With the purchasing power of over $260 Billion Dollars, college students possess an enormous portion of discretionary spending throughout the U.S. Looking to engage and convert these entry point consumers has become an increasingly difficult and imperative marketing goal for brands. Because of college students well-known affinity for and time spent on social media, many marketers have shifted their focus to inundate the online sphere with multimedia and retargeted ads.

The annual College Explorer Series™ research study by Refuel Agency has uncovered that contrary to popular misconception, these digital natives still complete most of their purchasing in brick and mortar stores. So, while social and mobile advertising is still a leading revenue source, research shows that out of home marketing is also extremely effective in capturing the attention and buying power of this crucial demographic.

As the first true digital natives, Gen Z and college students are changing the face of marketing as we know it.

Read more about our 2019 findings:

Gen Z Wields an Immense Amount of Purchasing Power

Digital natives are influential spenders in several major categories with over $260 Billion dollars in annual spend. While more than half comes directly from their parent’s wallets, the decision-making lies within the Gen Z purchaser.

Gen Z Still Shops in Brick and Mortar Stores

While Gen Z spends far more time in the online space than any generation before it, the majority of those polled cite shopping frequently in brick and mortar stores.

Out of Home Media is a Powerful Marketing Tool

Contrary to popular assumption, most students report shopping in brick and mortar stores frequently.

Students Actively Engage with Varied Media

According to this years’ College Explorer Series™ by Refuel Agency, out of home media is still a major player in marketing strategies, driving purchases among Gen Z and college students.

Learn more in our Ultimate Guide to Marketing to Gen Z.

About Jeff Miller
VP, Integrated Solutions

Jeff oversees the college and youth division at Refuel Agency. With his comprehensive understanding of this attractive consumer audience and extensive marketing experience, Jeff brings strategic, insight-driven thinking and unparalleled enthusiasm to decoding and engaging these consumers on behalf of his clients and the Refuel team.

About Refuel Agency

Refuel Agency is a leading marketing firm connecting a wide range of brands with niche consumer segments through scalable and impactful media and promotions solutions. With decades of expertise serving youth, multicultural, military, and local audiences, Refuel Agency deploys brand campaigns that speak to these consumers in their world throughout their day. The business was formerly a central part of Alloy Media and Marketing Corporation. Refuel Agency has locations nationwide, with headquarters in New York City and offices in Los Angeles, Santa Barbara, CA, and Princeton, NJ.