Welcome!

News Feed Item

The Modern Community College Student: Why Brands Should Be Targeting Them, A 2017 Study from Fuse

BURLINGTON, VT -- (Marketwired) -- 10/12/17 -- Fuse surveyed a statistically-valid sample size of U.S. community college students during the summer of 2017 to gain a better understanding of the modern community college student. The research focused on their daily lives, habits, and buying behavior in hopes of identifying opportunities for brands to offer products and services aimed at satisfying those needs.

According to the American Association of Community Colleges, 12 million students -- nearly half of all U.S. undergraduates -- attend the 1,100 community colleges in the U.S. For brands that are already targeting traditional college students -- and even some that are not -- today's community college students are an untapped market.

The Rise of Community Colleges

"For decades, American culture has emphasized the importance and long-term benefits of attending a four-year college or university," stated Bill Carter, Partner at Fuse. "But during the last twenty years, the expense and rigidity of four-year institutions have become obstacles for many aspiring college students."

Whereas in the past community college students often carried the stigma of having under-performed in high school, today's community colleges are viewed as a viable option even for recent high school graduates with good grades and SAT scores. In addition to recent high school graduates, community colleges are seeing growth from full-time employees seeking specialized degrees and students pursuing a particular vocational path.

The Cost of a Community College Education: A Key Driver of Growth

One of the most significant benefits of community college is affordability. The average cost of a traditional college education is about $46,000 per year for a private university. In comparison, community colleges cost about $16,000 per year.

Not only is the total cost of a college education a major concern for today's students, but so is mitigating debt post-graduation. A flexible class schedule makes it easier for students to work while in school, 22% of community college students are employed full-time and 40% are working part-time.

Key Categories

The following categories were examined to determine how students' daily lives, habits, and buying behavior has changed:

  • Groceries, Meal Prep and Dining Out
    • 40% of community college students prefer the ease of grocery delivery (versus about 25% of the general population)
  • Technology
    • To complete their coursework, they spend 4 hours per day on laptops, tablets, or using technology at their community college library
    • About one-quarter of respondents plan to purchase a laptop or tablet this year
  • Fitness
    • Only 18% find time to exercise on a daily basis and only about 20% of community college students are achieving the physical activity recommended by the Centers for Disease Control and Prevention
    • Over 60% plan to purchase fitness apparel and/or footwear in the coming months

More data can be found at Fusemarketing.com.

Conclusion

With 12 million students attending community colleges in the U.S., students at these institutions represent an untapped market for brands. Fuse's research into their daily lives identified opportunities, particularly with regard to meal preparation, technology and fitness. Brands that can offer products and services aimed at satisfying those and other needs, will be well-positioned to succeed with these consumers.

Read more on Fusemarketing.com.

About Fuse

Fuse is a marketing agency founded in 1995 that connects brands with teens and young adults through sports, music, fashion, video gaming and other relevant cultural interests. Fuse's services include consumer insights, brand strategy, public relations, experiential marketing, creative services, and social media. The Fuse staff, led by Partners Bill Carter, Issa Sawabini and Brett Smith, is comprised of marketing professionals and cultural experts who have worked for some of the most prominent brands and agencies in the country. For more about Fuse, check out our website or find us on Facebook, Twitter, and LinkedIn.

Media Contact

Heather Hennessy
Fuse
[email protected]
802-383-1415

More Stories By Marketwired .

Copyright © 2009 Marketwired. All rights reserved. All the news releases provided by Marketwired are copyrighted. Any forms of copying other than an individual user's personal reference without express written permission is prohibited. Further distribution of these materials is strictly forbidden, including but not limited to, posting, emailing, faxing, archiving in a public database, redistributing via a computer network or in a printed form.

