Key research findings from E-expectations study referenced in this presentation are from a telephone survey of 2000 high school juniors and seniors facilitated in March and April of 2012. List source: National Research Center for College and University Admissions (NRCCUA); 95% confidence interval; +/- 3% margin of error49% Juniors51% Seniors54% Female46% Male38% A average50% B average11% C average1% <C average1% American Indian5% Asian14% African-American15% Hispanic41% Caucasian15% Other9% No response25% Midwest16% Northeast38% South21% West
Live Conversations Study—Fall 2011: Subjects accessed an online survey via email message sent through CollegeWeekLive. Participants were incented with an offer to be entered into a drawing for an iPad upon completion of the survey.1,307 high school juniors, seniors and parents58% seniors14% juniors28% not reported/parentsGender:40% female17% male43% not reportedEthnicity:31% white/Caucasian10% Asian/Pacific Islander6% African-American4% Hispanic/Latino4% Mexican/Mexican-American44% Not reportedWhy are juniors more open than seniors? Earlier in their process, still list-building, haven’t seen as much
18% were put off by the look and feel of the site or the content quality12% couldn’t find academic content 8% couldn’t find cost, fin aid or scholarship details
No significant differences by class year.
Note: Calculator refers only to instance for first-time in college students. See the E-Recruitment practices report for further details.
62 percent of Asian American students and 52 percent of African American students used Webcams compares to 46 percent of Hispanic students and 39 percent of Caucasian students.Students from the Northeast and upper-income students were also more likely to use Webcams than students from other regions or economic brackets.81 percent of juniors said they would be willing to speak with campus representatives via Webcam, compares to 69 percent of seniors.
Compared to the 2011 E-Expectations results, Facebook use remained consistent. However, YouTube use rose from 55 percent to 62 percent, while Twitter jumped from 9 percent to 27 percent. Forty-four percent of African American students said they used Twitter, considerably more than other ethnic groups, while 35 percent of upper-income students said they used Twitter at least once per week.
2011 study showed 80% of students as Facebook users54% Asian53% African-American46% Caucasian
Follow a school: 33% from the south was significantly higher than 22% from the Midwest, 14% from the northeast and 13% from the west.
Follow a school: 33% from the south was significantly higher than 22% from the Midwest, 14% from the northeast and 13% from the west.
In 2011 86% of high school seniors said they used e-mail regularly and would give address to schools at the same rate—93%.Timing for sharing e-mail addresses was very similar in 2011 study.
Differences among various groups regarding institutions unknown to students:76 percent of juniors said they would open those e-mails, versus 63 percent for seniorsB-average students were significantly more likely to do so (73 percent) than A-average students (62 percent)Nearly three-quarters of African American students (74 percent) said yes, compared to 63 percent of Caucasian studentsThose at the inquiry stage were significantly more likely (73 percent) than those with at least one acceptance (63 percent)
Highlights from e expectations 2012 s geyer noel-levitz
Highlights: The E-expectations of College-Bound High School Juniors and Seniors Stephanie Geyer Associate Vice President for Web Strategy and Interactive Marketing Services
E-Expectations Research Finding answers since 2005 Visit any partner site to find the latest studies, including the 2012 E-expectations of Juniors and Seniors white paper and trend reports for our recent Mobile and Communication Preferences studies.http://bit.ly/NkfloGFind all of the paststudies here!
