There is no such thing as an AVERAGE STUDENT

There is no such thing as an AVERAGE STUDENT. After releasing the SA Student Spending Report for the first time in April 2010, what became most evident was that there is no such thing as an average student when it comes to how they spend their money. When we looked at how rich the data was, we saw that within the student market there were a variety of different segments.

• For one, they are different ages - anywhere between 18-23 years old,
• They are different races too, and representative of the country's ethnicity
• They live at home or campus res,or rent off-campus
• They are in their first, second or third year of study
• And males just exceed the number of females
  
   

And within each of these segments -– in other words Where they live, their Ethnicity, and Year of Study is a whole new world of different spending behaviors, attitudes and relationships to money. For example, did you know that first year students save more money every month than 2^nd and third year students. And did you know that black students spend a whole lot more on fashion than white students? Understanding the differences between how ethnic groups and genders allocate spending is invaluable information for marketers targeting 18 to 24 year olds. And tailoring your campaign within these segments may be as important as getting your message right for the whole market.