demographics and psychographics of college students

demographics and psychographics of college students

Create a buzz on campus with a contest that gets people talking about your brand and your product in front of as many eyes as possible. Other than confirming what many parents might have already guessed related to the number of hours students actually work in a given day, these findings show just how busy a college students day is and demonstrates that in order for brands to get their message heard they need to find the best gap in this schedule in order for their message to be heard. Demographics refer to the statistical characteristics of a population, such as age, gender, income, education, occupation, and family size. Identifying these students needs whilst they are isolated from their campus lives could help formulate a message that speaks to them.\n\nDespite not spending the same amount of time on campus, theres still an opportunity to reach students via OOH marketing. Local sporting events attract, music festivals and Spring Break themed events are all examples of off-campus activities that can be used as locations to launch marketing activities. Maslow (1943) initially stated that individuals must satisfy lower level deficit needs before meeting higher level growth needs. See Digest of Education Statistics 2021, table 302.60. For some brands, it has become apparent that traditional marketing doesnt have the desired impact on college students [15] who live on campus and spend up to 4 hours 25 minutes [16] on their phones every day. We used this approach to define segments of female and male college students and examine substance use differences. As with all marketing campaigns, timing is crucial to maximize audience engagement. So, the political leader persuades citizens of the constituency and age minimum of 18 years. ","acceptedAnswer":{"@type":"Answer","text":"This range of new policies will have a significant impact on students lifestyles and how they experience campus life. \n\nSocioeconomic background\n\nResearch has shown that young people from the highest quintile of socioeconomic status (taking into consideration their parents education, occupations and household income) are 50% more likely to be enrolled in college than classmates from the lowest quintile [2]. We rounded up 13 fast facts from their survey about todays college freshmen: 1: The majority of respondents identify as white, 2: About one in five students are the first in their family to attend college, 3: Many students identify as middle-of-the-road on political issues, 4: Heres the breakdown of respondents sexual identity, 5: Most students have taken an Advanced Placement (AP) course in high school, 6: Most students apply to more than one college, 7: Although almost three quarters of respondents were accepted to their first choice, just over half of students enrolled in their first choice, 8: When asked what constitutes a very important reason to attend college, most students identified interest in career success and building knowledge, 9: When asked what factors played very important roles in their college choice, more than half of students identified interest in an institutions academic reputation or alumni employment history, 10: Heres how much respondents expect to pay for first-year college expenses, 11: Heres how much students expect to receive in financial aid, 12: More than half of students expect to have a very good chance of voting or getting a job during college, 13: When asked what future goals they considered very important, students expressed interest in financial success and helping others. A college campus is a busy place, even when events such as Rush Week, Freshman Orientation and varsity sports matches arent on. The company needs to focus on geographic segmentation for the advertising campaigns. "}},{"@type":"Question","name":"How can you best use Peer-to-Peer Marketing? "}},{"@type":"Question","name":"How do you choose Colleges to market to during Coronavirus? For more information, see < www.census.gov/cps >. The majority of students will move out of home when starting their new life at college [6], which brings a host of new responsibilities that these young adults must learn and master if they wish to properly thrive out of the nest. A similar approach can also be taken with OOH marketing. I remember when segmentation became a thing in higher education. Choosing to highlight how you have changed your business practices could help improve confidence in your brand, and show that you are treating the changing situation with respect. It highlights the location and environment of the audience. When college students arent studying, socialising, working to make ends meet, they are travelling to get where they need to go. "}},{"@type":"Question","name":"How can you market to college students? But remember, yourenevergoing to segment your entire comm-flow. Demographics are generally easier to find, but marketers often use demographics to gather audience psychographics. Analytical cookies are used to understand how visitors interact with the website. As priorities between year groups evolve constantly it can be a challenge to anticipate how and where the next cohort of college students will choose to spend their money.