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2. Conducted each Spring and Fall semester Conducted each Spring and Fall semester On campus, one-on-one intercepts conducted by professional interviewers during the week of March 11, 2011 On campus, one-on-one intercepts conducted by professional interviewers during the week of March 11, 2011 1,200 Four Year full-time undergrads 1,200 Four Year full-time undergrads Representative sample Representative sample 100 campuses stratified by: 100 campuses stratified by: Enrollment size Administrative Control Geographic location (U.S. Census Region/Census Division) Margin of error +/- 2.4% Margin of error +/- 2.4% 2 © 2011 STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited

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4. Compared to last year, declines are seen for monthly discretionary spending, personal earnings and family HH income Monthly discretionary spending: $212 (-7%) Monthly discretionary spending: $212 (-7%) Annual personal earnings: $4,145 (-17%) Annual personal earnings: $4,145 (-17%) 60% get money from home averaging $264 monthly 60% get money from home averaging $264 monthly 6% are employed full-time and 42% are employed part-time and 5% have an internship during the school year 6% are employed full-time and 42% are employed part-time and 5% have an internship during the school year Average age: 20.6 Average age: 20.6 Family HH income: $101,229 (-4%) Family HH income: $101,229 (-4%) 4 © 2011 STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited

5. Business, followed by Biology, Education and Engineering continue to be the most common majors Business, followed by Biology, Education and Engineering continue to be the most common majors 5 © 2011 STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited

6. Media Habits: Less than half the time spent watching television is spent watching with a TV set (45%) and half are at least Somewhat interested in watching television exclusively online. Less than half the time spent watching television is spent watching with a TV set (45%) and half are at least Somewhat interested in watching television exclusively online. Comedy Central, ESPN, MTV and Fox are students favorite networks (Family Guy, Jersey Shore, House, Glee and The Office are the most watched programs). Comedy Central, ESPN, MTV and Fox are students favorite networks (Family Guy, Jersey Shore, House, Glee and The Office are the most watched programs). Cosmo, People and SI are students best read titles (if forced to choose, nearly three times as many would prefer the print versus the online edition (43% versus 6%). Cosmo, People and SI are students best read titles (if forced to choose, nearly three times as many would prefer the print versus the online edition (43% versus 6%). 43% (41% last year) read the print edition of a national newspaper while online readership is 41% (39% last year). When forced to choose between reading the print or online edition, students somewhat favor the online edition (32% compared to 27%). 43% (41% last year) read the print edition of a national newspaper while online readership is 41% (39% last year). When forced to choose between reading the print or online edition, students somewhat favor the online edition (32% compared to 27%). 61%, (compared to 63% last year read at least 1 of the last 5 issues of their campus newspaper. When forced to choose between reading the print or online edition of their campus newspaper, students prefer the print edition by nearly a 3 to 1 margin. 61%, (compared to 63% last year read at least 1 of the last 5 issues of their campus newspaper. When forced to choose between reading the print or online edition of their campus newspaper, students prefer the print edition by nearly a 3 to 1 margin. © 2011 STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited 6

7. The Impact of Technology: About one in five (22%, down from 85% in 2003) have a non-cellular phone. 94% own a cell phone. 54% (up from 41%) of owners own a SmartPhone. More time is spent texting than in voice conversation. About one in five (22%, down from 85% in 2003) have a non-cellular phone. 94% own a cell phone. 54% (up from 41%) of owners own a SmartPhone. More time is spent texting than in voice conversation. 95% own a computer, 89% own a laptop, 31% own a desktop, 4% a netbook and 4% a tablet. One in eight (13%) plan to purchase a new computer in the next 12 months and 84% of intenders plan to purchase a laptop, 10% a desktop, 10% a tablet and 3% a tablet 95% own a computer, 89% own a laptop, 31% own a desktop, 4% a netbook and 4% a tablet. One in eight (13%) plan to purchase a new computer in the next 12 months and 84% of intenders plan to purchase a laptop, 10% a desktop, 10% a tablet and 3% a tablet In a typical week, 92% use Facebook, 30% Twitter, 8% MySpace and 6% LinkedIn. In a typical week, 92% use Facebook, 30% Twitter, 8% MySpace and 6% LinkedIn. 35% have Received way too many text messages from someone I was with or dating. 35% have illegally downloaded music and 16% have illegally downloaded movies since the start of the semester 35% have Received way too many text messages from someone I was with or dating. 35% have illegally downloaded music and 16% have illegally downloaded movies since the start of the semester 49% (up from 31% last year) are interested in purchasing a wireless reading device (72% iPad compared to 28% Kindle) 49% (up from 31% last year) are interested in purchasing a wireless reading device (72% iPad compared to 28% Kindle) © 2011 STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited 7