MethodologyTelephone survey of 2,000 high school students• Facilitated in March and April 2012• List source: National Research Center for College and University Admissions (NRCCUA)• 95% confidence interval• +/- 3% margin of error
An opportunity to compare their preferences with our practices Look for this logo to signal data points from the E-Recruitment Practices study of 256 U.S. colleges and universities facilitated by Noel- Levitz via Web survey in April 2012
PEOPLE helping students formulate their lists of schools• Guidance Counselors (74%) o African-American (82%) compared to Caucasian (71%) o Web plays extremely important (77%) compared to Web plays no role (58%)• Friends (68%) o Have access to a mobile device (72%) compared to those who don’t (60%)• Teachers (66%)• Family (66%) o Caucasian (69%) compared to Asian (59%) and Hispanic (58%) o Parent attended college (70%) compared to parent didn’t attend (56%) o Have mobile phone (69%) compared to those without (59%)• Coaches (38%) o Male (43%) compared to female (33%) o African-American (43%) compared to Asian (31%) and Hispanic (35%) o Inquiries (41%) compared to applied (30%)
RESOURCES students use to form the list of schools they’ll consider Web search just trailing print • Brochures/print mail from schools (72%) • Will give an e-mail address (74%) compared to those who wouldn’t (57%) • Google, Bing, or Yahoo search (67%) • Asian (77%), African-American (74%) and Hispanic (72%) compared to Caucasian (63%) • E-mails I get from schools (62%) • The College Board (51%) • MyCollegeOptions (40%)Using SEO strategies? • CollegeWeekLive (30%) • Cappex (12%) • Zinch (8%)42% of 4-yr privates • Peterson’s (5%)34% of 4-yr publics21% of 2-yr schools
What resources are most influential? 5 4.54 4.594.5 4.16 4.12 4.09 4 4.04 3.84 4 3.85 3.7 3.75 3.53 3.593.5 3.38 3 2.472.5 2.29 Seniors 2 Juniors1.5 10.5 0 Tour Web site Talk with a Talk with College Guidance Brochures Colleges student admissions search counselor Facebook rep sites page
55% couldn’t find what theywanted because of challengeswith the site navigation• Juniors were much more likely to have challenges finding academic and cost content than seniors What challenges did they experience on the last college site they visited?
Content Priorities First target Most important MobileAcademics 55% 47% 23%Money 23% 29% 17%Process 11% 11% 11%Visit 5% 3% 3%Campus 3% 5% 3%Athletics 3% 3% 3%
Most effective way to learn about a school’sACADEMIC PROGRAM OPTIONS Descriptions on a Web site 71% 68% Printed brochures 68% 74% Presentations from… 61% 58% E-mail from program faculty 55% 56% Web search 50% Seniors 53% Juniors Independent online sites 48% 50%Videos of faculty/current students 43% 43% Social media 38% 38% Blog posts 31% 30% Live chats/webcasts 24% 29% 0% 20% 40% 60% 80%
Alpha-ordered list is the top method for sharing academic program options • 41% Browse through an alphabetically-ordered list • 33% Use a search box • 26% Look through a college or departmental page for all of the programs within that area
Most effective Way to Learn About COST, AID, ANDSCHOLARSHIPS Details on a Web site 49% 49% Printed brochures 29% 34% E-mail from financial aid staff 28% 28% Presentations from financial aid 21% staff 21%Videos explaining how to apply for 16% aid/scholarships 19% Independent online sites 16% 20% Calculators 15% 16% Search 15% 18% Live Chats/Webcasts 10% 12% Seniors Social media pages 9% Juniors 11% Blog posts 8% 9% 0% 10% 20% 30% 40% 50% 60%
Calculator Use Decreased 23% of all students have used one, down from 36% in 2011 • 31% of seniors had done so, compared to 15% of juniors Why haven’t they used a calculator yet? • 74% haven’t found one, up from 50% in 2011 o No significant difference between juniors or seniorsGot net price calculator?90% of 4-yr privates77% of 4-yr publics59% of 2-yr schools
Most effective way to learn about a school’sCAMPUS LOCATION AND COMMUNITY 68% Web site details 69% Campus visits 72% 69% Printed brochures 58% 62% E-mail messages 50% 52% Search 46% 44% Videos 47% 44% Independent sites 41% 42% Seniors Social media 34% 36% Juniors Blog posts 30% 30% Live chats/webcasts 25% 29% 0% 20% 40% 60% 80%
Can they find your inquiryform easily?When they find the content they need on your site, they’re going to look for a way to connect and engage!1. Inquiry form2. Visit options3. Faculty e-mail links4. Admissions e-mail links5. Catalog detail Inquiry form online? 88% of 4-yr privates 77% of 4-yr publics 62% of 2-yr schools
More than two-thirds (67%) have regular access to a mobile device • 20% are using tablets • 52% of college-bound students have looked at a college Web site using a mobile deviceSite optimized for mobile?35% of 4-yr privates39% of 4-yr publics7% of 2-yr schools
