Préférences Des Étudiants Américains Pour Les Manuels Scolaires Papier

C O N V E R T I N G
D ATA
T O
I N S I G H T
FALL 2014
2014 STUDENT MONITOR LLC, All Rights Reserved, Unauthorized Use Prohibited
METHODOLOGY
Conducted each Spring and Fall semester

On campus, one-on-one intercepts conducted
during the two week period October 13th-27th
1,200 full-time, Four Year undergrads
(representative sample of 100 campuses
nationally stratified by type, size and geographic
distribution
Margin of error +/- 2.4%
2
DEMOGRAPHICS
Monthly discretionary spending $201, annual personal earnings $7,764
50% get money from home averaging $280 monthly
10% employed full-time, 41% employed part-time, 6% have a full or part-time internship
Average age 20.7, average GPA 3.3, 36% have changed their major at least once
40% live on campus, 40% live off campus, 20% live at home
75% attend a school in the same state as their permanent home (average student lives
204 miles from their permanent home)
Family HH income averages $107,642
22% are first in their family to attend college, 3% are returning to college for a second
time, 1% were in the military (not ROTC), 1% are or were enrolled in ROTC, 2% are
married, 5% have one or more children
TOP ACADEMIC MAJORS
Business,
Biology and
Engineering are
the most
common majors
Gender
differences are
seen among
Engineering,
Education and
Health
Professions
34% have
changed their
major 1 or more
times
4
Total
%
Male
%
Female
%
Business
12
13
10
Biology
Engineering
11
Psychology
Education
Health Professions
Communications
Computer Science
Accounting
Marketing
TOP OF MIND BRANDS ALL CATEGORIES

Q. 9, 10
When asked what

one brand comes
to mind first, one in
four mention Apple
(at a level about
twice that of Nike
and Coca-Cola)
1st
Mention
%
2nd
Mention
%
Total
Mention
%
Apple
25
15
40
Nike
13
11
24
Coca-Cola
12
10
22
Google
10
19
Amazon
13
Facebook
13
McDonalds
10
AT&T
Wal-Mart
AMEX
GE
TOP OF MIND BRANDS TECHNOLOGY

Q. 11, 12
When asked what

one Technology
brand comes to
mind first, more
than half mention
Apple (at a level
more than three
times that of
Microsoft)
1st
Mention
%
2nd
Mention
%
Total
Mention
%
Apple
52
18
70
Microsoft
15
27
43
Samsung
16
24
Dell
10
14
HP
12
SONY
11
IBM
Amazon
Lenovo
Google
TOP OF MIND BRANDS BANKS/FINANCIAL SERVICES

Q. 13, 14
When asked what

Bank/Financial
Services brand
comes to mind
first, one in five
mention Bank of
America followed
closely by Chase
1st
Mention
%
2nd
Mention
%
Total
Mention
%
Bank of America
20
15
35
Chase
19
14
33
Wells Fargo
11
20
Capital One
16
VISA
15
MasterCard
13
AMEX
14
Discover
11
Citibank
Credit Union
U.S. Bank
TOP OF MIND BRANDS ONLINE SHOPPING

Q. 15, 16
When asked what

one Online
shopping brand
comes to mind
first, nearly half
mention Amazon
(at a level nearly
four times that of
eBay)
1st
Mention
%
2nd
Mention
%
Total
Mention
%
Amazon
47
17
64
eBay
13
32
45
Forever 21
11
18
Craigs List
13
21
J Crew
Mod Cloth
Zappos
LL Bean
Zazzle
TOP OF MIND BRANDS CARS & TRUCKS

Q. 17, 18
When asked what

one Car & Truck
brand comes to
mind first, nearly
one in four mention
Ford (at a level
nearly twice that of
Chevrolet)
1st
Mention
%
2nd
Mention
%
Total
Mention
%
Ford
24
13
37
Chevrolet
13
11
24
BMW
10
11
21
Honda
17
Toyota
16
Audi
12
Dodge
12
Chrysler
Cadillac
GM
Mercedes
11
Jeep
TOP OF MIND BRANDS STUDENT LOAN PROVIDER

Q. 19, 20
When asked what

one Student Loan
provider brand
comes to mind
first, more than one
in five mention Fed
Govt (at a level
nearly twice that of
SallieMae)
10
1st
Mention
%
2nd
Mention
%
Total
Mention
%
Fed Govt
22
14
36
SallieMae
13
21
Bank of America
11
18
Chase
17
My School
14
Wells Fargo
11
Capital One
Credit Union
Citibank
State Govt
PNC
TOP OF MIND BRANDS TEXTBOOK RENTAL

Q. 21, 22
When asked what

one Textbook
Rental brand
comes to mind
first, nearly three in
ten mention
Amazon (at a level
45% greater than
Chegg or the on
campus
bookstore)
11
1st
Mention
%
2nd
Mention
%
Total
Mention
%
Amazon.com
29
23
52
Chegg.com
20
12
32
On campus bookstore
19
15
44
Barnes & Noble.com
10
17
BookRenter.com
CampusBookRentals.com
CollegeBookRenter.com
eCampus.com
Off campus bookstore
TOP OF MIND BRANDS DEVICES TO READ EBOOKS

Q. 23, 24
When asked what

one device to
read eBooks
comes to mind
first, nearly four in
ten mention
Amazon Kindle
and at a level 31%
greater than Apple
iPad
12
1st
Mention
%
2nd
Mention
%
Total
Mention
%
Amazon Kindle
38
24
56
Apple iPad
29
28
57
B&N Nook
13
21
Samsung Galaxy
16
Google Chromebook
Google Nexus
Microsoft Surface
AIDED AWARENESS OF TABLETS

Q. 25
Apple iPad has
the highest level
of awareness
(91%) followed
by Amazon
Kindle at 85%
Nearly half
(49%) are
unaware of
Microsoft
Surface on an
aided basis
Apple iPad
91%
Amazon Kindle
85%
Samsung Galaxy
78%
Barnes & Noble Nook
69%
Google Chromebook
56%
Microsoft Surface
51%
Google Nexus
None of these
13
47%
1%
AGREEMENT WITH STATEMENTS ABOUT TELEVISION

Q. 26
More students
watch television on
a computer or
tablet than on a TV
brought from home
or share with
others they live
with or watch at
home
Watch on my computer or tablet

Brought TV from home or
purchased for my room
Share a TV with others I live with
29%
22%
Watch at home, don't live on

campus
Roomate brought TV from home or
purchased for my room
Watch off campus, don't live on
campus
TV shared with roomates is
connected to cable/satellite
Subscribe to cable/satellite
TV roomate brought/purchased is
connected to cable/satellite
None of these
14
37%
20%
20%
16%
14%
11%
10%
5%
WEEKLY HOURS WATCH TV BY METHOD

Q. 27, 28
Students watch
TV an average of
16.7 hours weekly
(down 3% from
last years 17.3
hours)
Free
streaming
16%
DVD
7%
TV set
34%
34% of the time

viewing (down
from 36% last
year) is spent with
a TV set
54% (up from 48%
last year) of
weekly viewing is
online while 46%
is offline
15
Paid
streaming
22%
Free file
sharing
5%
On demand
7%
DVR
9%
DEVICES USED TO WATCH TELEVISION ONLINE

Q. 29
92% of online
viewers use a
laptop compared to
27% who use a
Smartphone and
one in five (20%) a
tablet
Laptop
Smartphone
27%
Tablet
Apple TV
20%
11%
Amazon Video
3%
xBox
2%
Other
16
92%
8%
SITES USED TO WATCH TELEVISION ONLINE

Q. 30, 31
83% of online
viewers use
Netflix while one
in four (25%)
use a networks
website
30% use Hulu or
Hulu Plus
77% interested
in watching
television
exclusively
online
17
Netflix
83%
Network's website
Hulu
25%
18%
Hulu Plus
12%
Other
12%
VIEWING DEVICE OWNERSHIP

Q. 32
About one in ten

(11%) own Apple
TV, nearly twice
that of last years
6% finding
Apple TV
Roku
Google TV
Boxee
11%
6%
4%
1%
None of these
18
81%
TELEVISION PROGRAMS WATCHED MOST OFTEN

Q. 33
By a wide margin
Walking Dead is
the television
program watched
most often
Walking Dead
20%
American Horror Story
10%
New Girl
10%
Family Guy
9%
Breaking Bad
9%
Game of Thrones
9%
Scandal
8%
ESPN Sports Center
8%
How I Met Your Mother

Orange Is The New Black
19
7%
6%
FIVE FAVORITE TELEVISION NETWORKS

Q. 34
Netflix is now
among students
Five Favorite
television
networks
Other than
Comedy
Central, Netflix
is mentioned by
more students
than any other
network
Comedy Central
Netflix
37%
ABC
34%
ESPN
30%
FOX
28%
FX
25%
ABC Family
24%
HBO
CBS
CW
A&E
20
40%
23%
18%
17%
16%
VIEWERSHIP OF NEW TELEVISION NETWORKS

Q. 35
Student s report
modest levels of
awareness and
viewership of
the newer
networks
On average,
75% of students
are unaware of
any of the three
newer networks
21
Watched
Vice
8%
Heard of
Not heard of
21%
70%
Revolt
5% 17%
78%
Pivot
5% 17%
78%
FAMILIARITY WITH BINGE VIEWING

Q. 36, 37
84% (up from
72% last year)
are familiar with
the term binge
viewing and
60% (up from
40% last year)
have ever binge
viewed
Binge viewers
binge and
average of 3.6
times in the past
three months
22
Fall '13
Fall '14
40%
Have binge
viewed
Have not binge

viewed
Not familiar with

binge viewing
60%
32%
24%
28%
16%
LIKELIHOOD OF WATCHING ALL MISSED EPISODES

Q. 38
73% are at least

Somewhat likely
to watch all of the
previous episodes
of their favorite
television shows
they have missed
Very
unlikely
Somewhat 5%
unlikely
6%
Don't know
6%
Very likely
41%
Neither
10%
Somewhat
likely
32%
23
WAYS LISTENED TO RADIO IN THE PAST WEEK

Q. 48
Among the 90%
who listened to
radio in the past
week 69%
listened with a
car or truck
radio
More than four
in ten report
using a
Smartphone or
laptop
44%
Smartphone
42%
Laptop
40%
Streamed Pandora audio

Traditional radio (not car/truck)
11%
Tablet
9%
Desktop
9%
Streamed iTunes audio
8%
Streamed radio station audio
7%
Have not listened
24
62%
Car/truck radio
10%
NATIONAL NEWSPAPER READERSHIP

Q. 49, 50
The New York

Times, print and
digital editions, is
the best read
national
newspaper
(readership of the
digital edition of
national
newspapers is
greater than that of
the print edition)
Read print
NY Times
USA Today
WSJ
Read any
25
16%
12%
9%
Read digital
11%
8% 10%
23%
28%
DEVICE USED MOST OFTEN TO READ DIGITAL EDITION

Q. 53, 54, 55
Readers of the
digital editions of
all three national
newspaper use a
laptop most often
(followed by a
Smartphone) to
read the digital
edition
26
WSJ
Laptop
Smartphone
USA Today
45%
30%
Full size tablet
9% 8% 9%
Desktop
11%6%9%
NYT
45%
37%
25%
51%
CAMPUS NEWSPAPER READERSHIP

Q. 57, 59, 60, 61
42% (compared to 37% last year)

read at least 1 of the last 5 issues of
the print edition
Readers spend an average 14
minutes reading a typical issue
36% report their campus newspaper
is available in a digital format and
41% of this group report reading the
digital edition in the past month
Among those with a preference, 63%
prefer the print edition rather than the
digital edition
27
WHY STUDENTS DONT READ THEIR CAMPUS NEWSPAPER

Q. 58
Non readers of the

campus
newspapers get
the information
they need via
word of mouth or
social media
suggesting these
sources of
information are
more convenient or
perhaps more
reliable than the
campus
newspaper
28
I get the information I want

from conversations with
others
41%

from social media
40%
I have no interest in
knowing what's going on
from campus department
websites
29%
23%
ONLINE NEWS SOURCES USED IN THE PAST MONTH

Q. 63
72% used 1 or
more online
news source in
the past month
CNN, Buzzfeed
and Huffington
Post are the
most commonly
reported used
29
CNN
Buzzfeed
Huffington Post
Fox
ABC
Google News
Reddit
NBC
CBS
MSNBC
The Onion
Bloomberg
Al Jazeera America
Drudge Report
Politico
Grio
Slate
mic
None of these
36%
28%
27%
24%
21%
20%
16%
16%
16%
13%
12%
6%
4%
3%
3%
1%
1%
1%
18%
MAGAZINE READERSHIP
Q. 64, 65, 66
People, Cosmo
and Sports
Illustrated are
the best read
print magazines
ESPN, Cosmo,
TIME and Natl
Geo are the
best read digital
magazines
Magazine
readers spend
an average of
34 minutes
weekly reading
magazines
30
Print
Digital
People
23%
5%
Cosmopolitan
20%
8%
Sports Illustrated
20%
7%
TIME
19%
8%
ESPN The Magazine
18%
12%
Nat'l Geographic
18%
EW
18%
Rolling Stone
17%
Fitness
13%
Seventeen
13%
8%
6%
4%
5%
2%
AGREEMENT WITH STATEMENTS ABOUT TECHNOLOGY

Q. 67
Similar to last
years finding,
students report
various levels of
enthusiasm for,
and the
adoption of new
technologies
38%
25%
18%
15%
Adoption skews
more to early
adoption than
late (43%
compared to
20%)
31
5%
I am skeptical of I'm usually one of I usually use the

I like the new
I love the new
new technologies the last people I new technologies technologies and technologies and
and use them only know to use the when most people I use them before am among the first
when I have to
new technologies
know use them most people I know to experiment and
use them
WEEKLY ACTIVITIES USING DESKTOP, LAPTOP OR TABLET

