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SUMMARY
In 2008, 95.7% of college students - 17.4 million people - will go online at
least once a month. They are the most digitally connected demographic group in
the US.
The College Students Online report analyzes the demographics and
dynamics propelling this trendsetting population into the future.
Today's students have grown up with technology - it is a seamless part of
their lives. They are likely to own a laptop computer and about 90% of
undergraduates have a mobile phone.
Students are key drivers of change. They brought social networks into the
mainstream, and now they are watching video online. They demand access to
friends and information whenever they want and wherever they are.
Key questions the “College Students Online” report answers:
- How many college students are online?
- What activities do students pursue online?
- Why is social networking still so popular?
- How are college students leading the drive toward the mobile Internet?
- And many others.....
eMarketer Reports - On Target and Up to Date
The College Students Online report aggregates the latest data from
marketing and communications researchers with eMarketer analysis to provide
the information you need to make smart, timely business decisions.
TABLE OF CONTENTS
Executive Summary
- US College Student Internet Users, 2007-2012 (millions and % of total)
- Key Questions
The eMarketer View
Demographics and Spending Patterns
- US College Enrollment, 2006-2017 (thousands)
- US Undergraduate College Enrollment, 2006-2017 (thousands)
- US Undergraduate College Enrollment, by Gender, 2008 & 2017 (thousands)
- When US Teens Plan to Start College, April 2008 (% of respondents)
- Spending Patterns
- US Consumer Spending on Back-to-College Products, by Category, 2008
(billions)
- Average US Back-to-College Spending per Consumer, 2003-2008
- Locations Where US Consumers Plan to Purchase Back-to-College Products,
2008 (% of respondents)
- Select Product Categories Purchased* Online by US College Students, May
2008 (% of respondents and average spent)
Internet Use
- Number of College Internet Users
- US College Student Internet Users, 2007-2012 (millions and % of total)
- US Internet Users, by Access Location, July 2007 & July 2008 (thousands
and % change)
- Role of the Internet in the Daily Lives of US College Students,
February-March 2008 (% of respondents)
- Average Page Views per US Internet User, by Access Location, July 2007 &
July 2008
- Technology and Device Ownership
- Internet Access Device/Location Most Often Used by US College Student
Internet Users, 2007 (% of respondents)
- Ownership of Select Consumer Electronics Among US College Student
Internet Users, 2007 (% of respondents)
- Ownership of Select Consumer Electronics Among US College Students, 2003
& 2008 (% of respondents)
- Time Spent Online
- Time Spent Online per Week for Entertainment vs. Academic Activities
Among US College Students, by Gender, May 2008 (hours)
- Time Spent Online per Week by US College Student Internet Users, by
Gender, 2008 (% of respondents)
- Time Spent per Week with Select Media According to US College Students,
June 24-30, 2007 (% of respondents)
- Time Spent per Day Using the Internet According to US College Student
Internet Users, 2007 (% of respondents)
- Time Spent per Day Watching TV and Listening to the Radio According to
US College Student Internet Users, 2007 (% of respondents)
Online Activities
- Internet and Mobile Activities of US College Student Internet Users, 2008
(% of respondents)
- Daily Online Activities of US College Student Internet Users, 2007 & 2008
(% of respondents)
- Frequency with Which US College Student Internet Users Conduct Select
Online Activities, 2007 (% of respondents)
- Activities by Gender
- Select Online Activities of US College Students in the Past Month, by
Gender, May 2008 (% of respondents)
- Internet and Mobile Activities of US College Student Internet Users, by
Gender, 2008 (% of respondents)
- Online Video Usage
- Average Monthly Time Spent by US Unique Users of TV, Internet and Mobile
Video, by Age, May 2008 (hrs:mins)
- Select Downloading or Streaming Activities of US College Students in the
Past Month, by Gender, May 2008 (% of respondents)
- Types of Online Video Watched by US College Internet Users, August 2007
(% of respondents)
- Websites Used by US College Internet Users to Watch Online Video
Content, August 2007 (% of respondents)
- Change in Select Media Activities of US Male College Students vs. Last
Year, May 2008 (% of respondents)
- Change in Select Media Activities of US Female College Students vs. Last
Year, May 2008 (% of respondents)
Social Networking
- Top 10 Websites Among US College Students, by Gender, February 2008 (% of
respondents)
- Top 10 Websites Among US College Students, by Gender, 2007 (% of
respondents)
- Frequency with Which US College Student Internet Users Use Social
Networking Sites, 2006-2008 (% of respondents)
- Time Spent per Week Using Social Networking Sites According to US College
Student Internet Users, by Age, 2008 (% of respondents)
- Select Online Social Media Activities of US College Students in the Past
Month, by Gender, May 2008 (% of respondents)
- Social Networking Site Activities of US College Student Internet Users*,
by Gender, 2008 (% of respondents)
Students and the Mobile Internet
- Mobile and Smartphone Ownership
- Mobile Phone Ownership Among US College Students, by Gender, May 2008 (%
of respondents in each group)
- US Adults with Only Mobile Phone Service, by Age, Gender and Education,
Second half 2005-Second half 2007 (% of respondents in each group)
- US College Student Internet Users Who Own an Internet-Capable Mobile
Phone, 2008 (% of respondents)
- US College Students* Who Have Accessed the Internet via Mobile Phone in
the Past Month, by Gender, May 2008 (% of respondents in each group)
- Type of Mobile Phone Owned by US College Students, by Gender, May 2008
(% of respondents)
- Mobile Activities
- US College Student Internet Users Who Use Text Messaging via Mobile
Phone, 2007 (% of respondents)
- Frequency with Which US College Student Internet Users Send/Receive Text
Messages, 2007 (% of respondents)
- Mobile Phone/PDA Activities of US College Student Internet Users, 2008
(% of respondents)
- Select Mobile Phone Activities of US College Students in the Past Week,
by Gender, May 2008 (% of respondents)
- Change in Select Mobile Phone Activities of US College Students vs. Last
Year, by Gender, May 2008 (% of respondents)
- Level of Interest in Opt-in-Based Mobile Advertising Among US College
Students*, by Gender, May 2008 (% of respondents)
How Marketers Can Reach Students Online
- The Power of Word-of-Mouth
- Most Useful Types of Advertising According to US College Student
Internet Users, 2008 (% of respondents)
- Leading Methods Preferred by US College Students for Learning About New
Products and Services, by Gender, May 2008 (% of respondents in each group)
- Sources Used to Learn About New Products According to US College Student
Internet Users, 2008 (% of respondents)
- Giving Students Control
Endnotes
- 97681
- US College Student Internet Users, 2007-2012 (millions and % of total)
- 96858
- US College Enrollment, 2006-2017 (thousands)
- 097493 097495
- US Internet Users, by Access Location, July 2007 & July 2008 (thousands
and % change)
- Average Page Views per US Internet User, by Access Location, July 2007 &
July 2008
Related Information and Links
- Related Links
- Contact
- Report Contributors
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