Ypulse Research

For the most part, students’ bags are their only resource for the day when they leave home, and they pack them to make sure they’ll have all the items they need, from school supplies and technology to entertainment and personal care items. While most students carry the same school bag every day — most commonly a traditional backpack — girls like to mix it up a bit, matching their bags to their outfits.

Pencils, pens, and notepads are the most common items found in students’ bags. They also say they’re the most important. Yes, it turns out that the pen is also mightier than the laptop, particularly among high schoolers. Outside technology isn’t often welcomed in the classroom, and as a result, few students carry laptops to school. The Apple logo is emblazoned on most students’ tech devices, from computers to MP3 players to headphones. But not cell phones. While students may want to own an iPhone, for many, the price tag puts it beyond their means; the brand of cell phone students carry most is Samsung.

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We took a deep-dive look at students’ use of technology in January 2011, and found distinct patterns for high schoolers and collegians. Portability is a priority for high schoolers, especially when it comes to video games, but they are more likely to have desktop computers that are hand-me-downs from when the family upgraded to a newer, faster machine. College students get a technology upgrade when they go off to school. Laptops and smartphones are the norm for them. Students of all ages are excited about the iPad and other tablet computers — few have one, but that could change following graduation and holiday gift seasons.

Students use tech to access whatever entertainment they want whenever they want it. For one in 10, that means going so as far as breaking the rules to access the sites and files that are blocked on their schools’ networks. They stream and download videos, including everything from movies to TV shows to political commentary. Streaming and downloading music is even more common than video, and many do so legally. In fact, those who don’t download cite cost and affordability as the primary reason they don’t do so, whereas far fewer don’t download because they’re worried about getting in trouble for downloading illegally.

Students believe they know more than their parents and their school administrators. They are quite confident in their tech knowledge, and that makes them savvy consumers that marketers, advertisers, and retailers need to treat as experts.
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The back to school edition of the Ypulse Report provides an in-depth look at BTS shopping and mobile communications. From what brand of cellphone they use to where they bought it (along with other, school-related purchases), Ypulse taps into the minds of 1,000 college students and 500 high school students to help marketers understand the the habits and preferences that shape this large and influential generation of consumers. (more…)