Retailers today recognize the enormous buying power of college students and very much want to gain their attention and patronage. But are retailers able to “connect” with college students through media channels which they most favor?
As eMarketer puts it:
“Amid their interest in millennials, [retailers] look to the 19 million-plus U.S. college students as an audience worth courting. After all, it is a mostly millennial subset that already deploys considerable spending power and (with degree in hand) will be poised to outearn and outspend noncollege millennials for decades to come, according to a new eMarketer report, ‘U.S. College Students 101: Updating Fundamental Facts About This Diverse, Digital Cohort.’”
“An October 2014 Student Monitor survey probed students’ preferences in the media through which they learn about products and services. Internet ads got more mentions than TV ads, albeit not by a vast margin. E-mail messaging had a significant constituency, despite the popular notion that young people regard email as hopelessly old-fashioned. Not registering in double digits (and, hence, not included in the chart here) were ads in campus or national newspapers, printed catalogs, and information on a company’s Facebook page.”