BISG's MIP for Higher Ed - Nelson, Mark & Traylor, Julie

10 Essential Data Points for Understanding

Student Consumer Behavior

BISG: Making Information Pay

Julie Traylor, Chief of Planning & Research, NACS/OCR

Dr. Mark R. Nelson, CIO & VP, NACS/NMS

February 9, 2011

All data © On Campus Research, 2008-2011

The National Association of College Stores (NACS) is among the oldest trade associations in higher education…

… and NACS has a long history of providing research on college student consumer behavior as part of its mission.

Fast, effective market research• Panel of more than 14,000

college students at more than 1,100 campuses

• Dedicated student resources for student sign up and engagement

• Student Watch™ annual research studies

Customized to client needs• Campus intercepts• In-person, tele-focus, or

web focus groups• In-store product testing

Students and the Economy

• 58% of students say they experienced increased college costs for the fall 2010 term

• 46% of students reported a loss or decline in family income

• 33% of students say they earned less working this past summer than they needed or expected to



Students have become more cautious and price conscious in their buying habits

• 72% are somewhat or very worried about being able to afford to continue their education

• 75% are working• Student loan debt is high



Compared to shopping habits just one year ago:• 75% of students agree that they are comparing

prices more often before they make a purchase• 57% of students are using more coupons and

discount offers • 55% of students are shopping

more in discount stores• 54% of students are buying less

expensive brands


11%

30%

31%

32%

33%

36%

48%

52%

68%

82%

84%

0% 20% 40% 60% 80% 100%

Cell phone text message advertisements

Campus newspaper advertisements

Email advertisements

Local newspaper advertisements

Radio commercials

Loyalty programs

Window displays

TV commercials

Coupons or other promotional offers

Recommendations from family

Recommendations from friends

Students and Shopping

What influences a student to visit a store?

50% of students say they have made an online purchase within the past month



2%

3%

4%

6%

7%

20%

58%

0% 20% 40% 60% 80% 100%

Coupon for a future purchase

Buy one item and get a discount on a second item

Mail-in rebate

Percentage off that increases with amount spent

Free gift with purchase

Coupon for a specific dollar amount off of a purchase

Buy one item get one item free

Favorite Sales Promotion



• 45% of textbook units bought by students occurred online, in 2009


Percent of students who have purchased or accessed digital/electronic textbooks

18 42

2008 2010

Students and Digital



75% of students prefer print

textbooks to digital


Percent of students whose preference for print was their primary

reason for not buying digital

484-Year Students

31Community College

Students



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• 55% of four-year students and 67% of community college students are not sure if their campus provides digital/electronic textbook options

• 44% of four-year students and 53% of community college students would consider buying a digital textbook if it was available to them

• If the choice were completely up to students, 23% of four-year students and 32% of community college students say they would buy digital textbooks



Observations and Comments

Students are changing in significant ways,

so WE must change in significant ways.

Understanding college student consumer behavior helps our industry to grow

and prosper!

More information

Julie TraylorChief of Planning and [email protected] ext. 2217

Dr. Mark R. NelsonCIO/[email protected]

Elizabeth RiddleConsumer Research [email protected] ext. 2216

mailto:[email protected]�



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BISG's MIP for Higher Ed - Nelson, Mark & Traylor, Julie