College students continue to adopt the use of new tech gadgets at an astounding rate. Despite owning an average of 6.9 devices, today’s collegestudent students still spend plenty of time watching TV. Crux Research’s College Explorer survey finds that second-screening on social media may not be as important to marketers as a good mobile presence when they are courting students.

The typical student is spending several hours every day with their electronic devices:

  • Computer 5.2 hours
  • Smartphone 3.6 hours
  • TV 2.8 hours
  • Video game console 1.3 hours
  • Tablet 0.8 hours
  • Handheld game device 0.4 hours
  • Ereader 0.3 hours

Analyst note that the TV watching time has dropped slightly in the past year but 64% of students watch TV regularly and this viewing is done real-time. They are also avid fans of viewing TV programming on computers, 43%, or tablets, 28%. Researchers say that 49% of college students engage in another task while watching TV but they hesitate to label this behavior ‘second-screening’. Instead, students are multitasking by visiting Facebook, playing games or doing homework. Only 18% of students claim they are engaged in ‘social TV’.

This trend means that marketers may not have much success in a multi-platform campaign that includes social. This is especially true as at least 1/3 of students avoid social ads. However, the opposite is true for mobile. About 75% of smartphone users in this audience research products in the store. They often purchase the item in the store but over 30% use the showrooming information to shop elsewhere or buy a different brand.

To learn more about Students: Full-time, check out the AudienceSCAN report available on the Research Store at ad-ology.com.