Q. 68
Two in three
(66%) watch
video other than
TV using a
desktop, laptop
or tablet
More than four
in ten (42%)
watch TV
programs
(recorded or on
demand)
Fewer students
video chat using
a desktop,
laptop or tablet
32
66%
Watch video other than TV

Watch TV programs (recorded
or on demand)
42%
Manage personal finances
41%
Organize calendar
40%
36%
Play video games
25%
Video chat using Skype
20%
Video chat using Facetime

None of these
7%
PREFERRED PURCHASE (IF COST WERE NO OBJECT)

Q. 69
When given the
choice and if
money were no
object, more would
prefer a laptop
than a gaming
system, tablet or
Smartphone
29%
Laptop
24%
Gaming system
17%
Tablet
16%
Smartphone
None of these
33
14%
PREFERRED GAMING SYSTEM WOULD BUY

Q. 70
If money were no
object and among
those who would
buy a gaming
system, most
would buy a
Playstation 4
Playstation 4
44%
Xbox One
30%
Xbox 360
10%
Nintendo Wii U
Nintendo Wii
Playstation 3
Other
Don't know
34
7%
2%
1%
3%
4%
PREFERRED LAPTOP WOULD BUY

Q. 71
If money were no
object and among
those who would
buy a laptop, most
would buy a Apple
MacBook (55%)
35
Apple MacBook
55%
HP
10%
Dell
7%
Asus
5%
Lenovo
4%
Other
2%
Sony
2%
Samsung
2%
Acer
2%
Panasonic
1%
LG
1%
Gateway
1%
PREFERRED SMARTPHONE WOULD BUY

Q. 72
If money were no
object and among
those who would
buy a Smartphone,
most would buy an
Apple iPhone
36
Apple iPhone
66%
Samsung Galaxy
25%
HTC
2%
Nokia
1%
LG
1%
Google
1%
Other
1%
Don't know
2%
PREFERRED TABLET WOULD BUY

Q. 73
If money were no
object and among
those who would
buy a tablet, most
would buy an
Apple iPad
Apple iPad
46%
Samsung Galaxy
18%
Microsoft Surface
Google Nexus
7%
Amazon Kindle Fire
6%
Other
Don't know
37
9%
2%
11%
DEVICES PURCHASED/RECEIVED AS GIFT SINCE JUNE

Q. 74, 75
38% purchased
or received as a
gift a
Smartphone
since June
Gift
Purchased
12%
Smartphone
26%
13%
19%
Laptop computer
32% purchased
or received as a
gift a laptop
since June
More purchased
or received as a
gift a tablet
(17%) than a
desktop (5%)
Full size tablet
5%
5%
Small tablet
4%
3%
Desktop computer
2%
3%
Basic eBook reader
1%
1%
None of these
38
71%
58%
DESKTOP PURCHASED/RECEIVED AS GIFT SINCE JUNE

Q. 78, 79
41% of those
who purchased
a desktop or
received one as
a gift, purchased
or received a
Mac
15% purchased
or received a
Dell and 11%
purchased or
received an HP
Gift
50%
Mac
34%
14%
HP
8%
11%
Dell
18%
11%
Acer
8%
7%
Gateway
Toshiba
39
Purchased
5%
0%
5%
LAPTOP PURCHASED/RECEIVED AS GIFT SINCE JUNE

Q. 80, 81
42% of those
who purchased
a laptop or
received one as
a gift, purchased
or received a
Mac
13% purchased
or received an
HP and 9%
purchased or
received a Dell
Gift
37%
Mac
45%
17%
HP
9%
11%
Dell
Acer
Lenovo
Asus
40
Purchased
8%
7%
5%
5%
7%
5%
5%
FULL SIZE TABLET PURCHASED/RECEIVED AS GIFT SINCE JUNE

Q. 87, 88
As many
received a full
size tablet as a
gift as
purchased a full
size tablet
More students
received an
iPad as a gift
(61%) or
purchased an
iPad (47%) than
any other brand
Purchased
Apple iPad
Microsoft Surface
Samsung
LG
41
Gift
47%
13% 15%
22% 6%
7%
4%
61%
SMALL TABLET PURCHASED/RECEIVED AS GIFT SINCE JUNE

Q. 89, 90
As many
received a small
tablet as a gift
as purchased
one
More students
received as a
gift (32%) or
purchased an
Apple iPad Mini
(52%) than any
other brand
Purchased
Apple iPad Mini
Amazon Kindle Fire
Samsung
42
Gift
52%
10% 24%
8% 15%
32%
SMARTPHONE PURCHASED SINCE JUNE

Q. 99
Nearly six in ten

(57%) purchasers
of a Smartphone
since June
purchased an
Apple iPhone (or
nearly three times
as many as
purchased a
Samsung)
43
57%
Apple iPhone
21%
Samsung
7%
LG
HTC
4%
SONY
2%
Nokia
2%
Motorola
2%
Google
2%
Droid by Motorola
2%
Other
1%
BlackBerry
0%
PURCHASING SAME BRAND OF COMPUTER/TABLET NEXT TIME

Q. 102
Three in four (75%)

plan to purchase
the same brand of
computer or tablet
as they purchased
since June
Very
unlikely
Somewhat 6%
unlikely
4%
Don't know
6%
Neither
9%
Somewhat
likely
26%
44
Very likely
49%
WHO MAKES THE BEST?

Q. 132-134
Nearly half
believe Apple
makes the best
laptop (48%)
and best tablet
(47%)
More than a
third (36%)
believe Apple
makes the best
desktop
Laptop
Apple
HP
Desktop
47%
11%4% 15%
Dell
8%3%14%
Samsung
3% 15% 3%
Don't know
45
48%
Tablet
7% 14% 14%
36%
RATINGS; QUALITY/OVERALL VALUE

Q. 135-136
Students rate
Apple highest in
quality and
overall value
among six
brands
Samsung and
HP follow with
Dell in fourth
place
Quality
Apple
8.1
8.3
Samsung
7.5
7.5
HP
7.4
7.5
Dell
6.8
Toshiba
6.6
Acer
46
Value
5.7
7.0
6.6
5.9
COMPUTER OWNERSHIP
Q. 144
Nearly nine in
ten (86%) own a
laptop
Somewhat more
own a full size
tablet than a
desktop (19%
compared to
17%)
55% own only a
laptop
16% own a
laptop and full
size tablet
47
Laptop
86%
Full size
tablet
19%
Desktop
17%
Small tablet
11%
Basic eBook
reader
4%
Netbook
2%
None of
these
6%
BRAND OF DESKTOP OWNED

Q. 147
Mac and Dell (each

24%) are the
leading brands of
desktops owned
Mac
24%
Dell
24%
HP
Gateway
4%
Compaq
4%
Acer
4%
Asus
3%
Toshiba
2%
Lenovo
2%
eMachines
2%
Samsung
Other
48
18%
2%
10%
DESKTOP OWNERSHIP
Q. 147
Compared to
2007, student
ownership of a
Dell desktop
continues to
decline while
student ownership
of a Mac or HP
desktop has
increased
Among desktop
owners, ownership
of a Mac desktop
is at a record high
(nearly one in four
desktop owners
own a Mac)
Dell
Mac
37%
24%
15%
18%
14%
2007
49
HP
2008
2009
2010
2011
2012
2013
2014
BRAND OF LAPTOP OWNED

Q. 150
Nearly four in ten

laptop owners own
a Mac laptop (41%
greater than HP
and Dell combined)
Mac
38%
HP
16%
Dell
11%
Toshiba
9%
Lenovo
Asus
5%
Acer
5%
Samsung
3%
Sony
3%
Gateway
1%
Compaq
1%
eMachines
Other
50
6%
0%
2%
LAPTOP OWNERSHIP
Q. 150
Over the long
term, student
ownership of a
Dell laptop
continues to
decline while
student
ownership of a
Mac has nearly
doubled
Ownership of an
HP laptop is
comparatively
unchanged
Dell
Mac
38%
32%
19%
16%
13%
2007
51
HP
11%
2008
2009
2010
2011
2012
2013
2014
BRAND OF FULL SIZE TABLET OWNED

Q. 153
60% of full size
tablet owners
own an iPad
Exactly 5 times
as many own an
iPad as own a
Samsung
Galaxy tablet
52
60%
Apple iPad
12%
Samsung
7%
Microsoft Surface
Amazon Kindle
5%
Google Nexus Tablet
2%
Dell
2%
HP TouchPad
2%
Barnes & Noble Nook
2%
Sony
1%
LG
1%
Lenovo
1%
Asus
1%
Acer
1%
BRAND OF SMALL TABLET OWNED

Q. 156
40% of small
tablet owners
own an iPad
Mini
More small
tablet owners
own an iPad
Mini than own
an Amazon
Kindle or
Samsung
Galaxy
combined
21%
Amazon Kindle
16%
Samsung
5%
Dell
4%
Google Nexus Tablet

Barnes & Noble Nook
3%
Asus
3%
LG
2%
Motorola
1%
Lenovo
1%
Gateway Tablet
1%
Acer
1%
Other
53
40%
Apple iPad Mini
4%
NUMBER OF COMPUTER/DEVICES OWNED

Q. 159
Most computer,
tablet, Smartphone
or MP3 player
owners own 1
device within the
category
Total mean
User mean
0.9
Smartphone
Small tablet
Full size tablet
1.1
0.2
1.0
0.3
1.0
1.0
Laptop
1.1
0.9
iPod or MP3 Player

Desktop
54
1.1
0.3
1.1
TYPE OF COMPUTER USED MOST OFTEN

Q. 160
83% of computer
or tablet owners
use a laptop most
often
Small tablet
3%
Laptop
83%
55
Desktop
6% Full size
tablet
7%
BRAND OF COMPUTER OR TABLET USED MOST OFTEN

Q. 161
64% more students

use an Apple
computer or tablet
than HP and Dell
combined (41%
compared to 25%)
Apple
HP
14%
Dell
11%
Toshiba
7%
Lenovo
6%
Asus
5%
Acer
5%
Samsung
Sony
4%
2%
Gateway
1%
Compaq
1%
Google
1%
Other
56
41%
3%
UPGRADING TO WINDOWS 8.1 IN 6 MONTHS

Q. 164
Among the 76%
of Windows
users, 16%
have upgraded
to Windows 8.1
28% of those
who have not
upgraded are at
least
Somewhat
likely to
upgrade in the
next 6 months
Very likely
8%
Don't use
Windows
24%
Somewhat
likely
10%
Neither
likely nor
unlikely
9%
Already
upgraded
12%
Somewhat
unlikely
6%
Very
unlikely
13%
57
UPGRADED OS FROM
Q. 165, 166
About three in
ten (31%) have
upgraded their
OS in the past 6
months
Among
Windows OS
users who know
what OS they
upgraded from,
47% upgraded
from Windows 8
Windows 8
27%
Windows 7
14%
Mac Mavericks
11%
Mac Lion
7%
Mac Snow Leopard
7%
Mac Tiger
Mac Leopard
4%
4%
Windows XP
3%
Windows Vista
3%
Don't know
58
19%
UPGRADED OS TO
Q. 167, 168
Among the 84% of

OS upgraders who
know what OS they
upgraded to, 37%
upgraded to
Windows 8.1 and
20% to Yosemite
Windows 8.1
31%
Mac Yosemite
17%
Windows 8
16%
Mac Mavericks
Mac Lion
Mac Mountain Lion
Other
12%
4%
3%
1%
Don't know
59
16%
UPGRADING OS FROM
Q. 169, 170
More than one
in three (36%)
plan to upgrade
their OS in the
next 6 months
Among this 36%
who know what
OS they
currently have,
32% plan to
upgrade from
Windows 8 and
17% from Mac
Mavericks
Windows 8
25%
Mac Mavericks
13%
Windows 7
9%
Mac Lion
7%
Mac Snow Leopard
7%
Mac Leopard
6%
Windows XP
3%
Mac Tiger
3%
Windows Vista
Other
1%
4%
Don't know
60
23%
UPGRADING OS TO
Q. 171
Among the more

than one in three
(36%) who plan to
upgrade their OS
in the next 6
months and know
what OS they will
upgrade to, 34%
will upgrade to
Windows 8.1 and
an equal number
will upgrade to Mac
Yosemite
Windows 8.1
23%
Mac Yosemite
23%
Windows 8
9%
Mac Mavericks
6%
Mac Lion
5%
Mac Mountain Lion
1%
Other
2%
Don't know
61
32%
PROCESSOR, MEMORY ON COMPUTER USED MOST OFTEN

Q. 172, 173
Processor
Dual Core
i7
i5
Quad Core
Pentium
Core 2 Duo
Core Duo
i7 Extreme
i3
i5 Pro
Celeron
Centrino
Opteron
Power PC G5
Atom
Power PC G4
Other
Don't know
62
Memory
9%
8%
7%
6%
4%
3%
3%
2%
2%
2%
2%
1%
1%
1%
1%
0%
1%
More than 4GB
36%
4 GB
48%
21%
3 GB
5%
2 GB
4%
1 GB
1%
Less than 1GB
1%
Don't know
32%
HOW COMPUTER WAS ACQUIRED

Q. 174
64% acquired
the computer
they use most
often as a gift
(19%) or
parents
purchased for
me (45%)
About three in
ten (29%)
purchased their
computer
themselves
Parents purchased for me
Purchased by me
29%
Received as a gift
Family computer I am now

the only user of
Provided to me by my
college/university
63
45%
19%
5%
2%
INPUT IN PURCHASE DECISION

Q. 175
Among the 64%

who received their
computer as a gift
or parents
purchased it for
them, 63% had at
least some input in
the purchase
decision
No input in
the decision
37%
Primary
decision
maker
38%
Some input,
not primary
decision
maker
26%
64
PURCHASE DECISION INFLUENCERS

Q. 176
Among those who

had input in the
purchase decision,
the top ranked
purchase decision
influencers are;
Value for price paid

Manufacturer's reputation
Product reviews
Price
Feature Set
Recommendations by friends/family
1. Value for price

paid
Previously owned this brand

Special offer or promotion
Preloaded software titles
2. Mfrs reputation
3. Product reviews
4. Price
Best choice for my major

