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Highlights: The E-expectations of College-Bound High School Juniors and Seniors
Stephanie GeyerAssociate Vice President for Web Strategy and
Interactive Marketing Services
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.
E-Expectations Research
http://bit.ly/NkfloGFind all of the past studies here!
Telephone 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
Methodology
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
What challenges did they experience on the last college site they visited?
55% couldn’t find what they wanted because of challenges with the site navigation• Juniors were much more likely to have
challenges finding academic and cost content than seniors
Content PrioritiesFirst target Most important Mobile
Academics 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’s ACADEMIC PROGRAM OPTIONS
29%
30%
38%
43%
50%
53%
56%
58%
74%
68%
24%
31%
38%
43%
48%
50%
55%
61%
68%
71%
0% 20% 40% 60% 80%
Live chats/webcasts
Blog posts
Social media
Videos of faculty/current students
Independent online sites
Web search
E-mail from program faculty
Presentations from faculty/studentsduring campus visit
Printed brochures
Descriptions on a Web site
SeniorsJuniors
• 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
Alpha-ordered list is the top method for sharing academic program options
Most effective Way to Learn About COST, AID, AND SCHOLARSHIPS
9%
11%
12%
18%
16%
20%
19%
21%
28%
34%
49%
8%
9%
10%
15%
15%
16%
16%
21%
28%
29%
49%
0% 10% 20% 30% 40% 50% 60%
Blog posts
Social media pages
Live Chats/Webcasts
Search
Calculators
Independent online sites
Videos explaining how to apply foraid/scholarships
Presentations from financial aidstaff
E-mail from financial aid staff
Printed brochures
Details on a Web site
Seniors
Juniors
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
2011o No significant difference between juniors
or seniors
Calculator Use Decreased
Got net price calculator?
90% of 4-yr privates77% of 4-yr publics59% of 2-yr schools
Most effective way to learn about a school’s CAMPUS LOCATION AND COMMUNITY
29%
30%
36%
42%
44%
44%
52%
62%
69%
69%
25%
30%
34%
41%
47%
46%
50%
58%
72%
68%
0% 20% 40% 60% 80%
Live chats/webcasts
Blog posts
Social media
Independent sites
Videos
Search
E-mail messages
Printed brochures
Campus visits
Web site details
SeniorsJuniors
Can they find your inquiry form 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 privates77% of 4-yr publics62% 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 device
Site optimized for mobile?
35% of 4-yr privates39% of 4-yr publics7% of 2-yr schools
Exposure to QR codes at odds with use
17% of juniors and 13% of seniors have used a QR code related to a college or university
84% said it was a worthwhile experience
Using QR codes?
67% of 4-yr privates61% of 4-yr publics44% of 2-yr schools
Are we over-doing it?
• 32% to see how big/small the campus is
• 26% to learn more about the area around campus
• 24% to get a sense of the buildings and architectural style
• 11% to see the insides of the residence halls
• 4% to see what the people look like
43% of all students have viewed a virtual tour or interactive campus map
Did it change the way you feel about the school?
Virtual tour:40% of 4-yr privates52% of 4-yr publics38% of 2-yr schoolsInteractive map:35% of 4-yr privates44% of 4-yr publics10% of 2-yr schools
51%33%
12%
3%No change
For thebetterSome better,some worseFor theworse
Are students interested in using Webcams to interact with college personnel?
45%
75%
4%
55%
25%
96%
0%10%20%30%40%50%60%70%80%90%
100%
Use Webcam Would talk tocollege repon Webcam
Have talked tocollege repon Webcam
Yes No
© 2012 Noel-Levitz, Inc.2012 E-Expectations Report: The Online Expectations of College-Bound Juniors and Seniors
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 participate in a live chat event with faculty about a specific program
72% would do so to learn more about cost, aid, and scholarships
Student: I’ve heard your engineering program is one of the best. Can you explain why?
Faculty Member: There are a few important factors to consider…
If only we would ASK them to participate in live chat
While 75% of students would chat with college reps via webcam...
only 4% have actually had these online conversations
Online Channels Offered
4-year private
4-yearpublic
2-year school
Live chats 34% 39% 7%
Instant messaging 16% 21% 10%
Web camera 11% 10% 0%
Webcast events 10% 16% 7%
Skype 35% 19% 7%
FaceTime 4% 5% 3%
Which social media resources do students use at least once per week?
