Students are going out more, says new research

Students are going out more often despite the difficult economic conditions, according to a new study from CGA that says they spend up to £3.2bn per year on nights out.
The survey of 2,500 students also found they consume more than 10% of all on-trade serves during term time alone.

According to the CGA Student Report 2012, more students surveyed said they are going out more often than a year ago than those saying they are going out less.

The report dismisses the stereotype that their purchase decisions are based on price alone. It also points to a growing demand among for outlets beyond traditional student-focused venues.

Kylie Poole at CGA said: “Students are a critical market for many pubs but their attitudes and behaviours are notoriously fast changing, especially at the moment given the trend towards living at home, the growing number of mature students and the impact of increased tuition fees.

"Our report confirms that students today are very different to the old stereotype: their tastes and preferences are highly sophisticated and they are demanding more from their on trade experiences than ever before.

“Students are traditionally painted as a fairly basic bunch only interested in the cheapest products, but our research found quite the opposite. The modern student population is increasingly diverse with a growing proportion seeking to indulge their luxury tastes on a limited budget.

“Our research suggests that certain student types will trade up whenever they can and have a sharp awareness of premium products, often seen as occasional treat.”

So what are you doing to target these students? - We have put together a presentation in 2011 (in conjunction with a current Media Student) to show you how to access this hard to reach market.

Please see the presentation below.

Accessing students

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