The demand of college students for digital products (specific official data)

Students' Consumption of Digital Products

1. The overall consumption of students using digital products at present.

At present, students have more digital products, among which MP3 and MP4 music players have been owned by more than 60% people, and the penetration rate has been very high. Mobile storage such as flash drives has been owned by half of the students; Digital learning machines are still owned by 20% students; However, the proportion of students with digital cameras and digital video cameras is not very high, only one-sixth of students have them, and the proportion of students with digital video cameras is even smaller.

Among the students who have music players, about 65% have MP3 products, and only one third have MP4 music players. However, many of them have made it clear that they will buy MP4 music players in the next 1-2 months.

As a tool for storing mobile files, USB flash drive is very convenient. More than half of the students have mobile storage tools such as USB flash drive, which is directly proportional to the grade of the students. The older the grade, the higher the proportion of students with flash drives. About 86% of the students bought flash drives, of which 85% chose the capacity of 5 12M- 1G, and most of the students who were less than 5 12M bought them earlier and had no time to replace the products with large capacity. Only 14% students bought large-capacity mobile hard disks, mostly for professional needs or music and film lovers.

Students buy digital cameras and digital video cameras more because of their majors, followed by some photographers. In this survey, the proportion of students who own foreign brands of digital cameras is close to 94%, while the utilization rate of domestic brands is only 6%. Among the students of these digital cameras, nearly 72% will choose consumer digital cameras, 15% will even choose professional SLR digital cameras, and 13% will choose high-pixel camera phones instead of digital cameras.

2. Factors that stimulate students to buy digital products

For students, digital products are a symbol of fashionable and tasteful life. You can better experience the fun of life and study. The survey data shows that when students buy such products, they are more influenced by the consumption of the surrounding people, which is a herd consumption psychology. About 65.8% students are stimulated by this factor before buying digital products.

In addition to this factor, the demand for entertainment life is also a relatively large stimulating factor, accounting for about13.4%; However, the purchase behavior generated by learning needs is only 9.8%. There are also factors such as birthdays as their own rewards, accounting for about 7.2%. Other stimulating factors account for about 3.8%.

According to the above data, students have a strong herd mentality in the consumption of digital products. Therefore, product promotion should not be limited to traditional forms, but should adopt face-to-face contact with students, try out products, member clubs and other ways to stimulate students' desire for consumption, which may open up the digital consumption market for students.

3. The way students buy digital products at present.

Digital products are generally gathered in the electronic professional market, but now there are more channels to operate digital products and more choices for students. Among them, as a gathering place of digital products, computer stores have a full range of products, and 5 1.4% of students choose to buy in these places. In addition, 17% students choose to buy in Gome, Suning, Electronic Mall and other home appliance stores. 14.3% of students choose to buy in a digital product store. In addition, in order to expand the school business, digital merchants now set up students or shop agents around the school and entrust these people to operate several products, which also accounts for 12.2% of students' consumption. In addition, as an emerging online shopping, 2% of students choose this purchase method. (The stores mentioned above do not include digital stores in and around computer and home appliance stores. )

4. Students' cognition of the promotion forms of digital products.

According to the survey data, students are most sensitive to price reduction promotion activities when they consume digital products, and 7 1.4% students think that the real benefit is that the products are actually cheaper than before. These students think that the demand these products meet is within a certain range, and the price should be directly proportional to the demand they meet. Now this competitive price reduction is making this proportional relationship more and more reasonable.

In addition to the price factor, these students show some enthusiasm for other promotion situations. 1 1.7% students prefer to promote digital products by giving gifts and product accessories, but only 5.3% and 4.5% students agree with lottery sales and bundled sales respectively. In addition, 7. 1% agreed to other forms of promotional activities.

5. Current considerations for students to buy digital products.

According to the survey data, among the students who buy digital cameras, the brand of digital cameras is the most important reference factor, accounting for 39.2%; The price factor of the product accounts for about 20.1%; Pixels and appearance account for 13.5% and 10.4% respectively. The influence of product function and service on purchase is 9.5% and 7.3% respectively. Because the proportion of students with digital cameras is very small, there is no further analysis.

