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MarketingVOX: About one-third of 800 college students recently surveyed by Burst Media say they use the internet more than 10 hours during a typical week; 20.3 percent say more than 20 hours. Less than 20 percent say they spend more than 10 hours a week watching TV or listening to the radio; sizable numbers say they spend less than three hours per week watching TV (30.1 percent) or listening to the radio (45.6 percent).
College students are also multi-media multitaskers. Nearly two-thirds of respondents say they use a computer while watching television, and 60.2 percent say they typically use a computer when listening to the radio. Male college students are more likely than female college students to say they use a computer while watching television (68.6 percent vs. 58.8 percent).
Better price is the most important factor influencing a brand switch among 60.5 percent of college students. Friends' recommendations were second at 48.5 percent. Female college students are significantly more likely than males to cite these factors as an influencer on brand switching; better pricing (65.2 percent vs. 55.7 percent), and friends' recommendations (55.6 percent vs. 41.5 percent).
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"The Internet is the media to reach college students," says Chuck Moran, Manager of Market Research for Burst. "The 18-24 years old segment has fully integrated the internet into their daily lives. In fact, for a significant proportion of the segment, the internet is the primary communication vehicle, information source, and entertainment channel - in short it is the media of choice. As advertisers develop media plans they should leverage the vast content of the internet and design their creative with the understanding that the 18-24 years target is an experienced and demanding internet segment."
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