Table of Contents
Issues in the Market
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- Methodology
- Abbreviations
Future Opportunities
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- Losing it
- The great escape
- Burning the midnight oil
- Screen savers
- Log on to shop and party
- Giving them what they want
- Net working
Market in Brief
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- Is the degree worth the debt?
- University challenged
- Get connected
- Debt effects and funding crisis
- Recession, what recession?
- Spend now, pay later
- Mind the gap
- Log on to life
- At your leisure – in or out
- Food retailers court loyalty
- Hey, good looking
- Future focus
Background – Student Demographics
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- Key points
- Student applications growing but slowing
- Class division
- Future uncertainty
Students as Consumers: Getting There
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- Key points
- Making the decision: Why university?
- Career prospects are a key factor but financial concerns are pressing
- Decision time: Why this university?
Attitudes towards Fees and Recession
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- Key points
- Debt culture reigns…
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- Figure 1: Attitudes towards fees and job prospects, April 2010
- …but not for all
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- Figure 2: Those definitely agreeing with the statement ‘I don’t like the idea of being in debt’ – students, by gender, 2009
- Fees raise concern
- Tuition fees threshold
- Budget cuts loom
- Spectre of debt prompts stay-at-home students
- Riding out the recession
- Career plans
- Holding back the years
- Affluence indicators
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- Figure 3: Attitudes towards fees and job prospects, by UniGroup, April 2010
- Stay-at-homes – less student-centric, more potential spend
- Essential debt
- Takeaway rather than eat in
- Money’s too tight to shop…or is it?
- Is the degree worth the debt?
Accommodation and Financing the Student Lifestyle
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- Key points
- Accommodation
- During term time
- What happens when the term ends?
- Finance
- Money management
- Student loans
- Paid employment
- The bank of Mum and Dad
- Help from banks
- Budgeting
- Savings and standard of living
- Work to live
Students’ Attitudes towards Travel
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- Key points
- Gap out of favour
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- Figure 4: Attitudes towards students' travel lifestyles, April 2010
- The escape plan
- Gender divides attitudes...
- ....whilst First years don’t go home
- Type cast
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- Figure 5: Attitudes towards students' travel lifestyles, by UniGroup, April 2010
- Gap not planned but advantageous
PCs, Laptops and Media
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- Key points
- My laptop, my life
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- Figure 6: Statements on PCs, laptops and media, April 2010
- Laptop living
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- Figure 7: Repertoire of technology items students have with them at university, April 2010
- Men download…
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- Figure 8: Statements on PCs, laptops and media, by gender, April 2010
- …whilst women have the wheels
- Years define the possessions
- Digital culture and mobile phones
- Who’s paying?
- The bank of Mum and Dad
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- Figure 9: Who paid for the computer while at university, April 2010
- Who gets the handouts?
What’s in the Basket?
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- Key points
- Meal deals
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- Figure 10: Things bought during the university term during the past two weeks, April 2010
- We have to shop…and drink
- Girls in, boys out
- Elite consumers
- Other areas of spend
The Leisure Principle
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- Key points
- Downtown delights…
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- Figure 11: Statements on leisure activities during the university term, April 2010
- …but we also like to stay in
- Money’s too tight
- Type determines attitude
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- Figure 12: Statements on leisure activities during the university term, by unitype, April 2010
- Years apart
- In the club
- Drinking, smoking, sports and a little bit of culture
- It’s your round
- Smoking – heavy or light?
- Culture vultures
- Sporting chance
- The influence of the leisure proposition
- Perfecting the work/life balance
- Leisure habits
Eating, Cooking and Food Shopping Habits
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- Key points
- Healthy habits
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- Figure 13: Statements on eating, cooking and food shopping habits while at university, April 2010
- What’s the bill?
- Getting it home
- Learning curve
- Pass the points
- Beauty benefits
- Bringing out the foodie
Looking Good
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- Key points
- Shopping habits split
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- Figure 14: Statements on shopping habits while at university, April 2010
- Girls good to shop…
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- Figure 15: Statements on shopping habits while at university, by gender, April 2010
- …whilst boys get help
- The need to look good
- The kudos of vintage
Targeting Opportunities
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- Key points
- Get clean, then eat
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- Figure 16: Repertoire of things bought during the university term during the past two weeks, April 2010
- It’s a girl thing
- Parents pay out
- The privileged ones
- Student lifestyle target groups
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- Figure 17: Student lifestyle target groups, April 2010
- Confident workers
- Money’s too tight
- Home bodies
- Carefree hedonists
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- Figure 18: Target group, by demographics, April 2010
Future Plans and Prospects
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- Key points
- Optimism may well have waned…
- ...but ambition is strong
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- Figure 19: Agreement/disagreement that ‘I want to get to the very top in my career’ – students and non-students, by gender, 2009
- Realism reigns
- Are students feeling the squeeze?