Among the students who buy digital cameras, about 62% of the students surveyed can accept the price of 1000-2000 yuan. Only 15.3% of users undertake high-end products above 2000 yuan, and about 22.7% of users consider low-end entry-level products below 1000 yuan. Therefore, the market with the price of 1000-2000 yuan should be an important price area for businesses to compete for students.

Among the students who buy music players, the function of products is an important consideration, and such users account for about 32.438+0% of the total. Sound quality factor accounts for 24.7%; Price is also an important factor, accounting for about 14.3%. Other factors such as brand, appearance, production capacity and after-sales service accounted for 8.6%, 7.4%, 6.8% and 3.2% respectively.

Among the students who buy music players, about 56% choose to buy music players from 300-800 yuan, while music players from 8000- 1500 yuan will be accepted by 18.3% students. Only 4% of users can accept MP4 above 1500 yuan. The remaining 2 1.7% students said they would consider buying a music player below 300 yuan.

From the students who bought storage equipment, we know that when they choose storage equipment, especially U disk, they pay more attention to the capacity of the product, accounting for about 48.3% of the total. The price factor accounts for about 17.8%. The brand and appearance of the product account for 15.3% and 13.2% respectively. Besides these, after-sales service accounts for about 3.4%.

With the price of storage devices falling, the influence of price factors is getting lower and lower among students who buy storage devices, especially flash drives. The product price of 1G is mostly between 70- 120 yuan. The capacity range of mobile hard disks popular among students is 20G-40G, and the affordable prices are mostly between 250 yuan and 550 yuan.

Findings and recommendations

Student groups are more sensitive to price.

The price is still the gap between students and digital products. For example, digital cameras are increasingly becoming one of the three major items in students' lives. Although affected by the continuous price reduction of digital products, the survey still shows that as many as 18% people think that price is still the main factor preventing people from buying digital cameras. Although this proportion has been greatly reduced compared with previous years, it still ranks second. It can be seen that price has an extremely important influence on the realization of consumption.

Another example is a music player. For most student consumers, although they are no longer "luxury goods" and their prices are declining, students still prefer to reduce prices, even if the possibility of product price reduction is very small, so a large number of people will "wait and see" until there are digital product promotion activities or weekend holidays.

Therefore, consumers' high concern about the price of digital products reflects the gap between their prices and students' psychological expectations. From one aspect, it also reflects the enthusiasm and expectation of consumers for emerging digital products, but this constant price reduction also makes students psychologically dependent on the price decline of these products.

Merchants still have a lot of room for development!

Although compared with other groups, the proportion of students using digital products is higher. In fact, judging from the absolute number of students, digital products still have room for development. Among people interested in digital products, students are still one of the most important groups. At the same time, the market space of this group will not be exhausted because new students enter school every year and the trend is expanding. For example, the storage product market, mobile storage market, especially the flash disk market, which is developing rapidly among students, is growing rapidly, but the ownership rate is still only about 50%. This kind of ownership is obviously low.

In addition, the development speed of digital product technology is accelerating, and what we have to face here is the problem of product upgrading. Students' enthusiasm for new technologies and products will prompt most people to replace the latest products. So huge market growth point means huge market space and market profit.

What products do students care about most?

So far, people's requirements for digital products are not very high, because surveys show that the main factors people consider when buying are function and price, followed by factors such as brand and quality. It can be seen that people's application of digital products still stays at the level of primary products. Brands, services and value-added applications that truly reflect the value of products have not received enough attention.

From the perspective of product functions, the requirements of student consumer groups for functions tend to be more functional integration, that is, functional integration, and there is also a trend of specialization and subdivision. For example, a music player requires more and more from students. The quality and effect of music playing, the transmission speed of downloaded music, the capacity of flash disk and the function of products have become important factors that consumers pay attention to.