Service and Support/Warranty
Advertising
Online Blogs
Salesperson
Required by school
Recommendation by school
65
4.1
4.0
3.9
3.9
3.5
3.3
3.2
3.1
3.1
3.1
2.8
2.8
2.5
2.4
2.4
2.4
WHERE COMPUTER WAS PURCHASED

Q. 177, 178, 179
80% purchased their computer in a store, 20% online
Purchased in a store
Off campus consumer
electronics store
44%
29%
Manufacturer's store
Off campus department
store
8%
Off campus office super

store
7%
Off campus warehouse

club store
College bookstore
66
Purchased online
Other on campus retail

outlet
2%
Other
2%
30%
Computer retailer or dealer
16%
Consumer electronics store

Office super store
6%
Amazon
3%
College's website link to

mfr web site
3%
New Egg
2%
eBay
2%
Warehouse club store
1%
4%
3%
31%
Manufacturer
COST OF COMPUTER
Q. 180
Students report
spending an
average for $941
for their desktop,
$841 for their
laptop, $532 for a
full size tablet and
$432 for a small
tablet
$941
$841
$532
$432
Desktop
67
Laptop
Full size
tablet
Small tablet
WHEN OBTAINED COMPUTER WAS ACQUIRED

Q. 182, 183
January
3%
February
3%
March
3%
April
5%
May
June
19%
16%
September
November
December
Don't know
68
While in high school
15%
11%
After high school but

before starting college
35%
14%
August
October
14%
At high school graduation
8%
July
Before high school
8%
Freshman year of college

or summer after
19%
Sophomore year of
college or summer after
3%
2%
Junior year of college or

summer after
5%
10%
During Senior year of

college
12%
5%
2%
OWN, PLAN TO BUY

Q. 184, 185
Nearly half own a

printer (48%) and
8% plan to buy a
printer
Own
Plan to buy
Printer
48%
Wireless mouse
8%
38%
5%
Web camera
33%
2%
External speakers
32%
6%
Digital camera, not a mobile phone
29%
Wireless router
27%
Scanner
External hard drive
7%
4%
25% 3%
25%
7%
Digital video camera, not a mobile phone 10%

2%
Joy stick or game pad 6%
3%
None of these
69
16%
69%
OS USED
Q. 186
One in four
(25%) Dont
know the OS
they use on the
computer they
use most often
Among 75%
who know their
OS, 61%
mention
Windows and
31% mention a
Mac OS
Other
1%
Linux
0%
XP
1% Vista
1%
Chrome OS
3%
Windows 8.1
11%
Mac Mountain
Lion
4%
Mac Lion
6%
Mac Yosemite
6%
70
Windows 8
24%
Don't know
25%
Mac Mavericks
7%
Windows 7
10%
SOFTWARE USED MOST OFTEN

Q. 187
MS Word is used
most often (58%)
followed by Google
Chrome (45%)
45%
Google Chrome
Google Mail
Microsoft PowerPoint
Microsoft Excel
Apple iTunes
Adobe Reader
Google Docs
Skype
Adobe Acrobat
Adobe Photoshop
Google Calendar
Microsoft Internet Explorer
Norton Anti-Virus
McAfee Virus Scan
McAfee Firewall
71
58%
Microsoft Word
36%
33%
31%
29%
27%
27%
24%
19%
13%
13%
12%
11%
11%
10%
METHODS OF ACQUIRING SOFTWARE

Q. 188, 189, 190, 191
Among the 70%
who have acquired
software in the past
year, 20%
downloaded the full
version from the
publishers
16% borrowed
from family or
friend)
35% report only a
few students
download
unlicensed software
and 42% report the
practice is
unacceptable
because it really
stealing
72
14%
Downloaded full version from publisher
12%
Ordered online
11%
Borrowed from family/friend

Received as a gift
8%
Provided by my school at no cost
8%
7%
Downloaded trial version from publisher

Off campus software or computer store
6%
College bookstore
6%
At an on campus retail store
6%
5%
Provided with a textbook

Cloud based subscription
3%
Provided or a class
3%
Ordered by phone/800 number
1%
Other
1%
Have not acquired
30%
COMPUTER PURCHASE INTENDERS

Q. 196, 197
Purchase intenders
Type Plan To Purchase
Plan to
purchase
9%
Laptop
Don't
know
23%
Desktop
Full size tablet
Small tablet
Don't
plan to
purchase
68%
73
81%
16%
13%
7%
eBook reader
2%
Don't know
1%
BRAND PLAN TO PURCHASE

Q. 198, 199, 200, 201
Among laptop
purchase
intenders, nearly
four in ten (37%)
plan to purchase a
Mac (more than HP
and Dell combined)
Mac
37%
HP
22%
Dell
10%
Toshiba
7%
Lenovo
6%
Acer
Sony
2%
Samsung
2%
Fujitsu
1%
Asus
1%
Gateway
1%
Don't know
74
4%
6%
USE OF SCHOOL-OWNED COMPUTERS/SUPPORT

Q. 205, 206
Frequency of using
Support Offered
11%
More than daily
38%
Online courses
Daily
7%
21%
Few times a week

Once a week
< Monthly
Never
75
27%
Software programs
27%
9%
14%
Few times a month

Once a month
Repairs for student

owned hardware
Operating systems for

student owned
computers
5%
20%
8%
24%
Don't know
48%
BROWSERS USED, BROWSER USED MOST OFTEN

Q. 207, 208
Used
Used Most Often
Google Chrome
Firefox
Opera
1%
42%
Safari
41%
Internet Explorer
76
Internet
Explorer
13%
70%
Firefox
15%
Google
Chrome
54%
36%
Opera
2%
I don't use browsers
2%
Safari
17%
SEARCH ENGINES USED, USED MOST OFTEN

Q. 209, 210
Used
Google
Yahoo!
Ask! Search
3%
4% Bing
4%
92%
Yahoo! Search
22%
Bing
19%
Ask!
Used Most Often
10%
Google
90%
I don't use search

engines
77
2%
METHODS USED TO GO ONLINE

Q. 212, 213, 214
Methods Used
Method Used Most Often

82%
Laptop
55%
SmartPhone
15%
Wired connection
78
Wired
Desktop
connection
4%
5%
Tablet
7%
22%
Tablet
Desktop
Netbook
2%
11%
Netbook
2%
None of these
2%
Laptop
58%
Smartphone
24%
MOST COMMON PAST MONTH ONLINE ACTIVITIES

Q. 215
Check grades
74%
Checked out someone's online profile on Facebook or
64%
Complete a class assignment
62%
Check the weather
60%
Did assignments for a course/Look up assignments from
59%
Send or receive eMail
53%
Check the news

Left a message on someone's online profile
40%
Got help with a homework/research question
40%
Research for school assignments
39%
Visited your school's site
38%
Updated profile on a social networking site
38%
Made an online purchase
35%
Check sports scores
35%
Posted or share photos
33%
Play games
33%
Downloaded/streamed a short film or video clip
79
52%
32%
Managed checking or savings accounts
31%
Comparison shopping
31%
PAST SIX MONTHS DIGITAL ACTIVITIES

Q. 216
Downloaded/streamed TV shows
42%
Downloaded/steamed feature length movies
25%
IM'd a classmate regarding an assignment
25%
Edited a digital photograph
21%
Downloaded/streamed a podcast
13%
Created or edited a website

Edited a digital movie
8%
Edited/mixed digital music
8%
Used a portable digital music player to listen to or

record class/school related notes
80
11%
6%
FREQUENCY OF USING
Q. 217, 218, 219, 220
Students report a
higher incidence of
using Skype (59%)
than Facetime
(51%), Goggle +
Hangouts (29%) or
iChat (26%)
81
Never
Less than monthly
Once or few times monthly
Weekly or more often
iChat
74%
8%6%11%
Google + Hangouts
71%
4%9% 7%
Facetime
49%
14% 18%
19%
Skype
41%
6% 18%
17%
MOST COMMONLY VISITED SITES

Q. 221
YouTube
Amazon
Google
Pandora
Apple
Blackboard
Wikipedia.org
RateMyProfessors
iTunes
Yahoo
BestBuy
Craigslist.org
eBay
ESPN
CollegeHumor
Chegg
Hulu
Groupon
IMDB
ABC
82
55%
54%
52%
34%
32%
29%
28%
23%
23%
23%
23%
22%
21%
18%
18%
18%
17%
17%
16%
16%
HOURS SPENT WITH NETWORKING SITES

Q. 222
Use
Weekly Hours Use
Facebook
90%
Instagram
64%
Snapchat
55%
Pinterest
6.3
Tumblr
5.2
Instagram
5.1
Twitter
4.3
Vine
29%
Snapchat
3.9
Google +
27%
Pinterest
3.9
Twitter
26%
Google +
3.7
Tumblr
26%
Vine
LinkedIn
24%
Foursquare
2.8
MyLife
2.6
LinkedIn
2.6
Foursquare
MyLife
83
32%
Facebook
10%
6%
3.2
EMAIL
Q. 223, 224, 225
The average student has 2.4 eMail addresses
Addresses Used
Gmail
Address Used Most Often

75%
School email address
62%
Yahoo
34%
Gmail
School email address
AOL
84
23%
Yahoo
Hotmail
Hotmail
49%
17%
6%
15%
8%
AOL
2%
iCloud.com
1%
iCloud.com
5%
Me.com
1%
Me.com
2%
Mac.com
1%
Mac.com
1%
Other
1%
Other
4%
PAST YEAR ONLINE PURCHASES

Q. 227, 228
70% made an online purchase in the past week
Most Common Categories
Annual Spending
Clothing
69%
Textbooks (printed)
85
54%
Computer
$573
Travel
$553
Gifts for others
46%
Textbooks (printed)
Concert/sports tickets
44%
Clothing
Books (not textbooks)
43%
Furniture
$173
Footwear
42%
Concert/sports tickets
$153
$292
$244
Downloaded music
32%
Eletronics
$144
Toiletries
31%
Kitchen/bed bath
$132
Games
31%
Gifts for others
$131
Kitchen/bed bath
26%
Books (not textbooks)
$131
Eletronics
25%
Footwear
$125
WHY TEXTBOOKS ARE PURCHASED ONLINE

Q. 229
By a wide margin
Less expensive
(71%) is the most
commonly cited
reason for
purchasing
textbooks online
Less expensive
71%
More convenient
40%
Like to shop online
Bookstore out of stock
Don't like bookstore
86
21%
9%
7%
ITEMS DOWNLOADED/STREAMED FROM FILE SHARING SITES

Q. 230
Items Downloaded/Streamed
19%
Unlicensed music
Unlicensed movies
Unlicensed TV shows
eTextbooks
eBooks
87
User Mean
Downloaded/Streamed
16%
14%
12%
11%
55
Unlicensed music
Unlicensed TV shows
Unlicensed movies
eBooks
eTextbooks
PHOTO SHARING SITES USED IN THE PAST MONTH

Q. 231
Among the 83%

who use a photo
sharing sites,
97% use
Facebook to
share photos
Facebook
ShutterFly
5%
PhotoBucket
4%
Kodak Easy Share
4%
Flickr
4%
Snapfish
3%
Picasa
3%
None of these
88
83%
14%
GOING ONLINE FOR SPORTS NEWS & INFORMATION

Q. 232, 233
Frequency of Going Online

More than once a day
About once a day
12%
More than once a week
11%
About once a week
11%
Once or twice a month
6%
Less often than once or

twice a month
6%
Never
89
13%
42%
Sites Used
ESPN.com
NFL.com
FoxSports.com
Yahoo Sports
NBA.com
MLB.com
CBSSports.com
SI.com
NHL.com
CollegeSports.com
NCAA.org
SportingNews.com
NCAAsports.com
AOL Sports
CSTV.com
None of these
65%
25%
21%
19%
16%
14%
14%
10%
9%
7%
6%
4%
4%
2%
1%
8%
MUSIC SITES VISITED, DOWNLOADED PAID MUSIC

Q. 234, 236
Sites Visited
Sites Downloaded Paid Music
Spotify
34%
Apple iTunes
30%
Amazon.com
26%
Yahoo.com
90
9%
eBay.com
6%
Rhapsody.com
6%
Apple iTunes
26%
Amazon.com
7%
Spotify
6%
Rhapsody.com
4%
eBay.com
2%
RollingStone.com
4%
Limewire
2%
Limewire
4%
Yahoo.com
1%
MTV.com
4%
Half.com
1%
Wal-Mart.com
3%
AOLmusic.com
2%
AOLmusic.com
1%
VH1.com
2%
mtvU.com
1%
Half.com
2%
Wal-Mart.com
1%
ONLINE COURSES
Q. 237, 238, 239
More than one in
three (36%) have
ever taken a fully
online course for
credit
Among this 36%,
nearly half cite
More convenient
as the most
common reason
for taking the
course
Among this 36%,
more than half
(54%) are at least
Somewhat likely
to take another
online course
91
Reasons For Choosing An Online Course

More convenient
49%
Only offered online
34%
Classroom course conflicted with

schedule
17%
Thought course would be easier
16%
Better alternative to classroom

course
12%
Classroom course was full
12%
Online less expensive
11%
Recommended by friend, family

member
Other
7%
1%
EXPERIENCE WITH TUTORS/TUTORING SERVICES

Q. 240
Nearly seven in
ten (67%) have
used a face to
face or online
tutor in college
Student
satisfaction
rates (would
use again) are
higher among
those with a live
tutor rather than
online tutor
experience
92
57%
Not used a live tutor in college
47%
Not used an online tutor in college
21%
Used a live tutor in high school

Used a live tutor in college, would use
again
17%
Using a live tutor, would use again
5%
Used an online tutor in high school
5%
Used an online tutor in college, would use

again
3%
Using an online tutor, would use again
2%
I've used a live tutor in college, would not

use again
Used an online tutor in college, would not
use again
Using an online tutor, would not use
again
1%
Using a live tutor, would not use again
0%
2%
1%
TUTORING SERVICES AWARE OF/HAVE USE

