Millennials 6.0: College Education


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Buzz Marketing Group's SIXTH WAVE of our annual report profiling 20somethings. This month, we discuss Millennials and College Education.

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Millennials 6.0: College Education

  1. 1. Buzz on College Education Study 6.0Th e six th wa ve o f a n e w a n n ua l r e p o r t p r o f ili n g th e se u p a nd c o m i n g Mille n n ia ls.
  2. 2. Who was Involved? 9000 This network is used as a resource for ethnographies, focus groups, personal .7.12 h ed 5 interviews, immersion Launc experiences, surveys, and polls.354 members of 559 atte mpts Overall, this panel is composed of trend influencers, and represent all ofour buzzSpotter® the “tribes” we have identified, which include: independents, preppies,network F ie lded o nline techies and alternatives. buzzSpotters®participated in this Closed 5.12.12 354survey.60% /40%female male Par tic ipa n ts
  3. 3. location WI CA CT TX 2% Rest of USA 12% 3% 13% FL TN 3% 5% 2% PAThe majority of 4% GAparticipants are OH 8% 2% NCfrom these states. 2% NY IL 12% 15%STATS BY STATE AND PERCENTAGE >>> NJ MO MN MI MA MD 4% 2% 3% 3% 3% 2%
  4. 4. AGE Eighteen 26% Seventeen 27% Sixteen 23%The respondentsranged in age from Fifteen 13%14 – 18 years old. Fourteen 6%
  5. 5. ethnicity American Indian Other 1% 4% Hispanic 12% Asian American 6% White Black 58% 19%
  6. 6. My Parents are… Other 9% Divorced 18% Seperated Married 6% 67%
  7. 7. I am currently… Other 6% home-schooled 1% attending a magnet school 2%attending a vocational school 1% attending a charter school 1% attending a private school 11% attending a public school 78%
  8. 8. Highest level father of education mother Ph.D Other Masters Other High schoolMasters Degree 4% 2% 8% diplomaDegree 12% 12% 29% High school diploma 37% Bachelors Bachelors Degree Degree 27% Associates 37% Degree Associates 14% Degree 18%
  9. 9. n are wo r king iemployment 2 1% o f our stu de n ts wh ile a tte nding h igh so me capac ity sc h oo l. A student A student A student andand working and working self- part-time full-time Other employed 16% 1% 3% 1% A  full-time student 79%
  10. 10. Household income e twee n 38% o f our s tude n ts fall b h o ld th e na tio nal ave rage h ouse 33,000 and $ 82,000 in c o me o f $ 38% 28% 12% 9% 4% 6% 2%Less than $8,000 - $33,000- $82,000 - $170,000 - More than I dont $8,000 $33,000 $82,000 $170,000 $370,000 $370,000 want to specify
  11. 11. e nding a r stude n ts plan o n a ttNe arly all o f ou h e y gradua te fro m y afte r tc o llege o r u nive rsit h igh sc h oo l. Do you plan on attending a college or No university after Undecided high school? 1% 2% Yes 97%
  12. 12. If so, which e c tly ude n ts plan to go dir type of school 86% o f our st u t o nly 56% plan to to a 4-year s c h oo l, b rsity. do you plan to llege o r u nive a tte nd th e ir sta te c o attend? Private College Other Online Community or University 4% 2% 8% outside of my state 19% State College or University 56%Private Collegeor University in my state 11%
  13. 13. ide ring ud e n ts are c o ns 89% o f our st th e ir If so, are you studying a broad during . interested in c o llege caree r studying abroad during your college career? Not Sure 32% Yes No 57%11%
  14. 14. stude n ts wh o do no t If you don’t plan 87% o f our c o llege, say it is ding on attending plan o n a tte n it. can no t affo rd college, what is be cause th e y the main reason? 87% 5% 4% 1% 2% 2% I am not I cant I prefer to The current I want to I dont feelbook smart afford it start job market join the prepared working for college military for college immediately graduates is poor
  15. 15. Which factors e rso nal f educa tio n, p are most Th e c osts, q ua lity o mic fit are th e m ost nd acade ing a important when p re fe re n c e, a o r stude n ts wh e n c h oos tan t fac to rs f choosing a impo r sc h oo l. college?Best fit for me academically 74% Best fit for me personally 77% Prestige / Reputation 34% Quality of Education 78% Distance 56% Costs / Financial Aid 79% College Rankings 40% Coaches 12% Guidance Counselors 25% Teachers 33% Friends 30% Siblings 9% Parents 49% Religion 7%
  16. 16. e ir o wn ts ultima te ly de c ide th 90% o f our stude n ill a tte nd c o ll ege . Who makes the e re th e y w fu ture and wh final decisionabout where you will attend college? My parents 10% Me 90%
  17. 17. Value of education Do you think a Do you think collegecollege is worth education is the time and necessary to money? have a good job in the future? No No 3% 8% Yes Yes 97% 92%
  18. 18. e ma te rials ude n ts th in k th a t th e n ts. 30% o f our st e c ted to w ard th e ir par c o llege s se nd are dirDo you think the Do you think thatcourse colleges collegeare offering will materials arestill be relevant directed in 10 years? towards you or your parents? MATH 87% 101   70% 30% 13% Yes No Me My parents
