The global student base is expanding, as young people choose higher education in the face of an increasingly competitive job market. Whilst rising tuition and living costs mean many students are living on a tight budget, their combined purchasing power is impressive and brands are keen to capture the loyalty of these future big spenders as they become consumers in their own right. This report examines global student behaviour and spending habits, and the opportunities they present for marketers.
The global student base is forever expanding as young people choose higher education in the face of an increasingly competitive job market. Whilst rising tuition and living costs mean students are living on a tight budget, their combined purchasing power is impressive and brands are keen to capture the loyalty of these future big spenders as they become consumers in their own right.
Leaving home to begin university is a life-changing experience for young people. For many, it beings a sense of freedom, being the first time they live alone and have complete control over how they spend their money. In the absence of parental supervision of leisure activities and discretionary spending, students are free to experiment with their own budgets on a much greater scale than when they were at home. Furthermore, students usually have very active social lives – especially in the West – and will happily spend the lion’s share of their budget on going out and having fun.
Though students may be price sensitive and living on restricted budgets, they are a market worth tapping. These consumers will be among tomorrow’s largest spenders, and many companies are prepared to focus on building brand awareness among students in the hope of gaining life-long loyalty.
This in-depth report examines global student behaviours, spending habits and the opportunities these present for marketers. It puts Euromonitor Survey data and relevant industry analysis into the wider context of the student market and considers strategic implications.
PDF/Word
Downloadable from MyPages
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE! Home Page