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College Students Online: Social Networks and the Net GenerationPublished by: eMarketer Published: Mar. 1, 2006 - 22 Pages Table of ContentsImpetus Overview Issues & Questions The eMarketer Outlook A. College Students: A Dynamic Audience Demographic Profile of US College Students, October 2004 (millions and % of total college students) US College Enrollment, 2002-2014 (thousands) US Undergraduate College Enrollment*, by Gender, 2006 & 2014 (thousands) US College Student Spending, 2003 & 2005 (billions) US Consumer Spending on Back-to-College Items, by Category, 2005 (billions) B. Technology: Networking's Building Blocks Internet Use Soars US Full-Time College Students Who Use the Internet As Compared to Adults, Spring 2005 (% of respondents in each group) Internet Use among US College Students*, 2003 (% of total student population) US University* Internet Users, 2004 & 2005 (thousands) US Internet Users, by Access Location, December 2005 (millions) US University* Internet Users, by Gender, 2004 & 2005 (thousands and % increase vs. prior year) Online Activities* of US Full-Time College Students As Compared to Adults, Spring 2005 (% of respondents in each group) Laptop Ownership Growing Computer Ownership among US College Students, 2004 & 2005 (% of respondents) Laptop Computer Ownership among US College Students, 2004 & 2005 (% of respondents) Computer Ownership among US College Students, 2000-2004 (% of respondents) Laptop and Desktop Computer Ownership among US College Students Interviewed by eMarketer, January 2006 (% of respondents) Campuses Go Wireless US College Students Who Have Internet Access, by Access Technology, April-May 2005 (% of respondents) US Colleges and Universities with Full-Campus Wireless Networks, 2000-2005 Top 10 US Campuses, Ranked by Greatest Wireless Internet Accessibility, 2005 Wireless Internet Use among US College Students, April-May 2005 (% of respondents) Shifting Internet Access Patterns Internet Access Locations that US College Students Have Used in the Past Six Months, by Gender, 2005 (% of respondents) Internet Access Locations Used Most Often by US Full-Time College Students, Spring 2005 (% of respondents) Number of Times that US Full-Time College Students As Compared to Adults Went Online* in the Past Seven Days, Spring 2005 (% of respondents in each group) Time Spent Online at Home in the Past Seven Days by US Full-Time College Students As Compared to Adults, Spring 2005 (% of respondents in each group) Hours Spent Online per Week among US College Students, 2001-2004 Average Time Spent Online by US Internet Users, by Access Location, December 2005 (minutes) Hours Spent Online per Week among US College Students, by Gender, 2001-2004 The Ubiquitous Mobile Phone Comparative Estimates: Mobile Phone Ownership among US College Students, 2004 & 2005 (% of respondents) Mobile Phone Ownership among US College Students, 1999-2004 (% of respondents) Mobile Phone Features that US College Students Use Most Often, April-May 2005 (% of respondents) C. Social Networking on Campus US Internet Users* Visiting Select Social Networking Sites, November 2004 & November 2005 (millions of unique visitors) Market Share Growth Rate of Select Social Networking Sites, December 2004-December 2005 Top 10 Fastest Growing Web Brands* among At-Home and At-Work US Internet Users, November 2004 & November 2005 (thousands of unique visitors and % increase vs. prior year) Stats and Traffic Visits to Facebook.com and MySpace.com among US University* Users, December 2005 (thousands of unique visitors and % of university audience) Use of Facebook.com and MySpace.com among US College Students Interviewed by eMarketer, January 2006 (% of respondents) Time Spent on Facebook.com and MySpace.com among US University* Users, 2004 & 2005 (average minutes per university visitor and % increase/decrease vs. prior year) US Internet Users Visiting Select Social Networking Sites, by Age, October 2004 & 2005 (composition index*) Visits to Facebook.com and MySpace.com among US University* Users, by Gender, December 2005 (thousands) Top 25 Internet Domains among US Female University* Users, 2004 & 2005 (thousands of unique visitors and % increase/decrease vs. prior year) Top 25 Internet Domains among US Male University* Users, 2004 & 2005 (thousands of unique visitors and % increase/decrease vs. prior year) Percent of Freshmen* Who Use Facebook.com at University of North Carolina-Chapel Hill, Fall 2005 Use of Facebook.com among Freshmen at Michigan State University, 2005 (% of respondents) Networking in Context Top Internet Categories Visited by US University* and Home Users, December 2005 (thousands) Top 25 Internet Properties among US University* Users, December 2005 (thousands of unique visitors, % of university audience and % increase/decrease vs. prior year) Daily Online Activities of US College Students, April-May 2005 (% of respondents) Online Activities of US College Students, October 2003 (% of respondents) Marketing via Social Networks Most Influential Marketing Tactics according to US College Students, April-May 2005 (% of respondents) Top 10 Influential Media for Making Electronic Purchases according to US Consumers Ages 18-24, 2005 Challenges and Issues Freshmen* at University of North Carolina-Chapel Hill Who Reveal Optional Personal Information on Facebook.com, Fall 2005 (% of respondents) D. Technology after College Related Information and Links Related Links Suggested Keywords for eStat Database Contact Report Contributors About eMarketer eMarketer's Core Expertise Dedicated Team A Trusted Resource AbstractLike no generation before them, today's college students are using technology to express themselves, interact with one other and discover what's cool. Why should marketers care? There are upwards of 15 million university Internet users in the US alone, and they are an active online audience.Attention: Marketers, Advertising Agencies, Retailers, Online Content Sites, Educators, Political Marketers and Government Agencies. The College Students Online report looks at the reasons why social networking has taken college-age students by storm, verging on an obsession on many campuses, and what the phenomenon means for marketers now, and for generations to come. After all, while the opportunities may be immense, so are the possible pitfalls. Despite its popularity, social networking is still an ad vehicle work in progress and faces challenges including privacy and safety concerns and the potential for backlash from colleges and universities. Key questions the "College Students Online" report answers:
The College Students Online report aggregates the latest data from leading marketing and communications researchers with eMarketer numbers, projections and analysis to give you the comprehensive range of information you need to make well-informed business decisions. Get Full Details About This Report >> |
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