According to new research, 91 percent of college students living on campus go online everyday, and they frequently visit online stores -- based mostly on recommendations.

The latest installment in the StudentWatch Campus Market Research series, sponsored by the NACS Foundation -- the research arm of the National Association of College Store -- provides a detailed look at students' attitudes toward advertising and promotion, online shopping behavior, and what influences their purchase decisions.

For example, when asked how likely they would be to visit a store (physical or online) after being exposed to different advertising methods or product specifications, students ranked the price of products and recommendations from friends or family highest. Email ads and pop-ups were ranked as the lowest.

Students report spending $410 per year on clothing without a college logo, and they purchase about 16 percent of their textbooks online. When textbooks are purchased online, 74 percent are purchased from an online store, 31 percent are purchased from the bookstore's website and five percent are from a student-created website.

"Retailers and marketing experts track college students' purchasing behavior because of their recognized position as influencers and predictors of mainstream consumer values," says Scott Giesler, executive director of the foundation that sponsored the study.