The Profile of Today’s College Student:Using national study results to impact change

on campus

Kim Kloeppel, MPAUniversity of New Mexico

Amy Feder, M.S.StudentVoice

June 13, 2009

Session ObjectivesThis session will: • Provide insight into how students are using technology by comparing some common

assumptions (what we think students are doing online) versus what students actually self-report.

• Explore whether the areas of campus and academic involvement, services, and values are unique to an institutional setting by comparing results from the University of New Mexico to the national Profile.

• Explore whether students with differing characteristics are using these areas in different ways.

• Discuss how data on can inform practice and programming. • Compare various student “profiles” and discuss how they were implemented for program

changes.

•

Profile of Today’s College Student

• National assessment sponsored by NASPA.

• Over 35,000 students from 45+ colleges and universities responded to the Profile in spring 2008.

• Sections of the Profile include:Demographics Expectations of CollegeCampus Involvement Academic InvolvementAcademic Integrity Health and WellnessTechnology Use Media ConsumptionDiversity Issues Values and BeliefsFuture Aspirations

The Profile of Today’s College Student

Purpose of the ProfileTo provide institutions with…

• A descriptive portrait of their students at all levels, from first year to senior year-plus

• Credible, accurate, timely, and relevant information that can be used to inform decision making and improve programs and services.

• Longitudinal data to track changes and trends • Benchmarking data to compare characteristics of

students to national profile of students

ReportingInstitutional data• Filter• Graphs• Crosstabs• Data export

Benchmarking (comparing self over time, also comparing to national average and peer institutions that you select)

Screenshots for each

Institutional Data

ReportingInstitution data• Filter• Graphs• Crosstabs• Data export

Benchmarking data• Comparing self over time• Comparing to national average and peer institutions

Benchmarking Data

The National Profile  2008 2009

   I will find a job before I graduate. 39.06% 27.77%

   Financial aid offered was a very important       factor in college choice. 48.97% 55.62%

   Never miss class 23.94% 27.30%

     Communicate with faculty outside of class 75.52% 81.65%

Administration at UNM• Data was collected via web survey for three weeks using

StudentVoice.• Random sample of undergraduates stratified by class

standing.• Students were sent an initial invitation email followed by a

reminder email.• Respondents completed the demographics section as well

as four out of nine randomly selected sections.

What do you think the results show?• Do you communicate with faculty outside of class?• How many years will it take you to graduate?• Do you text-message people with a cell phone?• How frequently do you send text messages?• How frequently do you use the Internet for participating in

online social networks (Facebook/MySpace)?• Do you have a profile on an online social network?

Analysis of data• UNM compared their results with 3 other areas: 1) the

national average, 2) the regional peer group, and 3) the referent peers. There were many areas where UNM had considerable differences than these 3 areas.

• There were many questions of concern at UNM regarding program planning.

• Demographics can be very pertinent to the data analysis. Consider doing some cross-tabs.

• Student profiles were created to look at special areas: 1) single mom w/children living off campus, 2) male student living & working on campus, and 3) returning student over 30 years old living off-campus.

Demographic SectionDescriptive questions about how

students identify themselves

Detailed demographics include questions about: oForeign language fluency oU.S. generational status oCollege-going generation

status oRelationship status oLiving arrangements oWork responsibilities

UNM Demographic FindingsUNM National

Full-time 81% 91%Age 19 - 23 11 - 14% 15 - 20%Off-campus w/parents 23% 14%Off-campus w/family 30% 13%Work for pay 74% 83%Work 21 - 40 hours 35% 30%Work to support self/family 30% 19%First generation 24% 18%

UNM Demographic Findings

Campus InvolvementExpectations of involvement

Level of involvement

Involvement learning outcomes

UNM Campus Involvement Findings

• UNM’s students were less involved in campus activities in most areas: athletics/sports, movies/concerts/speakers, community service, Greek organizations,& student clubs & organizations.

• Reasons given: work, inconvenience of commuting & returning to campus, commitments to off-campus activities & family commitments.

Academic Involvement & IntegrityCollege choice processCourse attendanceAcademic preparationFaculty interactionLearning & study stylesDefinitions of cheatingLikelihood of cheating or reporting

cheatingDecision making and behavior

UNM Academic Involvement/Integrity Findings

UNM NationalExpected college coursework to be much more difficult. 17% 12%Communicate with faculty outside class 29% 24%Feel they will graduate in 4 years 32% 50%

Health and WellnessPhysical health

Mental health

Sexual activity

Smoking, drinking, illegal drug use

Eating habits

UNM Health and Wellness Findings• UNM has a higher percent of problems/impact on

addiction or dependence, anxiety, chronic health problems, hearing, sight, abuse, assault, death of a family or friend, eating disorders, financial problems, injuries, pregnancy, relationship difficulties & sexually transmitted infections.

• However, some of the other directed questions on these issues did not provide additional data on the strength of these problems/impact.

Technology UseInternet

E-mail

Text messaging

Online social networks

UNM Technology Findings

UNM NationalOwn desktop computer 60% 41%Own laptop computer 74% 83%Participate in online social networks more than 5 times per week 29% 55%Use campus and work computers 25% 10%Do not have internet access where they live 11% 3%Have a social network profile 66% 85%

Media Consumption

Newspaper, magazine, radio, and television

Preferred sources of information

Influence of media

UNM Media Consumption Findings

• UNM students are more apt to stay informed on areas of science/health, technology & news in my field of study vs. business, entertainment, & sports.

• TV, radio & magazines were used for educational purposes vs. entertainment purposes.

Diversity Issues

Definition of diversity

Views on diversity

Diversity related behavior

Diversity learning outcomes

UNM Diversity Findings

UNM NationalFelt campus is diverse 91% 80%Strongly agree/agree they personally contribute to campus diversity 74% 62%

•UNM students have learned more and become more aware about age and political diversity since starting college.

•UNM students consider the campus to be liberal (49%) compared to 34%. Conservative (5%) compared to 17%.

Future AspirationsAcademic plans

Postgraduate plans

Perceptions of the job market

UNM Future Aspirations FindingsUNM National

Anticipate earning a bachelors degree as their highest degree 23% 28%Anticipate earning a doctorate degree as their highest degree 30% 26%

•UNM students were very concerned with work hours (20%) compared to 13% when selecting their 1st job.•They were less concerned about room for advancement (15%) vs. 23%.•UNM students expect to earn $20K to $40K during 1st year of employment compared to 34%, and 29% expected $40K to $60K compared to 35%.

Actions Taken

• Demographic data and student profiles• Student housing planning (families/children & older ages)• Student employment on campus• Student involvement in activities• Technology enhancements and strategic planning• Academic involvement with faculty• Years to graduate• Health & wellness – planning & programmatic changes

Next Steps• Present data & information to UNM stakeholders• How can this data provide value-added

programs/services to students?• Use data to make programmatic changes and

strategic planning• Conduct same survey in Spring 2010• Compare current results with next survey• How has data changed?• Future strategic planning revised

Questions?

For more information go to www.studentvoice.comClick on Partnerships

Kim Kloeppelkimmerly@unm.edu

Amy Federafeder@studentvoice.com