1. F ALL 2014 1© 2014 STUDENT MONITOR LLC, All Rights Reserved, Unauthorized Use Prohibited CONVERTING DATA TO INSIGHT

2. M ETHODOLOGY Conducted each Spring and Fall semester Conducted each Spring and Fall semester On campus, one-on-one intercepts conducted during the two week period October 13 th -27 th On campus, one-on-one intercepts conducted during the two week period October 13 th -27 th 1,200 full-time, Four Year undergrads (representative sample of 100 campuses nationally stratified by type, size and geographic distribution 1,200 full-time, Four Year undergrads (representative sample of 100 campuses nationally stratified by type, size and geographic distribution Margin of error +/- 2.4% Margin of error +/- 2.4% © 2014 STUDENT MONITOR LLC, All Rights Reserved, Unauthorized Use Prohibited2

3. D EMOGRAPHICS Monthly discretionary spending $201, annual personal earnings $7,764 Monthly discretionary spending $201, annual personal earnings $7,764 50% get money from home averaging $280 monthly 50% get money from home averaging $280 monthly 10% employed full-time, 41% employed part-time, 6% have a full or part-time internship 10% employed full-time, 41% employed part-time, 6% have a full or part-time internship Average age 20.7, average GPA 3.3, 36% have changed their major at least once Average age 20.7, average GPA 3.3, 36% have changed their major at least once 40% live on campus, 40% live off campus, 20% live at home 40% live on campus, 40% live off campus, 20% live at home 75% attend a school in the same state as their permanent home (average student lives 204 miles from their permanent home) 75% attend a school in the same state as their permanent home (average student lives 204 miles from their permanent home) Family HH income averages $107,642 Family HH income averages $107,642 22% are first in their family to attend college, 3% are returning to college for a second time, 1% were in the military (not ROTC), 1% are or were enrolled in ROTC, 2% are married, 5% have one or more children 22% are first in their family to attend college, 3% are returning to college for a second time, 1% were in the military (not ROTC), 1% are or were enrolled in ROTC, 2% are married, 5% have one or more children © 2014 STUDENT MONITOR LLC, All Rights Reserved, Unauthorized Use Prohibited3

4. T OP A CADEMIC M AJORS Total%Male%Female%Business121310 Biology999 Engineering7114 Psychology537 Education537 Health Professions 639 Communications546 Computer Science 452 Accounting564 Marketing443 Business, Biology and Engineering are the most common majors Business, Biology and Engineering are the most common majors Gender differences are seen among Engineering, Education and Health Professions Gender differences are seen among Engineering, Education and Health Professions 34% have changed their major 1 or more times 34% have changed their major 1 or more times © 2014 STUDENT MONITOR LLC, All Rights Reserved, Unauthorized Use Prohibited 4

5. T OP O F M IND B RANDS – T ECHNOLOGY Q. 11, 12 1 st Mention% 2 nd Mention%Total Mention % Apple521870 Microsoft152743 Samsung81624 Dell41014 HP5712 SONY4711 IBM325 Amazon347 Lenovo235 Google112 When asked what one Technology brand comes to mind first, more than half mention Apple (at a level more than three times that of Microsoft) © 2014 STUDENT MONITOR LLC, All Rights Reserved, Unauthorized Use Prohibited 5

6. A GREEMENT W ITH S TATEMENTS A BOUT T ECHNOLOGY Q. 67 Similar to last year’s finding, students report various levels of enthusiasm for, and the adoption of new technologies Similar to last year’s finding, students report various levels of enthusiasm for, and the adoption of new technologies Adoption skews more to early adoption than late (43% compared to 20%) Adoption skews more to early adoption than late (43% compared to 20%) © 2014 STUDENT MONITOR LLC, All Rights Reserved, Unauthorized Use Prohibited 6

7. W EEKLY A CTIVITIES U SING D ESKTOP, L APTOP O R T ABLET Q. 68 Two in three (66%) watch video other than TV using a desktop, laptop or tablet Two in three (66%) watch video other than TV using a desktop, laptop or tablet More than four in ten (42%) watch TV programs (recorded or on demand) More than four in ten (42%) watch TV programs (recorded or on demand) Fewer students video chat using a desktop, laptop or tablet Fewer students video chat using a desktop, laptop or tablet © 2014 STUDENT MONITOR LLC, All Rights Reserved, Unauthorized Use Prohibited 7