Facebook 79% Pinterest 6%
YouTube 62% Storify 1%
Twitter 27% SCVNGR 1%
Google+ 19% Foursquare 1%Tumblr 9% None 7%
StumbleUpon 7%
© 2012 Noel-Levitz, Inc.2012 E-Expectations Report: The Online Expectations of College-Bound Juniors and Seniors
Facebook use remains steady at 79%
• 46% have—up from 27% in 2011
Visited a school page?
69% have “liked” a school’s pageWhat do they expect in return? Not much!
• 36% info about admissions deadlines and events• 34% info about academic programs• 30% updates through the news feed• 30% the name of the school to appear in their “likes”• 26% special info they can’t get elsewhere• 26% interaction with page admins• 26% contact from school about admission• 25% photos and videos• 21% interaction with other people who like the page• 20% posts to share• 18% specific info tailored to user profile
• 98% of 4-year privates have a Facebook page
o 70% have a separate admissions page
• 97% of 4-year publics have a Facebook page
o 74% have a separate admissions page
• 93% of 2-year schools have a Facebook page
o 21% have a separate admissions page
0%
10%
20%
30%
40%
50%
60%
70%
More than1/x day
1x/day Every otherday
2x/week 1x/week 2x/month 1x/month Never Other
Student Expectations4-yr Private4-yr Public2-year
Facebook: Frequency of posts
0%
10%
20%
30%
40%
50%
60%
Manytimes/day
1x/day Every otherday
2x/week 1x/week 2x/month Never Other
Student Use4-yr Private4-yr Public2-year
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?
4-yr private: 37%4-yr public: 44%2-yr school: 14%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Manytimes/day
1x/day Every otherday
2x/week 1x/week 2x/month 1x/month Never Other
Student Use
4-yr Private
4-yr Public
19% use Google+; 10% include schools
How often do you look at/update Google+?Using Google+?
4-yr private: 7%4-yr public: 10%2-yr school: 0%
0%10%20%30%40%50%60%70%80%90%
100%
Manytimes/day
1x/day Every otherday
2x/week 1x/week 2x/month 1x/month Never Other
Student Use4-yr Private4-yr Public2-yr School
6% use Pinterest; 5% pin school posts
How often do you look at/update Pinterest?Using Pinterest?
4-yr private: 4%4-yr public: 11%2-yr school: 3%
More than a third (35%) will “check in” while visiting your campus
• 35% will check in• 12% might• 53% would not
(This question asked of any student indicating use of Facebook, FourSquare, Gowalla, SCVNGR or other location-based resources.)
• 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%)
PEOPLE helping students formulate their lists of schools
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%)• CollegeWeekLive (30%)• Cappex (12%)• Zinch (8%)• Peterson’s (5%)
RESOURCES students use to form the list of schools they’ll consider
Using SEO strategies?
42% of 4-yr privates34% of 4-yr publics21% of 2-yr schools
What resources are most influential?
4.54
4.163.84 3.85
3.73.53
3.38
2.29
4.59
4.12 4.09 4 4.043.75
3.59
2.47
00.5
11.5
22.5
33.5
44.5
5
Tour Web site Talk with astudent
Talk withadmissions
rep
Collegesearchsites
Guidancecounselor
Brochures College'sFacebook
page
SeniorsJuniors
78% of juniors; 85% of seniors say they still use e-mail at least once per week
93% will give an e-mail address to schools • Just 5% will give a family or parent account
When?• When they ask for it 55%
• Juniors 63%• Seniors 48%
• Application 40%• Juniors 33%• Seniors 45%
• Post-acceptance 4%• Never 1%
E-mail use remains steady
Will students open e-mail messages form a college or university?
97%
68%
3%32%
0%10%20%30%40%50%60%70%80%90%
100%
College they areinterested in attending
College they do notknow about
Yes No
© 2012 Noel-Levitz, Inc.2012 E-Expectations Report: The Online Expectations of College-Bound Juniors and Seniors
60% say it’s OK to send them texts
Especially…• African-American and Hispanic• Lower income• Students from the South• Mobile users
Why 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%
It might be time to start your texting program, if you haven’t already
Do you collect cell numbers? How do you use them?
4-year private
4-year public
2-year school
Collect 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%
Recommendations
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 strategiesWork 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 communication channels 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 research
NoelLevitz.com