Tomorrow’s Big Spenders: The Global Student Market

EXECUTIVE SUMMARY

Student demographics

Chart 1 Leading Global Higher Education Markets 2012

Costs and spending power

Characteristics of Generation Y

Eating habits

Social life

Attitudes towards technology

Attitudes towards travel

Outlook

INTRODUCTION

First-time consumers

Student definition

Euromonitor International surveys

Annual Study 2011
Global Youth Survey

Overview of Generation Y

Echo boomers
Summary 1 Generational Cohorts
Great expectations
Extended adolescence
Diversity
Tech Savvy
Summary 2 Gen Y Characteristics

STUDENT DEMOGRAPHICS

Number of students

Unprecedented growth
Demand driven by emerging markets
Chart 2 Major Markets: Higher Education Students as % Total Population 2012
Table 1 Major Markets: Number of Higher Education Students 2007-2012

Reasons for going into higher education

The problem of youth unemployment
Chart 3 Major Markets: Youth Unemployment Rate by Country 2006-2011
Education considered key to success

International students

The boom in overseas study
Debt crisis forces move from Southern to Northern Europe
Many stay where they are
US is largest host nation
Chart 4 Major Markets: Number of Foreign Students in Leading Host Countries 2007/2012
Economic benefits
Establishing overseas campuses
Summary 3 The Most Overseas-friendly Countries for Universities, 2011

Adult learning

A rise in mature students
Adult scholarships and self-learning in developing markets

FINANCE AND SPENDING POWER

Public and private spending on higher education

Table 2 Major Markets: Spending on Education Per Student in Higher Education 2007/2012

The costs to students

Chart 5 Major Markets: Education Costs as % Monthly Budget Among College Students, by Country

Financing education

Chart 6 Methods Used by College Students to Finance Education, by Region

Government aid

Table 3 Major Markets: Distribution of Financial Aid to Students in Selected Countries

Education loans

Table 4 Major Markets: Education Lending – Outstanding Balance by Country 2007/2012

STUDENT BEHAVIOUR

Eating habits

Later diners
Opportunities to increase dayparts
Greater propensity to snack
Chart 7 When Students Eat – Global
Meal preparation versus ready meals and takeaways
No time for cooking
Chart 8 Home Eating Habits – Global
Chart 9 Reasons for Buying Ready Meals – Global
Students as trend-setters
Vegetarianism on the rise
Allergies and food intolerance more common
The importance of staying thin
Chart 10 Dietary Restrictions – Global
Weight loss products
Table 5 Global Sales of Weight Management Products 2007/2012
Ethical shopping
Chart 11 Willingness to Pay More for Specific Attributes – Global
The growth of fair traded products
Table 6 Fairtrade Sales in Leading Countries 2010/2011

Social life

Formative years
Online socialising
Chart 12 Factors Important for Happiness and Fulfilment – Global
Social drinking
Chart 13 Major Markets: Frequency of Alcohol Consumption
Only a fifth of students drink alcohol regularly
Energy drinks target the student market
Chart 14 Alcohol Consumption – Global

Technology

Increasingly reliance on internet for research
Chart 15 Time Spent Researching On-line for Educational Purposes by Gender
Social networking is most popular on-line student activity
Most students regularly stream or download music
Chart 16 On-line Activities – Global
Smartphones are a must
Chart 17 Mobile Phone Activities – Global
Rapid growth in sales of smart devices
The emergence of tablets
Chart 18 Global Sales of Smart Devices 2006/2011/2016
Apps for students
Location-based services on the rise
Summary 4 Useful Student Apps 2012

Student travel

Students travel on lower budgets but go further afield
Travel apps improve the travel experience
Gap year travel
Students are keen clubbers

Students’ attitudes and aspirations

Attitudes to life
Chart 19 Student Attitudes to Life – Global
What makes for a happy life?
Table 7 Factors That Make For a Happy Life, by Country

COUNTRY SNAPSHOTS

Brazil

Overview of student market
Income and expenses
Chart 20 Brazil: Number of Higher Education Students 2007-2012
Living
Eating
Chart 21 Eating Habits – Students vs Other Respondents in Brazil
On-line activity
Chart 22 On-line Activities – Students vs Other Respondents in Brazil

China

Overview of student market
Income and expenses
Living
Chart 23 China: Number of Higher Education Students 2007-2012
Eating and drinking habits
Chart 24 Eating Habits – Students vs Other Respondents in China
On-line activity
Chart 25 On-line Activities – Students vs Other Respondents in China

France

Overview of student market
Income and expenses
Chart 26 France: Number of Higher Education Students 2007-2012
Living
Eating and drinking habits
Chart 27 Eating Habits – Students vs Other Respondents in France
On-line activity
Chart 28 On-line Activities – Students vs Other Respondents in France

Germany

Overview of student market
Income and expenses
Chart 29 Germany: Number of Higher Education Students 2007-2012
Living
Eating and drinking
Chart 30 Eating Habits – Students vs Other Respondents in Germany
On-line activity
Chart 31 On-line Activities – Students vs Other Respondents in Germany

India

Overview of student market
Chart 32 India: Number of Higher Education Students 2007-2012
Income and expenses
Living
Eating and drinking
Chart 33 Eating Habits – Students vs Other Respondents in India
On-line activity
Chart 34 On-line Activities – Students vs Other Respondents in India

Japan

Overview of student market
Income and expenses
Chart 35 Japan: Number of Higher Education Students 2007-2012
Living
Eating and drinking habits
Chart 36 Eating Habits – Students vs Other Respondents in Japan
On-line activity
Chart 37 On-line Activities – Students vs Other Respondents in Japan

UK

Overview of student market
Chart 38 UK: Number of Higher Education Students 2007-2012
Income and expenses
Living
Eating and drinking habits
Chart 39 Eating Habits – Students vs Other Respondents in the UK
On-line activity
Chart 40 On-line Activities – Students vs Other Respondents in the UK

US

Overview of student market
Chart 41 US: Number of Higher Education Students 2007-2012
Income and expenses
Living
Eating and drinking habits
Chart 42 Eating Habits – Students vs Other Respondents in US
On-line activity
Chart 43 On-line Activities – Students vs Other Respondents in US

OUTLOOK AND IMPLICATIONS

Student market will continue to grow

Table 8 Major Markets: Forecast Number of Higher Education Students 2012-2017

A tough future ahead

Economic prospects still uncertain
How students see the future
Future workplace
Chart 44 Important Job Qualities to College Students – Global
Chart 45 Future Threats to Happiness Among College Students – Global

Commercial Opportunities

Electronic devices will replace stationery and books
Chart 46 Forecast Global Sales of Portable Devices 2011/2016
Telecoms operators will battle for students’ custom
Setting up home
Convenience is key
Targeting students with financial services
Student travel will continue to grow
Summary 5 Opportunities For Marketers

How to reach students

A direct approach is best
Marketing to students on the go
Games and competitions
Chart 47 Influential Marketing Sources – Global
Viral marketing
The rise of Instagram
Targeting students on their home ground

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