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E expectations for edu web 2011
E expectations for edu web 2011
E expectations for edu web 2011
E expectations for edu web 2011
E expectations for edu web 2011
E expectations for edu web 2011
E expectations for edu web 2011
E expectations for edu web 2011
E expectations for edu web 2011
E expectations for edu web 2011
E expectations for edu web 2011
E expectations for edu web 2011
E expectations for edu web 2011
E expectations for edu web 2011
E expectations for edu web 2011
E expectations for edu web 2011
E expectations for edu web 2011
E expectations for edu web 2011
E expectations for edu web 2011
E expectations for edu web 2011
E expectations for edu web 2011
E expectations for edu web 2011
E expectations for edu web 2011
E expectations for edu web 2011
E expectations for edu web 2011
E expectations for edu web 2011
E expectations for edu web 2011
E expectations for edu web 2011
E expectations for edu web 2011
E expectations for edu web 2011
E expectations for edu web 2011
E expectations for edu web 2011
E expectations for edu web 2011
E expectations for edu web 2011
E expectations for edu web 2011
E expectations for edu web 2011
E expectations for edu web 2011
E expectations for edu web 2011
E expectations for edu web 2011
E expectations for edu web 2011
E expectations for edu web 2011
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E expectations for edu web 2011

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  • 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
  • Transcript

    • 1. E-Expectations of College-Bound Students AND Their Parents<br />Reminders:<br /><ul><li>Tweeting? Please use #eexpect.
    • 2. Joining us tonight? Be sure to get your sticker!</li></ul>Stephanie Geyer, Noel-Levitz<br />Lance Merker, OmniUpdate<br />
    • 3. Find All of the E-Expectations Studies Online<br /><ul><li>noellevitz.com (Papers &amp; Research)
    • 4. omniupdate.com/assets (White Papers)</li></ul>All of the content and graphics in this presentation is<br />property of Noel-Levitz, Inc. Permission is required for use.<br />
    • 5. 2011 E-Expectations of High School Seniors<br />FAST FACTS<br />THEMES FOR THE STUDY<br />How are parents and students similar and different in their use of e-recruitment assets?<br />What are they doing with higher education mobile sites?<br />How do they benefit from social media resources?<br />What other online tools are most useful?<br />Will e-mail still work as a communications tool?<br />Survey administered by telephone in February 2011<br />1,089 high school seniors<br />517 of their parents<br />List source: NRCCUA/MyCollegeOptions<br />95% confidence interval<br />Margin of error: +/- 3%<br />
    • 6. Demographics: Students (1,089)524 males; 521 females<br />Ethnicity<br /><ul><li>American Indian: 1% (12)
    • 7. Asian: 6% (61)
    • 8. African-American: 10% (104)
    • 9. Hispanic: 13% (133)
    • 10. Caucasian: 48% (507)
    • 11. Other: 13% (135)
    • 12. Declined: 9% (95) </li></ul>Public v. Private(multiple responses)<br /><ul><li>Interest in private schools: 38%
    • 13. Interest in public/state schools: 89%
    • 14. Interest in community colleges: 16%
    • 15. Interest in technical colleges: 12%
    • 16. Interest in vocational colleges 8%</li></ul>GPA<br /><ul><li>A average: 44%
    • 17. B average: 45%
    • 18. C average: 10%
    • 19. Less than C: 1%</li></ul>Income<br /><ul><li>Lower income: 29%
    • 20. Middle income: 52%
    • 21. Upper income: 19%</li></ul>Region<br /><ul><li>Midwest: 23%
    • 22. Northeast: 23%
    • 23. South: 28%
    • 24. West: 27%</li></ul>Program<br /><ul><li>Advanced HS courses: 22%
    • 25. General college prep: 65%
    • 26. Vo-tech courses: 13%</li></ul>Stage<br /><ul><li>Prospect: 12%
    • 27. Inquiry: 13%
    • 28. Applied: 20%
    • 29. At least one decision: 56% </li></ul>Environment Sought<br /><ul><li>Conservative: 9%
    • 30. Moderate: 73%
    • 31. Liberal: 18%</li></li></ul><li>Demographics: Parents (517)<br />Ethnicity<br /><ul><li>American Indian: 1% (7)
    • 32. Asian: 4% (20)
    • 33. African-American: 10% (52)
    • 34. Hispanic: 8% (41)
    • 35. Caucasian: 52% (270)
    • 36. Other: 13% (66)
    • 37. Declined: 8% (42)</li></ul>College Experience<br /><ul><li>Have attended: 54%
    • 38. Parents did not attend: 21%
    • 39. No record: 25% </li></ul>68% of students come from families where at least one parent attended college<br />Ethnicity detail:<br /><ul><li>78% Caucasian
    • 40. 62% African-American
    • 41. 55% Asian
    • 42. 35% Hispanic</li></ul>Interest in school type based on parent education level:<br /><ul><li>If the student’s parent(s) attended college, they were 10% more likely to be interested in attending a private school
