Recent results from DigitalMediaIX’s fall 2012 survey of more than 2,000 college students show regular use of the Big Three (Facebook, Twitter, YouTube) social media platforms has declined from the spring of 2012. Facebook, the bellwether for the industry, saw regular use among college students drop in the six-month period. The findings show a combination of good news, not so good news, and some emerging trends relating to college students and their use of online media.
Good news
• 43% of students report spending more time on social media than a year ago
• Instagram has emerged as a leading platform, with 41% of students using it regularly
• Tumblr more than doubled to 12%
Not so Good News
• Facebook regular use dropped from 97% to 95% of college students.
• YouTube use dropped from 71% to 62%
• Twitter use from 65% to 62%
• 20% of students reported spending less time on social media than a year ago.
• In 2010 students spent about 14 hours per week on social media; in 2012, seven hours.
Emerging Trends
• 91% of college students have smart phones
• Facebook and Twitter are among the top five popular mobile apps for students
• 85% of students access the internet from their phones
While it would be premature to suggest college students are tuning out completely, they are becoming more discerning about what forms of social media they engage with. This market is dynamic, with students constantly trying new options and mobile apps, which could dilute time spent on some of the established online media brands. Following the trends about what students find relevant, which social media platforms they will rely on, and whether they access online media through their phones or laptops, will be critical for brand marketers to consider when allocating ad dollars to digital media.
DigitalMediaIX surveyed more than 2,000 students from colleges and universities across the nation in the fall of 2012.
Photos Courtesy of UW-Madison Archives
