NUS finds student market still desirable to lifestyle brands
Research conducted by the National Union of Students (NUS) has found students are still a key market for lifestyle brands despite rising fees and costs associated with studying.
The ‘Success in the Student Market’ report surveyed 1448 students, 40 students’ unions and gives valuable insight into the student market, the student pound, social life and communication.
Following increasing financial pressure on students most are now working to support their social lives and still regard socialising as a basic element of the student lifestyle. Many still spend a significant proportion on alcohol, clothes and eating out.
Liam Burns, NUS president, believes it is “no surprise that social life and fashion continue to have a significant role in the student lifestyle,” he adds, however, under increasing financial pressure “the choices they make and the factors that influence their decisions are undergoing rapid change”.
Matthew Brand, senior on-trade category manager at Carlsberg UK, describes the competition for disposable income as "fierce" as there is a "growing and diverse leisure landscape all competing for the student pound".
One of the key themes to come out of this research was the growth digital services and how that is not being utilised enough by lifestyle brands looking to target students.
The study found that students of all ages and attitudes regard social media as the future. Butmany students’ unions fail to recognise the importance of digital.
Burns added: “This trend [social media] shows no signs of abating.
“Not only students' unions, but others who are looking to communicate and engage with students, will have to embrace the digital future if they want a captive audience.”