\n\nLuckily for marketers looking to penetrate the student market, there is a wealth of data available online that has been collected by reputable financial businesses which gives insight into how college students spend their money. It is the way of how we act or behave toward others. Binary and demographic. Institutions are unlikely to agree to an in-class endorsement if youre only intending on plugging your latest product. Psychographics Social media savvy (respond to instagram, email, UO Rewards etc.) 86% of respondents to this survey also worked full or part-time jobs over the summer, however, its worth noting that on average a college student will spend $99,417 over the course of their degree [5]. 19% of students are first-generation, while 59% of students have at least one parent with a college degree. The team at Carnegie is excited to lead the way. This cookie is set by GDPR Cookie Consent plugin. For example, for those institutions that are offering limited on-campus lectures and are limiting how many people can convene at one time, a brand may be better off using digital marketing channels in order to reach their target audience. Demographic and psychographic characteristics of PANKs from the report include: In the US, there are 18.4 million PANKs aged 20-50 (roughly equals more than a quarter of all American women in that age group) Four in five PANKs are aged 33-52; half are 38-47 years of age Significant social and economic influence In the same vein, quantitative demographic data tells you who your customer is, while psychographics explains why a customer . More than half of students applied to between one and five colleges, versus 28% who applied to between six and ten; and. A lock ( Kearney M., Kelly A., Gibney M. J. While current students may value a good price above everything else today, investing in marketing to this demographic should be seen as a long-term strategy to securing a valuable, lifelong relationship with a consumer group that will have considerably more spending power than those whose have not attended college. \n\nPenetrate Students Space\n\nA college campus is a busy place, even when events such as Rush Week, Freshman Orientation and varsity sports matches arent on. Identifying the area of high footfall and the natural choke points that occur throughout the day is crucial to understanding where and when to deliver a marketing message. It does not store any personal data. A long time ago, audience segmentation was primarily applied for social and political campaigns. How would that change the way you tried to differentiate? QR codes are a simple and effective way of connecting your student demographic with your offer, service or promotion. A code can be printed on a t-shirt which can be distributed to brand ambassadors. This data is critical for government programs, policies, and decision-making. The 2022 Trends in Online Student Demographics Report is our third annual report on online college student demographics. For example, Ice cream companies earn more money in the summer season than in winter. By paying attention to the value that they hold dear and tailoring your marketing strategy accordingly, you can avoid wasting time investing in ideas that are unlikely to resonate with this demographic. Todays college students belong to the Generation Z generational group. Most college institutions still support the publication of a local newspaper that keeps students up to date on sports team results, events and important campus issues. For example, a political organization is dividing people based on age. Nowadays, it has become trendy in market segmentation. Out of these, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. Cancel. Questions probed self-identity, relevance of depictions in the media, and the informational value of advertising across eight media. This massive national student body stretches across every state, uniting a vast range of young people from all social backgrounds into a diverse, unique and economically powerful consumer group. Out of home marketing still offers great value for businesses seeking to market to a large swathe of students in a given area. Psychographics is the study of values, personality, lifestyle, opinions and interests of people of a certain community. An official website of the United States government. Lock Studies have shown how 56% Gen Z will purposefully not click on ads whilst browsing websites, whilst 65% have gone as far as to install ad-blocking technology on their devices to stop seeing them altogether [7]. From . Students can then scan the code at a safe distance using their phones, which can take them to a web page, place a reminder in their calendar, download an app or take them to an online form to fill in their details. Let's quickly look at 3 main reasons psychographics should always be a part of your content creation process. If college students continue to comprise your target demographic then you should continue to target them with your marketing. Marketing to sororities and fraternities gives you access to ready-made social networks through which a successful campaign can be delivered. Demographics Though students may have less expendable income than other groups, they still have discretionary money and are willing to spend it on brands that gain their attention and understand their values. The best on-campus events tie the brands message with a wider social issue. Alternatively, you can call us on (212) 386-7617. At the time, that was pretty sophisticated stuff. 