8. P REFERRED P URCHASE (I F C OST W ERE N O O BJECT ) Q. 69 When given the choice and if money were no object, more would prefer a laptop than a gaming system, tablet or Smartphone © 2014 STUDENT MONITOR LLC, All Rights Reserved, Unauthorized Use Prohibited 8

9. P REFERRED G AMING S YSTEM W OULD B UY Q. 70 If money were no object and among those who would buy a gaming system, most would buy a Playstation 4 © 2014 STUDENT MONITOR LLC, All Rights Reserved, Unauthorized Use Prohibited 9

10. P REFERRED L APTOP W OULD B UY Q. 71 If money were no object and among those who would buy a laptop, most would buy a Apple MacBook (55%) © 2014 STUDENT MONITOR LLC, All Rights Reserved, Unauthorized Use Prohibited 10

11. P REFERRED S MARTPHONE W OULD B UY Q. 72 If money were no object and among those who would buy a Smartphone, most would buy an Apple iPhone © 2014 STUDENT MONITOR LLC, All Rights Reserved, Unauthorized Use Prohibited 11

12. P REFERRED T ABLET W OULD B UY Q. 73 If money were no object and among those who would buy a tablet, most would buy an Apple iPad © 2014 STUDENT MONITOR LLC, All Rights Reserved, Unauthorized Use Prohibited 12

13. D EVICES P URCHASED /R ECEIVED A S G IFT S INCE J UNE Q. 74, 75 38% purchased or received as a gift a Smartphone since June 38% purchased or received as a gift a Smartphone since June 32% purchased or received as a gift a laptop since June 32% purchased or received as a gift a laptop since June More purchased or received as a gift a tablet (17%) than a desktop (5%) More purchased or received as a gift a tablet (17%) than a desktop (5%) © 2014 STUDENT MONITOR LLC, All Rights Reserved, Unauthorized Use Prohibited 13

14. D ESKTOP P URCHASED /R ECEIVED A S G IFT S INCE J UNE Q. 78, 79 41% of those who purchased a desktop or received one as a gift, purchased or received a Mac 41% of those who purchased a desktop or received one as a gift, purchased or received a Mac 15% purchased or received a Dell and 11% purchased or received an HP 15% purchased or received a Dell and 11% purchased or received an HP © 2014 STUDENT MONITOR LLC, All Rights Reserved, Unauthorized Use Prohibited 14

15. L APTOP P URCHASED /R ECEIVED A S G IFT S INCE J UNE Q. 80, 81 42% of those who purchased a laptop or received one as a gift, purchased or received a Mac 42% of those who purchased a laptop or received one as a gift, purchased or received a Mac 13% purchased or received an HP and 9% purchased or received a Dell 13% purchased or received an HP and 9% purchased or received a Dell © 2014 STUDENT MONITOR LLC, All Rights Reserved, Unauthorized Use Prohibited 15

16. F ULL S IZE T ABLET P URCHASED /R ECEIVED A S G IFT S INCE J UNE Q. 87, 88 As many received a full size tablet as a gift as purchased a full size tablet As many received a full size tablet as a gift as purchased a full size tablet More students received an iPad as a gift (61%) or purchased an iPad (47%) than any other brand More students received an iPad as a gift (61%) or purchased an iPad (47%) than any other brand © 2014 STUDENT MONITOR LLC, All Rights Reserved, Unauthorized Use Prohibited 16

17. S MALL T ABLET P URCHASED /R ECEIVED A S G IFT S INCE J UNE Q. 89, 90 As many received a small tablet as a gift as purchased one As many received a small tablet as a gift as purchased one More students received as a gift (32%) or purchased an Apple iPad Mini (52%) than any other brand More students received as a gift (32%) or purchased an Apple iPad Mini (52%) than any other brand © 2014 STUDENT MONITOR LLC, All Rights Reserved, Unauthorized Use Prohibited 17

