Automotive Segment Report- National College Student Survey-

There are more than 20 million college students in the United States, with an estimated four million who graduate each year.  This demographic, with potentially high disposable income, presents a future market of nearly $50 billion per year for companies in the automobile industry.  Establishing affinity with college students will depend on active engagement through emerging social and online media platforms.  Understanding the trends regarding digital media, mobility, and shifting brand preferences, will be essential in establishing effective marketing strategies to support this dynamic segment.

INTRODUCTION  

The College Market

The Survey 

Defining Social Media Platforms 

Brands and Digital Media Engagement

Report Highlights and Sound Bites 

  • Six Social Media Platforms That Count for     College Students 
  • Other Platforms 
  • Social Media Platform Trends 
  • Social Media Platform Metrics 

Automobile Category and Digital Media 

  • Grad Cars 
  • Luxury Cars 

College Students and Automobile Brand Digital Media Platforms 

Leading Digital Brands for College Students

  • Brand Preference 
  • Digital Media Engagement
  • Brand Digital Media Activity 

DMIX Top 100 Digital Brands for College Students, 2012 (1-50)

DMIX Top 100 Digital Brands for College Students, 2012 (51-100)

Leading Digital Automobile Brands for College Students 

Automobile Brands That “Get It”

  • Automotive–Grad Cars 
  • Automotive–Luxury Cars 

Converting Survey Results to Actionable Data 

  • Quantifying Digital Media 

Conclusions 

Appendix A Survey Questions 

  • Item #: Auto001

Automotive Segment Report- National College Student Survey-

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