5. 2011 E-Expectations of High School Seniors FAST FACTS THEMES FOR THE STUDY How are parents and students similar and different in their use of e-recruitment assets? What are they doing with higher education mobile sites? How do they benefit from social media resources? What other online tools are most useful? Will e-mail still work as a communications tool? Survey administered by telephone in February 2011 1,089 high school seniors 517 of their parents List source: NRCCUA/MyCollegeOptions 95% confidence interval Margin of error: +/- 3%
44. Similarities More than 75% of both parents and students say they never or only rarely read blogs on college sites Most (86% of and 80% of ) are using e-mail: Students and parents place academic program information at the top of their list for Web content 24% of parents pose as their student 93% of students provide an address that they check at least once/week
45. Parents Students say they’re researching with their student say they’re deciding with their student have a Facebook account have looked at a college/ university Facebook page of parents with cell phones have browsed a college/ university site say they’re researching with their parents say they’re deciding with their parents have a Facebook account have looked at a college/ university Facebook page of students with cell phones have browsed a college/university site 66% 59% 61% 49% 48% 80% 12% 27% 5% 14%
47. Choose the Option that Best Reflects Your Attitude about College and University Web Sites If I don’t find what I need on the school’s Web site, I’ll probably drop it from my list. A bad experience on a school’s site may have some negative effect on my perception of the school. 64% 73%
48. What is the first link you’ll look for on a school’s Web site? Scholarship 7% 2% Financial Aid 5% 10% Student Life 7% 6% Academic Programs 38% 42% Cost 8% 13% Housing 1% Enrollment/Admissions Info 24% 21% Campus Visit 3% 2%
49. Mobile Details: 82% of students and 86% of parents own mobile phones 14% of students and 5% of parents have viewed a college or university Web site on their mobile phone Content priorities for students: Enrollment/admissions details (31%) Academic information (28%) Cost details (13%) Student life (7%) Scholarship information (6%) Campus visit details (2%) Housing details (1%)
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52. What would students most like to DO on a mobile site for a college or university? 65%Schedule a visit 64%Watch videos 62%Access social media assets 53%IM with admissions reps 44%Complete an online application 77%Calculate college costs 75%Calculate scholarships
53. QR Code Exposure 14% 15% Have you seen QR codes before? yes yes 4% 6% If yes, have you used them for a college?
55. Use of Campus Maps 17%to make way through campus 54% to explore campus 34%to explore campus 17%to make way through campus 10%to find a specific location on campus 8%to get sense of campus layout 40% of students have used an interactive map 7%to find specific location on campus 9%to get sense of campus layout 2%to explore dormitories 8%as alternative to visit 10%to explore dormitories 7%as alternative to visit 22% of parents have used an interactive map
58. Influence of Calculators on Perception 36% of have used a COST calculator 26% of have used a COST calculator 20%of have used a SCHOLARSHIP calculator 28%of have used a SCHOLARSHIP calculator
59. Why haven’t you used a calculator on a college or university Web site? Students: Parents: 50%haven’t seen one 4% parents handling 67%haven’t seen one 46%aren’t interested 30%aren’t interested
67. Twitter Accounts 19% of students follow tweets from a specific college or university = 9%* = 5% *up from 8% in 2010
68. YouTube and Video Preferences MOST INTERESTING TOPICS? 27%of and 17% of have gone to YouTube or another video site to see resources from schools on their lists Student life Academic programs, classes, faculty Around campus Dorms 48% 31% 31% 43% 15% 17% 6% 7% 55%of and 43% of will look at videos on college and university Web sites
69. To Blog or Not to Blog? 65% 68% { Never } 11% 9% { Rarely } 19% 21% { Sometimes } 4% 2% { Often } 1% 1% { Always}
71. E-Mail Use and Timing 86% of use e-mail 80% of use e-mail will give a school a legitimate e-mail address that they check at least once a week When? upon learning of a school when prompted/requested after completing anapplication after acceptance 26% 31% 26% 21% 81% 93% 44% 46% 3% 5%
72. Your E-Mail FlowAfter General Info about Your Campus, Focus on Deadlines and Student Status Deadline Reminders General Information 36% 32% 9% 10% 32% 36% 22% 24% Student’s Status Campus Life
74. Are you engaging parents as thoroughly as possible in your e-venues? Web content for parents? Recognition that they may appear in your social media channels? E-mail communication flows?
75. From 2010 E-Recruitment Practices Report Does your admissions office collect e-mail addresses for parents? (yes responses) If yes, when in the recruitment process do you collect the e-mail addresses for parents? (check all that apply) Question not applicable to 2-Year Publics. Many more admissions offices are now collecting parents’ e-mail addresses.
76. Put Your Assets to the Test! Facilitate user tests with prospective students and decision influencers on your sites (including mobile) Explore how they interact with navigation options, content, images, interactive resources
77. Tackle Your Academic Program Content Can mere mortals understand the key strengths and benefits of each of your programs? Can they see what career options emerge with this degree? Do faculty and alumni stars shine through? Is content optimized for search engines?
78. Introduce Your Social Streams Drive prospects and their parents directly to your social media assets from e-mail, Web site and direct mail communications Look for opportunities to broaden the conversations (and speakers) in your channels Redirect some bloggers to focus on smaller interactions
80. E-mail is STILLan essential layer in your communication flow Are you getting through to parents? Use e-mail to interconnect Web, social media assets
Drop from list:Students: 17%Parents: 16%Negative effect:Students: 47%Parents: 57%
Pew Internet & American Life:--Teen cell phone users in the lowest income category are the most likely to use their phone to go online.http://www.pewinternet.org/Presentations/2010/Jun/How-do-they-even-do-that-A-Pew-Internet-guide-to-teens-cell-phones-and-social-media.aspx--Technology Trends: People of Color: http://www.pewinternet.org/Commentary/2010/September/Technology-Trends-Among-People-of-Color.aspx--Both blacks and English-speaking Latinos are more likely to own a mobile phone than whites. Foreign-born Latinos trail their Native-born counterparts in cell phone ownership, but this gap is significantly smaller than the gap in internet use between these groups.Moreover, minority adults use a much wider range of their cell phones’ capabilities. Compared with white cell phone owners, blacks and Latinos are significantly more likely to use their mobile devices to:Text message (70% of all African-Americans and English-speaking Latinos use text messaging, vs. just over half of whites)Use social networking sitesUse the internetRecord and watch videosMake a charitable donation via text message (this finding is particularly interesting since white internet users are more likely to have made a charitable donation online—25% of online whites have done so, compared with 17% of African-Americans and 14% of Latinos.)Use emailPlay gamesListen to musicUse instant messagingPost multimedia content online
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