New Data on this year's crop of students

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Class of 2011 Heads Back To Campus Wielding More Connections, Concern and Consumer Clout Than Any Class Before Them

NEW YORK--(BUSINESS WIRE)--The curriculum may not have changed radically since their older siblings graduated, but for the current crop of matriculating college students heading back to school this Fall, campus life has taken on a significantly new face. In findings released today, Alloy Media + Marketing’s (Nasdaq: ALOY) 7th annual Alloy College Explorer, powered by Harris Interactive®, illuminates the contrast of today’s collegiate perspective from that of four years ago.

The largest college class in history (students ages 18-30) has evolved in three key areas: communication modality, purchase behavior, and concern over world issues. First and most operative distinction, technology has taken students out of the dorm room and morphed communication into mobile rapid fire exchanges fraught with ‘pokes’ and alerts. Four short years ago, being “wired” referred to an over-caffeinated all-nighter, and friends met up on the quad without the option of today’s “online” student union. “Friending” your professor may not seem the proper student-teacher etiquette to the old brigade but for today’s class, it’s the most efficient way to get the grade.

“The distinct comparisons we’ve seen from the 2003 study will have considerable impact on how groups eager to attract the attention of this ever-growing and powerful consumer group should be reaching them," stated Dana Markow, VP Research, Harris Interactive. “Perpetual advancements in technology have had notable impact on students’ daily conduct and as we head into an election year, we’re seeing a class that’s assuming more control over their future.”

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