U. S. Radio (Jan-Dec 1960)

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HOMETOWN U.S.A. College Market Offers Interesting Prospects* • 87% of college students have radio sets in room • Collegians have 37% more money to spend than average ® Students represent excellent market to test products • 43% of population in 18-21 age bracket in college by 1965 •Material taken from 6BDO study of "The College Market." ^ j3 nation's finest Itmoaplere t highly-rated prestige' BETTER MUSIC STATION ^^^ PBC dult yio t. MINNEAPOLIS -ST. PAUL William V. Stewart President Nationally represented by • . Daren F. McGavren Company cent said lood, glooming accessories were next with 30.6 percent, and 26.9 percent said gasoline and oil. Other merchandise purchased by students for the first time inchided radios, jewelry, pencils, pens, silverware, typewriters, phonographs among others. In addition to buying merchandise, college students also receive a number of gifts from parents and relatives. When asked what items they encouraged others to give them as a gift, 85.5 percent listed clothing, li..S j)eiceiu said records, 13.6 percent mentioned jewelry, 24.5 percent autos and 11.8 percent requested radios. Test New Products A significant fact brought out in the study is the opportunity the college market presents to test a new product. "The college student is unicjue," the report says, "in that for the most part he has not formed any brand or type preferences. He is, therefore, always willing to try something new. He also has 37 percent more money to spend than the a\erage consumer." Two examples, filter cigarettes and electric razors, are given of products which became popular in colleges "long before the national pattern l)ecame clear. Illustrative of how the college market absorbs high price merchandise, 63 percent of college sliidenis own electric razors, far more than the national share of the market'.' Change Brands Frequently Further documentation of the college student's willingness to try new products and new brands is seen in a report on the number of collegians who changed brands since entering college. The most frecjuently changed jjroduct was cigarettes, with 48 percent noting a switch in brands, 30.1 percent changed their brand of shirt, 21.1 percent shifted to other soft drinks, toilet soap brands were changed by 17.5 percent and over 17 percent switched hair tonics. Other products that were changed included sports equipment, drugs and cosmetics, pens, shaving lotions and underwear. Although the college student does purchase a wide variety of merchan 86 U. S. RADIO • April 1960