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E-expectations of College-Bound High School Seniors and Their Parents (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
  • E expectations for cwl forum

    1. 1. E-Expectations of College-Bound Students AND Their Parents<br />Stephanie Geyer, Noel-Levitz<br />(@StephGeyer)<br />Reminders:<br /><ul><li>Tweeting? Please use #eexpect</li></li></ul><li>Find All of the E-Expectations Studies Online<br /><ul><li>noellevitz.com (Papers & Research)
    2. 2. 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 />
    3. 3. 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 />
    4. 4. Demographics: Students (1,089)524 males; 521 females<br />Ethnicity<br /><ul><li>American Indian: 1% (12)
    5. 5. Asian: 6% (61)
    6. 6. African-American: 10% (104)
    7. 7. Hispanic: 13% (133)
    8. 8. Caucasian: 48% (507)
    9. 9. Other: 13% (135)
    10. 10. Declined: 9% (95) </li></ul>Public v. Private(multiple responses)<br /><ul><li>Interest in private schools: 38%
    11. 11. Interest in public/state schools: 89%
    12. 12. Interest in community colleges: 16%
    13. 13. Interest in technical colleges: 12%
    14. 14. Interest in vocational colleges 8%</li></ul>GPA<br /><ul><li>A average: 44%
    15. 15. B average: 45%
    16. 16. C average: 10%
    17. 17. Less than C: 1%</li></ul>Income<br /><ul><li>Lower income: 29%
    18. 18. Middle income: 52%
    19. 19. Upper income: 19%</li></ul>Region<br /><ul><li>Midwest: 23%
    20. 20. Northeast: 23%
    21. 21. South: 28%
    22. 22. West: 27%</li></ul>Program<br /><ul><li>Advanced HS courses: 22%
    23. 23. General college prep: 65%
    24. 24. Vo-tech courses: 13%</li></ul>Stage<br /><ul><li>Prospect: 12%
    25. 25. Inquiry: 13%
    26. 26. Applied: 20%
    27. 27. At least one decision: 56% </li></ul>Environment Sought<br /><ul><li>Conservative: 9%
    28. 28. Moderate: 73%
    29. 29. Liberal: 18%</li></li></ul><li>Demographics: Parents (517)<br />Ethnicity<br /><ul><li>American Indian: 1% (7)
    30. 30. Asian: 4% (20)
    31. 31. African-American: 10% (52)
    32. 32. Hispanic: 8% (41)
    33. 33. Caucasian: 52% (270)
    34. 34. Other: 13% (66)
    35. 35. Declined: 8% (42)</li></ul>College Experience<br /><ul><li>Have attended: 54%
    36. 36. Parents did not attend: 21%
    37. 37. 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
    38. 38. 62% African-American
    39. 39. 55% Asian
    40. 40. 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
    41. 41. 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 />
    42. 42. 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 />
    43. 43. 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 />
    44. 44. WEB / MOBILE USE AND INFLUENCE<br />
    45. 45. 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 />
    46. 46. 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 />
    47. 47. 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 />
    48. 48. For details, see...Pew Internet & 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
    49. 49. 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 />
    50. 50. 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 />
    51. 51. 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 />
    52. 52. More about…<br />Interactive campus maps<br />
    53. 53. 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 />
    54. 54. Influence of Campus Maps<br />Parents<br />Students<br />
    55. 55. More about…<br />Calculator use and Influence<br />
    56. 56. 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 />
    57. 57. 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 />
    58. 58. More about…<br />Social media use and influence<br />
    59. 59. 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
    60. 60. 33%once/day
    61. 61. 22%a few times to once/week</li></ul>Frequency:<br /><ul><li>17%many times/day
    62. 62. 37%once/day
    63. 63. 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 />
    64. 64. Facebook Influence<br />Parents<br />Students<br />
    65. 65. 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 />
    66. 66. 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 />
    67. 67. 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 />
    68. 68. More about…<br />E-mail use and preferences<br />
    69. 69. 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 />
    70. 70. 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 />
    71. 71. Conclusion<br />Consider this…<br />
    72. 72. 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 />
    73. 73. 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 />
    74. 74. 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 />
    75. 75. 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 />
    76. 76. 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 />
    77. 77. Shoot Video, Post, Repeat<br />
    78. 78. 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 />
    79. 79. 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?
    80. 80. Inspire users (students and parents) to reach out for further engagement?
    81. 81. Encourage users to complete the FAFSA?
    82. 82. Show up on pages within your Web site that make sense?
    83. 83. Play a starring role in e-mail messages and social media posts at crucial times in the enrollment cycle?</li></li></ul><li>Contact Information<br />Stephanie Geyer, Noel-Levitz<br /><ul><li>Voice: (303) 594-0370
    84. 84. Email: stephanie-geyer@noellevitz.com
    85. 85. Twitter: @StephGeyer
    86. 86. Facebook: search “Noel-Levitz”</li>