CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
Adult Students 2013
Carol Aslanian, Senior Vice President,
Aslanian...
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
2004
17.3M
2006
17.8M
For-Profit Sector Share:
11% (BMO Cap.)
2008
...
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
2020
23.7M
2016
22M
…and what’s to come?
3
(NCES – Fall Enrollment)...
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
50% of college students
finish in four years…
…50% do not (DOE)
4
©...
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
US Higher Education Enrollment Trends
Growth by Age Group
2010 ...
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
Percent Age 25+
Undergraduate 31%
Graduate 81%
Total 42%
Actual Tot...
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
For-Profit Postsecondary Sector Enrollment and Market Share
2010 2....
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
FEEDER HIGH SCHOOL GRADUATES
| 8
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
High School Graduation Trends (National)
WiCHE
9
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
High School Graduation Trends (Regional)
Public/Private by Region: ...
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
High School Graduates are Changing:
Implications for Higher Educati...
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
What does this mean for your Enrollments?
• Declining high school g...
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
Who Are College Students Today?
or…
13
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
The Changing Profile of a College Student
• 27% of all undergraduat...
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
The Future? Tech-Savvy Kids
25%
28%
58%
63%
69%
Open a web browser
...
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
2.3m
3.5m
4.6m
6.1m
9.9m
10.8m*
780k
1.2m 1.8m 2.1m
3.3m 3.4m*
2004...
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
Future of Online Enrollments
2012 15% of all enrollments
2016 20% o...
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
Growth rate of online enrollment
(while slowing) is
3-4 times the r...
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
ADULTS AS STUDENTS
2013
| 19
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
Adult Students: Snapshot
• Aslanian Market Research studies in 20 l...
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
• Majority are female
• Getting younger
• Majority are non-minority...
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
Undergraduate
To change careers 30%
To advance in current career 23...
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
Undergraduate Graduate
To change careers 30% 24%
To advance in curr...
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
• Seek degrees, but also certificates, licenses and
courses
• Study...
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
• Full-time and part time (degree seekers) (53% vs. 47%)
• Evening ...
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
PERSONAL CHARACTERISTICS AT
TIME OF ENROLLMENT
26
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
32%-
Bachelor’s plus
Education-Level: Undergraduate
27
20%
20%
18%
...
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
32%-
Master’s plus
Education-Level: Graduate
28
57%
11%
25%
4% 3% B...
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
Age at Time of Study
29
Undergraduate Graduate
25-29 24 27
30-39 26...
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
Gender
30
Undergraduate Graduate
Female 71% 67%
Male 28 32
© Aslani...
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
Ethnicity
31
Undergraduate Graduate
White 77% 79%
African-American ...
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
Employment Status at Time of Study
32
Undergraduate Graduate
Employ...
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
Income at Time of Study
33
Undergraduate Graduate
Under $25,000 15%...
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
HOW DO THEY PAY FOR COURSES?
| 34
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
Course Payment Method
35
Undergraduate Graduate
Personal funds 61% ...
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
WHAT CREDENTIALS DO THEY
SEEK?
| 36
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
Credential - Undergraduate
37
Enrolled in a degree
program
32%
Cour...
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
Degree Level Pursued- Undergraduate
38
Associate
16%
Bachelor’s
84%...
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
Credential - Graduate
39
Enrolled in a
degree program
59%Courses fo...
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
Degree Level Pursued- Graduate
40
Master’s
81%
Doctorate
19%
© Asla...
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
FULL-TIME OR PART-TIME STUDY?
| 41
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
Full-Time/Part-time Study
42
Full-
time
52%
Part-
time
48%
Undergra...
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
DO THEY PREFER DAY, EVENING, OR
WEEKEND STUDY IF TAKING A
CLASSROOM...
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
Time of Day For Classroom Courses - Preferred
44
3%
27%
16%
44%
5% ...
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
ARE THEY ATTRACTED TO HYBRID
AND ONLINE STUDY?
| 45
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
Actual/Preferred Format of Study: Undergraduate
46
76%
33%
44%43% 4...
