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College Spring Break Study

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					College Spring Break Study

Anheuser-Busch February 27, 2008

Copyright © 2007 The Nielsen Company 2008

Study Overview
• Nielsen Media Research conducted a study on behalf of Anheuser-Busch in order to collect information regarding college students 21-25 and their activities and thoughts about Spring Break. The study was conducted online from February 15 – 24, 2008. • 1,299 students were interviewed
– 709 (55%) were women – 590 (45%) were men – 802 (62%) were undergraduate students – 497 (38%) were graduate students

March 4, 2008

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Copyright © 2008 The Nielsen Company

Study Overview
• Online surveys were completed using an online panel. The sample was drawn from the Survey Sampling International (SSI) SurveySpot panel.
– This panel is recruited using banner ads and other online recruitment methods. – Unsolicited e-mails are never used. Permission-based recruitment techniques are used exclusively. – Panel members are used for research purposes only. – The membership program is designed to discourage “professional survey takers” from participating.

March 4, 2008

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Copyright © 2008 The Nielsen Company

Summary
• College students 21 – 25 years old show a sense of responsibility.
– 70% of students spent time with family during their last Spring Break. More than half worked for pay and just under half studied. – 61% plan to spend time with family during their next Spring Break. Just less than half plan to work and more than 40% plan to study. – 84% of those who drank during their last Spring Break drank responsibly and in moderation. – 1 in 5 students volunteered or performed community service during their last Spring Break and the same number plan on volunteering or performing community service during their next Spring Break.
– More than half of those working or planning to work on these projects worked on college-sponsored service projects. – Nearly half of students worked or plan to work on environmental cleanup projects.

March 4, 2008

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Copyright © 2008 The Nielsen Company

Q2- Which, if any, of the following did you do during your last Spring Break?
70% 53%

49% 33%

20%

24% 12% 10% 14%

Total
Spent time with family Worked for pay Took a nature trip Ran/walked/raced for a cause Tutored another student Volunteered/community service Studied Partied at a beach or other Spring Break destination Went on a cruise
Total base =1,299 respondents

Based on all respondents; respondents were able to select more than one answer option

March 4, 2008

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Copyright © 2008 The Nielsen Company

Q2- Which, if any, of the following did you do during your last Spring Break?
67% 54% 49% 41% 25% 29% 18% 16% 13% 17% 26% 20% 8% 7% 10% 72%

51%

48%

Male
Spent time with family Worked for pay Took a nature trip Ran/walked/raced for a cause Tutored another student

Female
Volunteered/community service Studied Partied at a beach or other Spring Break destination Went on a cruise

Based on all respondents; respondents were able to select more than one answer option

March 4, 2008

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Copyright © 2008 The Nielsen Company

Q2- Which, if any, of the following did you do during your last Spring Break?
70% 55% 48% 35% 19% 23% 11% 9% 12% 23% 26% 29% 13%11% 17% 69% 49% 50%

Undergraduate
Spent time with family Worked for pay Took a nature trip Ran/walked/raced for a cause Tutored another student

Graduate
Volunteered/community service Studied Partied at a beach or other Spring Break destination Went on a cruise

Based on all respondents; respondents were able to select more than one answer option

March 4, 2008

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Copyright © 2008 The Nielsen Company

Q4- What type of work did you do?

63% 59% 53% 47% 33% 31% 22% 18% 19% 48% 33%35% 22% 19% 19% 28%29% 26% 20% 12% 46%

64% 51%49% 45% 32%32% 19% 15% 18% 33% 28% 26% 21% 21%

Total

Male

Female

Undergraduate

Graduate

College-sponsored service projects Work to protect the rainforest Build-renovate homes/Habitat for Humanity United Way

Environmental cleanup Gulf Coast hurricane relief/construction Red Cross
Total base =264 respondents

Among those who volunteered or performed community service
March 4, 2008

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Copyright © 2008 The Nielsen Company

Q3- What do you plan to do during your next Spring Break?
61% 47% 42% 35% 28% 21% 11% 14% 10%

Total
Spend time with family Work for pay Take a nature trip Run/walk/race for a cause Tutor another student Volunteer/community service Study Party at a beach or other Spring Break Destination Go on a cruise
Total base =1,299 respondents

Based on all respondents; respondents were able to select more than one answer option

March 4, 2008

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Copyright © 2008 The Nielsen Company

Q3- What do you plan to do during your next Spring Break?
64% 57% 46% 42% 34% 30% 24% 15% 16% 19% 13% 8% 12% 8% 24% 40% 47% 43%

Male
Spend time with family Work for pay Take a nature trip Run/walk/race for a cause Tutor another student

Female
Volunteer/community service Study Party at a beach or other Spring Break Destination Go on a cruise

Based on all respondents; respondents were able to select more than one answer option

March 4, 2008

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Copyright © 2008 The Nielsen Company

Q3- What do you plan to do during your next Spring Break?
62% 49% 42% 37% 28% 21% 12% 12% 9% 21% 16% 10% 12% 28% 31% 44% 43% 60%

Undergraduate
Spend time with family Work for pay Take a nature trip Run/walk/race for a cause Tutor another student

Graduate
Volunteer/community service Study Party at a beach or other Spring Break Destination Go on a cruise

Based on all respondents; respondents were able to select more than one answer option

March 4, 2008

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Copyright © 2008 The Nielsen Company

Q5- What type of work will you do?
66% 58% 50% 40% 37% 25% 22% 40% 38% 27% 26% 20% 21% 49% 40% 36% 23% 16% 18% 52% 39%38% 50% 45%

60% 49%

62%

42% 34% 24%

23% 19%

28% 26% 17%

Total

Male

Female

Undergraduate

Graduate

College-sponsored service projects Work to protect the rainforest Build-renovate homes/Habitat for Humanity United Way

Environmental cleanup Gulf Coast hurricane relief/construction Red Cross
Total base =273 respondents

Among those who plan to volunteer or perform community service
March 4, 2008

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Copyright © 2008 The Nielsen Company

Q6- Do you think a program that allows college students an alternative to the conventional Spring Break trip in which students dedicate their time and energy to doing community service is an Excellent, Good, Fair, or Poor way for college students to spend their Spring Break? 57% 54%
50% 45% 43% 39% 35% 46% 41% 34%

9% 2% Total

10% 2% Male

9% 1% Female

10% 2% Undergraduate

7% 1% Graduate
Total base =1,299 respondents

Excellent
Based on all respondents

Good

Fair

Poor

March 4, 2008

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Copyright © 2008 The Nielsen Company

Q7- Would you like your college/university to offer an alternative Spring Break trip, in which students dedicate their time and energy to doing community service?
84% 83% 86% 84% 85%

Total

Male

Female

Undergraduate

Graduate
Total base =1,299 respondents

Yes
Based on all respondents
March 4, 2008 Page 14

Copyright © 2008 The Nielsen Company

Q8- Would you say your behavior was responsible and safe on Spring Break or not?
92% 89% 95% 90% 95%

Total

Male

Female

Undergraduate

Graduate
Total base =1,260 respondents

Responsible and Safe
Among those who were students during last Spring Break
March 4, 2008 Page 15

Copyright © 2008 The Nielsen Company

Q9- Was the behavior of most college students during your last Spring Break responsible and safe or not?

Perceptions
39% 36% 33% 28% 31%

Total

Male

Female

Undergraduate

Graduate
Total base =1,260 respondents

Responsible and Safe
Among those who were students during last Spring Break
March 4, 2008 Page 16

Copyright © 2008 The Nielsen Company

Q10- During the most recent Spring Break, which, if any, of the following happened to you as a result of drinking?
The majority of college students did not have the following happen to them while drinking
79% 86% 87% 93% 91% 97%

Total
Did not get into a fight or argument Did not get hurt or injured Did not damage property while drinking
Among those who went to a Spring Break destination
March 4, 2008

Did not drive after drinking alcohol Did not get into trouble with the police Did not get arrested for DWI/DUI
Total base =426 respondents

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Copyright © 2008 The Nielsen Company

Q10- During the most recent Spring Break, which, if any, of the following happened to you as a result of drinking?
The majority of college students did not have the following happen to them while drinking
91% 89% 85% 87% 97% 81% 87% 88% 96% 94% 97%

78%

Male

Female

Did not get into a fight or argument Did not get hurt or injured Did not damage property while drinking
Among those who went to a Spring Break destination

Did not drive after drinking alcohol Did not get into trouble with the police Did not get arrested for DWI/DUI

March 4, 2008

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Copyright © 2008 The Nielsen Company

Q10- During the most recent Spring Break, which, if any, of the following happened to you as a result of drinking?
The majority of college students did not have the following happen to them while drinking
77% 93% 90% 97% 87% 87% 94% 93% 96% 85% 89% 83%

Undergraduate

Graduate

Did not get into a fight or argument Did not get hurt or injured Did not damage property while drinking
Among those who went to a Spring Break destination

Did not drive after drinking alcohol Did not get into trouble with the police Did not get arrested for DWI/DUI

March 4, 2008

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Copyright © 2008 The Nielsen Company

Q11- Have you ever said or done something to prevent a friend who had been drinking from doing something that might harm themself?
87% 85% 88% 88% 84%

Total

Male

Female

Undergraduate

Graduate
Total base =1,299 respondents

Yes
Based on all respondents
March 4, 2008 Page 20

Copyright © 2008 The Nielsen Company

Q27- Over Spring Break, did you do the following to help prevent drunk driving? Did you use a Designated Driver?
78% 76% 81% 78% 78%

Total

Male

Female

Undergraduate

Graduate

Yes
Among those who went to a Spring Break destination
March 4, 2008

Total base =426 respondents

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Copyright © 2008 The Nielsen Company

Q27- Over Spring Break, did you do the following to help prevent drunk driving? Were you driven home by a Designated Driver?
70% 68% 72% 69% 72%

Total

Male

Female

Undergraduate

Graduate

Yes
Among those who went to a Spring Break destination
March 4, 2008

Total base =426 respondents

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Copyright © 2008 The Nielsen Company

Q27- Over Spring Break, did you do the following to help prevent drunk driving? Did you take a cab?

56%

55%

57%

57%

54%

Total

Male

Female

Undergraduate

Graduate

Yes
Among those who went to a Spring Break destination
March 4, 2008

Total base =426 respondents

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Copyright © 2008 The Nielsen Company

Q27- Over Spring Break, did you do the following to help prevent drunk driving? Did you take a bus, train, or metro?

42%

43%

47% 40% 39%

Total

Male

Female

Undergraduate

Graduate

Yes
Among those who went to a Spring Break destination
March 4, 2008

Total base =426 respondents

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Copyright © 2008 The Nielsen Company

Q13- Have you, yourself, ever been a Designated Driver?

83%

83%

84%

83%

83%

Total

Male

Female

Undergraduate

Graduate
Total base =1,299 respondents

Yes
Based on all respondents
March 4, 2008 Page 25

Copyright © 2008 The Nielsen Company

Q14- Have you ever been driven home by a Designated Driver?

72%

72%

72%

72%

72%

Total

Male

Female

Undergraduate

Graduate
Total base =1,299 respondents

Yes
Based on all respondents
March 4, 2008 Page 26

Copyright © 2008 The Nielsen Company

Q15- Have you ever persuaded a friend to avoid driving because they had been drinking?
88% 89%

87%

86%

85%

Total

Male

Female

Undergraduate

Graduate
Total base =1,299 respondents

Yes
Based on all respondents
March 4, 2008 Page 27

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Q16- Do you ever have occasion to drink alcohol beverages, even if it’s just for special occasions?
88% 91% 84% 88% 88%

Total

Male

Female

Undergraduate

Graduate
Total base =1,299 respondents

Yes
Based on all respondents
March 4, 2008 Page 28

Copyright © 2008 The Nielsen Company

Q17- When you drink, would you say you drink responsibly and in moderation?
90% 93% 86% 88% 93%

Total

Male

Female

Undergraduate

Graduate
Total base =1,150 respondents

Yes
Among those who drink
March 4, 2008 Page 29

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Q18- When you drink, do you set limits on the amount of alcohol you intend to consume?

74%

79% 69%

74%

74%

Total

Male

Female

Undergraduate

Graduate
Total base =1,150 respondents

Yes
Among those who drink
March 4, 2008 Page 30

Copyright © 2008 The Nielsen Company

Q19- When you drink, do you pay attention to the amount of alcohol you have consumed?
90% 92% 90% 90%

87%

Total

Male

Female

Undergraduate

Graduate
Total base =1,150 respondents

Yes
Among those who drink
March 4, 2008 Page 31

Copyright © 2008 The Nielsen Company

Q20- Did you drink alcohol beverages during last Spring Break?

68%

70%

67%

67%

70%

Total

Male

Female

Undergraduate

Graduate
Total base =1,260 respondents

Yes
Among those who were students during last Spring Break
March 4, 2008 Page 32

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Q21- When you drank during last Spring Break, did you drink responsibly and in moderation?
88% 81%

84%

87% 80%

Total

Male

Female

Undergraduate

Graduate
Total base =857 respondents

Yes
Among those who drank during their last Spring Break
March 4, 2008 Page 33

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Q22- When you drank during last Spring Break, did you set limits on yourself on the amount of alcohol you intended to consume?

68%

73% 62%

68%

67%

Total

Male

Female

Undergraduate

Graduate
Total base =857 respondents

Yes
Among those who drink
March 4, 2008 Page 34

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Q23- When you drank during last Spring Break, did you pay attention to the amount of alcohol you consumed?
82% 86% 77% 82% 82%

Total

Male

Female

Undergraduate

Graduate
Total base =857 respondents

Yes
Among those who drink
March 4, 2008 Page 35

Copyright © 2008 The Nielsen Company

Q24- Below is a list of celebrities who have become prominent humanitarians. Please tell me which one of these persons, if any, you admire most.
34% 28% 23% 23% 24% 17% 11% 4% 14%13% 13% 8% 4% 4% 4% 11% 10% 4% 24% 21% 24% 25% 20% 25% 34%

Total

Male

Female

Undergraduate

Graduate

Angelina Jolie George Clooney
Based on all respondents

Bill Gates Oprah Winfrey

Leonardo DiCaprio
Total base =1,299 respondents

March 4, 2008

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Sample Demographics
• Student status • Gender

March 4, 2008

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Q1- Which of the following best describes you? Are you currently enrolled as …
70% 62% 55%

45% 38% 30%

Total

Male Undergradute student

Female Graduate student
Total base =1,299 respondents

Based on all respondents
March 4, 2008 Page 38

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Q26- What is your gender?

65% 55% 45% 48% 35% 52%

Total

Undergraduate

Graduate
Total base =1,299 respondents

Female

Male

March 4, 2008

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Copyright © 2008 The Nielsen Company


				
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views:26407
posted:7/22/2009
language:English
pages:39
Description: A study showing college students and their activities during spring break which shows a surprisingly low number of partying around.