Appendix – Student Demographics
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- Figure 20: Students in UK Higher Education*, by type of course and gender, 1980/81-2007/08
- Figure 21: Numbers of full-time undergraduates in UK, 1980/81-2008/09
- Figure 22: Full-time undergraduates, by gender, 1980/81-2007/08
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- Figure 23: Higher Education initial participation rate* for English-domiciled first-time participants in Higher Education courses at UK Higher Education institutions and English, Welsh and Scottish Further Education colleges, 1999/2000-2007/08
- Figure 24: Total number of university applicants, by entry cycle and gender, 2004-09
- Figure 25: Accepted applicants onto Higher Education courses, by age, 2004-09
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- Figure 26: Total number of UK-based university applicants aged 18 and under, by entry cycle and socio-economic classification, 2007 and 2008
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Appendix – Attitudes towards Fees and Recession
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- Figure 27: Most popular attitudes towards fees and job prospects, by demographics, April 2010
- Figure 28: Next most popular attitudes towards fees and job prospects, by demographics, April 2010
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- Figure 29: Attitudes towards students' travel lifestyles, by most popular attitudes towards fees and job prospects, April 2010
- Figure 30: Attitudes towards students' travel lifestyles, by next most popular attitudes towards fees and job prospects, April 2010
- Figure 31: Statements on PCs, laptops and media, by most popular attitudes towards fees and job prospects, April 2010
- Figure 32: Statements on PCs, laptops and media, by next most popular attitudes towards fees and job prospects, April 2010
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- Figure 33: Who paid for the computer while at university, by most popular attitudes towards fees and job prospects, April 2010
- Figure 34: Who paid for the computer while at university, by next most popular attitudes towards fees and job prospects, April 2010
- Figure 35: Things bought during the university term during the past two weeks, by most popular attitudes towards fees and job prospects, April 2010
- Figure 36: Things bought during the university term during the past two weeks, by next most popular attitudes towards fees and job prospects, April 2010
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- Figure 37: Statements on leisure activities during the university term, by most popular attitudes towards fees and job prospects, April 2010
- Figure 38: Statements on leisure activities during the university term, by next most popular attitudes towards fees and job prospects, April 2010
- Figure 39: Statements on eating, cooking and food shopping habits while at university, by most popular attitudes towards fees and job prospects, April 2010
- Figure 40: Statements on eating, cooking and food shopping habits while at university, by next most popular attitudes towards fees and job prospects, April 2010
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- Figure 41: Statements on shopping habits while at university, by most popular attitudes towards fees and job prospects, April 2010
- Figure 42: Statements on shopping habits while at university, by next most popular attitudes towards fees and job prospects, April 2010
- Figure 43: Attitudes towards fees and job prospects, by most popular attitudes towards fees and job prospects, April 2010
- Figure 44: Attitudes towards fees and job prospects, by next most popular attitudes towards fees and job prospects, April 2010
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Appendix – Accommodation and Financing the Student Lifestyle
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- Figure 45: Ownership of credit cards and store cards – students and non-students, by gender, 2009
- Figure 46: Ownership of savings account and ISAs – students and non-students, by gender, 2009
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- Figure 47: Agreement/disagreement that ‘I am very good at managing money’ – students and non-students, 2009
- Figure 48: Agreement/disagreement that ‘I tend to spend money without thinking’ – students and non-students, 2009
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- Figure 49: Agreement/disagreement that ‘I am perfectly happy with my standard of living’ – students and non-students, 2009
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Appendix –Students’ Attitudes towards Travel
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- Figure 50: Attitudes towards students' travel lifestyles, by demographics, April 2010
- Figure 51: Attitudes towards students' travel lifestyles, by attitudes towards students' travel lifestyles, April 2010
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Appendix – PCs, Laptops and Media
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- Figure 52: Most popular statements on PCs, laptops and media, by demographics, April 2010
- Figure 53: Next most popular statements on PCs, laptops and media, by demographics, April 2010
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- Figure 54: Statements on PCs, laptops and media, by most popular statements on PCs, laptops and media, April 2010
- Figure 55: Statements on PCs, laptops and media, by next most popular statements on PCs, laptops and media, April 2010
- Figure 56: Items have, by repertoire of technology items students have with them at university, April 2010
- Figure 57: Repertoire of technology items students have with them at university, by demographics, April 2010
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- Figure 58: Car ownership – students and non-students, by gender, 2009
- Figure 59: Ownership of MP3/digital music player and MP4/digital music and video player – students and non-students, by gender, 2009
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- Figure 60: Mobile phone ownership – students and non-students, by gender, 2009
- Figure 61: Who paid for the computer while at university, by demographics, April 2010
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Appendix – What’s in the Basket?
