Launch of the first Observatory on Italian university students, carried out in collaboration with Ipsos Doxa
Presented today in Milan at IULM University, the study highlights the choices, perceptions and priorities of Italian university students: the use of AI for mental wellbeing is on the rise, brands no longer convince almost anyone, and one in two do not feel ready to manage their own money
Almost six in ten students already turn to artificial intelligence for advice on managing their mental wellbeing. Only one in six university students chooses a product based on the brand. And more than half do not feel capable of managing their money properly, even though they keep track of their spending every week. This is the picture that emerges from the “University Network Observatory”, the first annual and ongoing study dedicated to Italian university students,
Presented by University Network — a division of the media company eGroup dedicated to the university sector — IULM Alumni, the association bringing together thousands of communications professionals who graduated from IULM, in collaboration with Ipsos Doxa.
A generation seeking balance, not status
The first finding that emerges relates to identity: 65 per cent of students identify with profiles linked to wellbeing and comfort, compared with 34 per cent who identify with creative and trend-oriented profiles. It is not the pursuit of visibility that drives their day-to-day choices, but a widespread pragmatism: over 70 per cent of students state that looking after their mental and physical health is very important, more so than caring for their outward appearance (54 per cent). Against this backdrop, generative artificial intelligence has carved out an unprecedented space in the most intimate sphere: 65 per cent of university students turn to it for matters of health and physical wellbeing, 59 per cent for mental wellbeing, and 55 per cent for their physical appearance. AI does not replace doctors or trusted relationships, but it has become a permanent fixture in the repertoire of tools for daily self-care.
The brand alone is no longer enough: price, quality and reviews are what count
When it comes to consumption, the brand is losing its central role: only 16 per cent of students cite it as a deciding factor — roughly 1 in 6 — compared with 51 per cent who look first and foremost at price and value for money. Traditional advertising is also on the wane: just 12 per cent of university students say they are influenced by TV or radio adverts, compared with 39 per cent who rely on search engines and 38 per cent on online reviews before making a purchase.
Meanwhile, the influence of creators and communities is growing
Conversely, the influence of content creators and communities is growing, particularly in sectors where technical expertise matters: 47 per cent of students consult them when buying technology and beauty products, and 46 per cent when it comes to gaming. A real but measured influence: two in three students regard this content as at least reasonably trustworthy, but the final decision remains in the hands of the student themselves.
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