Conducted each Spring and Fall semester
On campus, one-on-one intercepts conducted by professional
interviewers during the week of October 11, 2010
1,200 Four Year full-time undergrads
Representative sample
100 campuses stratified by:
Enrollment size
Administrative Control
Geographic location (U.S. Census Region/Census Division)
Margin of error +/- 2.4%
2
© 2010 STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited
Two YearFull-time, 15%
Two YearPart-time, 25%
Four YearPart-time, 10%
Four Year
Full-time, 36%
GraduatePart-time, 8%
GraduateFull-time,
6%
3
© 2010 STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited
TV set49%
DVR7%
On demand
6%
Free file sharing
5%
Paid online3%
Free streaming
15%
DVD15%
49% of the
time spent
watching
television is
spent
watching
with a
traditional
TV set
10
© 2010 STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited
Online30%
Offline70%
© 2010 STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited
11
70% of the time students spend watching TV is spent offline (71% among users)
Half (51%) are at least “Somewhat interested” in watching TV exclusively online
Comedy Central, ESPN and ABC are students’ favorite television networks
Comedy Central and ESPN skew male while ABC and MTV skew female
Total%
Male%
Female%
Comedy Central 43 54 32
ESPN 30 51 9
ABC 29 23 34
Discovery 28 34 21
MTV 27 16 37
FOX 27 30 25
HBO 23 25 20
CBS 16 16 16
History Channel 15 21 8
Food Network 15 10 21
12
© 2010 STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited
© 2010 STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited
13
Among the 89% of students with a campus TV station, 16% have watched their campus TV station in the past month
Students living on campus are far more likely to report watching than students living off campus or at home
Among past month viewers, 71% watched more than once (again skewing among students living on campus)
54% read at least 1 of the last 5 issues of the print edition (24% read at least 3 of the last 5)
Readers of the print edition spend an average of 18 minutes reading the print edition of the average issue
About one in four (26%) report their campus newspaper is available online
35% of those reporting their campus newspaper is available online report reading the online edition of their campus newspaper at least once in the past month
14
© 2010 STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited
45%
2%
3%
3%
7%
3%
15%
20%
44%
2%
2%
4%
8%
4%
11%
22%
Read any
Chicago Tribune
Boston Globe
LA Times
Wall Street Journal
Washington Post
USA TODAY
The New York Times
Online edition Print edition Readership of
the online edition of a national newspaper is nearly equal to that of the print edition
15
© 2010 STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited
0%
10%
20%
30%
40%
50%
60%
Fall '02 Fall '03 Fall '04 Fall '05 Fall '06 Fall '07 Fall '08 Fall '09 Fall '10
Read any Read NYT Read USA Today Read WSJ
16
© 2010 STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited
Spring
’04
%
Fall
’04
%
Spring
’05
%
Fall
’05
%
Spring
’06
%
Fall
’06
%
Spring
’07
%
Fall
’07
%
Spring
’08
%
Fall
’08
%
Spring‘09%
Fall
’09
%
Spring‘10%
Fall‘10%
PEOPLE 14 15 16 17 16 15 13 16 19 19 21 18 20 18
COSMOPOLITAN 24 21 23 25 23 21 21 19 18 18 22 18 19 19
SPORTS ILLUSTRATED 15 16 14 13 16 19 16 15 16 16 16 18 17 11
ESPN: THE MAGAZINE 10 9 9 11 10 11 12 11 10 10 10 12 11 10
TIME 12 13 15 11 18 11 10 14 16 14 17 14 14 9
GLAMOUR 10 10 10 10 9 10 12 9 11 8 10 10 9 9
SEVENTEEN 8 11 7 10 7 9 7 12 10 10 9 10 9 9
ROLLING STONE 11 10 11 12 10 12 9 13 16 12 13 11 11 9
NATIONAL GEOGRAPHIC 4 7 7 8 9 6 6 9 12 9 10 10 11 9
17
© 2010 STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited
Spring’04%
Fall’04%
Spring’05%
Fall’05%
Spring’06%
Fall’06%
Spring’07%
Fall’07%
Spring’08%
Fall’08%
Spring‘09%
Fall’09%
Spring‘10%
Fall‘10%
SPORTS ILLUSTRATED 26 28 24 23 27 30 26 27 28 29 26 32 27 20
ESPN THE MAGAZINE 18 15 17 20 18 19 20 19 18 18 17 22 20 16
MEN’S HEALTH 8 12 11 12 14 9 10 14 15 13 15 20 19 13
MAXIM 27 25 23 24 25 16 19 18 18 18 18 14 18 11
TIME 12 14 17 12 19 11 11 16 18 15 16 15 16 11
ROLLING STONE 12 11 13 13 11 15 11 13 22 14 15 14 13 11
NAT’L GEOGRAPHIC 7 8 9 8 10 6 6 10 14 9 9 11 13 11
GQ 4 7 5 7 8 7 7 10 9 8 10 10 10 10
CAR & DRIVER 9 10 10 10 11 11 9 7 8 7 8 12 10 9
NEWSWEEK 11 11 11 10 11 9 8 11 12 8 12 12 10 7
18
© 2010 STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited
Spring’04%
Fall’04%
Spring’05%
Fall’05%
Spring’06%
Fall’06%
Spring’07%
Fall’07%
Spring’08%
Fall’08%
Spring‘09%
Fall’09%
Spring‘10%
Fall‘10%
COSMOPOLITAN 46 41 44 46 44 41 40 34 34 36 41 34 35 35
PEOPLE 23 26 26 27 27 24 22 25 31 31 34 27 32 29
SEVENTEEN 15 21 13 19 14 18 13 21 19 19 17 19 16 18
GLAMOUR 20 18 20 16 18 20 23 16 19 17 19 19 17 17
ELLE 10 7 9 7 11 12 12 9 13 13 15 12 12 13
VOGUE 14 13 11 10 17 19 14 15 15 17 18 17 15 12
OK! NA NA NA 3 5 4 7 7 10 12 11 7 8 10
INSTYLE 11 10 10 11 11 10 11 12 10 9 10 11 13 10
FITNESS 9 7 9 8 8 7 7 8 9 12 9 8 10 8
ENTERTAINMENT WKLY 10 12 12 11 11 8 11 11 13 11 13 10 12 8
19
© 2010 STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited