College Spring Break Study

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 Page 2 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 Page 3 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 Page 4 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 Page 5 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 Page 6 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 Page 7 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 Page 8 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 Page 9 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 Page 10 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 Page 11 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 Page 12 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 Page 13 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 Page 17 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 Page 18 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 Page 19 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 Page 21 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 Page 22 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 Page 23 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 Page 24 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 Copyright © 2008 The Nielsen Company 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 Copyright © 2008 The Nielsen Company 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 Copyright © 2008 The Nielsen Company 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 Copyright © 2008 The Nielsen Company 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 Copyright © 2008 The Nielsen Company 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 Page 36 Copyright © 2008 The Nielsen Company Sample Demographics • Student status • Gender March 4, 2008 Page 37 Copyright © 2008 The Nielsen Company 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 Copyright © 2008 The Nielsen Company Q26- What is your gender? 65% 55% 45% 48% 35% 52% Total Undergraduate Graduate Total base =1,299 respondents Female Male March 4, 2008 Page 39 Copyright © 2008 The Nielsen Company