How Today's Typical College Students Pass the Time and Fill up Space.
Mark Lafer
American Education Services
Starting in late August, most college freshmen rush while many returning students trudge back to campus. They bring with them an assortment of baggage, some material and some motivational; and to some degree these intersect.
The National Retail Federation reports on the material, at least for those items survey respondents indicated they would purchase this year, and how much they anticipate they will spend to acquire them. The report separates consumers by U.S. geographic region, age group, income (split at $50,000), and gender, with the last suggesting that stereotypes can be misleading: college men outspend women in every category, including clothing and shoes.
It also divides students by type of residence. The 19 percent living in dormitories and other on-campus housing will spend twice as much ($1,529) as the half living at home will ($775). On-campus residents will spend 32 percent more than those students living independently off-campus ($1,162).
Overall, purchases of clothing and shoes, textbooks and supplies, electronics and furnishings will average almost $1,000. Individually, the impact of these purchases is often just a ripple to the local economies where students shop. Nationally, the total is significant. For example, $97 on average for shoes scales up to $3 billion. Spending on larger ticket electronics, including PCs, digital cameras, and cell phones – especially the new iPhone – will approach $13 billion. Adding more than $18 billion for textbooks and school supplies and another $13 billion for clothing and furnishings runs the national bill to $47 billion.
Up to a third will shop on-line. Traditional brick-and-mortar stores will attract most buyers, however, with more than half making at least some purchases at a college bookstore. Although the report does not address payment for these sales, those who will rely on credit cards for payment can refer to the recent Federal Deposit Insurance Corporation consumer news publication for advice on how to manage credit.
The federal Bureau of Labor Statistics Time Use Survey data for 2003-06 shows how college students spend their time during the week and when during a weekday they focus on getting an education. The data suggests that students make extensive use of those purchases not directly related to education described above. Sleeping dominates the day, 8.4 hours on average. Leisure activities and sports follow at 3.9 hours – occupying 25 percent of their waking hours. Work – 2.8 hours – and other personal activities – 5.7 hours – account for a combined 54 percent.
The remaining 3.2 waking hours, 21 percent, go toward class attendance, research, and studying. The data on when college students engage in educational activities runs, again, counter to the stereotype. They are more likely to concentrate these efforts in the morning and the early afternoon, with very little burning of the midnight oil.