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
Actual/Preferred Format of Study: Graduate
47
72%
32%
40%
45%
33%
2...
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
DO THEY PREFER ACCELERATED
COURSES?
| 48
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
Actual/Preferred Number of Weeks for a Course:
Undergraduate
0% 5% ...
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
0% 5% 10% 15% 20% 25% 30%
15 weeks or more
14 weeks
13 weeks
12 wee...
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
WHAT SUBJECTS DO THEY MOST
OFTEN STUDY?
| 51
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
Undergrad Degrees
Business
STEM
Social Sciences
Health Professions
...
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
HOW DO THEY BECOME AWARE OF
YOUR COLLEGE DURING THEIR
SEARCH?
| 53
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
Internet Search Engines
College Search Sites
Mail to Home
Emails
Te...
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
Internet Search Engines
College Search Sites
Mail to Home
Emails
Te...
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
1.4
1.6
1.6
1.9
2.1
1.5
1.6
1.8
2.0
2.2
Podcasts
Blogs
Social Media...
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
What Social Media do Adults Use?
57
15%
4%
5%
25%
50%
78%
15%
2%
8%...
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
30% make NO direct contact with
college until they submit their
app...
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
Current or Former Students
The College’s Website
Friend, Family, Co...
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
College Characteristics That Led
Respondents to Apply: Undergraduat...
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
College Characteristics That Led
Respondents to Apply: Graduate
61
...
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
RETAINING ADULT STUDENTS:
WHAT MAKES THE DIFFERENCE?
| 62
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
•Convenient schedules
•Multiple formats
•Adequate supply of courses...
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
ISSUES AND OPPORTUNITIES
| 64
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
• Cost and reputation matter most
• Rising importance of “brand”
• ...
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
Issues
| 66
• Keeping up with market demand - continuous market
res...
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
• Younger “adult” students
• Multiple formats are essential:
classr...
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
• Aging society: “Age 60 is the new age 40 and
it has become prime ...
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
• Stackable certificates
• International adult student demand for
o...
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
• Adult student market growth
• Non-degree credentials
• Hybrid/ble...
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
• Growth of non-credit career/professional
development market
• Cha...
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
• Competitive knowledge-based global
economy requires workforce to ...
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
Thank you!
73
Questions?
Aslanian Market Research
caslanian@educati...
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Understanding the Demands and Preferences of Today’s “Post-traditional” Student, Carol Aslanian, Senior Vice President, Aslanian Market Research

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Understanding the Demands and Preferences of Today’s “Post-traditional” Student, Carol Aslanian, Senior Vice President, Aslanian Market Research

  1. 1. CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013 Adult Students 2013 Carol Aslanian, Senior Vice President, Aslanian Market Research Understanding the Demands and Preferences of Today’s “Post-traditional” Student July 16, 2013
  2. 2. CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013 2004 17.3M 2006 17.8M For-Profit Sector Share: 11% (BMO Cap.) 2008 19.5M 2010 21.6M Overall Higher Education Enrollment (Undergraduate, Graduate, 1st Profess.; fall unduplicated headcount) 2 (NCES – Fall Enrollment) 2012 21.6M • Growth trend flattened beginning 2011 • Enrollments expected to be flat through 2013 Adult students (25+) make up about 50% of all higher education enrollments. Noncredit: 20m+ © Aslanian Market Research
  3. 3. CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013 2020 23.7M 2016 22M …and what’s to come? 3 (NCES – Fall Enrollment) Projections © Aslanian Market Research
  4. 4. CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013 50% of college students finish in four years… …50% do not (DOE) 4 © Aslanian Market Research
