For Digital Marketing Professionals
The Digital Generation:
College Students, Brands, and Engagement with Digital Media.
by David Bunzel / 2012
Why Read This Report
College students provide the perspective of one of the most important demographics relating to online and social media. They have grown up with social media, they surf the internet and seek out information like no other demographic. They are also more particular about what types of digital media they use…they know what they like and know what is not worth their time. They will pick up on digital media options quickly, but will discard them if they do not satisfy their interests or needs.
In order to understand this market, DigitalMediaIX conducted an extensive survey of more than 2000 Big Ten college students in February and March 2012. Students were polled on what forms of online media they used, which brands they preferred, and how they engaged with different media to support these brands. The findings provide valuable perspective that not only will support marketing and promotional strategies for the college student demographic, but suggest trends for establishing plans for future digital media investment.