SOURCE: fluent


June 18, 2013 09:30 ET

New fluent Survey Reveals Summer 2013 Forecast for College Millennials: More Work, Less Fun

Students Share Challenges, Perspectives on Summer Work, Travel & Dating

BOSTON, MA--(Marketwired - Jun 18, 2013) - Lazy, self-absorbed and entitled? Practical, heads-down and resourceful might be more accurate descriptors for today's College Millennial Consumers (CMCs), according to a new survey of 1,600+ U.S. college students. The survey was conducted May 13-20, 2013 by fluent, a Boston-based College Millennial Consumer marketing agency (

Specializing in "translating brands for the college world," fluent works with clients who want to understand and engage College Millennial Consumers (CMCs) nationwide, both on- and off-campus. Clients have included major brands such as Microsoft, Macy's, PacSun, Zipcar, Sun Drop, Kotex, Dove and L'Oreal. Building on an exclusive affiliation with the National Association for Campus Activities (NACA), fluent has insider access to nearly 1,000 colleges and universities and engages students in a variety of brand experiences that complement everyday college life.

This infographic summarizes the survey findings in detail:

Below are key highlights:

CMCs Prepare For a Summer Focused on Real-World Goals

  • When asked how they expect this summer to compare with last year, nearly 40% of respondents characterized summer 2013 as "real-world: more work and less fun." 30% viewed the summer months as offering more adventure, through either work or travel, while another 10% are anticipating a disappointing or humdrum summer. Only 20% are ready for a summer that is more fun and less work.

  • When asked for their top priority this summer, the #1 answer (31.7%) was "gather job-related experience at an internship," followed by #2 (22.2%) which was "earn money towards college education and necessary expenses."

  • Most CMCs are sticking close to home or school with 41% living with mom and dad and 37% staying on or near campus.

Everybody's Working for the Weekend: CMCs and Summer Employment

  • While building their skills and networks is an important priority, respondents made it clear earning money this summer isn't optional. Fully 96% of respondents plan to make some money from their summer jobs. 32.3% aim to earn $1000 - $2500 from summer work; nearly 30% need to earn over $4000.

  • The most popular job among CMCs this year? "Paid internship or apprenticeship" at 48.91%, yielding both pay and experience. Also popular: sales, including retail/apparel (32.5%) and office admin or temping (29.1%).

  • Millennial college students will spend their summer cash on essentials. Clothes for work (49.1%) and for play (43.6%) topped the list, followed by transportation costs (40.2%). Electronics fell well below these top expenses at 28.5%. Food, gas, rent, tuition bills, and school expenses topped the write-in responses to this question.

Summer Lovin': Dating Trends Among CMCs

  • Most millennial college students will be working too hard this summer to "play the field." 42.8% of respondents said they were dating someone exclusively now and expect to keep dating that person through the summer.

  • 21.4% would like to "meet someone special to date this summer," while 8% "don't have time or interest to date anyone."

  • Write-in responses confirm CMCs use many creative ways to meet new people if they are looking around. Their preferred tools include websites and apps like Tinder, Grouper (an app facilitating groups of people to meet up at random locations for socializing), Whisper, ChatRoulette, Lulu (to check a potential date's past), Zoosk, and OKCupid's Strangers Love Lab.

About fluent

fluent is the specialized marketing agency for brands looking to create authentic connections with College Millennial Consumers (CMCs) where they live, learn and play--both on and off campus. Formerly known as Campus Entertainment, the firm's exclusive affiliation with the National Association for Campus Activities (NACA) allows clients unparalleled access and insights to help sharpen brand relevance through integrated marketing solutions that create brand loyalties. fluent capabilities include: campus activities and programs, College Millennial Consumer insights, digital and social media strategy and activations, and experiential programs. fluent is a subsidiary of TRP Sports and Entertainment, which since 2003 has been involved with partnerships such as the naming rights deal between Citibank and the Wang Center to create the CitiCenter for the Performing Arts, presenting sponsorships of Boston's Fourth of July, the Newport Jazz Festival and Beantown Jazz Festival, and ownership of the Boston Music Awards, with a total of more than $150 million in sponsorships over the past five years.

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