College students spend half their day on gadgets, survey finds

November 30, 2009

U.S. college students are expected to spend a record $6.5 billion this year on technology items, including computers, MP3 players and gaming consoles, according to Alloy Media + Marketing’s 9th annual College Explorer survey. In addition, when all platforms were totaled, the study found that students are spending nearly 12 hours daily, on average, engaged with some type of media. The majority of that time — 9.5 hours — is spent with their tech gadgets.

As the survey found, students are now spending twice as much time on their computer as they do watching television. This is shifting how students consume video content; with 33 percent saying that they watch more webisodes or user-generated content over the past year. This effects how this audiences wants to receive advertising, with about 20 percent of the respondents said that advertisements in the form of online promotions are most useful.

Other findings from the survey include:

• Seventy percent of college students say they are the key decision-makers when purchasing their cell phone.

• Input from friends and family remains a strong influence on students’ decision-making with respect to brands, products and services, with 62 percent of students placing particular importance on word of mouth from friends. Forty-four percent of the respondents said that they trust the advice of family and 40 percent are influenced by seeing others using products.

• Twenty-five percent of college students are using their cell phone or PDA to play MP3s or games, with 20 percent using these devices to access the Internet.

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