8. Attitudes & Behavior: 49% of textbook spending is New, 38% Used, 10% Rented and 2% eTextbooks During Spring Break, 38% went on a trip (50% went or stayed home, 29% worked) FaceBook, iPhones, Texting, Drinking beer, and iPods top the list of Whats IN on Campus 73% believe it is important to pursue alternative energy resources 57% (66% last year) report the economy has had a negative impact on my family U.S. economy, Health Care and Unemployment (unchanged from last year) are the most important domestic issues facing the U.S. One in seven believe they May have to leave school because of the economy and nearly one in seven May have to transfer to a less expensive school About half (51%) approve of the Presidents performance (50% last year). Congress is 21% (down from 26% last year and down from 35% two years ago) © 2011 STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited 8

9. FOX continues to dominate the programs watched most often FOX continues to dominate the programs watched most often By a wide margin, Family Guy remains the program watched most often By a wide margin, Family Guy remains the program watched most often 9 © 2011 STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited

10. Less than half (45%) of the time spent watching television is spent watching with a traditional TV set Less than half (45%) of the time spent watching television is spent watching with a traditional TV set 10 © 2011 STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited

11. 11 65% of the time students spend watching TV is spent offline (71% among users) 65% of the time students spend watching TV is spent offline (71% among users) Virtually half (48%) are at least Somewhat interested in watching TV exclusively online Virtually half (48%) are at least Somewhat interested in watching TV exclusively online

12. Comedy Central, ESPN, MTV, FOX, and ABC continue to be students favorite television networks Comedy Central, ESPN, MTV, FOX, and ABC continue to be students favorite television networks For some television networks, significant gender differences are seen For some television networks, significant gender differences are seen 12 © 2011 STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited

13. 13 FOX has overtaken CNN as the network watched most often for news, (ABC and NBC follow) FOX has overtaken CNN as the network watched most often for news, (ABC and NBC follow)

14. © 2011 STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited 14 TV and online sites such as Yahoo! or CNN.com and television are the two most preferred ways to access the news TV and online sites such as Yahoo! or CNN.com and television are the two most preferred ways to access the news

15. © 2011 STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited 15 By a margin of nearly 10 to 1, ESPN is the network watched most often for sports By a margin of nearly 10 to 1, ESPN is the network watched most often for sports

16. © 2011 STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited 16 Among the 91% of students with a campus TV station, 16% have watched their campus TV station in the past month (highest at 23% among students living on campus) Among the 91% of students with a campus TV station, 16% have watched their campus TV station in the past month (highest at 23% among students living on campus) Among past month viewers, 74% watched more than once (91% among students living at home) Among past month viewers, 74% watched more than once (91% among students living at home)

17. 61% (compared to 64% last year) read at least 1 of the last 5 issues of the print edition (25% read at least 3 of the last 5) 61% (compared to 64% last year) read at least 1 of the last 5 issues of the print edition (25% read at least 3 of the last 5) Most read their campus newspaper for Local campus news (54%), Local campus sports news 43% and Entertainment news (31%) and spend an average 19 minutes reading a typical issue Most read their campus newspaper for Local campus news (54%), Local campus sports news 43% and Entertainment news (31%) and spend an average 19 minutes reading a typical issue 74% report their newspaper is available online (18% read the online edition in the past month) 74% report their newspaper is available online (18% read the online edition in the past month) If forced to choose between reading the print or online edition, 38% would choose the print edition while 13% would choose online If forced to choose between reading the print or online edition, 38% would choose the print edition while 13% would choose online 17 © 2011 STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited

18. Not surprisingly, Local campus news (54%, up from 44% last year) is the most common reason for reading the campus newspaper Not surprisingly, Local campus news (54%, up from 44% last year) is the most common reason for reading the campus newspaper Combining all types of sports news (69%, and 86% among males) sports is the most common reason for reading the campus newspaper Combining all types of sports news (69%, and 86% among males) sports is the most common reason for reading the campus newspaper 18 © 2011 STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited

19. Student readership of the online edition of a national newspaper is virtually equal to that of the print edition Student readership of the online edition of a national newspaper is virtually equal to that of the print edition 19 © 2011 STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited

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24. 24 95% of students own a computer 95% of students own a computer 89% own a laptop 89% own a laptop 31% own a desktop 31% own a desktop 14% own a desktop and laptop 14% own a desktop and laptop 70% own only a laptop 70% own only a laptop 4% own only a desktop 4% own only a desktop

25. Three in ten (30%) use a Mac computer most often Three in ten (30%) use a Mac computer most often About one in five (21%) use a Dell most often and about one in six (17%) use an HP most often About one in five (21%) use a Dell most often and about one in six (17%) use an HP most often 25 © 2011 STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited

26. Nearly nine in ten (87%) computer owners use a laptop most often while about one in ten (9%) use a desktop most often Nearly nine in ten (87%) computer owners use a laptop most often while about one in ten (9%) use a desktop most often 26 © 2011 STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited

27. The economy appears to have little impact on student plans to purchase a new computer The economy appears to have little impact on student plans to purchase a new computer As many plan to purchase a tablet as plan to purchase a desktop As many plan to purchase a tablet as plan to purchase a desktop Interest in desktops continues to decline Interest in desktops continues to decline Modest levels of interest in purchasing a netbook are seen Modest levels of interest in purchasing a netbook are seen 13% (14% last year) plan to purchase a new computer in the next 12 months 13% (14% last year) plan to purchase a new computer in the next 12 months 84% of purchase intenders (87% last year) plan to purchase a laptop 84% of purchase intenders (87% last year) plan to purchase a laptop 10% of purchase intenders plan to purchase a tablet 10% of purchase intenders plan to purchase a tablet 10% of purchase intenders (down from 16% last year, and down from 19% two years ago) plan to purchase a desktop 10% of purchase intenders (down from 16% last year, and down from 19% two years ago) plan to purchase a desktop 3% of purchase intenders plan to purchase a netbook (down from last years 8%) 3% of purchase intenders plan to purchase a netbook (down from last years 8%) 27 © 2011 STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited

28. 84% of the 13% who plan to purchase a new computer in the next 12 months plan to purchase a laptop 84% of the 13% who plan to purchase a new computer in the next 12 months plan to purchase a laptop Nearly half of laptop purchase intenders (46%) plan to purchase a Mac laptop Nearly half of laptop purchase intenders (46%) plan to purchase a Mac laptop 28 © 2011 STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited

29. More than one in seven (14%) own a wireless reading device More than one in seven (14%) own a wireless reading device Among this 14%, nearly six in ten (57%) own an iPad while one in five (21%) own a Kindle and one in seven (14%) own a Nook Among this 14%, nearly six in ten (57%) own an iPad while one in five (21%) own a Kindle and one in seven (14%) own a Nook 29 © 2011 STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited

30. Nearly half (48%) of all respondents are interested in purchasing a wireless reading device Nearly half (48%) of all respondents are interested in purchasing a wireless reading device More than a third all of respondents (35%) are interested in purchasing an iPad while about one in seven (14%) are interested in purchasing a Kindle More than a third all of respondents (35%) are interested in purchasing an iPad while about one in seven (14%) are interested in purchasing a Kindle 30 © 2011 STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited

31. The incidence of downloading unlicensed music is twice that of downloading unlicensed movies The incidence of downloading unlicensed music is twice that of downloading unlicensed movies 35%, similar to last years 36%, have illegally downloaded music since the start of the semester (41% among males compared to 30% among females) 35%, similar to last years 36%, have illegally downloaded music since the start of the semester (41% among males compared to 30% among females) 16%, similar to last years 18%, have illegally downloaded movies since the start of the semester (21% among males compared to 12% among females) 16%, similar to last years 18%, have illegally downloaded movies since the start of the semester (21% among males compared to 12% among females) 31 © 2011 STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited

32. Most commonly visited sites: You Tube You Tube FaceBook FaceBook Google Google 32 © 2011 STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited

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34. Participation in Academic groups or clubs and Volunteer groups continue to be the most commonly mentioned extra curricular activities Participation in Academic groups or clubs and Volunteer groups continue to be the most commonly mentioned extra curricular activities 34 © 2011 STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited

35. Drank bottled water, Sent a text or IM Logged onto a social networking site, and Ate an a off campus fast food restaurant and Listened to the radio are the most common past week activities Drank bottled water, Sent a text or IM Logged onto a social networking site, and Ate an a off campus fast food restaurant and Listened to the radio are the most common past week activities 35 © 2011 STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited

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37. Students continue to identify the U.S. economy (40%, up somewhat from 37% last year) as the most important domestic issue Students continue to identify the U.S. economy (40%, up somewhat from 37% last year) as the most important domestic issue Three in ten identify Health care (30%, down up from 36% last year) as the most important domestic issue Three in ten identify Health care (30%, down up from 36% last year) as the most important domestic issue 37 © 2011 STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited

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39. Far more than twice as many (51%) approve of President Obamas performance as approve of Congress performance (21%) 51%, compared to last years 50%, approve of President Obamas performance (another 23% Dont know, virtually identical to last year) 51%, compared to last years 50%, approve of President Obamas performance (another 23% Dont know, virtually identical to last year) 21%, down from 26% last year approve of Congress performance 21%, down from 26% last year approve of Congress performance Most (35% compared to last years 34%) are Democrats and most (32%, similar to last years 30%) describe themselves as Middle of the road Most (35% compared to last years 34%) are Democrats and most (32%, similar to last years 30%) describe themselves as Middle of the road 39 © 2011 STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited

40. Students continue to place a higher value on relationships and personal accomplishme nt than the accumulation of material things Students continue to place a higher value on relationships and personal accomplishme nt than the accumulation of material things 40 © 2011 STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited

41. 41 Seven in ten (70%) believe they will complete their undergraduate degree in four years or less Seven in ten (70%) believe they will complete their undergraduate degree in four years or less On average students will require an average of 4.3 years to complete their undergraduate degree On average students will require an average of 4.3 years to complete their undergraduate degree

42. TV shows IN on campus correlate with the programs watched most often TV shows IN on campus correlate with the programs watched most often 42 © 2011 STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited

43. Technology related activities and drinking continue to top the list of Whats IN Technology related activities and drinking continue to top the list of Whats IN 43 © 2011 STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited

44. More than half of all students shopped in a supermarket in the past week More than half of all students shopped in a supermarket in the past week 44 © 2011 STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited

45. Contrary to commonly held beliefs, students demonstrate a range of attitudes about brands and shopping Contrary to commonly held beliefs, students demonstrate a range of attitudes about brands and shopping 45 © 2011 STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited

46. While more students are likely to check textbook prices online, compared to last year, little difference is seen in other responses While more students are likely to check textbook prices online, compared to last year, little difference is seen in other responses 46 © 2011 STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited

47. Students report purchasing an average of 77% of their required textbooks Students report purchasing an average of 77% of their required textbooks Nearly six in ten (57%, up from 50% last year) report purchasing 100% of their required textbooks Nearly six in ten (57%, up from 50% last year) report purchasing 100% of their required textbooks 47 © 2011 STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited

48. The Top 3 reasons for not purchasing 100% of required textbooks are: 1.Shared the book with someone else 2.Professor doesnt use the book 3.Cant afford the cost of a new book 48 © 2011 STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited

49. 49 During the Spring 2011 semester, students purchased or rented an average of 4.8 textbooks During the Spring 2011 semester, students purchased or rented an average of 4.8 textbooks 48% of those textbooks were purchased used, 35% purchased new, 15% were rented and the remaining 2% were eTextbooks 48% of those textbooks were purchased used, 35% purchased new, 15% were rented and the remaining 2% were eTextbooks

50. © 2011 STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited 50 During the Spring 2011 semester, students spent an average of $287 for textbooks During the Spring 2011 semester, students spent an average of $287 for textbooks 49% of spending was for new textbooks, 38% used, 2% for eTextbooks and the remaining 10% to rent textbooks 49% of spending was for new textbooks, 38% used, 2% for eTextbooks and the remaining 10% to rent textbooks

51. © 2011 STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited 51 Students are most likely to report purchasing or renting a combination of textbook formats (purchase or rent, new or used, print or eTextbook) Students are most likely to report purchasing or renting a combination of textbook formats (purchase or rent, new or used, print or eTextbook) Small numbers of students report purchasing or renting a single textbook format or type exclusively Small numbers of students report purchasing or renting a single textbook format or type exclusively