Q. 241, 242
Sites Aware Of
CourseHero
AcademicsPlus
LivePerson
TutorHub
AnyTimeTutor
Smarthinking
LeapTutor
SolutionsASAP
BrainMass
OnlineTutorSite
InstaEDU
Classof1
AssignmentSolutionHelp
TutorJam
CourseworkWriters
TheTutorCrowd
EduWizardS
TutaPoint
TransWebTutors
Strong
Vienova
None of these
93
Sites Have Used
10%
7%
5%
4%
4%
4%
4%
4%
3%
3%
2%
2%
2%
2%
2%
1%
1%
1%
1%
1%
0%
CourseHero
AnyTimeTutor
AcademicsPlus
InstaEDU
BrainMass
LivePerson
Smarthinking
Classof1
SolutionsASAP
LeapTutor
AssignmentSolutionHelp
TutorHub
TutorJam
TutaPoint
TheTutorCrowd
Strong
OnlineTutorSite
67%
None of these
13%
13%
13%
11%
11%
9%
8%
8%
6%
6%
6%
4%
2%
2%
2%
2%
2%
13%
REASONS FOR USING/NOT USING ONLINE TUTORING SERVICE

Q. 243, 244
Reasons For Not Using

I don't have a need for an
online tutor
Reasons For Using
75%
Needed to improve grade
38%
Like the convenience

I prefer a face to face tutor
19%
34%
Couldn't get help

professor/instructor
27%
Couldn't keep up with

class
Online tutors are too
expensive
A friend or classmate had a
bad experience with an
online tutor
4%
3%
Like the privacy of online

tutor
94
1%
19%
Professor/instructor
encouraged me
10%
Parents encouraged me
10%
Less expensive
Other
21%
Other
5%
4%
TUTORING EXPERIENCES
Q. 245, 246, 247, 248
Spending for face to face tutors in college is nearly

identical to spending for online tutors ($289 face to face
compared to $298 for online tutors)
81% reporting being satisfied with their face to face
tutoring experience compared to 66% for their online
tutoring experience
95
ASSIGNED TEXTBOOKS ACQUIRED FROM FILE SHARING SITES

Q. 251, 252
Students who have

acquired assigned
textbooks for file
sharing sites have
acquired similar
numbers of
textbooks across
disciplines
Engineering
1.3
Humanities
1.3
Foreign
Language
1.2
Social
Sciences
1.2
Other
96
1.1
REASONS FOR DOWNLOADING FROM FILE SHARING SITES

Q. 253
More than seven in
ten (73%) cite
Save money as
the reason for
downloading
textbooks from file
sharing sites.
There's nothing wrong with using

these materials
20%
To use a different format or device

for a textbook I already bought
10%
Curiosity
10%
To share with classmates or upload

online
Other
97
73%
Save money
9%
3%
NUMBER OF TEXTBOOKS WOULD HAVE ACQUIRED

Q 254, 255
Students would
have spent an
average of $112
per textbook if they
had not
downloaded a
textbook from a file
sharing site
98
1.2
Purchased used printed version

Acquired digital format from another
student or acquaintance
1.1
Purchased digital edition from other than

an online auction or resale site
1.1
Borrowed printed version
1.1
Purchased digital edition from an online

auction or resale site
1.0
Rented digital edition
1.0
Photocopied printed version
1.0
Rented printed version
1.0
Purchased new printed version from store

or online retailer
1.0
Other
1.0
FAMILIARITY WITH ETEXTBOOKS

Q. 256, 257
I haven't
heard of
an
eTextbook
16%
I've
bought an
eTextbook
26%
I haven't
bought an
eTextbook
but I have
heard of
them
58%
99
Used an
eTextbook
in high
school
10%
Did not
use an
eTextbook
in high
school
90%
ETEXTBOOK
PURCHASERS/RENTERS
Q. 341, 344
Compared to Fall 2013, the incidence of students purchasing an eTextbook for

unlimited use has increased 60% while the incidence of purchasing for limited time
use has increased 57%
Unlimited use
16%
15%
14%
Limited time use
14%
11%
10%
6%
Spring '12
100
6%
Fall '12
6%
Spring '13
9%
7%
Fall '13
7%
Spring '14
Fall '14
ETEXTBOOKS
USED/WOULD DEFINITELY USE
Q. 258, 259
Quizzes or self
assessment tools
embedded in
eTextbooks is both
the most
commonly used
feature and most
common feature
users of
eTextbooks would
use definitely use
Use
Would use
Quizzes or self-assessment tools that are

embedded in the eTextbook
39%
Highlighting within the eTextbooks
36%
Note-taking within the eTextbook
47%
41%
41%
21%
Flashcards that are preloaded in the

eTextbook
18%
Audio that is embedded in the eTextbook
18%
27%
Videos or animations that are embedded

in the eTextbook
15%
30%
35%
Electronic flashcards that I created on my

12% 24%
own within the eTextbook
None of these
101
32%
25%
REASONS FOR PURCHASING AN ETEXTBOOK

Q. 260, 262
Less expensive
than printed
textbook (44%)
continues to be
the most
common reason
for purchasing an
eTextbook
Nearly as many
who have
purchased an
eTextbook prefer
to read it online
(49%) and prefer
to read it offline
on their own
device (51%)
102
44%
Less expensive than printed textbook
29%
Professor required eTextbook
25%
More convenient than printed textbook

eTextbook gave me instant access to
textbook
19%
Like to try new technology
16%
eTextbooks are good for the environment
15%
Access to online/other research sources

while reading eTextbook
Access to animations/interactive
materials while reading eTextbook
9%
Couldn't find free copy of eTextbook
9%
10%
eTextbook or digital version was

recommended to me
Don't know
Other
7%
4%
1%
REASONS FOR NOT PURCHASING AN ETEXTBOOK

Q. 261
Prefer printed
textbooks (31%)
and Dont like
reading on a
screen for a long
period (29%)
continue to be the
most common
reasons students
have not
purchased an
eTextbook
Prefer printed textbooks
31%
Don't like reading on a screen for a long period
29%
Prefer used textbooks
17%
Get distracted by other things on my computer
17%
Easier to take notes with printed textbooks
13%
Easier to highlight printed textbooks
12%
No buy back option
12%
Prefer to rent printed textbooks
11%
Don't have unlimited access to an eTextbook
8%
Prefer new textbooks
6%
Don't own a tablet
6%
Printed textbooks more convenient to buy
4%
eTextbook version is too expensive
3%
eTextbook version is not available
3%
Don't own a laptop computer
2%
Instructor does not use an eTextbook
1%
Other
1%
Don't know
103
19%
REASONS FOR PURCHASING AN ETEXTBOOK TRACKING

Q. 261
Less expensive
Instant access
More convenient
Professor required
44%
39%
29%
23%
25%
20%
19%
16%
Fall '09
104
Spring '10
Fall '10
Spring '11
Fall '11
Spring '12
Fall '12
Spring '13
Fall '13
Spring '14
Fall '14
AGREEMENT WITH STATEMENTS ABOUT ETEXTBOOKS

Q. 263
73% believe it is
important to
have unlimited
access to an
eTextbook they
have purchased
Less than three
in ten (28%)
would be willing
to pay a
premium to
have permanent
access to an
eTextbook they
have purchased
105
Strongly agree
It is important that I have

unlimited access to an
eTextbook I have
purchased
I would be willing to pay a

premium in order to have
unlimited access to an
eTextbook I have
purchased
Somewhat agree
56%
9% 19%
17%
LIKELIHOOD OF PURCHASING AN ETEXTBOOK NEXT SEMESTER

Q. 265
27% of those who

have purchased an
eTextbook or are
aware of
eTextbooks and
plan to be in school
next semester are
at least Somewhat
likely to purchase
an eTextbook
Don't know
6%
Vey likely
9%
Very
unlikely
28%
Somewhat
unlikely
13%
106
Somewhat
likely
18%
Neither
26%
AGREEMENT WITH STATEMENTS ABOUT ETEXTBOOKS

Q. 269
Strongly agree
Somewhat agree
When studying with an eTextbook, I want my instructors to

have their notes available within it
Buying an eTextbook by the chapter rather than the entire
eTextbook appeals to me
32%
17%
The ability to collaborate with classmates when using an

eTextbook is important
10%
26%
It is hard to collaborate with other students if I'm using an

eTextbook
11%
22%
I would prefer to study with an eTextbook than a printed

textbook
10%
Studying with an eTextbook is a more enjoyable experience

than a printed textbook
Studying with an eTextbook requires less time than with a
printed textbook
107
35%
28%
9%
6%
18%
16%
16%
PREFERRED DEVICE/FORMAT FOR COURSE RELATED ACTIVITIES

Q. 270
With the exception of Research for class and Keeping track of
assignments, students prefer a print format rather than digital
108
Desktop
%
Laptop
%
Full size
Tablet
%
Small
Tablet
%
Smartphone
%
Print
%
Prefer
Digital
%
Research for class
61
13
Keeping tracks of
assignments, due
dates, scheduling
32
16
23
14
Doing problem sets
25
46
14
Taking notes in class
33
39
11
Reading/studying
other course materials
31
38
13
Reading/studying
textbooks
26
45
11
PREFERRED DEVICE FOR SPECIFIC ACTIVITIES

Q. 271
With the exception of Listening to music, students prefer
using a laptop for each of the five remaining activities
109
Desktop
%
Laptop
%
Full size
Tablet
%
Small
Tablet
%
Smartphone
%
No
preference
%
Watching movies
59
19
Watching TV
programs
58
10
21
Surfing the web
56
20
Watching a short
video
45
11
19
17
Reading for
entertainment
34
16
30
Listening to music
28
39
21
AWARENESS/ENROLLMENT IN MOOCS
Q. 272, 273
Awareness of MOOCs
Coursera
9% EdX
5%
Udacity
6%
Unaware
of
MOOC's
86%
110
Ever Enrolled
Coursera
12%
Udacity
11%
EdX
11%
None of these
69%
MOOCS EVER ENROLLED IN/TEXTBOOK PURCHASE

Q. 274, 275
Among the 4% of
students who have
taken a MOOC,
the average
student has taken
1.8 courses
46% did not
purchase a digital
or printed copy of
the publishers
textbook (34%
purchased a
printed copy and
29% purchased a
digital copy of the
publishers
textbook)
111
Purchased a printed copy

of the publisher's textbook
for the course
Purchased a digital copy of

the publisher's textbook for
the course
Did not purchase digital or

printed copy of the
publisher's textbook
34%
29%
46%
SHOPPING FOR TEXTBOOKS

Q. 277
Always
Most of the time
Compare prices online before buying/renting
112
Sometimes
26%
25%
Wait until class starts before buying/renting

textbooks or course material
23%
23%
Compare prices at local bookstores before

buying/renting
22%
22%
Don't compare prices, buy/rent from most

convenient source
9% 13%
32%
Never
28%
20%
32%
22%
32%
24%
46%
AGREEMENT WITH STATEMENTS ABOUT ILLEGAL DOWNLOADS

Q. 278
Students are
continue to be
ambivalent about
illegally
downloading
eTextbooks
113
Strongly agree
Somewhat agree
I would never knowingly

download an eTextbook
illegally
22%
I think it is wrong to download

eTextbooks illegally but it is
hard to resist the temptation
9%
I think it is OK to download
eTextbooks illegally some of
the time as long as I pay for
them sometimes
9%
18%
21%
16%
WHEN LEARNED IF AN ETEXTBOOK WAS AVAILABLE FOR EACH COURSE

Q. 279
About a third (34%)

and the largest
group Dont know
when they found
out if an
eTextbooks was
available for each
of their courses
When I was shopping for

my books
29%
When I saw the course

syllabus
29%
At the first class

Other
22%
1%
Didn't find out if eTextbooks

0%
were available for my
Don't know
114
34%
COURSES TAKEN, TEXTBOOKS REQUIRED/ACQUIRED

Q. 280, 281, 282, 287
Students report
taking an
average of 4.6
courses requiring
4.7 textbooks
115
4.6
Courses taken
Of the 4.7
textbooks
required,
students
acquired 4.3 or
91% of what was
required
Textbooks required
70% purchased
all of their
required
textbooks
Textbooks acquired
4.7
4.3
NUMBER OF COURSES REQUIRING STUDENTS TO GO ONLINE

Q. 283
Among the
average of 4.6
courses taken,
59% required
students to go
online to
communicate with
their instructor
57% required
students to go
online to submit
assignments and
39% required
students to go
online to read
material not
included in the
textbook
116
Communicate with
instructor
2.7
Submit assignments
2.6
Read material not

included in the textbook
1.8
COURSE MATERIALS USED/FUTURE BEHAVIOR

Q. 285, 286
Purchased materials, not used
Influence future behavior

Wait longer before
purchasing course
materials
Yes
29%
Check with other students

before purchasing course
materials
More likely to buy used
rather than new course
materials
No
71%
More likely to rent than

purchase course materials
More likely to share course

materials with other
students
117
52%
38%
21%
17%
15%
REASONS FOR PURCHASING LESS THAN ALL REQUIRED TEXTBOOKS

Q. 288
Cant afford the

cost of a new
textbook (31%)
and Shared the
book with someone
else (27%) are the
most commonly
reported reasons
for purchasing less
than all required
textbooks
27%
Shared the book with someone else
22%
Professor doesn't use the book
19%
Used online materials
16%
Used library resources
12%
Can't afford the cost of a used book

Traded/swapped with someone else for the
book
Photocopied the pages I needed
Value of a new book is far less than the cost
10%
8%
8%
Value of a used book is far less than the cost
7%
Received all of my textbooks as part of my

financial aid
6%
Used copy not available

Other
118
31%
Can't afford the cost of a new book
5%
6%
ALL COURSES REQUIRED PRINTED MATERIALS

