10 things you need to know about US college students

As the high earning consumers of the future, students are among the most valuable customers for brands across all categories. Want to get a better understanding of the American college student of today? Read on to find out 10 key facts every marketer should know.

1. The student population in the US is growing at a remarkable rate. An estimated 20.4 million people attended college in fall 2017, 5 million more than in the year 2000. This is likely to continue, both due to population growth, and because studies show that today’s teenagers (Generation Z) value education highly.

2. A college degree makes a graduate significantly more employable. In 2015, about 77.2% of 25- to 34-year-olds with a bachelor's or higher degree in the labor force had year-round, full-time jobs, compared 68.6% of those who finished studying after completing high school.

3. Today’s college students are set to be the high earners of the future. In 2015, the median income of 25- to 34-year-olds with a bachelor's degree ($50,000) was 64% higher than that of high school completers ($30,500).


4. Students in New York go to bed later than any other city.

5. US college and high school students spend up to 11 hours per day on social media. The most popular platforms are Instagram and Snapchat, followed by Facebook, and 25% even said Snapchat is essential to their relationships. Social media is key to a successful student marketing strategy.

6. Universities are becoming increasingly diverse. The percentage of Hispanic 18- to 24-year-olds enrolled in college grew from 21.7% to 36.6% between 2000 and 2015, while the percentage of Black 18- to 24-year-olds enrolled grew from 30.5% to 34.9%.


7. Current students are drinking and smoking less than any previous class from the past 30 years, reflecting the health trend among Millennials and Gen Z.

8. The stereotype of a college student is a teenager, fresh out of high school. However, 41% of those enrolled in college today are over 25. Our student verification software can verify students of all ages.

9. A 2017 study revealed that students learn most effectively between 11am and 9.30pm, leading to suggestions that colleges should schedule lectures and classes later. Those sleepy students in NY would certainly approve.

10. Today’s students are more financially motivated than past generations. About 71% of Millennials said making money was important when deciding whether to attend college, compared to 55% of Baby Boomers.

Are you looking to grow your student sales in the US? Get in touch with our US team to find out how your brand could benefit from partnering with Student Beans.