  19. 19. What is the y m o re ts are us ing te c h no log best way for a Alth ou gh our stude n reac h th e m is th rough st way to college to th a n e ve r, th e be rso n. al me th ods in pe th e traditio n reach you? 46%Special Events in the local community On my social networking sites 37% Call my house / cell 26% Send me emails 54% Visit my high school 71% Campus visits 71%
  20. 20. How would you describe the process of deciding whether or not to“I think you first must find colleges that will Accept you and then go to college?determine your major. Depending on how much money and far away andhow good of a school it is, I will make my selection.”“You need to go to college these days in order to get a good job. Where Igo to college depends on how good my grades are, where I can getscholarships and how far away my parents are willing to let me go.”“Not going has never been an option for me. My parents have instilled inme the importance of a college education. I cant imagine being able tosucceed without it. For school selection we researched my field ofinterest and schools that were offering programs, and where theyranked.”“The process is very difficult because there are so many choices andvariables involved. I think it is just too time consuming and confusingand expensive.”
  21. 21. When you think about college what is the first“Being able to explore the area of study in which I hope to make a thing that comescareer. Higher learning that will really make a difference in my career to mind?and my life.”“A college degree is mandatory for a position. A college degree may notget you the job but it opens doors. It is becoming a requirement to have acollege degree. The competition for a job is unbelievable and if you havea college degree you are a step up from others who do not have adegree.”“I think that highly educated people attended college, strong peoplethat want to succeed in life.”“When I think of college I think of pressure to achieve a GPA and testscores that qualify me for the schools I wish to attend. I think of stressand more stress.”
  22. 22. Where do you see yourself 5 years from now?“In 5 years I see my self still in school working on my masters degreeand continuing to study, trying to obtain the highest degree possible.”“I see myself with my new college degree, at my first job and in my firstapartment.”“I will hopefully have graduated and have a great job and will be savingup to continue my studies depending on my major.”“I see myself successful. I see myself enjoying the fruits of my laborand having choices because of my decision to attend college. This is whatI hope at least.”
  23. 23. What advice would you give your underclassmen who will be making these“I would tell them to keep all options open and research as much as you same decisions in thecan. I would tell them to really visit colleges and get a feel for them.” next few years?“Dont go into debt for undergrad. Its not worth it. Find a good stateschool with an excellent reputation in the area of study in which youare interested. Then, you can take on some debt for graduate school.”“Start early. There are so many colleges out there it is overwhelmingand the earlier you start looking the more opportunities you will haveto make smart decisions. Your senior year is so busy it is hard to fiteverything in. And there are also many scholarships available that canbe applied for before your senior year so take advantage of those.”“Dont take any classes just to get an easy A. They probably wontprepare you for college. Do what you love and love what you do.”
  24. 24. KEY Face-to-face interactions with representatives fromFINDINGS colleges and college tours remain the most effective ways to reach students who are looking for a school to attend. Students have much moreDespite the recession and power than in the past.the overall costs of a college 90% of our students saideducation, our students still that they ultimatelyfeel that college is a decide if, when, andworthwhile investment for where they will attendtheir future and necessary be successful.
  25. 25. UP F INANCES. We know that for the most part, NEXT… Millennials are employed, but how are they spending their money? What matters most? TEC HNOLOGY. We knowEMP LOYME N T. We know that they are on everythat they value higher social network andeducation and are more connected 24/7, but how isambitious than ever, but, this trend affecting thisafter graduating, are they generation? What are theable to find the conditions positives and negatives of athey need to flourish in this completely wired life?economy?
  26. 26. Co n tac t Us! Buzz Marketing Group 1515 Market St. Suite 1810 Philadelphia, PA 19102 215.399.5679