A Ball State University study found that
just 29% of students on the Muncie, IN, campus reported owning a tablet
computer, down slightly from a 2012 survey. Only 8.2% of the students said they
planned to buy a tablet this year, according to Michael Hanley, an advertising
professor and director of mobile media research at BSU.
“Tablets are for entertainment purposes,
not for writing papers and doing class projects—key components of higher
education,” Hanley told University Business.
“Tablets don’t have the keyboard accessibility and power as compared to laptops
and PCs. However, many students plan on getting a tablet when they graduate in
order to watch movies, play games, or access social media. After graduation and
getting a job, you can afford to splurge on entertainment.”
Having studies media consumption by college
students for 10 years, his research shows that 65% of students receive mobile
advertisements and 70% of those wish they didn’t. He found that 75% of student
smartphone users are getting ads on their devices, up 14 percentage points since
2009, and that 58% are not interested.
His study also found that smartphone usage
is up 51% since 2009 and that parents pay the bill for 61% of student
smartphone owners. About 80% of the students said they watch videos on their
smartphones, compared to 24% just five years ago, while 92% of students
reported accessing social media sites from their mobile phone, up from 49% in
2009.
“Just a few years ago, college students would
access social media sites through their laptops or personal computers, but
smartphones have made social media increasingly popular by upgrading cameras,”
Hanley said. “Now, students can post a photo or video from their phones,
allowing them to share their lives instantly—something they love to do.”