    • 43. If the student’s parent(s) did not attend college, they were 10% more likely to be interested in attending a community college</li></li></ul><li>Comparing Students and Parents<br />
    • 44. Similarities<br />More than 75% of both parents and students say they never or only rarely read blogs on college sites<br />Most (86% of and 80% of ) are using e-mail:<br />Students and parents place academic program information at the top of their list for Web content<br />24% of parents pose as their student<br />93% of students provide an address that they check at least once/week<br />
    • 45. Parents<br />Students<br />say they’re researching with their student<br />say they’re deciding with their student<br />have a Facebook account<br />have looked at a college/ university Facebook page<br />of parents with cell phones have browsed a college/ university site<br />say they’re researching with their parents<br />say they’re deciding with their parents<br />have a Facebook account<br />have looked at a college/ university Facebook page<br />of students with cell phones have browsed a college/university site<br />66%<br />59%<br />61%<br />49%<br />48%<br />80%<br />12%<br />27%<br />5%<br />14%<br />
    • 46. WEB / MOBILE USE AND INFLUENCE<br />
    • 47. Choose the Option that Best Reflects Your Attitude about College and University Web Sites<br />If I don’t find what I need on the school’s Web site, I’ll probably drop it from my list.<br />A bad experience on a school’s site may have some negative effect on my perception of the school.<br />64%<br />73%<br />
    • 48. What is the first link you’ll look for on a school’s Web site?<br /> Scholarship<br /> 7% 2% <br /> Financial Aid<br /> 5% 10%<br /> Student Life<br /> 7% 6%<br />Academic Programs<br /> 38% 42%<br /> Cost<br /> 8% 13%<br /> Housing<br /> 1% <br />Enrollment/Admissions Info<br /> 24% 21%<br /> Campus Visit<br /> 3% 2% <br />
    • 49. Mobile Details:<br />82% of students and 86% of parents own mobile phones<br />14% of students and 5% of parents have viewed a college or university Web site on their mobile phone<br />Content priorities for students:<br />Enrollment/admissions details (31%)<br />Academic information (28%)<br />Cost details (13%)<br />Student life (7%)<br />Scholarship information (6%)<br />Campus visit details (2%)<br />Housing details (1%)<br />
    • 50. For details, see...Pew Internet &amp; American Life(pewinternet.org)<br /><ul><li>African-Americans and English-speaking Latinos are more likely to own mobile phones than Caucasians and more likely to do more with their phones, including access the Internet
    • 51. Teens who pay for their own cell phone are more likely to do more with those phones</li></ul>Search “Teens, Cell Phones and Social Media”<br /><ul><li>Teens from lowest income categories are most likely to use their phone to go online</li></ul>Search “Technology Trends among People of Color”<br />
    • 52. What would students most like to DO on a mobile site for a college or university?<br />65%Schedule a visit<br />64%Watch videos<br />62%Access social media assets<br />53%IM with admissions reps<br />44%Complete an online application<br />77%Calculate college costs<br />75%Calculate scholarships<br />
    • 53. QR Code Exposure<br />14%<br />15%<br />Have you seen QR codes before?<br />yes<br />yes<br />4%<br />6%<br />If yes, have you used them for a college?<br />
    • 54. More about…<br />Interactive campus maps<br />
    • 55. Use of Campus Maps<br />17%to make way through campus<br />54% to explore campus<br />34%to explore campus<br />17%to make way through campus<br />10%to find a specific location on campus<br />8%to get sense of campus layout<br />40% of students have used an interactive map<br />7%to find specific location on campus<br />9%to get sense of campus layout<br />2%to explore dormitories<br />8%as alternative to visit<br />10%to explore dormitories<br />7%as alternative to visit<br />22% of parents have used an interactive map<br />
    • 56. Influence of Campus Maps<br />Parents<br />Students<br />
    • 57. More about…<br />Calculator use and Influence<br />
    • 58. Influence of Calculators on Perception<br />36% of have used a COST calculator<br />26% of have used a COST calculator<br />20%of have used a SCHOLARSHIP calculator<br />28%of have used a SCHOLARSHIP calculator<br />
    • 59. Why haven’t you used a calculator on a college or university Web site?<br />Students:<br />Parents:<br />50%haven’t seen one<br />4% parents handling<br />67%haven’t seen one<br />46%aren’t interested<br />30%aren’t interested<br />
    • 60. More about…<br />Social media use and influence<br />
    • 61. Facebook Use<br />48% of PARENTSuse Facebook<br />80% of STUDENTSuse Facebook<br />27%viewed a school-specific site<br /><ul><li>15% of these students posted a comment or asked a question</li></ul>12% viewed a school-specific site<br /><ul><li>26% of these parents posted a comment or asked a question</li></ul>Frequency:<br /><ul><li>30%many times/day
