Spending
• Coupon & Promotion Code Usage
• Experiential Marketing
• Mobile App Usage
• Online Course Enrollment
• Online Promotions
• Post-College Outlook & Expectations
• Social Media
• Technology Usage
• TV Viewership
If you would like access to the full report please contact us at
collegeexplorer@refuelagency.com

22. #ThatsAWrap