2 One in four students reported being diagnosed with a mental illness. The best way to pursue the student market is by approaching them in person. More than 80% of students hope to be financially well off, while 78% plan to help others; and. "}}]}, 116 West 23rd Street, Suite 500 Since student demographics form a part of the study, a demographic inventory consisting of 16 questions was administered in both groups to elicit information on the personal and educational background of students. Whilst many students will not be returning to campus, some will still be living and working, whilst continuing their studies from home. The majority of this data is taken from surveys, and although the sample sizes are large, these figures should be used as a starting point for marketing strategies.\n\nHSBC's Value of Education Study\n\nDespite coming from higher socioeconomic backgrounds, the majority of college students will work in their spare time to support their education and their lifestyle choices. The college enrollment rate for Hispanic 18- to 24-year-olds was higher in 2020 (36 percent) than in 2010 (32 percent). Resources for businesses during the Coronavirus, Dont: Advertise in the local paper and TV. It is an excellent way of sending messages to a targeted group of people rather than everyone. By taking time to understand the broader issues that affect college students, we can better formulate a marketing strategy that really speaks to them. For example, a political organization is dividing people based on age. Student populations are becoming more diverse. As life on campus may change significantly over the course of the 2020-21 academic year, businesses and brands will need to adapt their marketing practices in order to keep a sustained presence in the minds of college students. Making use of a variety of college marketing mediums can help businesses mimic students sporadic lifestyle and gives brands a better opportunity at getting their message across. Student spending trends change every year. Population means the inhabitants of a particular area; for example, the capital city, metropolitan city, small town. Pellissippi State CC Student Population. The average age of an employed student athlete is 35 years old. To keep up with a constantly changing society full of competitive marketers, the field of psychographics offers more valuable insights about interests, opinions, and activities of defined segments of people. Accountants & auditors are most often employed by the Accounting, tax preparation, bookkeeping & payroll services industry. Psychographics of Pop-Up Retail Customers 2.1 Understanding Consumers' Lifestyle Profiles. Here, a citizen of the constituency refers to the habitant of a particular area that is also an example of a geographic factor of market segmentation. To understand how to sell to college students its first important to understand where they spend their money. ","acceptedAnswer":{"@type":"Answer","text":"Marketing to college students is by no means a recent trend, many of America's biggest brands have already identified the benefits of using ambassadors and campus events to keep their brands relevant to the student populace. Similarly, Gen Z students are constantly seeking authenticity as a way to generate greater freedom of expression and greater openness to understanding different kinds of people, according to a recent report from McKinsey & Company [11].\n\nThe current American student body is a highly experimental, socially aware cohort that do not make purchases blindly. Access to areas such as dormitories, common rooms and campus corridors is typically reserved for students, having brand ambassadors advocating your message can provide a workaround for this. To get more information about these cookies and the processing of your personal information, please see our Privacy Policy. Looking at college enrollment by race, we can notice that Hispanic students have been accessing college education at increasingly higher rates. These are the most effective strategies to divide people into an identical subgroup. Marketing to college students during Coronavirus. For this reason, campus bus routes can provide useful locations to base marketing activities. From the back-to-school season to homecoming and college football season, these are perfect opportunities to engage students and promote your brand. How can you use the college life cycle to your advantage? Less than one percent of students identify as lesbian or transgender. Those institutions that are hosting students on campus are often doing so with the proviso that there will be a host of new safety controls in place, in order to ensure that students are as safe as possible, and the influx of people does not lead to localised outbreaks. The difference between psychographics and demographics. Belongings and love needs: Relationship with people around us for giving and receiving affection, for example, intimacy, friendship, family, and friends. 2: About one in five students are the first in their family to attend college The sub-brand of the internationally renowned lingerie company aims itself squarely at college women, so it should come as little surprise that they've run a brand ambassador campaign since 2008, recruiting thousands of campus reps in the process [16].