18. S MARTPHONE P URCHASED S INCE J UNE Q. 99 Nearly six in ten (57%) purchasers of a Smartphone since June purchased an Apple iPhone (or nearly three times as many as purchased a Samsung) © 2014 STUDENT MONITOR LLC, All Rights Reserved, Unauthorized Use Prohibited 18

19. P URCHASING S AME B RAND O F C OMPUTER /T ABLET N EXT T IME Q. 102 Three in four (75%) plan to purchase the same brand of computer or tablet as they purchased since June © 2014 STUDENT MONITOR LLC, All Rights Reserved, Unauthorized Use Prohibited 19

20. W HO M AKES T HE B EST ? Q. 132-134 Nearly half believe Apple makes the best laptop (48%) and best tablet (47%) Nearly half believe Apple makes the best laptop (48%) and best tablet (47%) More than a third (36%) believe Apple makes the best desktop More than a third (36%) believe Apple makes the best desktop © 2014 STUDENT MONITOR LLC, All Rights Reserved, Unauthorized Use Prohibited 20

21. R ATINGS ; Q UALITY /O VERALL V ALUE Q. 135-136 Students rate Apple highest in quality and overall value among six brands Students rate Apple highest in quality and overall value among six brands Samsung and HP follow with Dell in fourth place Samsung and HP follow with Dell in fourth place © 2014 STUDENT MONITOR LLC, All Rights Reserved, Unauthorized Use Prohibited 21

22. C OMPUTER O WNERSHIP Q. 144 Nearly nine in ten (86%) own a laptop Nearly nine in ten (86%) own a laptop Somewhat more own a full size tablet than a desktop (19% compared to 17%) Somewhat more own a full size tablet than a desktop (19% compared to 17%) 55% own only a laptop 55% own only a laptop 16% own a laptop and full size tablet 16% own a laptop and full size tablet © 2014 STUDENT MONITOR LLC, All Rights Reserved, Unauthorized Use Prohibited 22

23. B RAND O F D ESKTOP O WNED Q. 147 Mac and Dell (each 24%) are the leading brands of desktops owned © 2014 STUDENT MONITOR LLC, All Rights Reserved, Unauthorized Use Prohibited 23

24. D ESKTOP O WNERSHIP Q. 147 Compared to 2007, student ownership of a Dell desktop continues to decline while student ownership of a Mac or HP desktop has increased Compared to 2007, student ownership of a Dell desktop continues to decline while student ownership of a Mac or HP desktop has increased Among desktop owners, ownership of a Mac desktop is at a record high (nearly one in four desktop owners own a Mac) Among desktop owners, ownership of a Mac desktop is at a record high (nearly one in four desktop owners own a Mac) © 2014 STUDENT MONITOR LLC, All Rights Reserved, Unauthorized Use Prohibited 24

25. B RAND O F L APTOP O WNED Q. 150 Nearly four in ten laptop owners own a Mac laptop (41% greater than HP and Dell combined) © 2014 STUDENT MONITOR LLC, All Rights Reserved, Unauthorized Use Prohibited 25

26. L APTOP O WNERSHIP Q. 150 Over the long term, student ownership of a Dell laptop continues to decline while student ownership of a Mac has nearly doubled Over the long term, student ownership of a Dell laptop continues to decline while student ownership of a Mac has nearly doubled Ownership of an HP laptop is comparatively unchanged Ownership of an HP laptop is comparatively unchanged © 2014 STUDENT MONITOR LLC, All Rights Reserved, Unauthorized Use Prohibited 26

27. B RAND O F F ULL S IZE T ABLET O WNED Q. 153 60% of full size tablet owners own an iPad 60% of full size tablet owners own an iPad Exactly 5 times as many own an iPad as own a Samsung Galaxy tablet Exactly 5 times as many own an iPad as own a Samsung Galaxy tablet © 2014 STUDENT MONITOR LLC, All Rights Reserved, Unauthorized Use Prohibited 27

28. B RAND O F S MALL T ABLET O WNED Q. 156 40% of small tablet owners own an iPad Mini 40% of small tablet owners own an iPad Mini More small tablet owners own an iPad Mini than own an Amazon Kindle or Samsung Galaxy combined More small tablet owners own an iPad Mini than own an Amazon Kindle or Samsung Galaxy combined © 2014 STUDENT MONITOR LLC, All Rights Reserved, Unauthorized Use Prohibited 28

