Interesting data on Advertising Age on what brands resonate with college age students. The study was conducted by Anderson Analytics and clearly shows the difference between college age men and women online.
Did you know that social networking is twice as popular with 18-24 year old women as with men? And that MySpace which was the most popular social networking site last year is now #2 with women and not in the top 5 for men? That means if you are using MySpace to target the college crowd that you are reaching a lot more females than males. So make sure that the ad campaign is female focused or it will not be that successful.
“The gender differences here are significant,” said Jesse Chen, lead consultant for Anderson’s GenX2Z youth-research group. “It’s the opposite of what we see when looking at use of social-networking sites for business purposes among adults, where men are far more likely to use sites such as LinkedIn.”
While it is not surprising that college age men like technology sites like Digg and Engadget I was very surprised to read that they are not big fans of consumer-generated media. Only 8% said they uploaded videos to YouTube. And in fact, 64% don’t make videos at all while another 14% who do make them said they don’t share them with anyone. While 75% surf social-networking sites and 71% read news online, only 14% said they wrote their own blogs. If college age men are not watching videos on YouTube, who is?
So what is the top brand name with college students? Not surprisingly it is Apple. It ranked as the No. 2 overall best brand by 17% of the students; ranked Nos. 1 and 2 as most anticipated products with iPhone and new iPod versions; ranked Nos. 1 and 2 in product recommendations with iPod followed by Apple products in general; and ranked No. 6 in most popular commercials. Wow!! Now if Steve Jobs could just figure out how to get all these college students to buy a Mac he would be all set!
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