This document summarizes key findings from a 2015 social media and digital tools report on high school students' college research habits. Some of the main points covered in 3 sentences or less include: Students are heavy users of digital tools and social media for college research, with nearly 90% using at least one of the top 8 sites listed. Mobile devices are also increasingly important, with over 80% visiting college websites on mobile and one-third submitting applications from a mobile device. While social media use for initial research is declining, sites like Facebook, YouTube and Instagram are still frequently used once students have started applying to schools.

1. THE 2015
SOCIAL ADMISSIONS REPORT
Photo credit: Agence France Presse#socadm15

2. Selfies, Snapchat, So What?
• We are in a period of rapid change with respect to what tools and resources
students use and how they use them.
• Social media and digital tools continue to be a valuable yet misunderstood
part of an enrollment office’s recruitment arsenal.
• There is a balance between being an “early adopter” and being strategic
and focused on your goals.
#socadm15

3. Methodology
Background: Objective is to get greater insights into high school
students’ use of social media, in general, and in selecting a college or
university
Methodology: Survey invitations were emailed to Chegg high school
seniors
Survey Dates: October 27– November 17, 2014
Past Social Admissions Report fielded:
• Q2 2014 Q4 2013 Q1 2013 Q3 2012
• Trends are highlighted throughout the presentation
High School Students:
• 1,611 surveys completed
• Weighted data to 42% male, 58% female
#socadm15

4. Respondent Breakdown
#socadm15
33%
39%
20%
8%
1-3
4-6
7-1
0
+10White, 56%
Hispanic,
19%
African
American,
18%
Two or
more races,
9%
Asian, 7%
Other/
Prefer Not
to Answer,
9%
Ethnic Breakdown
CA 13%
GA 4%
FL 5%
MI 5%
NY 5%
PA 4%
TX 10%
Top States of Residence
Number of Schools Applied To

5. Digital Domination
Photo credit: SoftGarden.de#socadm15

6. Recruiting the iGeneration
Today’s high school students were born when Google began
and in grade school when Facebook took off
#socadm15

7. Digital Tools
Students use these tools to ask:
How do I get in?
What majors does your school offer?
How do students like it there?
!

8. Social Networks
Students use these tools to ask:
Are the students there like me?
Will they like me?
Will I like them?!

9. Segmenting Digital Tools
#socadm15
Informative! Social!
Specialized!
NEARLY!
90%!
INDICATED !
USING AT !
LEAST ONE OF!
THESE 8 SITES!
!

10. Which of the following online resources you have used to research colleges?
Top Digital Tools
#socadm15
76%
56%
50%
39%
36% 35% 34%
28%
19% 18%
14% 13% 12% 10%
0%
25%
50%
75%
100%

11. What types of content did you look for on these sites?
What Students Are Looking For
#socadm15
83%Looking for
Scholarships
Nearly 3/4
Looking for
Admissions Info
Students are in “discovery” mode when using digital tools!

12. Most Useful for College Research
How useful were the following types of sites during your college research?
10%
16%
32%
50%
20%
32%
43%
37%
41%
41%
23%
11%
29%
11%
3%
1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Social
media
sites
Ranking
sites
(e.g.,
US
News
and
World
Report)
College
reviews
and
scholarships
sites
(e.g.,
Chegg,
niche)
College/university
sites
Extremely
useful
Very
useful
Somewhat
useful
Not
very
useful
College “.edu” is a marketing vehicle for prospective student outreach
#socadm15
73% indicate
very-extremely useful
Less than 1/3 indicate
very-extremely useful

13. Insights on Digital Tools
Differentiate between “digital” and “social” tools. While it may be
appropriate for a youthful member of your team to manage your social
networking presence, this person may or may not be the best fit for
managing your entire digital recruitment strategy.
Nearly 90% of students report using one of the sites in the Chegg
network for their research. These sites are oftentimes the first (and even
last) stop on a student’s college search.
Digital sources are used for discovery and information gathering. An
effective digital recruitment strategy focuses on reaching students on the
channels they use, when they are using them.
#socadm15

14. Mobile Mania
#socadm15

15. Savvy Consumers
Which device did you primarily use to research colleges?
51%
Laptop
28%
Hand Held
Device
21%
Desktop
Device used to research college
#socadm15

