Who Are Today's University Students? A Study by University Network at IULM
IULM hosted the presentation of the first edition of the University Observatory by University Network and Ipsos Doxa: a survey of 600 students exploring their lifestyles, consumer habits and financial literacy.
On 17 September, IULM University hosted the presentation of the first edition of the University Observatory, a research project promoted by University Network, conducted in collaboration with Ipsos Doxa, and supported and endorsed by IULM Alumni.
The survey, conducted among a sample of 600 university students across Italy, explored lifestyles, purchasing habits and financial literacy. It portrays a practical and selective generation, less interested in status and more focused on achieving a sustainable balance between well-being, consumption, technology and personal independence.
Among the findings, more than 7 in 10 students consider both mental and physical health a priority. Their purchasing decisions also appear increasingly informed: 79% always or often research products before buying and place greater importance on price, quality and functionality than on brand recognition.
The research also depicts a generation whose financial independence is still developing. 71% of students prepare a budget at least occasionally, while 85% monitor their expenses at least once a month. Nevertheless, 52% say they feel poorly or not at all prepared when it comes to financial matters.
The event was hosted by Francesco Oggiano, IULM alumnus, journalist, author and creator, and one of the best-known voices in Italian digital media. He guided the audience through the presentation of the findings and a discussion of the main changes affecting the university world and younger generations.
The 2026 Report, “A Portrait of Italian University Students: Lifestyles, Purchasing Habits and Financial Literacy,” is available here.