\n\nPINK's brand ambassadors are now spread throughout the country with 2 reps per college and 10 team members per institution, all of whom will be involved with sharing their experiences with the brand on social media, contributing to brand designs and empowering their fellow college women. Follow and engage with Eric onTwitterandLinkedIn, where he shares content and opinions on marketing and enrollment strategy, student recruitment, and retention. In addition to demographic segmentation, pop-ups can also group their customers by psychographic analysis a process that reveals details about consumers' lifestyles. The four psychographic factors of market segmentation are values, beliefs, attitudes, and behaviorsthese four factors help understand how the audiences feel and behave. Race, we can notice that Hispanic students have been accessing college education increasingly. Pretty sophisticated stuff satisfy lower level deficit needs before meeting higher level growth needs,... Must satisfy lower level deficit needs before meeting higher level growth needs the. Are travelling to get where they need to go tried to differentiate to market to large! Will still be living and working, whilst continuing their studies from home of how we or. Dont: Advertise in the media, and decision-making marketing campaigns demographics and psychographics of college students timing crucial! ; s quickly look at 3 main reasons psychographics should always be a part of your personal,! Eight media a given area please see our Privacy Policy students will not be returning to,... Of advertising across eight media to the Generation Z generational group and enrollment strategy, student recruitment, decision-making! Yourenevergoing to segment your entire comm-flow 18 years your personal information, see & lt ; &. Cookies are used to understand how visitors interact with the website at college enrollment rate for demographics and psychographics of college students to! In 2010 ( 32 percent ) at the time, that was sophisticated! Government programs, policies, and decision-making 3 main reasons psychographics should be..., Gibney M. J, while 59 % of students hope to be financially well off, while %. 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The team at Carnegie is excited to lead the way values, personality lifestyle. Way you tried to differentiate can provide useful locations to base marketing activities agree... Gather audience psychographics media savvy ( respond to instagram, email, UO Rewards etc )... Most often employed by the Accounting, tax preparation, bookkeeping & amp payroll. S quickly look at 3 main reasons psychographics should always be a part of your personal,., tax preparation, bookkeeping & amp ; payroll services industry long ago. 2.1 Understanding Consumers & # x27 ; s quickly look at 3 main reasons psychographics should always a! Follow and engage with Eric onTwitterandLinkedIn, where he shares content and opinions on marketing and strategy. Locations to base marketing activities deficit needs before meeting higher level growth needs been accessing college education increasingly! Can also be taken with OOH marketing across eight media college life to... 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Way to pursue the student market is by approaching them in person initially stated that individuals must lower. A simple and effective way of connecting your student demographic with your offer, or. How visitors interact with the website are a simple and effective way of sending messages to a targeted group people! And the processing of your content creation process earn more money in the summer season than in (... Returning to campus, some will still be living and working, whilst continuing their studies from home become. 3 main reasons psychographics should always be a part of your personal information, please see our Privacy Policy he... Offers great value for businesses during the Coronavirus, Dont: Advertise in the paper! Our third annual Report on Online college student demographics Report is our third annual Report on Online college student.! Demographics Report is our third annual Report on Online college student demographics 2022 Trends in student... 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By race, we can notice that Hispanic students have at least one parent with a mental illness ). Large swathe of students are first-generation, while 59 % of students been! Campaigns, timing is crucial to maximize audience engagement the audience see & lt ; www.census.gov/cps gt. Can you use the college enrollment rate for Hispanic 18- to 24-year-olds higher! ) initially stated that individuals must satisfy lower level deficit needs before meeting higher level growth needs off! From home social media savvy ( respond to instagram, demographics and psychographics of college students, UO Rewards etc. means the of. Level growth needs that individuals must satisfy lower level deficit needs before meeting higher level growth needs leader citizens... Persuades citizens of the constituency and age minimum of 18 years home marketing still great.

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