Managing the Evolution of a Revolution: Marketing Implications of Internet Media Usage Among College Students
College Teaching Methods & Styles Journal – Third Quarter 2007
Volume 3, Number 3
Managing The Evolution Of A Revolution: Marketing Implications Of Internet Media Usage Among College Students
Connie Browning Budden, Southeastern Louisiana University Janet Foster Anthony, Southeastern Louisiana University Michael C. Budden, (E-mail: mbudden@selu.edu), Southeastern Louisiana University Michael A. Jones, (E-mail: mijones@selu.edu), Southeastern Louisiana University
ABSTRACT It is no surprise that internet usage among college students has seen a marked increase in recent years. The increasing usage of this medium portends direct, negative impacts relative to the use of other media by this important market segment. Marketers are interested in internet usage information in order to determine the best methods for tapping into this potential market. Research focused on internet usage patterns of college students was conducted. Usage patterns by student classification and gender were studied. Specific use of the Facebook, MySpace and YouTube websites were investigated.
INTRODUCTION he internet was initially developed and its use restricted to scientific research by the US Department of Defense (Cheung & Huang, 2005). Since its widespread adoption, the internet has impacted the lives of people from all walks of life, including impacts on business, shopping and social activities (Cheung & Huang, 2005). Internet social activities have presented marketers with challenges as well as opportunities to reach specific target markets. Facebook, introduced two years ago was originally a networking site limited to college students. The site was opened to high school students last September and will soon be available to anyone with a valid e-mail address (Kornblum, 2006). Facebook currently serves over 7.5 million registered users and is seventh among the more accessed sites in the U.S. (Cuesta, 2006). Facebook and the other major social site, MySpace, are two of the most
Volume 3, Number 3
Managing The Evolution Of A Revolution: Marketing Implications Of Internet Media Usage Among College Students
Connie Browning Budden, Southeastern Louisiana University Janet Foster Anthony, Southeastern Louisiana University Michael C. Budden, (E-mail: mbudden@selu.edu), Southeastern Louisiana University Michael A. Jones, (E-mail: mijones@selu.edu), Southeastern Louisiana University
ABSTRACT It is no surprise that internet usage among college students has seen a marked increase in recent years. The increasing usage of this medium portends direct, negative impacts relative to the use of other media by this important market segment. Marketers are interested in internet usage information in order to determine the best methods for tapping into this potential market. Research focused on internet usage patterns of college students was conducted. Usage patterns by student classification and gender were studied. Specific use of the Facebook, MySpace and YouTube websites were investigated.
INTRODUCTION he internet was initially developed and its use restricted to scientific research by the US Department of Defense (Cheung & Huang, 2005). Since its widespread adoption, the internet has impacted the lives of people from all walks of life, including impacts on business, shopping and social activities (Cheung & Huang, 2005). Internet social activities have presented marketers with challenges as well as opportunities to reach specific target markets. Facebook, introduced two years ago was originally a networking site limited to college students. The site was opened to high school students last September and will soon be available to anyone with a valid e-mail address (Kornblum, 2006). Facebook currently serves over 7.5 million registered users and is seventh among the more accessed sites in the U.S. (Cuesta, 2006). Facebook and the other major social site, MySpace, are two of the most
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