1. Tomorrow’s Big Spenders: The Global Student
Market
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Tomorrow’s Big Spenders: The Global Student Market
Date: February 1, 2013
Pages: 89
Price: US$ 2,600.00
ID: T6A61CAC753EN
The global student base is expanding, as young people choose higher education in the face of an
increasingly competitive job market. Whilst rising tuition and living costs mean many students are living on
a tight budget, their combined purchasing power is impressive and brands are keen to capture the loyalty of
these future big spenders as they become consumers in their own right. This report examines global
student behaviour and spending habits, and the opportunities they present for marketers.
Strategy Briefings offer unique insight into emerging trends world-wide. Aimed squarely at strategists and
planners, they draw on Euromonitor International’s vast information resources to give top line insight
across markets and within consumer segments. Written by some of our most experienced analysts, they
are designed as provocations for senior management to use in their own forum, allowing them to stand
back and reflect on the behaviour and motivation driving global markets today and tomorrow
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
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Table of Content
Executive Summary
Student Demographics
Chart 1 Leading Global Higher Education Markets 2012
Costs and Spending Power
Characteristics of Generation Y
Eating Habits
Social Life
Attitudes Towards Technology
Attitudes Towards Travel
Outlook
Introduction
First-time Consumers
Student Definition
Euromonitor International Surveys
Overview of Generation Y
Tomorrow’s Big Spenders: The Global Student Market 2

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Summary 1 Generational Cohorts
Summary 2 Gen Y Characteristics
Student Demographics
Number of Students
Table 1 Major Markets: Number of Higher Education Students 2007-2012
Chart 2 Major Markets: Higher Education Students as % Total Population 2012
Reasons for Going Into Higher Education
Chart 3 Major Markets: Youth Unemployment Rate by Country 2006-2011
International Students
Chart 4 Major Markets: Number of Foreign Students in Leading Host Countries 2007/2012
Summary 3 The Most Overseas-friendly Countries for Universities, 2011
Adult Learning
Finance and Spending Power
Public and Private Spending on Higher Education
Table 2 Major Markets: Spending on Education Per Student in Higher Education 2007/2012
the Costs To Students
Chart 5 Major Markets: Education Costs as % Monthly Budget Among College Students, by Country
Financing Education
Chart 6 Methods Used by College Students to Finance Education, by Region
Government Aid
Table 3 Major Markets: Distribution of Financial Aid to Students in Selected Countries
Education Loans
Table 4 Major Markets: Education Lending - Outstanding Balance by Country 2007/2012
Student Behaviour
Eating Habits
Chart 7 When Students Eat - Global
Chart 8 Home Eating Habits - Global
Chart 9 Reasons for Buying Ready Meals - Global
Chart 10 Dietary Restrictions - Global
Table 5 Global Sales of Weight Management Products 2007/2012
Chart 11 Willingness to Pay More for Specific Attributes - Global
Table 6 Fairtrade Sales in Leading Countries 2010/2011
Social Life
Chart 12 Factors Important for Happiness and Fulfilment - Global
Chart 13 Major Markets: Frequency of Alcohol Consumption
Chart 14 Alcohol Consumption - Global
Technology
Chart 15 Time Spent Researching On-line for Educational Purposes by Gender
Chart 16 On-line Activities - Global
Chart 17 Mobile Phone Activities - Global
Chart 18 Global Sales of Smart Devices 2006/2011/2016
Summary 4 Useful Student Apps 2012
Student Travel
Students' Attitudes and Aspirations
Chart 19 Student Attitudes to Life - Global
Table 7 Factors That Make For a Happy Life, by Country
Country Snapshots
Brazil
Chart 20 Brazil: Number of Higher Education Students 2007-2012
Chart 21 Eating Habits - Students vs Other Respondents in Brazil
Chart 22 On-line Activities - Students vs Other Respondents in Brazil
China
Chart 23 China: Number of Higher Education Students 2007-2012
Chart 24 Eating Habits - Students vs Other Respondents in China
Chart 25 On-line Activities - Students vs Other Respondents in China
Tomorrow’s Big Spenders: The Global Student Market 3

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France
Chart 26 France: Number of Higher Education Students 2007-2012
Chart 27 Eating Habits - Students vs Other Respondents in France
Chart 28 On-line Activities - Students vs Other Respondents in France
Germany
Chart 29 Germany: Number of Higher Education Students 2007-2012
Chart 30 Eating Habits - Students vs Other Respondents in Germany
Chart 31 On-line Activities - Students vs Other Respondents in Germany
India
Chart 32 India: Number of Higher Education Students 2007-2012
Chart 33 Eating Habits - Students vs Other Respondents in India
Chart 34 On-line Activities - Students vs Other Respondents in India
Japan
Chart 35 Japan: Number of Higher Education Students 2007-2012
Chart 36 Eating Habits - Students vs Other Respondents in Japan
Chart 37 On-line Activities - Students vs Other Respondents in Japan
UK
Chart 38 UK: Number of Higher Education Students 2007-2012
Chart 39 Eating Habits - Students vs Other Respondents in the UK
Chart 40 On-line Activities - Students vs Other Respondents in the UK
US
Chart 41 US: Number of Higher Education Students 2007-2012
Chart 42 Eating Habits - Students vs Other Respondents in US
Chart 43 On-line Activities - Students vs Other Respondents in US
Outlook and Implications
Student Market Will Continue To Grow
Table 8 Major Markets: Forecast Number of Higher Education Students 2012-2017
A Tough Future Ahead
Chart 44 Important Job Qualities to College Students - Global
Chart 45 Future Threats to Happiness Among College Students - Global
Commercial Opportunities
Chart 46 Forecast Global Sales of Portable Devices 2011/2016
Summary 5 Opportunities For Marketers
How To Reach Students
Chart 47 Influential Marketing Sources - Global
Tomorrow’s Big Spenders: The Global Student Market 4

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