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College Students' Marketing Preferences - It's Not All Digital

Consumer Attitudes

August 28, 2012 -- According to a survey from Barnes & Noble College Marketing (BNCM), despite the prevalence of social media and the Internet, college students say traditional means -- recommendations from friends and TV ads -- are the most effective forms of advertising.
The 2012 College Marketing Report was based on a survey of Barnes & Noble College Next Gen Research Panel, a network of more than 7,500 U.S. college students from campuses across the nation.
Some key findings about students' media habits, social and digital behaviors, and marketing preferences:

Methodology:  The data collected for the 2012 College Marketing Report was gathered in two online surveys using BNCM’s Next Gen Research Panel. The total number of survey respondents for Survey A was 6,188, while Survey B had 1,401 respondents. For both surveys, respondents were mostly born from 1990 to 1993; the mode being 1992. For Survey A: 58% Female/42% Male; Survey B: 32% Female/68% Male. The Next Gen Research Panel is an opt-in group of college students from campuses across the nation.

Source: Barnes & Noble College Marketing news release, Barnes & Noble Releases 2012 College Marketing Report, accessed September 13, 2012.