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- Figure 62: Most popular things bought during the university term during the past two weeks, by demographics, April 2010
- Figure 63: Next most popular things bought during the university term during the past two weeks, by demographics, April 2010
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- Figure 64: Other things bought during the university term during the past two weeks, by demographics, April 2010
- Figure 65: Least popular things bought during the university term during the past two weeks, by demographics, April 2010
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- Figure 66: Spending on hardback and paperback books in the last 12 months – students and non-students, by gender, 2009
- Figure 67: Agreement/disagreement that ‘I spend a lot of money on toiletries and cosmetics for personal use’ – students and non-students, by gender, 2009
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Appendix – The Leisure Principle
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- Figure 68: Most popular statements on leisure activities during the university term, by demographics, April 2009
- Figure 69: Next most popular statements on leisure activities during the university term, by demographics, April 2009
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- Figure 70: Other statements on leisure activities during the university term, by demographics, April 2009
- Figure 71: Accepted applicants onto Higher Education courses, by age, 2004-09
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- Figure 72: Statements on leisure activities during the university term, by most popular statements on leisure activities during the university term, April 2009
- Figure 73: Statements on leisure activities during the university term, by next most popular statements on leisure activities during the university term, April 2009
- Figure 74: Statements on leisure activities during the university term, by other statements on leisure activities during the university term, April 2009
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- Figure 75: Agreement/disagreement that ‘I worry about work during my leisure time’ – students and non-students, by gender, 2009
- Figure 76: Frequency of pub drinking, daytime – students and non-students, by gender, 2009
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- Figure 77: Frequency of pub drinking, evening – students and non-students, by gender, 2009
- Figure 78: Cigarette smoking – students and non-students, by gender, 2009
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- Figure 79: Agreement/disagreement that ‘I consider myself interested in the Arts’ – students and non-students, by gender, 2009
- Figure 80: Cultural activities in past year – students and non-students, by gender, 2009
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- Figure 81: Agreement/disagreement that ‘I am a regular cinema-goer’ – students and non-students, by gender, 2009
- Figure 82: Agreement/disagreement that ‘I do some form of sport or exercise at least once a week’ – students and non-students, by gender, 2009
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- Figure 83: Those participating in any individual or team sports – students and non-students, by gender, 2009
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Appendix – Eating, Cooking and Food Shopping Habits
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- Figure 84: Most popular statements on eating, cooking and food shopping habits while at university, by demographics, April 2010
- Figure 85: Next most popular statements on eating, cooking and food shopping habits while at university, by demographics, April 2010
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- Figure 86: Other statements on eating, cooking and food shopping habits while at university, by demographics, April 2010
- Figure 87: Statements on eating, cooking and food shopping habits while at university, by most popular statements on eating, cooking and food shopping habits while at university, April 2010
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- Figure 88: Statements on eating, cooking and food shopping habits while at university, by next most popular statements on eating, cooking and food shopping habits while at university, April 2010
- Figure 89: Statements on eating, cooking and food shopping habits while at university, by other statements on eating, cooking and food shopping habits while at university, April 2010
- Figure 90: Agreement/disagreement that ‘I really enjoy cooking’ – students and non-students, by gender, 2009
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Appendix – Looking Good
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- Figure 91: Most popular statements on shopping habits while at university, by demographics, April 2010
- Figure 92: Next most popular statements on shopping habits while at university, by demographics, April 2010
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- Figure 93: Statements on shopping habits while at university, by most popular statements on shopping habits while at university, April 2010
- Figure 94: Statements on shopping habits while at university, by next most popular statements on shopping habits while at university, April 2010
- Figure 95: Agreement/disagreement that ‘I like to keep up with the latest fashions’ – students and non-students, by gender, 2009
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- Figure 96: Agreement/disagreement that ‘It is important to me to look well dressed’ – students and non-students, by gender, 2009
- Figure 97: Agreement/disagreement that ‘I really enjoy shopping for clothes’ – students and non-students, by gender, 2009
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- Figure 98: Agreement/disagreement that ‘I spend a lot on clothes’ – students and non-students, by gender, 2009
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Appendix – Targeting Opportunities
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- Figure 99: Things bought during the university term during the past two weeks, by repertoire of things bought during the university term during the past two weeks, April 2010
- Figure 100: Repertoire of number of items parents help with, April 2010
- Figure 101: Number of items parents help with, by repertoire of number of items parents help with, April 2010
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- Figure 102: Attitudes towards fees and job prospects, by target groups, April 2010
- Figure 103: Attitudes towards students' travel lifestyles, by target groups, April 2010
- Figure 104: Statements on PCs, laptops and media, by target groups, April 2010
- Figure 105: Who paid for the computer while at university, by target groups, April 2010
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- Figure 106: Things bought during the university term during the past two weeks, by target groups, April 2010
- Figure 107: Statements on leisure activities during the university term, by target groups, April 2010
- Figure 108: Statements on eating, cooking and food shopping habits while at university, by target groups, April 2010
- Figure 109: Statements on shopping habits while at university, by target groups, April 2010
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- Figure 110: Repertoire of technology items students have with them at university, by target groups, April 2010
- Figure 111: Repertoire of things bought during the university term during the past two weeks, by target groups, April 2010
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- Figure 112: Repertoire of number of items parents help with, by target groups, April 2010
- Figure 113: Repertoire of things bought during the university term during the past two weeks, by demographics, April 2010
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- Figure 114: Repertoire of number of items parents help with, by demographics, April 2010
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Appendix – Future Plans and Prospects
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- Figure 115: Agreement/disagreement that ‘I like to enjoy life and don’t worry about the future’ – students and non-students, by gender, 2009
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