College Millennial Consumers & Back-to-School

MAJORING INFRUGALITY FOR BACK TO SCHOOL Children of the "Great Recession" Show Financial $avvy WORKING THE BOTTOM LINE MORE WORRY LESS MONEY Met or exceeded earnings goals for the summer 79% 45% Of College Millennials report being even more cost-conscious than a year ago 34% 53% FINANCIAL GOAL Say they have more expenses and less money to work with Fell short of their earnings goal despite their hard work 54% TOP 5 MUST-HAVES 52% 49% 38% 15% TEXTBOOKS TRANSPORTATION 311 CLOTHING MOBILE Which funding sources ranked highest to cover pool of back-to-school expenses 5 E DORM/APARTMENT FURNISHINGS TOP 5 SPLURGES CLOTHES COMPUTERS MOBILE DECORATING FURNISHINGS 1 4 Amongst write-in answers, students listed purchases like shorts, lip balm, and designer agendas. Not exactly bank breakers. TOP 3 INFLUENCERS BOTTOM 3 INFLUENCERS Most important influences in a purchasing decision Least important influences in a purchasing decision 111 FRIENDS RECOMMENDATIONS: 1 ON 1 PINTEREST OR OTHER VISUAL-SHARING SOCIAL CHANNELS ONLINE/MOBILE COUPONS ONLINE PRODUCT DEMONSTRATIONS 3 TEST DRIVING PRODUCTS THEMSELVES IN MAGAZINE ARTICLES AND EDITORIALS STORES SIMPLY PUT: Brands Need to Ground Marketing Strategies on Value and What Matters Most Source: Fluent 2013 research. fluent College Millennials survey (n=1010) Respondents were surveyed between the dates of July 29-August 6, 2013 TRANSLATING BRANDS FOR THE COLLEGE WORLD Infographic Design by Scott Jacobs OFF-CAMPUS WORK SUMMER JOB FAMILY WORK-STUDY CREDIT CARDS