Q. 290, 291, 292
40% of students
courses did not
require printed
materials
Among this
40%, 2.3
courses did not
require printed
materials
Again, among
this 40%, 63%
received a
passcode to
access online
materials and
18% an eBook
119
No, instructor
provided the
materials I
needed for 1
or more
courses
22%
Yes, all of my
courses
required
printed
materials
61%
No, nothing
was required
either print or
digital for 1 or
more courses
18%
LMS USE
Q. 293, 294
LMS use
Frequency of using LMS

47%
BlackBoard
26%
None of these
11%
Canvas
8%
Moodle
120
Rarely
16%
Sakai
5%
Desire2Learn
5%
Angel
3%
Top Class
2%
Instructure
2%
Other
1%
Daily
41%
Occasionally
17%
Weekly
27%
PAYING FOR TEXTBOOKS

Q. 296, 297
44% personally
paid 100% of
the cost of their
textbooks
Among the 56%
who did not
personally pay
100% of the
cost, 64% report
their Parent
helped to pay
Who else helped to pay for textbooks
Parent
64%
Financial aid
33%
Scholarship
20%
Relatives other than

parents
Other
121
11%
2%
SELLING BACK TEXTBOOKS

Q. 298, 299
Was not in
school last
semester
18%
Yes, all of
my
textbooks
21%
49%
On campus bookstore
34%
Another student
20%
Friend/relative
Yes, most
of my
textbooks
15%
No, none
of my
textbooks
26%
Yes,
some of
my
textbooks
15%
122
Yes, half
of my
textbooks
6%
13%

Another bookstore
other than on
7%
Online bookstore
7%
Other
2%
WHY STUDENTS DONT SELL THEIR TEXTBOOKS

Q. 300
Among the 32%

who did not sell
their textbooks
back, the three
most common
reasons are;
1. I keep all my
books (32%)
2. Not convenient
(27%)
3. Buyback prices
are too low
(22%)
Not convenient, too much of a

hassle
27%
22%
Buyback prices are too low

I pass them along to friends or
relatives
16%
12%
Other
I can't sell my books because I
receive them on scholarship
I can't sell my books because I rent
them
I donate my books to organizations
123
32%
I keep all of my books
9%
5%
3%
SHARE OF TEXTBOOKS PURCHASED/RENTED ONLINE

Q. 301
59% of the
textbooks students
purchased or
rented were
purchased or
rented in a store
Online
41%
In a store
59%
124
SHARE OF TEXTBOOKS PURCHASED/RENTED ONLINE TRACKING

Q. 301
Online
Over the last seven
semesters, on
average, 37% the
textbooks students
purchased or
rented were
purchased or
rented online (63%
were purchased or
rented in a store)
125
61%
60%
39%
40%
Fall '11
Spring '12
66%
34%
Fall '12
In a store
60%
65%
67%
40%
35%
33%
Fall '13
Spring '14
Spring '13
59%
41%
Fall '14
PER CAPITA TEXTBOOK UNITS ACQUIRED, SPENDING

Q. 306, 307, 311, 312, 313, 319, 321, 341, 342, 344, 345
The average student acquired a total 5.3 textbooks for the Fall 2014 semester
(36% were new, 36% used, 15% rented, 9% unlimited or limited-time
subscription eTextbooks, and 4% eTextbooks acquired from file sharing sites)
< - - - Units - - - >
< - - - Spending - - - >
Purchasers/
Acquirers
User
Mean
Total
Mean
User
Mean
Total
Mean
New print
59%
3.2
1.9
$270
$150
Used print
59%
3.1
1.9
$184
$108
Rented print
29%
2.9
.8
$156
$38
eTextbooks (unlimited use)
16%
2.0
.3
$93
$15
eTextbooks (limited use)
2.0
.2
$83
$9
eTextbooks (file sharing)
8%
2.7.
.2
Format/Source
TOTAL
126
5.3
$320
NUMBER OF TEXTBOOKS PURCHASED/RENTED TRACKING

Q. 251, 306, 311, 319, 341, 344
Total
New
Used
Rent
eText purchased
eText rented
eText file sharing
7.0
6.0
5.5
5.3
5.0
4.0
3.0
2.0
2.7
1.9
2.2
1.0
0.0
Fall '09
127
Spring '10
Fall '10
Spring '11
Fall '11
Spring '12
Fall '12
Spring '13
Fall '13
Spring '14
Fall '14
SPENDING FOR ETEXTBOOKS PURCHASED/RENTED

Q. 342, 345
Purchasers of eTextbooks for unlimited use report 12% higher levels of
spending for unlimited than limited time use ($93 compared to $83)
Limited time use
$90
Unlimited use
$91
$81
$67
$73
$93
$83
$63
$48
$35
Fall '12
128
Spring '13
Fall '13
Spring '14
Fall '14
NUMBER OF TEXTBOOKS PURCHASED/RENTED TRACKING

Q. 251, 306, 311, 319, 341
Compared to Fall 2013, students acquired 13% more
textbooks with the greatest gain seen in new textbooks (+27%)
Fall
'09
Spring
'10
Fall
'10
Spring
11
Fall
11
Spring
12
Fall
12
Spring
13
Fall
13
Spring
14
Fall
14
New
2.2
2.0
2.1
1.9
2.0
1.7
2.0
1.7
1.5
1.1
1.9
Used
2.7
2.6
2.4
2.3
2.1
2.5
2.5
2.5
2.0
1.3
1.9
Rented
0.2
0.7
0.7
0.8
0.9
1.0
0.7
.8
Permanent use eTextbooks
0.2
Limited time use eTextbooks
0.2
0.2
0.1
0.2
0.3
0.4
0.2
0.1
0.2
.3
0.3
0.5
0.7
0.7
0.2
0.2
0.1
0.1
0.1
.2
0.4
.2
3.8
5.3
0.9
File sharing eTextbooks
TOTAL
129
5.3
5.1
5.2
5.7
5.7
5.5
6.0
5.4
4.7
NUMBER OF PRINTED TEXTBOOKS PURCHASED TRACKING

Q. 306, 311
Compared to Fall 2013, the average student purchased 9% more
printed textbooks (27% more new textbooks but 17% fewer used)
New
Used
Total
4.9
4.6
4.6
4.5
4.5
4.2
4.2
4.0
3.8
3.5
2.7
2.2
2.6
2.0
2.6
2.4
2.1
2.5
2.3
1.9
2.0
2.5
2.4
2.3
2.0
2.0
1.7
1.7
1.9 1.9
1.5
1.1
1.3
Fall '09 Spring '10 Fall '10 Spring '11 Fall '11 Spring '12 Fall '12 Spring '13 Fall '13 Spring '14 Fall '14
130
SPENDING FOR PRINTED TEXTBOOKS PURCHASED

Q. 307, 312
Compared to Fall 2013, the average student spent 12% more for
printed textbooks (+9% for new textbooks and +17% for used textbooks)
New
Used
Total
$313
$283
$284
$282
$252
$245
$258
$255
$230
$211
$197
$182
$159
$131
$163
$159
$142
$125
$123
$110
$121
$110
$101
$133
$112
$138
$117
$150
$138
$92
$107
$90
$108
131
PURCHASED PREVIOUS/INTERNATIONAL EDITIONS

Q. 309, 310, 315, 316
Among the 59%
purchasing 1 or
more new, printed
textbooks, 1.2
textbooks were
previous editions
and .3
international
editions
Among the 59%
purchasing 1 or
more used,
printed textbooks,
1.2 textbooks
were previous
editions and .3
international
editions
132
Previous
International
40%
New textbooks
14%
50%
Used textbooks
14%
NUMBER OF NEW PRINTED TEXTBOOKS (AMONG PURCHASERS)

Q. 308
Share
%
Source
133
On campus bookstore
64
Campus bookstore website
Amazon
14
Other online retailer
Other
Total
100
2.3
On campus bookstore
Amazon
0.5
0.3
0.2
Campus bookstore
website
0.2
Other
0.1
SPENDING FOR PRINTED TEXTBOOKS (MEAN AMONG PURCHASERS)

Q. 313
Among 6 sources
of printed
textbooks (new
and used), Amazon
represents 58% of
student spending
Amazon.com (Used)
$31.50
Individuals, not companies

selling online
$29.40
Amazon.com (New)
Other students at your school
selling online
Half.com
Wal-Mart.com
134
$21.40
$6.48
$1.86
$0.61
NUMBER OF USED PRINTED TEXTBOOKS (MEAN AMONG ALL STUDENTS)

Q. 314
Share
%
Source
135
On campus bookstore
38
Amazon
25
Another student
10
10
Campus bookstores website
At my on campus
bookstore
1.5
Amazon
1.0
From another student
0.4
0.4
At an off campus
bookstore
Other
Total
100
0.3
Other
0.2
From the web site of

my campus bookstore
0.2
HAVE EVER RENTED/AWARE OF RENTAL OPTION

Q. 317, 318
Have ever rented
Aware of rental option

Unaware
20%
Have
not
rented
49%
Have
rented
51%
Aware
80%
136
TEXTBOOKS RENTERS
Q. 319
Compared to Fall 2012 and Fall 2013, the share of renters has declined somewhat
32%
31%
24% 24%
29%
26% 27%
26%
23%
12%
9%
137
TEXTBOOKS RENTERS
Q. 327
Compared to Fall 2013, Amazon (+48%) and Cheggs (+50%) share of renters have
increased while the on campus bookstores share of renters has declined (-20%)
On campus bookstore
Amazon
Chegg
16%
16%
23%
29%
138
23%
24%
21%
18%
25%
31%
21%
49%
50%
46%
43%
40%
Spring '11
Fall '11
Spring '12
Fall '12
Spring '13
24%
49%
53%
Fall '13
Spring '14
39%
Fall '14
NUMBER OF PRINTED TEXTBOOKS RENTED

Q. 319
Compared to Fall 2013, the number of printed textbooks rented has declined somewhat
Total mean
2.7
2.7
2.8
User mean
3.1
3.0
2.6
2.9
2.6
2.2
0.5
Fall '10
139
0.7
0.7
0.8
0.9
Spring '11
Fall '11
Spring '12
Fall '12
1.0
0.6
Spring '13
Fall '13
0.7
0.8
Spring '14
Fall '14
AIDED AWARENESS OF TEXTBOOK RENTAL SOURCES

Q. 330
Compared to Fall 2013, the levels of aided awareness for Amazon, Chegg
and the on campus bookstore have each increased
On campus bookstore
Amazon
Chegg
67%
44%
37%
47%
44%
50%
53%
48%
50%
49%
36%
44%
43%
38%
37%
29%
29%
36%
34%
32%
25%
Spring '11
140
Fall '11
Spring '12
Fall '12
Spring '13
Fall '13
Spring '14
Fall '14
SPENDING FOR PRINTED TEXTBOOKS RENTED

Q. 321
Renters report record spending to rent print textbooks, spending an
average of $156 for print rentals or $304 million for Fall 2014
Total mean
$119
$122
$111
$108
$28
$32
$28
$31
Spring '11
Fall '11
Spring '12
Fall '12
$97
$20
Fall '10
141
User mean
$110
$25
Spring '13
$151
$156
$39
$38
Spring '14
Fall '14
$102
$33
Fall '13
WHERE TEXTBOOKS WERE RENTED

Q. 327
Among the 29% of

students who
rented 1 or more
textbooks, the Top
3 rental sources
include;
2. Amazon (31%)
3. Chegg (24%)
24%
Chegg.com
5%
3%
BookRenter.com
2%
Campus Book Rentals.com
2%
Rent-A-Text.com
1%
Publisher of the textbook
1%
eCampus.com
1%
Textbooks.com
1%
1%
Other
142
31%
Amazon.com
Barnes & Noble.com
1. On campus
bookstore
(39%)
39%
On campus bookstore
4%
NUMBER OF PRINTED TEXTBOOKS RENTED (AMONG RENTERS)

Q. 320
Among the 29% of

students who
rented 1 or more
textbooks, 67% of
the textbooks
rented were rented
from;
1. On campus
bookstore
(32%)
User mean
2.4
In person, on campus bookstore
1.2
2.9
Chegg
0.7
2.2
Amazon
Campus bookstore's website
Another student
2. Chegg (19%)
Off campus bookstore's website
3. Amazon (16%)
In person, off campus bookstore
Textbooks.com
143
Total mean
0.6
2.5
0.3
2.5
0.2
2.3
0.2
2.4
0.2
2.2
0.2
1.9
0.1
TYPES OF TEXTBOOKS RENTED/EASE OF EXPERIENCE

Q. 322, 323
Types rented
76%
For major
For introductory
courses
For advanced
courses
144
Ease of rental experience

Neither
easy nor
difficult
11%
Somewhat
difficult
1%
Very
difficult
1%
33%
20%
Somewhat
easy
26%
Very easy
61%
AGREEMENT WITH STATEMENTS ABOUT RENTAL EXPERIENCE

Q. 324
Among the 29% of

students who rented;
1. 51% were
satisfied with the
length of the
rental period
2. 43% would prefer
to rent for a
longer period at a
lower cost
3. 33% would prefer
to rent for a
shorter period at
a lower cost
145
Strongly agree
I was satisfied with the length

of the rental period
If there were an option to rent

for a LONGER period of time
at a LOWER cost, I would
have used that option instead
Somewhat agree
46%
24% 19%
If there were an option to rent

for a SHORTER period of time 12%21%
at a LOWER cost, I would
have used that option instead
25%
REASONS FOR RENTING TEXTBOOKS

Q. 326
By a wide margin,
I like to save
money continues
to be the most
commonly reported
reason for renting
rather than buying
textbooks
27%
I don't keep my textbooks

More convenient than
purchasing textbooks
Selling my textbooks back is a
hassle
Easier than purchasing
textbooks
Friend/family member
recommended renting
18%
18%
17%
11%
I like to try new things
8%
Recommendation from
professor or instructor
6%
Other
146
77%
I like to save money
1%
AGREEMENT WITH STATEMENTS ABOUT RENTING

