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College Shopper Insights is a component of the College Lifestyle consumer deep dive conducted twice annually. Findings for the Fall ‘09 wave of College Shopper Insights were based on in-person interviews conducted the week of November 30^th, 2009. Interviews were conducted with 1,200 college students between the ages of 18 and 24 from 50 participating campuses: Demographically representative by age, year in school, gender, ethnicity, geographic location, school type and size with a margin of error of +2/-2 percent.

Excerpt: As we cautiously enter the New Year prospects for the marketplace aren't exactly encouraging to say the least. In the current depressed macroeconomic environment, the prevailing belief is that things won't get better anytime soon. Given the daily onslaught of gloom and doom news it's almost basic human nature to follow the path towards this self fulfilling prophecy. And no doubt based on the results of our latest immersion, the teen and college audience isn't 100% immune to all of the negativity and general lack of visibility of what lies ahead.