  5. 5. CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013 US Higher Education Enrollment Trends Growth by Age Group 2010  2021 18 - 24 years: 10% 25 - 34 years: 20% 35+ years: 25% 5 © Aslanian Market Research
  6. 6. CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013 Percent Age 25+ Undergraduate 31% Graduate 81% Total 42% Actual Total Adult Enrollment: About 50% 12-month unduplicated headcount is a better indicator of total adult learner traffic given the nature of adult enrollment. Higher Education Enrollments 6 Source: NCES – Fall Enrollment © Aslanian Market Research
  7. 7. CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013 For-Profit Postsecondary Sector Enrollment and Market Share 2010 2.43m students (11.2% share of all postsecondary enrollments) 2016 2.1m** students (9.4% share of all postsecondary enrollments) (projection) **Market expected to hit bottom in 2013 (9.1%)** Sources: NCES* and BMO Capital** (degree-granting and non degree-granting institutions) 7 © Aslanian Market Research
  8. 8. CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013 FEEDER HIGH SCHOOL GRADUATES | 8
  9. 9. CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013 High School Graduation Trends (National) WiCHE 9
  10. 10. CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013 High School Graduation Trends (Regional) Public/Private by Region: 1996-2028 WiCHE 10
  11. 11. CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013 High School Graduates are Changing: Implications for Higher Education? • In 2020+ minority students will outnumber white students on college campuses • One-third of high school graduates will be of Hispanic backgrounds • Will seek convenience and flexibility in higher education • Most will have enrolled in online courses in high school © Aslanian Market Research 11 © Aslanian Market Research
  12. 12. CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013 What does this mean for your Enrollments? • Declining high school graduate pool will lead to more disruption to the traditional higher education market • Declining high school graduate pool will lead to more competitive and crowded traditional higher education market • Colleges must identify and utilize innovative and adaptive methods to attract post-traditional students in order to succeed in current/future environment © Aslanian Market Research 12
  13. 13. CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013 Who Are College Students Today? or… 13
  14. 14. CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013 The Changing Profile of a College Student • 27% of all undergraduates today are “traditional” students – 18-24 – living on campus – attend full-time • 73% of all undergraduates today are “post-traditional” – working – live off-campus – financially independent – often first-generation • Note: Approximately 25% of adult students (25+) are seeking “Traditional Study”: day classes, traditional semesters, classes twice per week, etc…) 14 © Aslanian Market Research
  15. 15. CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013 The Future? Tech-Savvy Kids 25% 28% 58% 63% 69% Open a web browser Make a mobile phone call Play a basic computer game Turn a computer on/off Operate a computer mouse Children ages 2-3 whose mothers say they can… 15
  16. 16. CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013 2.3m 3.5m 4.6m 6.1m 9.9m 10.8m* 780k 1.2m 1.8m 2.1m 3.3m 3.4m* 2004 2006 2008 2010 2012 2016 (est) Took at Least 1 Online Course Took All Courses Online Market Trends in Online Education 16 * 10.8m is based on 10% annual compounded growth (Sloan C estimates 10% growth between 2009-2010) Sources: Eduventures Online Higher Education Market Update 2011; BMO Capital Markets, Education and Training 2012; Babson Survey Research Group, Going the Distance: Online Education in the United States, 2011 © Aslanian Market Research
  17. 17. CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013 Future of Online Enrollments 2012 15% of all enrollments 2016 20% of all enrollments (est.) 17 © Aslanian Market Research
  18. 18. CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013 Growth rate of online enrollment (while slowing) is 3-4 times the rate of classroom enrollment 18 © Aslanian Market Research
  19. 19. CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013 ADULTS AS STUDENTS 2013 | 19
  20. 20. CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013 Adult Students: Snapshot • Aslanian Market Research studies in 20 locations nationwide • Recent undergraduate and graduate students: 25+ years 20 © Aslanian Market Research