Q. 328
The majority of
renters agree with
statements
describing a
positive rental
experience
Strongly agree
I received my order when I
expected to receive it
34%
33%
Renting is the best alternative to

buying printed or eTextbooks
36%
31%
Returning the textbooks I rented is

easy and convenient
33%
33%
Renting textbooks is good for the

environment
27%
32%
The web site is easy to use
28%
30%
I was happy with the condition of

the textbooks I rented
I saved more money than I
expected to
147
Somewhat agree
37%
27%
20%
30%
AGREEMENT WITH STATEMENTS ABOUT RENTING ALL TEXTBOOKS

Q. 329
The most
commonly reported
reasons for not
renting all
textbooks each
(49%) are;
1. I like to keep
some of my
textbooks
2. Not all were
available for
rental
148
Agree
Disagree
Don't know
I like to keep some of my textbooks
49%
Not all of them were available for rental
49%
24%
It was just easier to buy them locally
47%
32%
21%
42%
39%
19%
I need my textbooks immediately and cannot

wait for them to be shipped to me
38%
46%
16%
I haven't considered renting all of my

textbooks
36%
I pass along some of my textbooks to others
I don't know why I haven't rented all of my

textbooks
27%
33%
43%
50%
19%
27%
21%
22%
I don't care about saving money because my

parents pay for my textbooks
14%
70%
16%
I don't care about saving money because my

textbooks are included in my financial aid
13%
71%
16%
AIDED AWARENESS OF TEXTBOOKS RENTAL SOURCES

Q. 330
On an aided basis,
the Top 3 sources
to rent textbooks
are;
Amazon.com
67%
On campus bookstore
49%
Chegg.com
44%
Barnes & Noble.com
1. Amazon (67%)
35%
21%
Textbooks.com
2. On campus
bookstore
(49%)
3. Chegg (44%)
15%
BookRenter.com
13%
Campus Book Rentals.com
11%
eCampus.com
10%
Rent-A-Text.com
10%
10%
From the publisher of the textbook
149
9%
None of these
7%
Staples.com
7%
Skyo.com
2%
Other
1%
LIKELIHOOD OF RENTING NEXT SEMESTER

Q. 338, 339
Likelihood of renting next semester

Very
unlikely
15%
Textbooks will rent
63%
For major
Very likely
28%
Somewhat
unlikely
8%
Neither
likely nor
unlikely
24%
150
For elective courses
Somewhat
likely
24%
31%
For advanced courses
18%
For introductory
courses
18%
Don't know
17%
LIKELIHOOD OF RENTING NEXT SEMESTER

Q. 338
Compared to Fall 2013, the share of students who plan to rent next
semester has increased 33% from 40% last year to 53% this year
53%
42%
Spring '11
151
45%
Fall '11
41%
Spring '12
38%
38%
Fall '12
Spring '13
44%
40%
Fall '13
Spring '14
Fall '14
PREFERRED RENTAL METHOD

Q. 340
Nearly six in ten

students (57%)
would prefer to
rent from their on
campus bookstore
and pick them up
at the same time
Rent my
textbooks
online and
have them
sent to me in
2 days
18%
Rent my
textbooks
online and
pick them up
at the
bookstore the
next day
24%
152
Rent from the

bookstore in
person and
pick them up
at the same
time
57%
NUMBER OF ETEXTBOOKS WITH UNLIMITED ACCESS (USER MEAN)

Q. 343
Students who
purchased
eTextbooks with
unlimited access
from Amazon,
Textbooks.com or
iBooks purchased
more than 2
eTextbooks
153
Amazon
Textbooks.com
iBooks
CafeScribe
Google Play
eCampus
Chegg
From publisher of textbook
Skyo
Nook Study
Inkling
eFollett
CengageBrain
Other
Vital Source
On campus bookstore
CourseSmart
BookRenter
Through LMS
Kno
CollegeBookRenter
2.2
2.1
2.1
2.0
1.9
1.9
1.9
1.9
1.8
1.8
1.8
1.8
1.8
1.8
1.7
1.7
1.7
1.7
1.7
1.6
1.6
1.6
NUMBER OF ETEXTBOOKS WITH LIMITED TIME ACCESS (USER MEAN)

Q. 346
Students who
purchased
eTextbooks with
limited time access
from Amazon or
Chegg purchased
more than 2
eTextbooks
154
Amazon
Chegg
CourseSmart
CollegeBookRenter
Through LMS
From publisher of textbook
Textbooks.com
Skyo
Nook Study
eFollett
eCampus
CafeScribe
Vital Source
Kno
iBooks
Google Play
BookRenter
Inkling
CengageBrain
Other
On campus bookstore
2.2
2.1
1.9
1.9
1.8
1.8
1.8
1.8
1.8
1.8
1.8
1.8
1.7
1.7
1.7
1.7
1.7
1.6
1.6
1.5
1.4
0.8
ONLINE HOMEWORK SYSTEMS

Q. 347, 348, 349
25% bought
access to 1 or
more online
homework
system
40% bought a
new printed
textbook that
came packaged
with access
codes to an
online
homework
system
Online Homework Systems Purchased

MyLab
Connect
23%
WebAssign
16%
Masterting
11%
CengageNow
11%
Wiley Plus
8%
MindTap
5%
Alpia
5%
SAM
Other
155
37%
4%
8%
ONLINE HOMEWORK SYSTEMS

Q. 350, 351, 352
Among those
who purchased
an online home
work system,
because it was
part of their
grade, the
online
homework
system
represented
32% of their
grade
Spending
averaged $67
for online
homework
systems
156
Why Online Homework Systems Was Purchased

Online homework solution
was part of required course
material
46%
Online homework solution is a

big part of my grade
32%
Professor/instructor
recommended online
homework solution
28%
Friend or classmate
recommended online
homework solution
Other
15%
2%
BUYING/RENTING TEXTBOOKS FROM CAMPUS BOOKSTORE

Q. 353, 354, 355
More than half report;
Printed textbooks
can be purchased
from their campus
bookstores
website
Printed textbooks
can be rented in
person from their
campus bookstore
Printed textbooks
can be rented
from their campus
bookstores
website
157
Yes
No
Don't know
Can buy printed textbooks from

campus bookstore's website
63%
Can rent printed textbooks in

person from campus bookstore
68%
Can rent printed textbooks

from campus bookstore's
website
51%
4% 33%
6% 27%
9%
40%
METHOD USED TO SHARE CLASS-RELATED MATERIALS

Q. 363
90% share
class-related
materials with
other students
Among this
90%, email
(41%) is the
most common
method reported
18%
Text message
14%
Word of mouth
10%
Study group
Social network like Facebook
or Twitter
Blog
Personal web page
Instant Message like GChat
or Skype
I don't share class related
materials with other students
158
37%
email
7%
2%
1%
1%
10%
WORKING WITH OTHER STUDENTS IN A GROUP

Q. 364, 365
82% work with
other students in
a group for a
class
assignment or
project
Among this
82%, 56% trade
files or
information via
email
46%
Trade files or information via email
Print out information and give it to other

students in the group
32%
Share and edit documents that are

stored in the cloud like Google Docs or
Microsoft Skydrive
28%
Trade files or information by

UPLOADING the files or information to a
website
12%
Trade files or information by

DOWNLOADING the files or information
from a website
Other
9%
1%
I don't work with other students in a

group for a class assignments or projects
159
18%
TABLET OWNERSHIP
Q. 366
43% own a
tablet or eBook
reader
Among this
43%, 53% own
an iPad or iPad
Mini
160
Apple iPad
Amazon Kindle
Apple iPad Mini
Samsung Galaxy Tab
Amazon Kindle Fire
Samsung Galaxy Note
Microsoft Surface
Amazon Kindle Fire HD
Samsung Galaxy Tab 2
Amazon Kindle 2
Google Nexus 7
Google Nexus 10
Amazon Kindle DX
Barnes & Noble Nook Color
Barnes & Noble Nook Tablet
Barnes & Noble Nook Classic
Barnes & Noble Nook HD
Amazon Kindle Paperwhite
None of these
18%
6%
5%
3%
2%
2%
2%
2%
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
57%
INTERESTED IN PURCHASING
Q. 368
Nearly half
(47%) are
interested in
purchasing a
tablet or eBook
reader
Among this
47%, 43% are
interested in
purchasing an
iPad or iPad
Mini
161
Apple iPad
Microsoft Surface
Samsung Galaxy Tab 2
Apple iPad Mini
Amazon Kindle
Samsung Galaxy Note
Google Nexus 10
Amazon Kindle Fire HD
Amazon Kindle Fire
Samsung Galaxy Tab
Google Nexus 7
Amazon Kindle 2
Barnes & Noble Nook HD
Amazon Kindle Paperwhite
Amazon Kindle DX
Barnes & Noble Nook Color
Barnes & Noble Nook Classic
Barnes & Noble Nook Tablet
None of these
15%
8%
6%
5%
5%
4%
4%
3%
2%
2%
2%
1%
1%
1%
1%
1%
1%
0%
53%
ONLINE COMPETITIONS
Q. 394, 395, 396, 397
Reasons For Entering

Primary reason
Win a cash prize
Reasons For Not Entering
Reason
44%
Win a non-cash prize 7% 37%
50%
Don't want my personal

information shared
22%
16%
Too complicated
I like a challenge 14% 33%

For the prestige of winning 4%
20%
Prize is not appealing
14%
Odds of winning are too

high
14%
Support a friend or relative 10%

18%
Support a not-for-profit
9%16%
cause
Support my school 4%
12%
Strengthen/build my
10%
4%
resume
162
Other
4%
WEEKLY HOURS SPENT PLAYING GAMES WITH DEVICES

Q. 398
Use Device To Play Games
48%
Another mobile device
36%
Video game console
IM
PC games purchased,
borrowed, or
PC on a website
Handheld video game
system
163
Weekly Hours Spent

Video game console
5.6
IM
5.5
26%
Another mobile device
4.5
25%
PC games purchased,
borrowed, or
4.3
22%
17%
PC on a website
Handheld video game
system
3.9
3.4
MONTHLY FREQUENCY OF WATCHING MOVIES

Q. 399
Watch Movies
Monthly Frequency
55%
Watched on television for free
49%
On-demand online
47%
Watched online with paid
43%
Off campus theater
38%
On demand on television
33%
Watched online for free from a
28%
Downloaded for free from file-
27%
Rented disc from a rental shop/kiosk
24%
Purchased on DVD/Blu-Ray in a
17%
On campus theater
Rented disc
6.0
Watched online from a paid
5.9
Watched on television for free
4.6
Watched online for free froma
3.9
On demand on television
Downloaded for free from a file-
3.6
Rented/purchased for streaming
3.5
3.5
Rented disc online

Purchased on DVD/Blu-Ray in a
3.2
3.1
3.1
Rented disc from a rental shop/kiosk
11%
Purchased online for download
10%
Purchased on DVD/Blu-Ray online
9%
Off campus theater
Purchased online for download
9%
On campus theater
Purchased on DVD /Blu-Ray online
164
15%
6.2
On-demand online
2.7
2.4
2.2
1.8
NUMBER OF MOVIES RENTED MONTHLY

Q. 401
Renters
Number Of Movies Rented

36%
NetFlix
28%
Redbox
On campus outlet
Local off campus outlet
Amazon.com
Starz's Vongo.com
Apple TV
Apple iTunes
Real.com
MovieLink.com
MovieFlix.com
MovieClub.com
CinemaNow.com
BlockBuster online
Other
165
11%
7%
7%
6%
6%
6%
5%
4%
4%
4%
4%
4%
6%
4.7
NetFlix
On campus outlet
Redbox
MovieLink.com
Starz's Vongo.com
Local off campus outlet
BlockBuster online
Apple iTunes
Amazon.com
Apple TV
Real.com
MovieFlix.com
CinemaNow.com
MovieClub.com
Other
3.4
3.3
3.1
2.4
2.1
2.0
2.0
2.0
1.9
1.8
1.6
1.6
1.4
2.8
FAIR VALUE FOR COST OF EDUCATION

Q. 403, 404
72% believe
they are getting
fair value for
the cost of their
education (little
difference
between Public
and Private)
The Library is
rated highest in
value (64%)
while Off
campus
housing is
rated lowest
(36%)
166
Very satisfied
Library
Somewhat satisfied
29%
35%
Computer lab
26%
28%
Recreational athletic facilities
28%
24%
Campus bookstore
Dining services
27%
23%
19%
30%
25%
Campus network
22%
Student Union
20%
22%
Financial aid office
20%
21%
On campus housing
20%
20%
Career Center
18%
22%
Health services
17%
21%
Off campus housing
17%
19%
WEEKLY VISITS TO CAMPUS LOCATIONS

Q. 405
The Library is
the highest
trafficked location
on campus (3.1
weekly visits
among all
students, 3.9
weekly visits
among visitors)
Total mean
3.1
Library
3.9
2.2
Student computer
center/lab
3.6
2.0
Athletic/recreation center
The Bookstore
is the lowest
trafficked location
on campus (.7
weekly visits
among al students,
2.0 visits among
visitors)
167
User mean
3.4
1.8
Student Union/Center
3.5
1.5
On campus convenience
store
Bookstore (on campus)
2.7
0.7
2.0
SCHOOL PROVIDES . . .
Q. 406
More than half
(54%) report
their school
provides
counseling for
drug and alcohol
use, eating
disorders or
depression
Less than 10%
report their
school provides
a school-based
YouTube
account
168
Provides
Doesn't provide
Provide counseling for drug

and alcohol use, eating
disorders, or depression
Have a policy prohibiting
texting, IMing, Tweeting or
similar activities in the
classroom
Don't know
54%
28%
Support or plan to provide

Open Educational Resources 15%
such as OpenCourseWare
Provide you with a school9%

based YouTube account
10%
38%
30%
53%
37%
35%
56%
38%
COMPUTERS/DEVICES USED TO READ ETEXTBOOKS

Q. 407
Among the 39%

who read
eTextbooks, 46%
use a laptop, 23%
and Apple iPad
and 13% an
Amazon Kindle
Laptop
18%
Apple iPad
9%
Amazon Kindle
5%
SmartPhone
4%
Desktop
2%
Apple iPad Mini
2%
Amazon Kindle Fire
2%
Barnes & Noble Nook
1%
Samsung Galaxy tablet
1%
Amazon Kindle DX
1%
Other
1%
Don't read eTextbooks
169
61%
ONLINE SERVICES USED TO SUPPLEMENT LEARNING

