A Barnes & Noble 2012 College Marketing Report on students’ media habits and purchasing influences had some surprising results: TV ads continue to be an effective way to reach students and nearly two-thirds never scan QR codes on ads. The report, which is based on a survey of more than 7,500 college students across the country who participate in the B&N College Next Gen Research Panel, was conducted by B&N College Marketing (BNCM).
Among other highlights in the proprietary report are:
- 65% of college students engage with brands via social media at least weekly, primarily on Facebook. As many as a third do so at least three times a day. At the same time, 55% of students do not think that Facebook is a good place for brands to advertise to them.
- Students prefer e-mails over texts from marketers. Over half (58%) view e-mails on their laptops.
- 68% would be interested in becoming an on-campus student brand ambassador.
- 70% are more likely to buy from a brand that supports a charitable cause, and 63% are willing to spend more to do so.
- 59% say that friends are the biggest influence on their buying decisions.
“Understanding student attitudes and preferences is paramount to reaching them in the right way and delivering a shopping experience that enhances their overall college experience,” said Lisa Malat, v-p of marketing and operations at B&N College, which operates more than 650 stores.