Webcam use higher among some students of color 75% of students would talk to an admission rep or current student via webcam • 81% of juniors • 69% of seniors Underrepresented students are more likely to use webcams for personal use • 45% overall • Asian (62%) • African-American (52%) • Hispanic (46%) • Caucasian (39%)
Students say they would participate in live chat sessions…69% of all students would Student: I’ve heard your engineering program isparticipate in a live chat one of the best. Can you explain why? Faculty Member: There are a few importantevent with faculty about a factors to consider…specific program72% would do so to learnmore about cost, aid, andscholarships
If only we would ASK them to participate in live chatWhile 75% of Online Channels 4-year 4-year 2-year Offered private public schoolstudents would Live chats 34% 39% 7%chat with collegereps via webcam... Instant messaging 16% 21% 10% Web camera 11% 10% 0%only 4% have Webcast events 10% 16% 7%actually had theseonline Skype 35% 19% 7%conversations FaceTime 4% 5% 3%
Facebook use remains steady at 79%Visited a school page? • 46% have—up from 27% in 2011 • 98% of 4-year privates have69% have “liked” a school’s page a Facebook page o 70% have a separateWhat do they expect in return? Not much! admissions page • 36% info about admissions deadlines and events • 97% of 4-year publics have a • 34% info about academic programs Facebook page • 30% updates through the news feed o 74% have a separate • 30% the name of the school to appear in their “likes” admissions page • 26% special info they can’t get elsewhere • 93% of 2-year schools have • 26% interaction with page admins • 26% contact from school about admission a Facebook page • 25% photos and videos o 21% have a separate • 21% interaction with other people who like the page admissions page • 20% posts to share • 18% specific info tailored to user profile
Twitter use increased to 27% up from 9%25% follow a school feed—up from 19% How often do you look at Twitter/update? Using Twitter?60% 4-yr private: 37% 4-yr public: 44%50% 2-yr school: 14%40%30% Student Use20% 4-yr Private 4-yr Public 2-year10% 0% Many 1x/day Every other 2x/week 1x/week 2x/month Never Other times/day day
19% use Google+; 10% include schools How often do you look at/update Google+? Using Google+?80% 4-yr private: 7%70% 4-yr public: 10% 2-yr school: 0%60%50%40% Student Use30% 4-yr Private20% 4-yr Public10%0% Many 1x/day Every other 2x/week 1x/week 2x/month 1x/month Never Other times/day day
E-mail use remains steady78% of juniors; 85% of seniors say they still use e-mail at least once per week93% will give an e-mail address to schools• Just 5% will give a family or parent accountWhen?• When they ask for it 55% • Juniors 63% • Seniors 48%• Application 40% • Juniors 33% • Seniors 45%• Post-acceptance 4%• Never 1%
It might be time to start your texting program, if you haven’t already60% say it’s OK to send them textsEspecially…• African-American and Hispanic• Lower income• Students from the South• Mobile usersWhy not?• Don’t bother me! 58%• Texting is for family/friends 27%• No data plan 6%• I’m not ready 3%• Too expensive 3%• Phone doesn’t text 3%
Do you collect cell numbers? How do you use them? 4-year 4-year 2-year private public schoolCollect cell numbers? 92% 74% 97%Relationship-building calls 86% 61% 36%Notifications 40% 24% 57%Telecounseling call centers 38% 48% 21%Individual text messages 35% 22% 21%Mass text messages 16% 9% 18%Other 4% 15% 11%
Integrated Strategies Will Leverage Resources and Improve Service Test your Web site information architecture with key markets. Do they get it? Invest in search engine optimization strategies Work on a content strategy—integrate site and social media assets. Ready for even more mobile users? Build an editorial calendar to support your social media engagements; integrate with e-mail flow Experiment with a variety of Webcast/Web cam and live chat engagement options
E-mail: Still NOT Dead• Keep it in your overall communications flow mix.• Integrate messages with your social media editorial calendars.• Be sure that key message themes from inquiry stage are repeated in your yield flows.• Are you testing your messages?• Do you have content-matched landing pages to support engagement and conversion?• Are you measuring carefully and remembering to check in on the results on a regular basis?
Use the communicationchannels students prefer• The conversations students have with campus representatives are impactful• Students use live chat, webcams, and text messaging frequently… and are open to speaking with camps reps through these channels• Get a strategy in place to line up with the rest of your communications flow.• Use texting for key upcoming deadlines and use live chat or webcasts to make personal connections• Set up a measurement strategy and pay attention to the results
Join our mailing list to receive more about E- expectations and other researchNoelLevitz.com