Q. 408
Nearly seven in
ten (69%) use 1
or more online
service to
supplement
learning
Study guides
and lecture
notes are most
commonly used,
mobile apps for
software for
flash-cards least
commonly used
Study Guides
41%
Lecture Notes
40%
Practice Tests
33%
Professor ratings and class

rating to choose classes
15%
Online video tutorials
14%
Online question and answer

board
Guided solutions to textbook
questions
Mobile apps or software for
flash-cards
13%
13%
8%
None of these
170
31%
SERVICES AWARE OF/SERVICES USED

Q. 409, 410
Aware of
YouTube
Wikipedia
Cliff Notes
Spark Notes
RateMyProfessors
Khan Academy
Chegg Study
Google Scholar
WolfframAlpha
eNotes
CourseHero
Wikiversity
Cramster
MyEdu
Bibliomania
Book Rags
CourseRank
Pink Monkey
Smarter Thinking
TutorVista
Notehall
Grade Save
Grade Guru
Koofers
StudentOfFortune
None of these
171
Have Used
70%
60%
44%
41%
35%
23%
22%
20%
19%
15%
13%
10%
9%
7%
7%
6%
6%
5%
5%
4%
4%
3%
3%
3%
1%
6%
YouTube
Wikipedia
Spark Notes
RateMyProfessors
Cliff Notes
Khan Academy
WolfframAlpha
Google Scholar
Chegg Study
eNotes
CourseHero
MyEdu
Wikiversity
Cramster
Book Rags
Bibliomania
CourseRank
Smarter Thinking
Grade Save
Grade Guru
Pink Monkey
Koofers
Notehall
TutorVista
StudentOfFortune
61%
49%
28%
25%
25%
15%
13%
10%
10%
5%
3%
3%
3%
2%
2%
2%
2%
1%
1%
1%
1%
1%
0%
0%
0%
WEEKLY HOURS SPENT ON SCHOOLWORK

Q. 411
Students spend an
average of 16.6
hours weekly on
schoolwork outside
of the classroom
None
2%
More than
10
60%
172
1 to 5
13%
6 to 10
25%
SUMMER BREAK ACTIVITIES

Q. 412
Went on a trip
40%
Part-time job at home
32%
Volunteered my time
17%
Full-time job at home
15%
Part-time job at college
11%
Stayed at school for classes

Stayed at school for other reason/activity
7%
Attended classes at another college
7%
Paid internship
Full-time job at college
Unpaid internship
None of these
173
10%
5%
4%
2%
11%
PREFERRED METHODS TO GET INFORMATION ABOUT PRODUCTS & SERVICES

Q. 413
Word of mouth
Ad on the Internet
Ad on television
Free samples in a store
Info on the Internet
E-mail sent to me with information
Product reviews online
Ad on radio
Free gift with a purchase
Free samples distributed on campus
Add in magazines
Free samples sent to me in the mail
Ad boards/bulletin boards on campus
Websites that aggregate reviews
Info from company's website
Ad in the mail
Ad in campus newspaper
Catalog in the mail
Info from a company's Facebook page
Product reviews in magazines
Ad on campus television
Ad in national newspaper
None of these
174
48%
39%
31%
29%
21%
21%
18%
17%
16%
16%
16%
14%
12%
11%
10%
10%
8%
8%
8%
6%
5%
4%
10%
AGREEMENT WITH STATEMENTS

Q. 414
66%
Cost of college is excessive
65%
Cost of textbooks is excessive

Important to pursue alternative energy resources to reduce
dependency on petroleum
51%
49%
Support efforts to reduce the impact of global warming
44%
Support the legalization of the recreational use of marijuana
41%
Renting textbooks is good for the environment
36%
Support gun purchase reforms to reduce gun violence
31%
Have more personal student loan debt than I am comfortable with

If purchasing a new car or truck today, would purchase a Chrysler,
Ford or General Motors
30%
28%
Support comprehensive immigration reform
175
Global situation makes me more willing to consider military service
19%
Not concerned about maintaining my online privacy
19%
Have more personal credit card debt than I am comfortable with
19%

Q. 415
I'm more likely to work to help offset the cost of my education

because of the economy's impact on my family
40%
The current economy has had a negative impact on my

family's income
40%
It's more difficult to find and keep a part-time job this year than
it was last year
29%
The current economy has caused me to increase my student

loans
28%
I believe President Obama is the right leader for the times we

live in
26%
I believe that President Obama's plans will continue to improve

economic conditions
26%
Compared to last year, I'm receiving less financial aid from my

school than I did last year
As a result of President Obama's emphasis, I am more likely
to volunteer for community or national service
176
23%
18%
GOVERNMENT & POLITICS

Q. 416, 417, 418, 419
30% approve of the Presidents performance

23% approve of Congress performance
The largest share of students (31%) are Democrats
The largest share of students (30%) describe their political
philosophy as middle of the road
177
BIGGEST PROBLEMS ON CAMPUS

Q. 420
Cost of education
Stress
Alcohol abuse/binge drinking
Student loan debt
Lack of adequate financial aid
Drug abuse (non-prescription drug)
Lack of adequate parking
Drunk driving
Inability to enroll in required courses
Bullying by other students
Sexual assault
Low job placement rate of graduates
Lack of access to academic advisors
Hazing in student clubs or organizations
Student credit card debt
Students not academically prepared for college
Theft of personal property
Students' spending/impulse buying
Racial tensions
Ethnic tensions
Religious tensions
178
63%
38%
32%
25%
17%
16%
16%
15%
12%
11%
10%
8%
7%
7%
6%
5%
5%
4%
2%
1%
1%
WHATS IN ON CAMPUS
Q. 421
The Apple iPhone

continues to top
the list of Whats
in on campus
Apple iPhone
66%
Coffee
63%
Texting
61%
Facebook
Apple iPad
55%
Instagram
55%
Drinking beer
51%
Snapchat
50%
Working out
48%
Twitter
48%
Laptops
179
59%
46%
Hooking up
43%
Going out to clubs/bars
43%
College football
40%
Taking photos with a mobile phone
40%
TV SHOWS IN ON CAMPUS
Q. 422
The list of TV
shows In on
campus parallels
the list of TV shows
students watch
most often
Walking Dead
American Horror Story
48%
Breaking Bad
48%
Game of Thrones
44%
Orange Is The New Black
40%
Family Guy
39%
How I Met Your Mother
180
59%
34%
NFL Football
33%
The Big Bang Theory
32%
Scandal
29%
ESPN SportsCenter
29%
BACK TO SCHOOL SPENDING

Q. 423
Purchasers
Average Spending Among

Purchasers
Clothing, not
footwear
68%
Footwear
62%
Furnishings for
dorm or apartment
$579
Clothing, not
footwear
$159
Furnishings for
dorm or apartment
$148
$147
Desktop, laptop or
tablet computer
27%
Mobile
phone/Smartphone
Mobile
phone/Smartphone
26%
Electronics, not a
computer
$109
Footwear
$105
Electronics, not a
computer
181
46%
Desktop, laptop or
tablet computer
23%
MONTHLY SPENDING
Q. 424
Purchasers
Average Spending Among

Purchasers
Eating off campus
80%
$101
Eating on campus
61%
Eating off campus
Entertainment
60%
Entertainment
$58
Books/magazines
$57
School supplies
Books/magazines
182
Eating on campus
48%
26%
Video games
$81
$48
Video games
20%
School supplies
CD's/tapes
20%
DVD's, Blu-Ray
$27
DVD/Blu-Ray
18%
CD's/tapes
$25
$35
SPECIALTY STORES IN THE PAST MONTH

Q. 425
Nearly seven in
ten students
(68%) shopped
at one or more
specialty store
in the past
month
H&M is the most
commonly
shopped store
among males
(13%) while
Forever 21 is
the most
commonly
shopped among
females (43%)
183
Forever 21
H&M
Victoria's Secret
American Eagle Outfitters
Old Navy
Charlotte Russe
Abercrombie & Fitch
Urban Outfitters
Aeropostale
PacSun
Express
Gap
Hollister
Hot Topic
J. Crew
Banana Republic
Guess
Diesel
The Limited
None of these
27%
18%
18%
16%
15%
12%
12%
11%
11%
10%
10%
9%
9%
9%
7%
7%
6%
4%
1%
32%
PAST MONTH BEVERAGE PURCHASED MOST OFTEN

Q. 431, 432, 433, 434, 435, 436
Students are more likely to purchase bottled water than a regular soft drink
and more likely to purchase a sports or energy drink than a diet soft drink
Category
184
Past Month
Purchasers
Leading
Brand
Purchased
Share
Bottled water
76%
Dasani/
Aqua Fina
14%
Iced tea
58%
Arizona
21%
Sports/athletic drink
63%
Gatorade
35%
Regular soft drink
70%
Coke
29%
Diet soft drink
27%
Diet Coke
10%
Energy drink
47%
Red Bull
17%
MOBILE PHONE OWNERSHIP

Q. 442
94% of all
students own a
mobile phone
Among the 94%
of owners, 93%
own a
Smartphone
Own a
mobile
phone but it
is not a
Smartphone
7%
Don't own a
mobile
phone
6%
Own a
Smartphone
87%
185
SMARTPHONE OWNERSHIP
Q. 442
Compared to Fall
2011, the share of
mobile owners with
a Smartphone has
increased 52%
from 61% of mobile
owners in Fall 2011
to 93% of mobile
owners in Fall
2014
Smartphone
39%
61%
Fall '11
186
33%
67%
Spring '12
23%
Other mobile
24%
77%
76%
Fall '12
Spring '13
15%
9%
7%
85%
91%
93%
Spring '14
Fall '14
Fall '13
MOBILE PHONE SPENDING

Q. 444, 445
Students spend
an average of
$77 monthly for
their mobile
service
About three in
ten (31%) pay
their own mobile
service bill
compared to
52% reporting
their parents
pay their bill for
them
187
Employer
1%
Friend
2%
Significant
other
I share the
3%
cost with
parents
11%
Parents
52%
I pay the bill
31%
MOBILE PROVIDER
Q. 446
Verizon is the
leading provider
used by
students
Compared to
Fall 2012,
Verizons share
has increased
(AT&T, T-Mobile
and Sprint are
virtually
unchanged)
Verizon
T-Mobile
Sprint
34%
31%
30%
30%
28%
27%
27%
27%
25%
26%
20%
19%
17%
16%
14%
188
AT&T
14%
14%
Fall '12
Spring '13
18%
Fall '13
14%
14%
Spring '14
Fall '14
BRAND OF MOBILE OWNED

Q. 447
Among the 98%
of mobile phone
owners who
know the brand
of mobile phone
owned, virtually
half (49%) own
an Apple
iPhone, and
about one in
four (23%) own
a Samsung.
No other brand
is mentioned by
more than 6%
189
Apple iPhone
Samsung
LG
HTC
Droid by Motorola
Motorola
Nokia
Google
BlackBerry
T-Mobile
Pantech
Sony
Amazon Fire
Sanyo
Kin
Palm
Other
Don't know
49%
23%
6%
4%
3%
3%
2%
2%
2%
1%
1%
1%
1%
0%
0%
0%
1%
2%
BRAND OF MOBILE OWNED

Q. 447
Compared to Fall
2009, the share of
mobile owners with
an iPhone has
increased nearly
five times from
10% in Fall 2009 to
49% in Fall 2014
iPhone
72%
71%
65%
65%
Samsung
60%
54%
46%
All other
43%
36%
35%
28%
23%
23%
18%
20%
20%
19%
20%
18%
190
17%
22%
19%
10%
12%
13%
16%
Fall '09
Spring
'10
Fall '10
Spring
'11
20%
Fall '11
36%
37%
Fall '12
Spring
'13
41%
45%
49%
27%
Spring
'12
Fall '13
Spring
'14
Fall '14
PURCHASING/UPGRADING TO A NEW MOBILE PHONE

Q. 454, 455
34% of mobile owners plan to upgrade to a new mobile phone in the
next 12 months, 90% plan to purchase/upgrade to a Smartphone
Type of mobile
Purchase new/upgrade
Don't
know
12%
Very
unlikely
29%
Don't
know
7%
Somewhat
likely
15%
Somewhat
unlikely
9%
191
Very likely
19%
Not
Smartpho
ne
3%
Neither
likely nor
unlikely
16%
Smartpho
ne
90%
BRAND OF NEW PHONE PLAN TO PURCHASE/UPGRADE TO

Q. 457
Among the 34% of

mobile owners who
plan to upgrade to
a new mobile
phone in the next
12 months, 62%
plan to purchase or
upgrade to an
iPhone
Apple iPhone
Samsung
15%
HTC
3%
Droid by Motorola
3%
Google
2%
Amazon Fire
2%
LG
1%
Motorola
1%
Sony
1%
Pantech
1%
BlackBerry
1%
Don't know
192
62%
8%
PAST WEEK SMARTPHONE ACTIVITIES

Q. 461
Texting and
Check eMail
and Take
photos are the
most common
Smartphone
activities
10% Watch
TV in the past
week
Texting
79%
Check eMail
71%
Take photos
69%
Surf the web
62%
Listen to music (not streamed)
47%
Listen to streamed music
47%
Check bank or credit card balances
44%
Use the calendar
43%
Take videos
41%
Voice conversation
41%
Play games
38%
Watch video
38%
Look up information for a class
35%
Get special deals or discounts
20%
Video conversation
17%
Pay bills
15%
Make purchases online/with an app
12%
Watch TV
Send or receive money
None of these
193
10%
9%
4%
USE OF SMARTPHONE TO MANAGE BANK/CREDIT CARD ACCOUNT

Q. 462
Smartphone
owners with a bank
or credit card
account use their
Smartphone most
often to Check
account
balances (69%)
69%
Check account balances
32%
Review account activity

