How do college kids get ready for the semester? We partnered with TNS and Tru in 2012 to find out. This study takes a closer look at their back-to-school mindset and behaviors. We found that most students start researching about a week ahead of time, spending around seven hours online checking out their options. As a result, bookstores are quickly losing out to the greater convenience and lower prices offered online.
Google partnered up with TNS and Tru in this 2012 study to better understand the Back-to-School preparation mindset and the behaviors of incoming and current college students, including: perceptions and usage of course textbooks and e-textbooks as well as the study habits related to technology and classroom materials. Here's what we found:
- Today's college students are highly price-conscious, bearing most or all of their college costs.
- The majority research back to school purchases for at least a week, spending an average 7 hours researching online.
- When researching where to buy textbooks, they look for low price & convenience, with bookstores losing ground to the Web.
- Although not yet mainstream, tablet usage is growing and future consideration of e-textbooks is high.
- Using digital materials to supplement classroom learning & studying is now the norm, particularly online searches and videos.