29. N UMBER O F C OMPUTER /D EVICES O WNED Q. 159 Most computer, tablet, or Smartphone owners own 1 device within the category © 2014 STUDENT MONITOR LLC, All Rights Reserved, Unauthorized Use Prohibited 29

30. T YPE O F C OMPUTER U SED M OST O FTEN Q. 160 83% of computer or tablet owners use a laptop most often © 2014 STUDENT MONITOR LLC, All Rights Reserved, Unauthorized Use Prohibited 30

31. B RAND O F C OMPUTER O R T ABLET U SED M OST O FTEN Q. 161 64% more students use an Apple computer or tablet than HP and Dell combined (41% compared to 25%) © 2014 STUDENT MONITOR LLC, All Rights Reserved, Unauthorized Use Prohibited 31

32. U PGRADING T O W INDOWS 8.1 I N 6 M ONTHS Q. 164 Among the 76% of Windows users, 16% have upgraded to Windows 8.1 Among the 76% of Windows users, 16% have upgraded to Windows 8.1 28% of those who have not upgraded are at least “Somewhat likely” to upgrade in the next 6 months 28% of those who have not upgraded are at least “Somewhat likely” to upgrade in the next 6 months © 2014 STUDENT MONITOR LLC, All Rights Reserved, Unauthorized Use Prohibited 32

33. U PGRADED OS F ROM Q. 165, 166 About three in ten (31%) have upgraded their OS in the past 6 months About three in ten (31%) have upgraded their OS in the past 6 months Among Windows OS users who know what OS they upgraded from, 47% upgraded from Windows 8 Among Windows OS users who know what OS they upgraded from, 47% upgraded from Windows 8 © 2014 STUDENT MONITOR LLC, All Rights Reserved, Unauthorized Use Prohibited 33

34. U PGRADED OS T O Q. 167, 168 Among the 84% of OS upgraders who know what OS they upgraded to, 37% upgraded to Windows 8.1 and 20% to Yosemite © 2014 STUDENT MONITOR LLC, All Rights Reserved, Unauthorized Use Prohibited 34

35. U PGRADING OS F ROM Q. 169, 170 More than one in three (36%) plan to upgrade their OS in the next 6 months More than one in three (36%) plan to upgrade their OS in the next 6 months Among this 36% who know what OS they currently have, 32% plan to upgrade from Windows 8 and 17% from Mac Mavericks Among this 36% who know what OS they currently have, 32% plan to upgrade from Windows 8 and 17% from Mac Mavericks © 2014 STUDENT MONITOR LLC, All Rights Reserved, Unauthorized Use Prohibited 35

36. U PGRADING OS T O Q. 171 Among the more than one in three (36%) who plan to upgrade their OS in the next 6 months and know what OS they will upgrade to, 34% will upgrade to Windows 8.1 and an equal number will upgrade to Mac Yosemite © 2014 STUDENT MONITOR LLC, All Rights Reserved, Unauthorized Use Prohibited 36

37. P ROCESSOR, M EMORY O N C OMPUTER U SED M OST O FTEN Q. 172, 173 © 2014 STUDENT MONITOR LLC, All Rights Reserved, Unauthorized Use Prohibited 37

38. H OW C OMPUTER W AS A CQUIRED Q. 174 64% acquired the computer they use most often as a gift (19%) or parents purchased for me (45%) 64% acquired the computer they use most often as a gift (19%) or parents purchased for me (45%) About three in ten (29%) purchased their computer themselves About three in ten (29%) purchased their computer themselves © 2014 STUDENT MONITOR LLC, All Rights Reserved, Unauthorized Use Prohibited 38

39. I NPUT I N P URCHASE D ECISION Q. 175 Among the 64% who received their computer as a gift or parent’s purchased it for them, 63% had at least some input in the purchase decision © 2014 STUDENT MONITOR LLC, All Rights Reserved, Unauthorized Use Prohibited 39

40. P URCHASE D ECISION I NFLUENCERS Q. 176 Among those who had input in the purchase decision, the top ranked purchase decision influencers are; 1.Value for price paid 2.Mfr’s reputation 3.Product reviews 4.Price © 2014 STUDENT MONITOR LLC, All Rights Reserved, Unauthorized Use Prohibited 40