Call customer service
23%
Locate ATM's
22%
Transfer funds
21%
Mobile banking via downloadable

banking app
20%
18%
Make deposits
Pay bills
Locate bank branches
194
15%
11%
Mobile banking via Smartphone's web

browser
6%
Make contact-less payments
6%
MAKING PURCHASES WITH SMARTPHONE

Q. 463, 464, 465
About one in
five (19%) use
their
Smartphone to
make purchases
The typical
purchase is $38
and purchases
are made 4
times a month
Don't make purchases with my

Smartphone
Make purchases with my

Smartphone
60%
19%
Use my Smartphone's browser

to research a purchase
195
32%

Q. 466
Strongly agree
Somewhat agree
Good credit history or credit score is important
40%
Will be financially stable in 10 years
25%
Like to save my money before I purchase anything
16%
16%
30%
27%
25%
13%
Having credit helps me get the things I want now
25%
16%
22%
Buy the things I want, now
12%
23%
12%
22%
Current spending habits will not impact my future credit report

Difficult to pay all my bills
Know what my current credit score is
196
26%
18%
Don't like to spend money, I would rather save than spend
Difficult to save money
22%
10%
18%
9%
19%
12%
Student loans help build credit
6%
Don't worry about the way I spend or manage my money
6%
16%
18%
14%
CREDIT CARD OWNERSHIP

Q. 467, 468
More than half
(54%) have
access to a
credit card
More than four
in ten (44%)
have a credit
card in their own
name
197
Have
%
Have in own
name
%
Any card
54
44
VISA
37
30
MasterCard
13
11
Amex
Discover
ISSUER OF VISA/MASTERCARD
Q. 469, 470
Chase is the
largest issuer of
VISA (21%) while
Bank of America
is the largest
MasterCard issuer
(18%)
VISA
Bank of America
18%
19%
Chase
8%
21%
Capital One
9%
Wells Fargo
13%
Citibank 2%
Credit Union
MasterCard
10%
3%
8%
5% 3%
BB&T 1% 5%
198
LIKELIHOOD OF CANCELLING CREDIT CARD

Q. 471, 472, 473, 474
American Express
cardholders are the
most likely to cancel
their card (19%)
while MasterCard
cardholders are the
least likely (12%)
Very likely
15%
American Express
Discover
VISA
MasterCard
199
Somewhat likely
4%
10%
7%
7%
6%
9%
3%
CREDIT CARDS INTERESTED IN ACQUIRING IN NEXT 12 MONTHS

Q. 475, 476, 477
25% of students
are interested in
acquiring 1 or
more credit card
in their own
name in the next
12 months
Among this
25%, 56% are
interested in
VISA, 20%
MasterCard,
16% American
Express or
Discover
200
VISA
14%
MasterCard
5%
Discover
4%
American Express
4%
None of these
75%
CONCERNS ABOUT HAVING A CREDIT CARD

Q. 478
Spending
beyond may
means and
getting into debt
(46%) continues to
be the most
common concern
students have
about having a
credit card
Spending beyond my means and

getting into debt
Identity theft
40%
Buying things I don't need and

wasting money
39%
Payment anxiety, afraid might not

be able to make monthly payments
Potential responsibility for paying
charges that are not mine
None of these
201
46%
29%
20%
26%
DESCRIPTION OF CREDIT CARD WOULD PREFER TO USE

Q. 479
Students would
prefer to have a
credit card in their
own name
requiring proof of
income
Credit card in your own name that

requires you to show proof of
income
22%
Credit card that requires you to

establish/maintain a savings
account as collateral to secure the
credit line
20%
Credit card in own name cosigned

by parent
Credit card that is authorized user

of parent's card
13%
9%
None of these
202
36%
SPENDING & BUDGETS

Q. 480
Equal numbers of
students receive
banking/spending
alerts as keep their
spending in their
head
Receive balance/spending
alerts from my bank and/or
issuer of credit card
25%
Keep my spending in my
head
25%
Keep track of spending by

recording it
22%
17%
Don't have a budget
Don't keep track of my

spending
203
11%
FINANCIAL CHALLENGES FACED

Q. 481
More than half,

(54%) faced 1 or
more financial
challenge when
returning to school
this fall
24%
Increased college costs
16%
A loss or decline in family income

Earned less working this summer than
needed
13%
12%
Working fewer hours or lost job at school

Received less than expected from federal
student loans
Sibling(s) started college, parents are
helping pay for school
Received less or lost grants,
scholarships, or work study
Used all my savings up last year and
have no reserve funds
Received less than expected from private
student loans
3%
Unable to obtain a federal student loan
3%
Unable to obtain a private student loan
2%
10%
10%
10%
5%
I didn't face any financial challenges
204
46%
HOW FINANCIAL CHALLENGES WERE MET

Q. 482
Cut back on
personal spending
and Have
taken/looking for a
part-time job are
the most commonly
reported ways of
coping with the
financial challenges
students faced when
returning to school
this Fall
205
I and/or my family has cut back on

personal spending
34%
Have taken or am looking for a part-time

job during the school year to help pay
27%
I and/or my parents are taking more out

of savings than expected
15%
Have taken or am looking for a full-time

job during the school year to help pay
15%
Worked this past summer instead of

having an unpaid internship
14%
Received a federal student loan
14%
I and/or my family didn't take a planned

trip during summer vacation
14%
Received a grant, scholarship or work

study
11%
Added additional roommates to my off

campus housing
11%
CHECKING ACCOUNTS
Q. 483, 484
More than six in
ten (61%, up
from 54% last
year) have a
checking account
in their own
name
Bank of America
(22%), Chase
(16%) and Wells
Fargo (11%) are
the most
commonly
mentioned banks
where students
have their
checking account
206
Don't have a
checking
account
18%
Parents have
a checking
account they
manage for
me
7%
Parents and I
have a joint
checking
account
14%
Have
checking
account in
own name
61%
DEBIT CARDS
Q. 485, 486
Nearly seven in
ten (67%, down
from 76% last
year) have a
debit/check card
in their own
name
Bank of
America (21%),
Chase (17%)
and Wells Fargo
(10%) are the
most commonly
mentioned banks
where students
have their
checking account
207
Don't have a
debit/check
card issued
by my bank
17%
Have a
debit/check
card in own
name linked
to parent's
checking
account
16%
Have
debit/check
card in own
name issued
by my bank
67%
ACCOUNTS CLOSED IN PAST 6 MONTHS

Q. 487, 488, 489, 490, 491
Nearly one in five

(19%) closed a
banking or credit
card account in
the past 6 months
12%
Checking account
Savings account
9%
Bank of America is
the most
commonly
reported bank
where checking or
savings accounts
were closed
VISA
4%
MasterCard
1%
Discover
1%
American Express
1%
Chase is the most

commonly
reported issuer
where a VISA was
closed
208
None of these
81%
CAMPUS CARD
Q. 492, 493, 494, 495
65% have a schoolissued Campus
Card
Functionality
Most (52%) have a

card that works as
an ID, payment
card and allows
building access
Among those
whose card works
as a payment card,
18% report their
card has a bank
logo
209
57% believe it is at
least Somewhat
important their
school provide
them with a
Campus Card
Student ID only
18%
Student ID,
works as a
payment card
and allows
building access
52%
Student ID plus
works as a
payment card
16%
Student ID plus
allows building
access
14%
MAKING PURCHASES WITH CAMPUS CARD

Q. 496, 497, 498, 499, 500
30% use their
Campus card daily
to make
purchases
210
Where Campus Card can be used to make purchases
90%
On campus dining
Weekly spending
averages $43 with
an average of 8.1
purchases
On campus printers
or copiers
87% of weekly
spending is done
on campus and
the remaining 13%
is done off
campus
On campus vending
machines
70%
On campus
bookstore
75%
59%
56%
On campus laundry
Off campus
restaurants
23%
Off campus stores
23%
IMPORTANCE OF CAMPUS CARD BENEFITS

Q. 501
The highest rated

benefits of a school
issued Campus Card
are;
1. Dont have to
carry cash
2. Handles most on
campus spending
needs
3. Convenience
4. Already prepaid
211
Very important
Somewhat important
30%
Don't have to carry cash

Handles most on campus
spending needs
24%
33%
19%
40%
Convenience
11%
27%
Already prepaid
24%
Only need to carry one card
25%
23%
Provides a record of my
spending
25%
21%
My parents pay for it
26%
19%
Helps me control my
spending
Can access different pools
of funds
Handles most off campus
spending needs
21%
19%
15%
11%
21%
14%
INFLUENTIAL SOURCES ABOUT PAYING FOR COLLEGE

Q. 509
Parents (59%)
continue to be the
most influential
source of
information about
paying for college
More than four in
ten (43%) mention
Schools
Financial Aid
office
Very influential
Somewhat influential
Parents
School's financial aid office

Internet
34%
16%
27%
10%
30%
Student loan provider
16%
US Dept of Ed
14%
Financial service provider
20%
20%
8%
26%
Primary bank
12%
20%
Relatives other than parents
11%
19%
High school guidance counselor 7%
22%
College fairs 6%
22%
Friends 4%
24%
Info in the mail 5%
20%
Bank 7%
18%
High school seminar 4% 15%

Affinity Group 3%7%
212
25%
AGREEMENT WITH STATEMENTS ABOUT PAYING FOR COLLEGE

Q. 510
Nearly half (47%)
agree Parents did
most of the work
about figuring out
how to pay for
college
Only 46%
Understand my
financial aid
package, what has
to be repaid and
what doesnt
Completely agree
My parents did most of the work
when it came to figuring out how
to pay for college
24%
23%
I understand my financial aid

package, what has to be repaid
and what doesn't
16%
30%
I found the process of identifying

ways to pay for college to be
complicated and confusing
15%
31%
My school's financial aid office

was helpful in identifying ways
to pay for college
I'm confident in my ability to
repay my student loans
according to the terms and
My college was helpful in
identifying ways to pay for
college
213
Somewhat agree
29%
12%
25%
14%
27%
11%
My bank was helpful in

college
7%
My high school was helpful in

college
6%
21%
20%
STUDENT LOANS
Q. 511, 512, 513
60% of students
expect to graduate
with student loan
debt averaging
$28,095
Virtually as many
mention My
parents or family as
mention Myself
about who has the
primary
responsibility to
educate students
about student loans
40% are at least
Somewhat likely to
consolidate their
student loans
214
My parents or family
26%
Myself
25%
My college or university
21%
Don't know
11%
My bank
My high school
My friends
10%
5%
1%
STUDENT LOANS
Q. 514, 515, 516, 517
Nearly half of all
student debt is
Government
student loan debt
Students believe it
will take 8.5 years
to pay back their
student loan
42% Dont know if
the interest rate is
fixed or variable
70% Dont know
what the interest
rate on their
student loan is
215
Share of student loan debt

Relatives
4%
Other
1%
Friends
1%
Private loan
from a bank or
credit union
24%
Government
student loan
45%
My credit card
2%
Loans direct
from my school
24%
REPAYMENT OF STUDENT LOAN

Q. 519, 520
Who is responsible
Who will actually repay
Don't
know
9%
Other
2%
Other
relative
1%
Myself and
parent/guar
dian
27%
I am
52%
Don't
know
13%
Parents/g
uardian
20%
I will
64%
Parent or
guardian
11%
216
SPRING 2015 PRODUCTION TIMETABLE
29th
Final Report,
Presentations
Begin
6th
In Field
JANUARY
FEBRUARY
29th
Draft
Interview
Distributed
12th
Comments,
Proprietary
Questions
Due
19th
Interview
Finalized
MARCH
APRIL
24th
Topline
Distributed
MAY

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C O N V E R T I N G

Conducted each Spring and Fall semester

Monthly discretionary spending $201, annual personal earnings $7,764

50% get money from home averaging $280 monthly

Family HH income averages $107,642

TOP ACADEMIC MAJORS

TOP OF MIND BRANDS ALL CATEGORIES

When asked what

TOP OF MIND BRANDS TECHNOLOGY

When asked what

TOP OF MIND BRANDS BANKS/FINANCIAL SERVICES

When asked what

TOP OF MIND BRANDS ONLINE SHOPPING

When asked what

TOP OF MIND BRANDS CARS & TRUCKS

When asked what

TOP OF MIND BRANDS STUDENT LOAN PROVIDER

When asked what

TOP OF MIND BRANDS TEXTBOOK RENTAL

When asked what

Barnes & Noble.com

Off campus bookstore

TOP OF MIND BRANDS DEVICES TO READ EBOOKS

When asked what

AIDED AWARENESS OF TABLETS

Barnes & Noble Nook

AGREEMENT WITH STATEMENTS ABOUT TELEVISION

Watch on my computer or tablet

Watch at home, don't live on

WEEKLY HOURS WATCH TV BY METHOD

34% of the time

DEVICES USED TO WATCH TELEVISION ONLINE

SITES USED TO WATCH TELEVISION ONLINE

VIEWING DEVICE OWNERSHIP

About one in ten

TELEVISION PROGRAMS WATCHED MOST OFTEN

American Horror Story

ESPN Sports Center

How I Met Your Mother

FIVE FAVORITE TELEVISION NETWORKS

VIEWERSHIP OF NEW TELEVISION NETWORKS

FAMILIARITY WITH BINGE VIEWING

Have not binge

Not familiar with

LIKELIHOOD OF WATCHING ALL MISSED EPISODES

73% are at least

WAYS LISTENED TO RADIO IN THE PAST WEEK

Streamed Pandora audio

Streamed iTunes audio

Streamed radio station audio

Have not listened

NATIONAL NEWSPAPER READERSHIP

The New York

DEVICE USED MOST OFTEN TO READ DIGITAL EDITION

Full size tablet

CAMPUS NEWSPAPER READERSHIP

42% (compared to 37% last year)

WHY STUDENTS DONT READ THEIR CAMPUS NEWSPAPER

Non readers of the

I get the information I want

I get the information I want

ONLINE NEWS SOURCES USED IN THE PAST MONTH

ESPN The Magazine