2012 mobile forecast doe higher education


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-Survey results from over 500 university administrators on their plans for mobile strategy
-How colleges are ranking the importance of mobile across the student lifecycle
-How mobile fits into colleges' long and short development plans

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2012 mobile forecast doe higher education

  1. 1. 2012 MOBILE FORECAST FOR HIGHER EDWith the rise of smartphones and mobile technology, we are now entering a new frontierrevolutionizing the way we connect. Mobile trends are especially strong for teens and youngadults of the millennial generation who grew up on the Internet and see it as an integral partof everyday life.The latest research from Forrester showed 97% of Millenials own a cell-phone and 58%have a smart-phone. Mobile is becoming an increasingly important component in student,prospect and alumni engagement.To help gauge current adoption trends in Higher Ed, Inigral and Stamats gathered surveyresponses from over 500 university administrators to produce a 2012 Mobile Forecast andkeep you up to date on where mobile is headed.WHAT YOU’LL FIND INSIDE:Mobile and the Student Experience• 60% of surveyed higher education When will mobile be fundamental administrators believe mobile is already to how students experience college? fundamental to how students experience college 80% 60%Mobile Strategy Across the Student 60%Lifecycle• See how administrators rank the importance 40% of mobile in each of the following stages: - Recruitment marketing 20% 17% 15% - Yield/mix/summer melt 5% 3% - Retention 0% Already Within At least 3 or more Not sure - Community building is the next 12 1-2 years months years out - Current student information - Engagement apps - Alumni communicationAdministrator daily mobile usagevs. perceived student usage• Although 16% of administrators plan social events on their phone, 81% think their students do this on a daily basis.
  2. 2. How important is mobile strategy at each stage of the student lifecycle?100% Important80% Somewhat important 57%60% 52% 51% 44% 43% Not important 41% 42% 40% 40% 38%40% 35% 17% 23%20% 12% 10% 5% 6% 3% 0% Recruitment Influencing Increasing Strengthening Informational Engaging marketing yield/mix/ retention/ community accessibility alumni summer melt first year amongst for enrolled in admissions experience enrolled Administrators report mobile being important or somewhat important at the following stages: • 92% - Recruitment marketing • 90% - Informational accessibility for enrolled students • 87% - Strengthening community amongst enrolled • 83% - Influencing yield/mix/summer melt in admissions Mobile development and planning has already gone mainstream. The following graph details how and when institutions plan on using mobile strategies in the recruitment cycle:When will your institution do the following recruitment activities via mobile?50% 46% 44% 46% 44% Already did it 41% 41% 40% 40%40% 36% 36% 37% 34% 31% 30% 12 months out 28%30% 27% 23% 20% 21%20% 18% 17% 1-2 years out 15% 13% 9% 10% 9% 10%10% 7% 8% 7% 6% 5% 3 or more years 0% Extend Support Communicate Facilitate Connect Support Provide an Provide an brand campus with recruits prospective prospective college fairs application information and awareness visit student students with or high school and payment payment programs searches counselors, visits system for system for or lead staff, and/or applicants admits and generation faculty current students Key recruitment activities for mobile included extending brand awareness, supporting campus visit programs, and communicating with recruits. Many of the activities are planned for 1-2 years out, however a small percentage of early adopters have already implemented some if not all of these mobile strategies.
  3. 3. Administrator daily mobile usage vs. perceived student usage 83% Check email 94% Personal mobile habits Have SMS 72% conversations 99% ProjectedUse a calendar 63% student mobile or to-do list 69% habits Check social 61% media 99%Play games or 26% watch videos 91% 17% Use a map 43% Plan social 16% events 81% 0 20% 40% 60% 80% 100%Administrators know that students have different mobile habits than their own. Almost allstudents are projected to use SMS, social media, and play games/watch videos daily. It’skey for college personnel to understand that their use of mobile may be very different fromtheir students. Be sure to reach out to current students to get feedback before undertakingany major mobile initiative.When will your institution do the following in mobile?100% Already did it80% 84% 12 months out60% 1-2 years out40% 49%20% 3 or more years 31% 30% 28% 27% 28% 27% 0% 24% 17% 16% 20% 14% 7% 6% 6% 3% 1% 2% 3% SMS Other SMS Optimize Informational Engagement emergency communication website app app notifications for mobileAlthough a majority of schools are already using SMS emergency notifications, the big pushin the next two years will be around mobile web optimization, information, andengagement-focused mobile apps.
  4. 4. Institution Technology Adoption Style50% 49% Almost half of schools see technology as a strategic opportunity40% and are open to new products. 32%30% However, a similar percentage prefer to have strong support20% 15% references or to wait for technology to become established standards.10% 5% These trends show a clear push towards increased adoption and 0% We like being first We see emerging We prefer We wait for anticipation of mobile products in and don’t mind technology as a technology with technologies that early versions strategic opportunity strong references are established the years to come. and are open to new and support standards productsWhat departments are most involved in mobile decisions? Marketing &Communications IT Admissions Student Affairs Alumni Development Academics Other 0 100 200 300 400Marketing & Communications, IT, and Admissions departments are most involved in mobiledecisions. However, it’s important to note that these audiences also make up the largestpercentages of respondents.
  5. 5. RESPONDENTS BY DEPARTMENT ANDINSTITUTIONAL TYPE:Respondents included 507 higher education professionals from across the country workingprimarily in Marketing/Communications departments (43%) and Admissions departments (38%).The survey was distributed through email and social media channels using a convenience,non-probability sampling technique, therefore results may not be representative.What office or department do you work for? Alumni Development (1%)Marketing & Communications 43% IT (1%) Academics 4% Student Affairs 4% 9% OtherAdmissions 38%Institution TypePrivate Non-Profit 4-year+ 51% Private For-Profit 4-year+ 3% Community College 9% 5% OtherPublic 4-year+ 31%
  6. 6. Undergraduate Student Population20,000 and above Under 1,000 14% 12%10,000 - 19,999 13% 45% 1,000 - 4,9995,000 - 9,999 16%This survey was a collaboration between:Inigral is the creator of the Schools App, a private Facebook community designed toimprove enrollment and retention at colleges and universities. We help schools buildcommunity and improve student engagement with the worlds most popular social network.Stamats is an integrated marketing and communications company that provides strategicand creative services for higher education admissions and advancement offices. We helpcolleges and universities turn their marketing goals into realities.Please contact Rose Broome (rose@inigral.com) or Sabra Fiala (sabra.fiala@stamats.com)with questions or comments.