    • 62. 33%once/day
    • 63. 22%a few times to once/week</li></ul>Frequency:<br /><ul><li>17%many times/day
    • 64. 37%once/day
    • 65. 30%a few times to once/week</li></li></ul><li>Most Appealing Facebook Content<br />Alumni Conversations (by or about)<br />3%<br />3%<br />Faculty Comments (programs, classes, research)<br />3%<br />8%<br />16%<br />Athletic Info (games, scores)<br />10%<br />32%<br />General Info (news, events, programs)<br />20%<br />Current Student Comments (campus life)<br />26%<br />53%<br />
    • 66. Facebook Influence<br />Parents<br />Students<br />
    • 67. Twitter Accounts<br />19% of students follow tweets from a specific college or university<br />= 9%*<br />= 5% <br />*up from 8% in 2010<br />
    • 68. YouTube and Video Preferences<br />MOST INTERESTING TOPICS?<br />27%of and 17% of <br />have gone to YouTube or another video site to see resources from schools on their lists<br />Student life<br />Academic programs, classes, faculty<br />Around campus<br />Dorms<br />48%<br />31%<br />31%<br />43%<br />15%<br />17%<br />6%<br />7%<br />55%of and 43% of <br />will look at videos on college and university Web sites<br />
    • 69. To Blog or Not to Blog?<br />65%<br />68%<br />{ Never }<br />11%<br />9%<br />{ Rarely }<br />19%<br />21%<br />{ Sometimes }<br />4%<br />2%<br />{ Often }<br />1%<br />1%<br />{ Always} <br />
    • 70. More about…<br />E-mail use and preferences<br />
    • 71. E-Mail Use and Timing<br />86% of use e-mail<br />80% of use e-mail<br />will give a school a legitimate e-mail address that they check at least once a week<br />When?<br />upon learning of a school<br />when prompted/requested<br />after completing anapplication<br />after acceptance<br />26%<br />31%<br />26%<br />21%<br />81%<br />93%<br />44%<br />46%<br />3%<br />5%<br />
    • 72. Your E-Mail FlowAfter General Info about Your Campus, Focus on Deadlines and Student Status<br />Deadline Reminders<br />General Information<br />36% 32%<br />9% 10%<br />32% 36%<br />22% 24%<br />Student’s Status<br />Campus Life<br />
    • 73. Conclusion<br />Consider this…<br />
    • 74. Are you engaging parents as thoroughly as possible in your e-venues?<br />Web content for parents?<br />Recognition that they may appear in your social media channels?<br />E-mail communication flows?<br />
    • 75. From 2010 E-Recruitment Practices Report<br />Does your admissions office collect e-mail addresses for parents? (yes responses)<br />If yes, when in the recruitment process do you collect the e-mail addresses for parents? (check all that apply) <br />Question not applicable to 2-Year Publics.<br />Many more admissions offices are now collecting parents’ e-mail addresses.<br />
    • 76. Put Your Assets to the Test!<br />Facilitate user tests with prospective students and decision influencers on your sites (including mobile)<br />Explore how they interact with navigation options, content, images, interactive resources<br />
    • 77. Tackle Your Academic Program Content<br />Can mere mortals understand the key strengths and benefits of each of your programs?<br />Can they see what career options emerge with this degree?<br />Do faculty and alumni stars shine through?<br />Is content optimized for search engines?<br />
    • 78. Introduce Your Social Streams<br />Drive prospects and their parents directly to your social media assets from e-mail, Web site and direct mail communications<br />Look for opportunities to broaden the conversations (and speakers) in your channels<br />Redirect some bloggers to focus on smaller interactions<br />
    • 79. Shoot Video, Post, Repeat<br />
    • 80. E-mail is STILLan essential layer in your communication flow<br />Are you getting through to parents?<br />Use e-mail to interconnect Web, social media assets<br />
    • 81. Calculated Success<br />Net cost calculators are required by this fall<br />Does your calculator:<br /><ul><li>Give a clear, complete and realistic picture?
    • 82. Inspire users (students and parents) to reach out for further engagement?
    • 83. Encourage users to complete the FAFSA?
    • 84. Show up on pages within your Web site that make sense?
    • 85. Play a starring role in e-mail messages and social media posts at crucial times in the enrollment cycle?</li></li></ul><li>Presenter Contact Information<br />Stephanie Geyer, Noel-Levitz<br /><ul><li>Voice: (303) 594-0370
    • 86. Email: stephanie-geyer@noellevitz.com</li></ul>Lance Merker, OmniUpdate<br /><ul><li>Voice: (805) 484-9400
    • 87. Email: lance@omniupdate.com</li></ul>Ryan Munce, NRCCUA<br /><ul><li>Voice: (800) 862-7759
    • 88. Email: ryan@nrccua.org</li>

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