52. Awareness of eTextbooks continues to trend up at a rate greater than the number of purchasers and preference for traditional, printed textbooks continues to be the most common reason why students have not adopted eTextbooks. One in four (25%) are Extremely or Very familiar with eTextbooks and about one in five (19%) have ever purchased an eTextbook One in four (25%) are Extremely or Very familiar with eTextbooks and about one in five (19%) have ever purchased an eTextbook My professor required me (39%) and Less expensive than a traditional printed textbook (30%) are the most common reason for purchasing an eTextbook. Another 26% mention instant access My professor required me (39%) and Less expensive than a traditional printed textbook (30%) are the most common reason for purchasing an eTextbook. Another 26% mention instant access 13% are at least Somewhat likely to purchase an eTextbook next semester 13% are at least Somewhat likely to purchase an eTextbook next semester Among those who have not purchased, the largest group (32%, down from last years 50%) Prefer traditional printed textbooks. Another 29% mention I dont like reading on a screen for a long period of time Among those who have not purchased, the largest group (32%, down from last years 50%) Prefer traditional printed textbooks. Another 29% mention I dont like reading on a screen for a long period of time 52 © 2011 STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited

53. 53 Among the 24% of textbook renters... The largest share (67%) rented a textbook for their major The largest share (67%) rented a textbook for their major Believe they saved an average of $127 renting compared to purchasing Believe they saved an average of $127 renting compared to purchasing 88% (up from 72% last year) report the rental process as Very or Somewhat easy 88% (up from 72% last year) report the rental process as Very or Somewhat easy I like to save money (84%) is the most commonly mentioned reason for renting I like to save money (84%) is the most commonly mentioned reason for renting

54. Ownership of a non cellular phone continues to trend down Ownership of a non cellular phone continues to trend down 22% have a non-cellular telephone (down from 85% in 2003) 22% have a non-cellular telephone (down from 85% in 2003) 54 © 2011 STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited

55. 90% report using their mobile for Texting while only two thirds report using it for Voice conversation 90% report using their mobile for Texting while only two thirds report using it for Voice conversation Six in ten report Take photos while nearly half report Social networking Six in ten report Take photos while nearly half report Social networking 55 © 2011 STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited

56. 56 More than half (54%) of mobile owners report ownership of a SmartPhone More than half (54%) of mobile owners report ownership of a SmartPhone

57. © 2011 STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited 57 Among the 36% who are at least Somewhat likely to purchase a new mobile phone in the next 12 months, 78% plan to purchase a SmartPhone Among the 36% who are at least Somewhat likely to purchase a new mobile phone in the next 12 months, 78% plan to purchase a SmartPhone Males (81%) are somewhat more likely than females (75%) to purchase a SmartPhone Males (81%) are somewhat more likely than females (75%) to purchase a SmartPhone

58. 36% (up from 33% last year) plan to purchase a new phone in the next 12 months 36% (up from 33% last year) plan to purchase a new phone in the next 12 months 78% (up from 61%) plan to purchase a SmartPhone 78% (up from 61%) plan to purchase a SmartPhone Nearly three times as many plan to purchase an Apple iPhone as currently own an iPhone Nearly three times as many plan to purchase an Apple iPhone as currently own an iPhone More than three times as many plan to purchase an iPhone as plan to purchase a BlackBerry More than three times as many plan to purchase an iPhone as plan to purchase a BlackBerry 58 © 2011 STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited

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60. 60 © 2011 STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited 9% (including 13% of Seniors) have ever studied abroad 26% (including 33% of Freshmen) plan to study abroad

61. © 2011 STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited 61 Nearly twice as many Seniors (58%) expect to be employed full-time as expect to be attending grad school full-time (32%) Nearly twice as many Seniors (58%) expect to be employed full-time as expect to be attending grad school full-time (32%) Exactly one in twelve Seniors (8%) are undecided and Dont know what they will be doing after graduation Exactly one in twelve Seniors (8%) are undecided and Dont know what they will be doing after graduation

62. © 2011 STUDENT MONITOR LLC – All Rights Reserved, Unauthorized Use Prohibited 62 F ALL 2011 T IMETABLE L IFESTYLE & M EDIA, C OMPUTING & T HE I NTERNET 16 th DraftQuestionnaireDistributed 12 th ToplineDistributed 17 th Final Report, PresentationsBegin 8 th In Field A UGUST S EPTEMBER O CTOBER N OVEMBER D ECEMBER 12thComments, Proprietary Questions Due 20 th QuestionnaireFinalized