Students and the student market

Article by Luke Mitchell
This article formed the introduction to The Reach Students Handbook (2003)

Every year the student demographic changes slightly. Every year something happens in the student market that affects the way communications take place. The changes are incremental, but significant enough that if you studied at them over a five year period you would clearly see the differences.

Five years ago, when tuition fees were just starting to impact, the student populous was a much broader mix. Today, the defining characteristic of the student mass is that, almost exclusively, it is middle-class. Only 17 per cent of students, according to the latest Student Living Report, are from C2DE backgrounds. And those working class students are statistically more likely to drop out. It is hard to survive three years of the modern student lifestyle without expendable credit.

Five years ago the internet and email were around, but not the essential part of student life they are today. Now only 1 per cent of UK college and university students don't use the internet. A third use it every day, while over half use it three to five times a week. Email is the most popular use of the web, but also popular are online games: students make up 28 per cent of the gaming community.

And five years ago no-one would have guessed that the following quote, taken from a recent article in The Guardian, was an assessment of today's typical student: "Uniquely flashy, conditioned to expect a lifestyle of cocktails, designer clothes anden-suite travel."

Above, just three examples of notable changes. The pages that follow document other ways students are changing. They will interest, and in some cases surprise, anyone who has not considered the student situation for some time.

The most striking message of all is that students are not the sloppy-living, penny-scrimping, banner-waving revolutionaries they once were. One contributor within describes them as the new generation of Gordon Geckos (the materialistic Michael Douglas character of Eighties film Wall Street).

How, in a short space of time, has the student stereotype gone from 'low budget layabout' to 'high-flying, big-spending trend-setter'?

The abolition of grants in the late Nineties created a huge demand for borrowing. And while there is demand, there are always those who will meet it - the financial sector has tripped over itself to lend money to students. Today a student can borrow a lot of money, and from a variety of sources: banks, credit card providers, store cards, student loans and, of course, mum and dad. They have a 'live today, pay tomorrow' attitude and make the most oftheir opportunity to borrow. When there were grants, and students from a broader range of backgrounds, there was a sense of solidarity and community among those at university. Now, every student has to find entrepreneurial ways to get themselves through. Whether it involves selling body parts, lapdancing, becoming a human billboard (all reported in the media in the last year) or just finding a new pitch to give parents when they need another cheque, students are cutting their way through the jungle alone. There is an 'everyone for themselves' mentality.

But those who like to romanticise students will be assured to hear some characteristics endure. Students haven't changed in all respects. They are still rebellious, innovative, idealistic, reactive, smart, subversive, experimental and adventurous. They are a vibrant, creative and challenging audience.

It should be pointed out that, although there are over five million students in the UK, the primary focus of this book are the 1.8 million in higher education. This is where the current demand for insight and information is centred. However, it is likely that the next few years will see an increase in commercial interest in the further education sector, particularly among organisations that regard their contact with students as an investment for the future rather than a revenue source today.

Looking at the more immediate future for the student market, this year promises to be typically full of change. In marketing particularly there are some interesting developments afoot.
Student brand manager schemes, a subject that divides opinion in the student marketing community, face a challenge. Students' unions, always eager to channel commercial interest through their union set-up, have become frustrated with unsanctioned marketing on what they regard as their territory. A proposal has been put forward by one agency to create a union-run student brand manager network across the UK. If that is accepted by the unions, those firms independently offering bespoke schemes may find the atmosphere on campuses significantly more hostile this year. The popularity of these schemes is such that it is hard to find a student-orientated brand that doesn't have onenowadays. It will be fascinating to observe.

Definitely rolling out this year, in a less isolated way than previous forms, is plasma-screen television. Over 40 unions will be running oneparticular firm's system in their bars, receiving content delivered by broadband and using a screen that can be divided and manipulated to offer various advertising formats. It has taken the people behind this project over four years to sell their idea to the student market. Media buyers, always keen to find new ways to target the student audience, will be keeping an eye on how this develops.

And there are other bubbling (and some simmering) activities to be monitored. SMS marketing is growing, with many agencies keen to promote their offering. One new start-up is dedicated entirely to this medium. Those working in field marketing and graduate recruitment are promising campaigns that will break boundaries. And this will surely be a critical year for the heavily invested-in websites aimed at the 'homogenous' student.

There's lots happening. This handbook promises to come back next year with a review of it all, plus some more stats, some fresh thinking and further ways to reach students.

Copyright Reach Students

Student statistics and profile

Article by Luke Mitchell

Students have been chased and feted since the mid-Nineties when they emerged as having real commercial value. In the UK in 2005 students contribute over £13 billion to the economy, according to NUSSL (NUS Services Ltd).

Although there are nearly five million students in all (including part-timers), it's the 1.8 million in higher education that are of significant fiscal interest. These are students mainly aged 18-24 (90%), mainly living away from home (87%) and mainly from ABC1 backgrounds (70%).

While the scrapping of grants and introduction of tuition fees in 1997 may have cut student income and forced many to get part-time jobs (47%), the chance to borrow relatively large sums of cash changed the old scenario. Once a student scrimped and improvised to make a grant cheque last until the summer; nowadays there is no budget - they can borrow almost as much as they decide they need.

A typical student today will claim their full entitlement of the Government-endorsed Student Loan before considering overdrafts, credit cards, personal loans and university hardship funds. And many will also receive regular cash installments from their parents. On average they exceed their total income by £4,000 a year and finish university with over £10,000 of debt.

A recent Guardian Weekend feature examined how student attitudes have changed. It portrayed students as materialistic, status-conscious and highly careerist. And it reported a widespread change of attitude towards debt.

Debt is now seen as inevitable and, since state funding disappeared, its stigma has dissolved. The catalysts that create larger debt are high expectations of post-graduation earnings (on average they expect a starting salary of £25,000) and the ongoing parental mantra: 'student years - best of your life'.

Today's student lives now and pays later.

But those who like to romanticise will be inspired by some enduring student characteristics, those related with social rather than financial circumstance. Students haven't changed in all respects. They are still rebellious, innovative, idealistic, reactive, smart, subversive, experimental and adventurous. They are a vibrant, creative and challenging audience.

Modern marketing theory values early exposure to ideas and options. Students, who are making all sorts of choices for the first time in their lives, represent an attentive, unadulterated target for information. Many of the decisions they make will stick with them through their lives. It's not just pound signs that attract businesses to the student market - and it's not just businesses that are interested in students. Whether it is environmentalists selling the idea of green electricity, government agencies promoting healthy eating or newspapers seeking new readers, students are a good audience. They are open-minded.

Contrary to widespread opinion, students are not a hard audience to find. They ostensibly live on campus - even those that don't sleep there will spend most of their time in and around the university grounds, drinking, eating, studying, taking part in activities, working, washing clothes, on the internet etc (all students have free access to the web; 20% have bought online in the last six months). At the metropolitan universities of Leeds and Manchester there may be less attachment to campus, but at others like Warwick and Keele there is no need to leave it. And few do.

When students leave campus it is usually to seek entertainment (29% of student spending) or to travel (71% travel at least once a year). They watch more films than most other groups (92% go to the cinema at least once a month) see more bands (79% go to a gig at least once a month) and spend more time in clubs (46% go clubbing at least once a week). Hardship counsellors at universities regularly receive loan requests from students who admit spending over £100 a week on entertainment.

Copyright Reach Students