41. W HERE C OMPUTER W AS P URCHASED Q. 177, 178, 179 © 2014 STUDENT MONITOR LLC, All Rights Reserved, Unauthorized Use Prohibited 41 80% purchased their computer in a store, 20% online

42. C OST O F C OMPUTER Q. 180 Students report spending an average for $941 for their desktop, $841 for their laptop, $532 for a full size tablet and $432 for a small tablet © 2014 STUDENT MONITOR LLC, All Rights Reserved, Unauthorized Use Prohibited 42

43. W HEN O BTAINED C OMPUTER W AS A CQUIRED Q. 182, 183 © 2014 STUDENT MONITOR LLC, All Rights Reserved, Unauthorized Use Prohibited 43

44. O WN, P LAN T O B UY Q. 184, 185 Nearly half own a printer (48%) and 8% plan to buy a printer © 2014 STUDENT MONITOR LLC, All Rights Reserved, Unauthorized Use Prohibited 44

45. OS U SED Q. 186 One in four (25%) “Don’t know” the OS they use on the computer they use most often One in four (25%) “Don’t know” the OS they use on the computer they use most often Among 75% who know their OS, 61% mention Windows and 31% mention a Mac OS Among 75% who know their OS, 61% mention Windows and 31% mention a Mac OS © 2014 STUDENT MONITOR LLC, All Rights Reserved, Unauthorized Use Prohibited 45

46. S OFTWARE U SED M OST O FTEN Q. 187 MS Word is used most often (58%) followed by Google Chrome (45%) © 2014 STUDENT MONITOR LLC, All Rights Reserved, Unauthorized Use Prohibited 46

47. M ETHODS O F A CQUIRING S OFTWARE Q. 188, 189, 190, 191 Among the 62% who have acquired software in the past year, 23% downloaded the full version from the publisher Among the 62% who have acquired software in the past year, 23% downloaded the full version from the publisher 18% “borrowed from family or friend) 18% “borrowed from family or friend) 35% report “only a few students” download unlicensed software and 42% report the practice is “unacceptable because it really stealing” 35% report “only a few students” download unlicensed software and 42% report the practice is “unacceptable because it really stealing” © 2014 STUDENT MONITOR LLC, All Rights Reserved, Unauthorized Use Prohibited 47

48. C OMPUTER P URCHASE I NTENDERS Q. 196, 197 © 2014 STUDENT MONITOR LLC, All Rights Reserved, Unauthorized Use Prohibited 48

49. B RAND P LAN T O P URCHASE Q. 198, 199, 200, 201 Among laptop purchase intenders, nearly four in ten (37%) plan to purchase a Mac (more than HP and Dell combined) © 2014 STUDENT MONITOR LLC, All Rights Reserved, Unauthorized Use Prohibited 49

50. U SE O F S CHOOL -O WNED C OMPUTERS /S UPPORT Q. 205, 206 © 2014 STUDENT MONITOR LLC, All Rights Reserved, Unauthorized Use Prohibited 50

51. B ROWSERS U SED, B ROWSER U SED M OST O FTEN Q. 207, 208 © 2014 STUDENT MONITOR LLC, All Rights Reserved, Unauthorized Use Prohibited 51

52. S EARCH E NGINES U SED, U SED M OST O FTEN Q. 209, 210 © 2014 STUDENT MONITOR LLC, All Rights Reserved, Unauthorized Use Prohibited 52

53. M ETHODS U SED T O G O O NLINE Q. 212, 213, 214 © 2014 STUDENT MONITOR LLC, All Rights Reserved, Unauthorized Use Prohibited 53 Students spend an average of 19 hours weekly online

54. M OST C OMMON P AST M ONTH O NLINE A CTIVITIES Q. 215 © 2014 STUDENT MONITOR LLC, All Rights Reserved, Unauthorized Use Prohibited 54

55. P AST S IX M ONTH ’ S D IGITAL A CTIVITIES Q. 216 © 2014 STUDENT MONITOR LLC, All Rights Reserved, Unauthorized Use Prohibited 55

