How to profile students vs. young professionals


What do you know about today’s students and how they compare with young professionals? Using data from our free plan, representing 2.4 billion internet users across 45 countries, we took a closer look at the differences that define them. Here are just some of the insights we uncovered using our latest research.

  • Students are more likely to head to social media to find products to buy.
  • Apple products are more popular among young professionals.
  • Students enjoy influencer marketing, but direct brand communication works best among young professionals.

How do you do it?

This infographic was created using only the data available to our free plan users. This means anyone can replicate these insights in our platform, or analyze their own audiences to see how they compare across these metrics. Try it now by registering for free access, and create the Student and Young Professional audiences within Audience Builder. Here's how.

Click on a chart to open that question on the platform or download the infographic here.

Daily average time spent online on mobile (hh:mm)

While students are mobile-first, young professionals are not far behind, spending only 30 minutes less on their phones.

Attitudinal segmentation

Students are tech-savvy & economical; Young Professionals don’t surprise with their more aspirational nature.

Tech brand ownership

Apple products more popular among Young Professionals. Competitor brands have greater share among Students.

Reasons for using social media

Students are more likely to use social media for entertainment and to kill time than Young Professionals.

Account types followed

Students enjoy influencer marketing, but direct brand communication is the best strategy with Young Professionals.

How they discover brands

Little difference in effectiveness of marketing channels — younger audiences more receptive to marketing in general.

Entertainment content paid for

Young Professionals more likely to pay for entertainment. Students’ tight budgets may provoke drop in paid-content uptake.

Monthly e-Commerce behaviors

Young Professionals are mobile-driven for online commerce.

This infographic was created using data available on our free plan. To find about all 25,000+ data points covered by GlobalWebIndex, click here.

Unless stated otherwise, all figures are taken from our Q2 2018 wave of online research among 119,899 internet users aged 16-64 across 44 countries. Among this cohort, there were 12,295 Students and 25,278 Young Professionals - defined as 16-34 year-old internet users in full-time work.