16. College Research on Mobile
81%
40%
35% 33%
18%
14% 13%
7%
Which of the following have you done on a mobile device when considering which colleges to apply to or where to enroll?
(select all that apply)
4 in 5 students visit college websites on mobile
One-third submit a college application
new data!
Actions taken on mobile when considering which college to apply to or enroll in
#socadm15

17. College Websites on Mobile
How frequently do you visit college websites on a mobile browser?
How would you rate your mobile experience interacting with the college websites?
17%
62%
11% 10%
Once a day
20%
Once a
week
39%
Once a
month
10%
Every once
in a while
31%
3 in 5 students access college sites on a mobile device at least weekly
The experience meets needs but could be improved
Frequency of visiting college websites on mobile
Quality of experience on mobile site
#socadm15

18. Mobile Browsing & Mobile Apps
Mobile
Browsing
• Your institution’s website is the first marketing tool
for attracting and engaging prospective students.
• Mobile browsing is a key element during the
discovery phase of college search.
Mobile
Apps
• Improve student experience through the funnel.
• Faster, easier access to information and people once
students have demonstrated interest in your institution.
• Provide a two-way, direct form of communication
thanks to push notifications, student preferences etc.

19. Private Messaging
Have you used any of the following messaging apps?
Messaging apps used
Private messaging apps continue to gain ground
Over HALF of students use WhatsApp or GroupMe
new data!
43%
35%
21%
14%
4% 3%
23% Other includes:
FB Messenger
WeChat
#socadm15
Kik

20. App Happy
For what purpose would you download an app from a college?
(select all that apply)
68%
57%
48%
43%
42%
Updates on admissions information
Learn college-specific information
Submit a college application
Communicate with college reps
Take virtual campus tour
Top reasons to download an app from a college
2 in 5 students would
download an app to
communicate with college reps
new data!
#socadm15

21. Mobile Boundaries
Mixed-Use
Mobile Apps
Specialized
Mobile Apps
What is it? Mobile app experiences for everyday life
“De-bundled” mobile app experiences
for admissions interactions
Who is it for? Reserved for friends and family
Other admitted and current students,
admissions staff
Actions Text messaging, private messaging
Personal admissions info, virtual campus
tours, private message with admissions
rep
Examples WhatsApp, GroupMe, SnapChat Native apps for your institution

22. What Students Want
#socadm15
Take Note
There is a difference between peer-to-peer and
student-to-school interactions.

23. Communication Modes
Email
65%
Social Media
2%
Call
20%
Live Chat
3%
Text
9%
Messaging App
1%
Preferred communication tools on mobile
How do you most prefer to communicate with college admissions on your mobile device?
Email more relevant for transactional communication
new data!
#socadm15
95
%
92
%
92
%
92
%
88
%
Housing assignment
Admissions decision
Financial aid info
Application confirmation
Receipt of transcript
How would you most like to receive communication from colleges about the following?

24. Text Messaging & Private Messaging

25. Instant Gratification
After you contact a college representative, how soon do you expect to hear a response?
new data!
#socadm15

26. Personalization
How much do you agree with the following statement: “I would like to receive communication from college admissions tailored specifically to me.”
new data!
How much do you agree with the following statement: “I would like to receive communication from college admissions tailored specifically to me.”#socadm15

27. Mobile Mania Summary
#socadm15
Affinity is everything. Know the differences between responsive web design,
mobile web apps and native apps; and how students’ interest in your institution
should influence your mobile strategy.
R-E-S-P-E-C-T. As restrictions around student data and privacy increase,
understanding boundaries is key. Consider how private messaging through a
native app compares to opt-in strategies, like texting.
Don’t be fooled by the hot new thing. Traditional channels, such as email, are
still relevant, but for new reasons. Email is a way to store transactional
information, while “de-bundled” apps are more influential for students as they
connect with schools before enrolling.

