CYBERTORIAL* Students’ top choice of brands will soon be published for 2016 when a new Res Room Research Piece is released at Student Village’s annual Y!CON 2016 conference. The research, that looked specifically at the brands that students are using in their res rooms, is the first research piece of its kind to emerge in South Africa.
Female res rooms are under the looking glass, with over 150 consumable brands alone emerging from the research in their category. Top brand categories explored in the research included consumables, electronics, clothing, shoes, personal grooming, beauty products, toiletries, jewellery and cards in wallets.
“The research we conducted wasn’t a comparison of brands to one another but rather a popularity rating for brands through a view of student lifestyle up close and personal,” said Marc Kornberger, director of Student Village.
Shop brands were rated higher than retail brands with female students worrying more about where they shop than the brands they buy. Top shops that emerged in clothing, which is the current high value purchase in students’ arsenal, included stores like Mr Price (51%), Cotton On (29%), Legit (29%), and Woolworths (26%).
Top 10 findings of the female res room research
- Students carry more than one credit card and Capitec is the most popular bank card at 31.5%, followed by FNB at 26%.
- Of the reward cards female students were found using, 45% had Smart Shopper Cards vs 29% having a Clicks Card.
- 60% of female students’ shoes are Converse All Stars and Nike comes in second with only 10% presence in student cupboards.
- There is hardly any contest for Revlon, Avon and Mac in the beauty category, with Revlon being their first choice with a 24% presence in res rooms.
- Coca Cola came in at 25% as the number one drink females prefer.
- Pick n Pay emerged as the most popular outlet where female students buy their groceries.
- For a pearly white smile students love Colgate most at 49.6% vs Aquafresh with an 11% share.
- As far as staying fresh goes, the ladies prefer Nivea at 55% followed by Dove loved by 38%.
- Samsung is by far the most popular electronics brand with 68% of female students.
- 88% of female students own a fridge, with Defy being their most popular choice, while only 30% of them own a television.
Set to offer a unique marketing insight into SA’s youth market, taking brands into the world of the Afrillennial™ (African Millennial) like never before, Y!CON 2016 will reveal the full research report as well as insights into other pillars of student life including lifestyle and fashion.
As South Africa’s youth market specialists and in partnership with Bizcommunity as its online partner, Student Village will be plugging into the minds of the coolest and most influential marketing gurus and students to help brands uncover Afrillennial™ (African Millennial) mindsets.
CYBERTORIAL * is sponsored content.
