Posted by: Gregory Linton | 11/22/2019

Why do students choose the college they attend?

Last week, Hanover Research released “National Prospective Student Survey: 8 Key Findings,” which reports the findings of a national survey of 1,000 current high school students who are interested in enrolling in an undergraduate program. Here are the eight key findings of the study:

  1. Salary maximization is the top driver for deciding to pursue higher education.
  2. Affordability is the most important factor influencing where a prospective student will apply.
  3. Cost considerations and job expectations will drive the decision of where to attend.
  4. Online search and institutional websites are the primary channels through which students learn more about an institution.
  5. Email and text messaging are the top communication channels to reach prospective students.
  6. A majority of prospective students prefer attending a school within four hours of home.
  7. Students also seek flexible degree programs.
  8. Nearly half of students want a delivery format that includes online content.

The fifteen-page report offers recommendations for how institutions should respond to each of the eight findings in order to attract prospective students.


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