56. F REQUENCY O F U SING Q. 217, 218, 219, 220 Students report a higher incidence of using Skype (59%) than Facetime (51%), Goggle + Hangouts (29%) or iChat (26%) © 2014 STUDENT MONITOR LLC, All Rights Reserved, Unauthorized Use Prohibited 56

57. M OST C OMMONLY V ISITED S ITES Q. 221 © 2014 STUDENT MONITOR LLC, All Rights Reserved, Unauthorized Use Prohibited 57

58. H OURS S PENT W ITH N ETWORKING S ITES Q. 222 © 2014 STUDENT MONITOR LLC, All Rights Reserved, Unauthorized Use Prohibited 58

59. E M AIL Q. 223, 224, 225 © 2014 STUDENT MONITOR LLC, All Rights Reserved, Unauthorized Use Prohibited 59 The average student has 2.4 eMail addresses

60. P AST Y EAR O NLINE P URCHASES Q. 227, 228 © 2014 STUDENT MONITOR LLC, All Rights Reserved, Unauthorized Use Prohibited 60 42% made an online purchase in the month

61. W HY T EXTBOOKS A RE P URCHASED O NLINE Q. 229 By a wide margin “Less expensive” (71%) is the most commonly cited reason for purchasing textbooks online © 2014 STUDENT MONITOR LLC, All Rights Reserved, Unauthorized Use Prohibited 61

62. I TEMS D OWNLOADED /S TREAMED F ROM F ILE S HARING S ITES Q. 230 © 2014 STUDENT MONITOR LLC, All Rights Reserved, Unauthorized Use Prohibited 62

63. P HOTO S HARING S ITES U SED I N T HE P AST M ONTH Q. 231 Among the 86% who use a photo sharing sites, 97% use Facebook to share photos © 2014 STUDENT MONITOR LLC, All Rights Reserved, Unauthorized Use Prohibited 63

64. G OING O NLINE F OR S PORTS N EWS & I NFORMATION Q. 232, 233 © 2014 STUDENT MONITOR LLC, All Rights Reserved, Unauthorized Use Prohibited 64

65. M USIC S ITES V ISITED, D OWNLOADED P AID M USIC Q. 234, 236 © 2014 STUDENT MONITOR LLC, All Rights Reserved, Unauthorized Use Prohibited 65

66. O NLINE C OURSES Q. 237, 238, 239 More than one in three (36%) have ever taken a fully online course for credit More than one in three (36%) have ever taken a fully online course for credit Among this 36%, nearly half cite “More convenient” as the most common reason for taking the course Among this 36%, nearly half cite “More convenient” as the most common reason for taking the course Among this 36%, more than half (54%) are at least “Somewhat likely” to take another online course Among this 36%, more than half (54%) are at least “Somewhat likely” to take another online course © 2014 STUDENT MONITOR LLC, All Rights Reserved, Unauthorized Use Prohibited 66

67. A WARENESS /E NROLLMENT I N MOOC’ S Q. 272, 273 © 2014 STUDENT MONITOR LLC, All Rights Reserved, Unauthorized Use Prohibited 67

68. MOOC’ S E VER E NROLLED I N /T EXTBOOK P URCHASE Q. 274, 275 Among the 4% of students who have taken a MOOC, the average student has taken 1.8 courses Among the 4% of students who have taken a MOOC, the average student has taken 1.8 courses 46% did not purchase a digital or printed copy of the publisher’s textbook (34% purchased a printed copy and 29% purchased a digital copy of the publisher’s textbook) 46% did not purchase a digital or printed copy of the publisher’s textbook (34% purchased a printed copy and 29% purchased a digital copy of the publisher’s textbook) © 2014 STUDENT MONITOR LLC, All Rights Reserved, Unauthorized Use Prohibited 68

69. O NLINE C OMPETITIONS Q. 394, 395, 396, 397 © 2014 STUDENT MONITOR LLC, All Rights Reserved, Unauthorized Use Prohibited 69 17% have participated in an online competition

70. S PRING 2015 P RODUCTION T IMETABLE 29 th Draft Interview Distributed 24 th Topline Distributed 29 th Final Report, Presentations Begin 6 th In Field J ANUARY F EBRUARY M ARCH A PRIL M AY 12 th Comments, Proprietary Questions Due 19 th Interview Finalized