  21. 21. CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013 • Majority are female • Getting younger • Majority are non-minority • More returning to undergrad and grad school with advanced credentials • Majority are employed and juggle home, work and study • Most often finance their own study General Personal Characteristics 21 © Aslanian Market Research
  22. 22. CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013 Undergraduate To change careers 30% To advance in current career 23% To achieve a specific level of learning / obtain a degree 10% To keep up-to-date in current career 11% To enter a first career 11% Unemployed/underemployed and needed more education in order to get a job 5% Returning to the job market for the first time in several years and needed more education 1% Personal reasons not related to job or career 9% Motivation for Study 22 © Aslanian Market Research
  23. 23. CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013 Undergraduate Graduate To change careers 30% 24% To advance in current career 23 39 To achieve a specific level of learning / obtain a degree 10 12 To keep up-to-date in current career 11 10 To enter a first career 11 6 Unemployed/underemployed and needed more education in order to get a job 5 4 Returning to the job market for the first time in several years and needed more education 1 1 Personal reasons not related to job or career 9 5 Motivation for Study 23 © Aslanian Market Research
  24. 24. CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013 • Seek degrees, but also certificates, licenses and courses • Study in career fields • Most often: Business, STEM, Social Sciences and, Health Professions • Prefer shorter/fast-track courses: 10-weeks or less General Learning Patterns 24 © Aslanian Market Research
  25. 25. CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013 • Full-time and part time (degree seekers) (53% vs. 47%) • Evening (55%) AND day (45%) classroom study • Prefer multiple learning options – class/hybrid/online General Learning Patterns (cont.) 25 © Aslanian Market Research
  26. 26. CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013 PERSONAL CHARACTERISTICS AT TIME OF ENROLLMENT 26
  27. 27. CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013 32%- Bachelor’s plus Education-Level: Undergraduate 27 20% 20% 18% 9% 21% 4% 5% 1% 1% High school diploma / GED One or two years of college, but no Associate’s degree Associate’s degree Three or four years of college, but no Bachelor’s degree Bachelor’s degree Some graduate courses but no Master’s degree Master’s degree Some graduate courses beyond a Master’s degree, but no Doctorate Doctorate © Aslanian Market Research
  28. 28. CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013 32%- Master’s plus Education-Level: Graduate 28 57% 11% 25% 4% 3% Bachelor’s degree Some graduate courses but no Master’s degree Master’s degree Some graduate courses beyond a Master’s degree, but no Doctorate Doctorate © Aslanian Market Research
  29. 29. CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013 Age at Time of Study 29 Undergraduate Graduate 25-29 24 27 30-39 26 26 40-49 20 17 50-59 17 18 60 and older 7 5 Median 32 Years 33 Years © Aslanian Market Research
  30. 30. CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013 Gender 30 Undergraduate Graduate Female 71% 67% Male 28 32 © Aslanian Market Research
  31. 31. CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013 Ethnicity 31 Undergraduate Graduate White 77% 79% African-American 7 5 Asian or Pacific Islander 6 9 Hispanic 5 3 Native American 1 1 Other 2 1 © Aslanian Market Research
  32. 32. CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013 Employment Status at Time of Study 32 Undergraduate Graduate Employed full time 56% 69% Employed part time 19 16 Not employed 19 13 Retired 4 2 © Aslanian Market Research
  33. 33. CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013 Income at Time of Study 33 Undergraduate Graduate Under $25,000 15% 10% $25,000 - $39,999 16 11 $40,000 - $54,999 15 11 $55,000 - $69,999 13 13 $70,000 - $84,999 11 12 $85,000 - $99,999 9 12 $100,000 - $114,999 8 9 $115,000 - $129,000 4 6 $130,000 - $149,000 3 5 More than $150,000 5 12 Median income $55,000 $70,000 © Aslanian Market Research
  34. 34. CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013 HOW DO THEY PAY FOR COURSES? | 34
  35. 35. CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013 Course Payment Method 35 Undergraduate Graduate Personal funds 61% 65% Student loans 38 34 Pell Grants or other federal/state/local government grants and scholarships 28 14 Tuition reimbursement 17 28 Personal loans 8 10 Private scholarships 7 9 Assistantships/tuition waivers 4 10 Military/Veterans' benefits 2 2 Other 3 2 © Aslanian Market Research
