Student report 2012

Deep diving into the student sector took us to the heart of a market undergoing significant change. The sheer number of graduates combined with poor employment prospects has given rise to a new level of seriousness in how students approach their course. The poor economic environment students approach their course. The poor economic puts pressure on the bank of mum and dad which in turn limits environment student spending capacity. Increased debt levels have caused a trend towards living at home that’s already changing the way students socialise. The combined impact of demographic trends and increased tuition fees mean that further growth in the student population, in the short term at least, is unlikely. And yet students are still commited to socialising in pubs, bars and nightclubs. Despite the appeal of cheap supermarket alcohol; despite the squeeze on disposible income; despite the demands of juggling part-time work and study; they remain amongst the most frequent visitors to and valuable users of the on trade today. Students are a changed demographic. They’re a far cry from the traditional stereotype and they want more from their on trade experiences than ever before: better quality venues, premium products and truly special experiences. Meeting their needs in order to maximise opportunity means understanding the new student mindset in granular detail. This report gives you the insight you need to do just that.

Table of contents

INTRODUCTION

EXECUTIVE SUMMARY
Portrait of a modern student, plus key takeouts from the research.

MARKET CONTEXT
A consideration of the critical factors affecting the student market today, including the impact of rising debt levels, employment prospects and demographic trends.

RESEARCH FINDINGS
Combining insights from a large scale quantitative online survey of over 2,500 students, an in depth focus group and retailer sales data analysis, all contextualised by expert insight from CGA and NUS Services Ltd, the report addresses the following issues:

4.1 SOCIALISING BEHAVIOUR
How often students drink alcohol > how often they visit licensed premises > which days they visit licensed premises > what times they go out and come home > socialising trends

4.2 PLACES OF CONSUMPTION
Where students do their drinking > what outlet types they visit > how many venues they visit on a night out

4.3 MOTIVATIONS FOR SOCIALISING
Why students go out > how they decide where to go > how they plan their nights out > influence of marketing mechanics

4.4 DRINKING PREFERENCES
What students drink > how their tastes evolve > what influences their choices > attitudes to new product trial

4.5 MITIGATING RISK BEHAVIOURS
Prevalence of pre and post loading > drinking to get drunk

4.6 THE STUDENT POUND
Spend on a night out > entrance fees > effect of recession

MARKET STRUCTURE
With an increasingly commercial mentality evident across the NUS affiliated student union estate and a growing reliance on student spend on the high street, the competition for student business is hotter than ever before. This section of the report profiles the student-focused offers of the main market players.

APPENDIX

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