Latest Stories
Organizations do not need a Big Data strategy; they need a business strategy that incorporates Big Data. Most organizations lack a road map for using Big Data to optimize key business processes, deliver a differentiated customer experience, or uncover new business opportunities. They do not understand what’s possible with respect to integrating Big Data into the business model.
Enterprises have taken advantage of IoT to achieve important revenue and cost advantages. What is less apparent is how incumbent enterprises operating at scale have, following success with IoT, built analytic, operations management and software development capabilities – ranging from autonomous vehicles to manageable robotics installations. They have embraced these capabilities as if they were Silicon Valley startups. As a result, many firms employ new business models that place enormous impor...
Amazon is pursuing new markets and disrupting industries at an incredible pace. Almost every industry seems to be in its crosshairs. Companies and industries that once thought they were safe are now worried about being “Amazoned.”. The new watch word should be “Be afraid. Be very afraid.” In his session 21st Cloud Expo, Chris Kocher, a co-founder of Grey Heron, will address questions such as: What new areas is Amazon disrupting? How are they doing this? Where are they likely to go? What are th...
SYS-CON Events announced today that MIRAI Inc. will exhibit at the Japan External Trade Organization (JETRO) Pavilion at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. MIRAI Inc. are IT consultants from the public sector whose mission is to solve social issues by technology and innovation and to create a meaningful future for people.
SYS-CON Events announced today that Dasher Technologies will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 - Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Dasher Technologies, Inc. ® is a premier IT solution provider that delivers expert technical resources along with trusted account executives to architect and deliver complete IT solutions and services to help our clients execute their goals, plans and objectives. Since 1999, we'v...
Though cloud is the future of enterprise computing, a smooth transition of legacy applications and systems is critical for seamless business operations. IT professionals are eager to start leveraging the cost, scale and other benefits of cloud, but with massive investments already in place in existing infrastructure and a number of compliance and resource hurdles, it can be challenging to move to a cloud-based infrastructure.
SYS-CON Events announced today that NetApp has been named “Bronze Sponsor” of SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. NetApp is the data authority for hybrid cloud. NetApp provides a full range of hybrid cloud data services that simplify management of applications and data across cloud and on-premises environments to accelerate digital transformation. Together with their partners, NetApp emp...
In his session at 21st Cloud Expo, Raju Shreewastava, founder of Big Data Trunk, will provide a fun and simple way to introduce Machine Leaning to anyone and everyone. Together we will solve a machine learning problem and find an easy way to be able to do machine learning without even coding. Raju Shreewastava is the founder of Big Data Trunk (www.BigDataTrunk.com), a Big Data Training and consulting firm with offices in the United States. He previously led the data warehouse/business intellige...
SYS-CON Events announced today that IBM has been named “Diamond Sponsor” of SYS-CON's 21st Cloud Expo, which will take place on October 31 through November 2nd 2017 at the Santa Clara Convention Center in Santa Clara, California.
SYS-CON Events announced today that TidalScale, a leading provider of systems and services, will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 - Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. TidalScale has been involved in shaping the computing landscape. They've designed, developed and deployed some of the most important and successful systems and services in the history of the computing industry - internet, Ethernet, operating s...
Infoblox delivers Actionable Network Intelligence to enterprise, government, and service provider customers around the world. They are the industry leader in DNS, DHCP, and IP address management, the category known as DDI. We empower thousands of organizations to control and secure their networks from the core-enabling them to increase efficiency and visibility, improve customer service, and meet compliance requirements.
In his session at 21st Cloud Expo, Michael Burley, a Senior Business Development Executive in IT Services at NetApp, will describe how NetApp designed a three-year program of work to migrate 25PB of a major telco's enterprise data to a new STaaS platform, and then secured a long-term contract to manage and operate the platform. This significant program blended the best of NetApp’s solutions and services capabilities to enable this telco’s successful adoption of private cloud storage and launchi...
Data scientists must access high-performance computing resources across a wide-area network. To achieve cloud-based HPC visualization, researchers must transfer datasets and visualization results efficiently. HPC clusters now compute GPU-accelerated visualization in the cloud cluster. To efficiently display results remotely, a high-performance, low-latency protocol transfers the display from the cluster to a remote desktop. Further, tools to easily mount remote datasets and efficiently transfer...
SYS-CON Events announced today that IBM has been named “Diamond Sponsor” of SYS-CON's 21st Cloud Expo, which will take place on October 31 through November 2nd 2017 at the Santa Clara Convention Center in Santa Clara, California.
Cloud Expo, Inc. has announced today that Andi Mann and Aruna Ravichandran have been named Co-Chairs of @DevOpsSummit at Cloud Expo Silicon Valley which will take place Oct. 31-Nov. 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. "DevOps is at the intersection of technology and business-optimizing tools, organizations and processes to bring measurable improvements in productivity and profitability," said Aruna Ravichandran, vice president, DevOps product and solutions marketing...