  36. 36. CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013 WHAT CREDENTIALS DO THEY SEEK? | 36
  37. 37. CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013 Credential - Undergraduate 37 Enrolled in a degree program 32% Courses for transfer to a Bachelor’s degree program 21% Certificate, license, or diploma in a professional area 27% Individual Courses 20% © Aslanian Market Research
  38. 38. CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013 Degree Level Pursued- Undergraduate 38 Associate 16% Bachelor’s 84% © Aslanian Market Research
  39. 39. CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013 Credential - Graduate 39 Enrolled in a degree program 59%Courses for transfer to a Bachelor’s degree program 17% Certificate, license, or diploma in a professional area 24% © Aslanian Market Research
  40. 40. CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013 Degree Level Pursued- Graduate 40 Master’s 81% Doctorate 19% © Aslanian Market Research
  41. 41. CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013 FULL-TIME OR PART-TIME STUDY? | 41
  42. 42. CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013 Full-Time/Part-time Study 42 Full- time 52% Part- time 48% Undergraduate Full- time 45% Part- time 55% Graduate © Aslanian Market Research
  43. 43. CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013 DO THEY PREFER DAY, EVENING, OR WEEKEND STUDY IF TAKING A CLASSROOM COURSE? | 43
  44. 44. CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013 Time of Day For Classroom Courses - Preferred 44 3% 27% 16% 44% 5% 5% 2% 17% 12% 56% 8% 5% Weekday early mornings Weekday mornings Weekday afternoons Weekday evenings Weekends No classroom courses - online only Undergraduate Graduate © Aslanian Market Research
  45. 45. CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013 ARE THEY ATTRACTED TO HYBRID AND ONLINE STUDY? | 45
  46. 46. CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013 Actual/Preferred Format of Study: Undergraduate 46 76% 33% 44%43% 43% 26% Classroom Hybrid Online Only Actual* Preferred * Respondents may give more than one response © Aslanian Market Research
  47. 47. CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013 Actual/Preferred Format of Study: Graduate 47 72% 32% 40% 45% 33% 22% Classroom Hybrid Online Only Actual* Preferred * Respondents may give more than one response © Aslanian Market Research
  48. 48. CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013 DO THEY PREFER ACCELERATED COURSES? | 48
  49. 49. CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013 Actual/Preferred Number of Weeks for a Course: Undergraduate 0% 5% 10% 15% 20% 25% 30% 35 15 weeks or more 14 weeks 13 weeks 12 weeks 11 weeks 10 weeks 9 weeks 8 weeks 7 weeks 6 weeks 5 weeks 4 weeks 3 weeks 2 weeks 1 week Preferred Actual Median Preferred: 10 Weeks 49 © Aslanian Market Research
  50. 50. CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013 0% 5% 10% 15% 20% 25% 30% 15 weeks or more 14 weeks 13 weeks 12 weeks 11 weeks 10 weeks 9 weeks 8 weeks 7 weeks 6 weeks 5 weeks 4 weeks 3 weeks 2 weeks 1 week Preferred Actual Actual/Preferred Number of Weeks for a Course: Graduate 50 Median Preferred: 10 Weeks © Aslanian Market Research
  51. 51. CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013 WHAT SUBJECTS DO THEY MOST OFTEN STUDY? | 51
  52. 52. CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013 Undergrad Degrees Business STEM Social Sciences Health Professions Humanities/Liberal Arts Education Graduate Degrees Business Education Health Professions Social Sciences STEM Humanities/Liberal Arts Subject Field of Study (in order of market demand) 52 © Aslanian Market Research
  53. 53. CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013 HOW DO THEY BECOME AWARE OF YOUR COLLEGE DURING THEIR SEARCH? | 53
  54. 54. CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013 Internet Search Engines College Search Sites Mail to Home Emails Television Ads Ads on Websites Radio Ads Newspaper Ads Billboards Bus/Train Ads (On a scale of 5) 3.2 3.2 3.0 2.8 2.8 2.6 2.5 2.4 2.3 2.1 Methods of Raising Awareness of Colleges: Undergraduate 54 © Aslanian Market Research
  55. 55. CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013 Internet Search Engines College Search Sites Mail to Home Emails Television Ads Ads on Websites Radio Ads Newspaper Ads Billboards Bus/Train Ads (On a scale of 5) 3.1 3.1 2.9 2.7 2.5 2.5 2.3 2.3 2.2 2.1 Methods of Raising Awareness of Colleges: Graduate 55 © Aslanian Market Research
  56. 56. CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013 1.4 1.6 1.6 1.9 2.1 1.5 1.6 1.8 2.0 2.2 Podcasts Blogs Social Media Fan Pages Faculty/student Chats Online Open House Undergraduate Graduate Likely to Use Online Outreach (5-point scale) 56 © Aslanian Market Research
