Simple college student consumption survey report

Yesterday, the National Student Union, the New Generation Market Monitoring Agency and China Youth Campus Pioneer Culture Co., Ltd. jointly announced the "2004 China University Students Consumption and Life Form Research Report". Nokia, Lenovo, Sony, TOM, Huiyuan, and Adidas have become the first pioneer brands in the minds of Chinese college students. The report is the first report in China aimed at the consumption of college students.
Although most college students do not have direct income sources other than family supply, Ma Qichen, deputy general manager of the New Generation Market Monitoring Organization, said that unlike contemporary public perception, contemporary college students have strong spending power. Their average income per semester is 4,919 yuan, and the expenditure is 4,819 yuan, while the proportion of college students who consume regular debts exceeds 10%. At the same time, the data released by the National Bureau of Statistics shows that the average annual disposable income of China is between 8,000 and 9,000 yuan. Taking into account the expenditures of college students in two holidays, the average annual consumption expenditure of college students in China has already exceeded 10,000 yuan.
To this end, many high-end consumer goods have entered the consumption spectrum of college students. Among them, 60% have mobile phones; 27% have computers; 20% have PDAs; and 12% have MP3s.
College students already have obvious brand preferences. According to the survey, the first one is “like to buy products with unique styles”, followed by “things that simply pursue fashion, fashion and novelty”. The survey also clearly shows that among the 23 categories of pioneer brands, non-inland brands account for nearly half. In the consumption of computers, mobile phones, digital cameras, etc., it is basically the world of foreign brands. In terms of leisure sports consumption, the charm of Adidas and Nike is not diminished, and Li Ning and Anta have also won a place among college students.
The survey covered 34 key cities in China, 126 colleges and universities, nearly 10,000 college students, and the research conclusions can be extended to about 10 million college students in 34 cities.

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