College students are a broad and diverse segment of the population. There were 20.6 million students enrolled in a college or university during the 2013-2014 school year.
The “traditional college student” mold has shifted over time. In the last decade, students have become more career-oriented. Students attending college have specific goals for their future. Most students are attending college to get a better job and to secure a better financial future for themselves.
Additionally, there are more full-time students than there have been in the last twenty years. Students today are more likely to be in their mid-to-late twenties and are less likely to be right out of high school than previous years. This suggests that students are delaying their entrance to college until they have a career in mind. These students then hit the ground running taking full course loads, and are prepared to dedicate more time and resources to reach their desired career goals.
Today’s college experience is less about being a student and more about preparing for the future. Student demographics, behaviors, and shopping habits reflect these changes.