  57. 57. CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013 What Social Media do Adults Use? 57 15% 4% 5% 25% 50% 78% 15% 2% 8% 26% 38% 79% None Other MySpace Twitter LinkedIn Facebook Undergraduate Graduate © Aslanian Market Research
  58. 58. CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013 30% make NO direct contact with college until they submit their application. 58 © Aslanian Market Research
  59. 59. CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013 Current or Former Students The College’s Website Friend, Family, Co-workers Radio Ads Newspaper Ads Television Ads Direct Mail Other 29% 23 19 10 5 5 4 5 Primary Sources of Information About the Preferred College 59 © Aslanian Market Research
  60. 60. CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013 College Characteristics That Led Respondents to Apply: Undergraduate 60 Availability of a particular course or program 30% Proximity of college to home or work 19 Cost of tuition and fees 18 Day and time courses meet 8 Reputation of the college or program 8 Accreditation of the college or program 3 Availability of online instruction 5 Length of time to complete my studies 5 Transferability of previously earned credits 1 Something else 3 © Aslanian Market Research
  61. 61. CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013 College Characteristics That Led Respondents to Apply: Graduate 61 Proximity of college to home or work 21% Cost of tuition and fees 21 Day and time courses meet 21 Availability of a particular course or program 12 Reputation of the college or program 11 Availability of online instruction 7 Accreditation of the college or program 2 Length of time to complete my studies 2 Transferability of previously earned credits 3 Something else 1 © Aslanian Market Research
  62. 62. CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013 RETAINING ADULT STUDENTS: WHAT MAKES THE DIFFERENCE? | 62
  63. 63. CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013 •Convenient schedules •Multiple formats •Adequate supply of courses at the right time •Recognizing that “life can interfere” •Tracking and follow-up… •ROI What Makes the Difference? 63 © Aslanian Market Research
  64. 64. CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013 ISSUES AND OPPORTUNITIES | 64
  65. 65. CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013 • Cost and reputation matter most • Rising importance of “brand” • Increasing acquisition costs/limited marketing budgets • Electronic marketing and recruitment Issues | 65 © Aslanian Market Research
  66. 66. CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013 Issues | 66 • Keeping up with market demand - continuous market research • Tracking and follow-up of inquiries and applicants • Expanding demand for online format • Importance of local/ground presence for online delivery © Aslanian Market Research
  67. 67. CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013 • Younger “adult” students • Multiple formats are essential: classroom/hybrid/online • Customer Service/24-7 Operations • Time to completion Issues | 67 © Aslanian Market Research
  68. 68. CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013 • Aging society: “Age 60 is the new age 40 and it has become prime time” • Education matched to today’s jobs Issues | 68 © Aslanian Market Research
  69. 69. CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013 • Stackable certificates • International adult student demand for online education • Declining share of for-profit institutions Opportunities | 69 © Aslanian Market Research
  70. 70. CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013 • Adult student market growth • Non-degree credentials • Hybrid/blended and online learning • Low residence programs Opportunities | 70 © Aslanian Market Research
  71. 71. CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013 • Growth of non-credit career/professional development market • Changing nature of the economy/jobs • U.S. recession driving greater demand for graduate education Opportunities | 71 © Aslanian Market Research
  72. 72. CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013 • Competitive knowledge-based global economy requires workforce to participate in and complete programs • Age no longer predicts learning patterns Opportunities | 72 © Aslanian Market Research
  73. 73. CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013 Thank you! 73 Questions? Aslanian Market Research caslanian@educationdynamics.com Office 201.377.3321 Mobile 917.216.1969 Fax 201.653.2970 www.educationdynamics.com adultstudents.educationdynamics.com

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