28. Social Smarts
#socadm15

29. Shifts in Social Media Usage
89%
44%
29%
27%
19%
88%
48%
38%
30%
30%
87%
51%
48%
33%
31%
83%
55%
62%
40%
40%
82%
54%
64%
26%
37%
Facebook
TwiSer
Instagram
Tumblr
Pinterest
2012
Q1
2013
Q4
2013
Q2
2014
Q4
2014
Use of social media (trended)!
Visual Networks Continue to
Outpace the Competition!
Instagram! Pinterest!
33%!
19%!
Q4. How often do you use the following different social media websites?!
#socadm15

30. Frequency of Use
7%
6%
19%
26%
37%
31%
4%
6%
11%
9%
13%
20%
4%
8%
7%
6%
6%
12%
2%
3%
3%
2%
2%
4%
9%
14%
15%
11%
6%
14%
74%
63%
45%
46%
36%
18%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Tumblr
Pinterest
Google+
TwiSer
Instagram
Facebook
MulZple
Zmes
a
day
Once
a
day
Once
a
week
Once
a
month
Every
once
in
a
while
Never
Q4. How often do you use the following different social media websites?!
-21%
+40%
+20%
+30%
+20%
-35%
Daily or more
often Y/Y
change!
*!
*Still confusion amongst this audience defining Google+ as a social network versus Google’s suite of tools. !

31. Discovery vs. Decision Engine
Yes
50%
No
50%
2013!
Yes
68%
No
32%
2014!
26% !
decrease!
Have you used social media to research college/universities?!
Decline in use of social media for research can be linked to !
increase in use of digital sources for discovery!
key trend!
#socadm15

32. Experienced Researchers
Did you use social media to research colleges that you have applied to?
How influential was social media to your college research process?
49%
Use social media to research
colleges they’ve already
applied to
#socadm15
1/2

33. Facebook Isn’t Dead
How often do you use the following social media sites during college research?
Students visit highly visual apps Facebook, YouTube and Instagram for college information
Tumblr 13%
Vine 12%
LinkedIn 11%
Frequency of viewing social media for college research
#socadm15
2%
6%
7%
12%
18%
9%
11%
2%
3%
9%
9%
9%
8%
13%
4%
4%
13%
9%
8%
15%
17%
4%
1%
6%
5%
4%
10%
9%
8%
7%
12%
12%
10%
20%
17%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Pinterest
Snapchat
TwiSer
Instagram
Google+
YouTube
Facebook
MulZple
Zmes
a
day
Once
a
day
Once
a
week
Once
a
month
Every
once
in
a
while

34. Growth and Fragmentation
58%
41%
19%
6%
60%
49%
28%
31%
14%
67%
62%
48% 46%
20%
Facebook YouTube Instagram Twitter Pinterest
2012 2013 2014
Trends in viewing social media for college research
Year over year comparison: How often do you use the following social media sites during college research?
Instagram has increased by 20 percentage points in just one year, all trending up
#socadm15

35. Online Activities
How often have done the following during your college research process?
4 in 5 students have watched a video during their college search
Online college research activities
36% 21% 21%46%80%
Watched a video
Searched or tweeted a
hashtag
Read a student
blog
Live chat with
admissions rep
Post a ? on college social
media
#socadm15

36. Connections Matter
How important was it for you to interact with the following people via social media during your college research process?#socadm15
Most important people to interact with on social media
77%admissions counselors
74%currently enrolled students
66%other admitted students

37. Distinguishing Tool vs. Toy
High use does not mean high impact: Just because students are on or use a tool
doesn’t mean they use it for official college information (ex. Messaging apps)
Find a balance between early adopter and strategic thinker: It’s always go
od to pay attention to the “next big thing”, but be sure to strike a balance
between trying new things and making the most of your time and resources.

38. Social Smarts Summary
#socadm15
Social is Mobile: 83% of students access social media on a mobile device.
Know your networks: Facebook still isn’t dead, but video and visual-first
platforms continue to gain ground. This age group understands intuitively
how to filter inauthentic, brand-heavy messaging. Make students your story.
Return of exclusivity: Students today understand the risks of social which is
why they gravitate towards private networks. Deliver a rich, interactive student
experience for admissions instead of latching on to the latest silver bullet.

39. Thank You!
Photo credit: Agence France Presse
Gil Rogers
gil@chegg.com
@gilrogers
@socialadmission
Kendall Robertson
kendall@uversity.com
@uversityinc
#socadm15

40. 75%
38%
33%
38%
20%
13%
10%
4%
18%
49%
52%
44%
38%
37%
37%
21%
7%
14%
15%
19%
43%
53%
53%
75%
Campus visits
Updates from college
Campus photos
In-person conversations
Social media conversations
YouTube videos
Student blogs
Twitter feeds
Major influence Some influence No influence
How much will each of the following influence where you decide to enroll?
3 in 5 say student conversations on social media influence where they would enroll
Influence on deciding where to enroll
Social Influence
#socadm15