SOURCE: CTAM

August 28, 2007 14:38 ET

TV Trumps Computers, MP3 Players and Cell Phones With College Students

ALEXANDRIA, VA--(Marketwire - August 28, 2007) - Today's college students prefer to watch television on a traditional set as opposed to other, newer means of viewing content, such as computers, MP3 players or cell phones, according to the recently released report "The Hookup: Media Use in the College Environment." In this research, college students report that 70% of their total hours spent viewing content was on a traditional television set. In an average week, college students report watching 16.6 hours of programming.

However, the computer plays an important role in college students' viewing habits with 21% of their video viewing on a computer. This includes 10% who use their computers to view television programs online and 11% who report watching video clips on sites such as YouTube and MySpace.

The research reveals college students are also choosing cable services over satellite and telco providers. 79% of college students living off campus, who have a choice in their service provider, subscribe to cable service. 7% of those living off campus subscribe to satellite and 2% to video services from their telephone company. Cable is also the preferred provider for Internet services -- 65% of students living off campus report that they have cable high-speed Internet and 26% report subscribing to DSL high-speed Internet.

"College students are trend setters -- a bellwether on technology and media consumption. Even as these viewers are adopting the latest, innovative products, they continue to hold on to the tried and true services offered by cable," said Char Beales, president and CEO of CTAM.

Furthermore, almost nine out of ten (89%) college students report they have shared video content, most often on their computers. 84% report having ever sent content to others on their computers and 88% report that they've received content. Other commonly used methods of sharing content are via cell phone (74% report that they have sent content, and 76% have received content) and MP3 players/portable media devices (75% have sent and 76% have received content).

    Sharing of Video Content-Advanced Device Users-
                 College Residence

                                        At Least  Ever
                                         Weekly
TV
   To Others                              32%     56%
   From Others                            29%     57%
Cell Phone
   To Others                              47%     74%
   From Others                            51%     76%
Computer
   To Others                              50%     84%
   From Others                            55%     88%
MP3 Player/Portable Media Device
   To Others                              52%     75%
   From Others                            46%     76%

Question: How often do you share video content such as TV programs,
movies, video clips or streaming video with at least one other person?
By share we mean such ways as sending by email, giving someone a
recorded DVD, or sending a link in a text message, etc. 

"The Hookup: Media Use in the College Environment," investigates how and why college students use different platforms -- linear TV, broadband video, laptops, cell phones, iPods, and DVRs -- in the college environment and the effect that each has on their media consumption. The report was prepared for the Cable & Telecommunications Association for Marketing (CTAM) by the Market Research Department (MRD).

The Hookup: Media Use in the College Environment is available for purchase on the CTAM Web site at:

http://www.ctamnetforum.com/eweb/DynamicPage.aspx?site=ctamPublic&WebCode=GL0701-07_2007_Co-op.

CTAM, the Cable & Telecommunications Association for Marketing, is dedicated to helping the cable business grow. As a non-profit professional association, CTAM provides marketing education and networking opportunities to more than 5,500 members, through conferences, consumer research, publications, www.ctam.com, a network of regional chapters, and the CTAM Executive Management Program at the Harvard Business School. CTAM also facilitates unified, national cooperative marketing efforts on behalf of its corporate members, such as the Cable Movers Hotline (SM), Business Services Initiative, and On Demand Consortium. Consumers can learn about cable's advanced services and see offers from their local providers at the CTAM-supported www.ThisIsCable.com (SM).

Contact Information

  • Contacts:
    Diana Cronan
    CTAM
    Director, Communications and Media Relations
    703.837.6575
    Email Contact

    Melissa Lee
    CTAM
    Communications Coordinator
    703.837.6577
    Email Contact