Highlights from the 2012 E-expectations Study Presented to CASE/Indiana
1. Highlights: The E-expectations of College-Bound
High School Juniors and Seniors
Stephanie Geyer
Associate Vice President for Web Strategy and
Interactive Marketing Services
2. 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/NkfloG
Find all of the past
studies here!
3. Methodology
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
4. 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
5. 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
What challenges did they experience on
the last college site they visited?
6. Content Priorities
First 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%
7. Most effective way to learn about a school’s
ACADEMIC PROGRAM OPTIONS
Descriptions on a Web site 71%
68%
Printed brochures 68%
74%
Presentations from faculty/students 61%
during campus visit 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%
8. 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
9. Most effective Way to Learn About COST, AID, AND
SCHOLARSHIPS
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%
10. 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 seniors
Got net price calculator?
90% of 4-yr privates
77% of 4-yr publics
59% of 2-yr schools
11. Most effective way to learn about a school’s
CAMPUS LOCATION AND COMMUNITY
Web site details 68%
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%
12. 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 form
2. Visit options
3. Faculty e-mail links
4. Admissions e-mail links
5. Catalog detail
Inquiry form online?
88% of 4-yr privates
77% of 4-yr publics
62% of 2-yr schools
13. 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 privates
39% of 4-yr publics
7% of 2-yr schools
14. 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?
Are we over-doing it?
67% of 4-yr privates
61% of 4-yr publics
44% of 2-yr schools
15. 43% of all students have viewed a virtual tour or interactive
campus map
• 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
16. Did it change the way you feel about the school?
3%
12% No change
Virtual tour:
40% of 4-yr privates For the
52% of 4-yr publics 51% better
38% of 2-yr schools 33% Some better,
Interactive map: some worse
35% of 4-yr privates
For the
44% of 4-yr publics worse
10% of 2-yr schools
18. 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%)
19. Students say they would participate in live chat sessions…
69% of all students would Student: I’ve heard your engineering program is
participate in a live chat one of the best. Can you explain why?
Faculty Member: There are a few important
event with faculty about a factors to consider…
specific program
72% would do so to learn
more about cost, aid, and
scholarships
20. If only we would ASK them to
participate in live chat
While 75% of Online Channels 4-year 4-year 2-year
Offered private public school
students would
Live chats 34% 39% 7%
chat with college
reps via webcam... Instant messaging 16% 21% 10%
Web camera 11% 10% 0%
only 4% have
Webcast events 10% 16% 7%
actually had these
online Skype 35% 19% 7%
conversations FaceTime 4% 5% 3%
22. Facebook use remains steady at 79%
Visited a school page?
• 46% have—up from 27% in 2011
• 98% of 4-year privates have
69% have “liked” a school’s page a Facebook page
o 70% have a separate
What 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
23. Facebook: Frequency of posts
70%
60%
50%
40% Student Expectations
4-yr Private
30% 4-yr Public
2-year
20%
10%
0%
More than 1x/day Every other 2x/week 1x/week 2x/month 1x/month Never Other
1/x day day
24. 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 Use
4-yr Private
20%
4-yr Public
2-year
10%
0%
Many 1x/day Every other 2x/week 1x/week 2x/month Never Other
times/day day
25. 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 Use
30%
4-yr Private
20% 4-yr Public
10%
0%
Many 1x/day Every other 2x/week 1x/week 2x/month 1x/month Never Other
times/day day
26. 6% use Pinterest; 5% pin school posts
How often do you look at/update Pinterest?
Using Pinterest?
100%
4-yr private: 4%
90% 4-yr public: 11%
2-yr school: 3%
80%
70%
60%
50%
Student Use
40%
4-yr Private
30% 4-yr Public
2-yr School
20%
10%
0%
Many 1x/day Every other 2x/week 1x/week 2x/month 1x/month Never Other
times/day day
27. 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.)
28. 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%)
29. 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 publics
21% of 2-yr schools
30. What resources are most influential?
5
4.54 4.59
4.5 4.16 4.12 4.09 4 4.04
4 3.84 3.85
3.7 3.75
3.53 3.59
3.5 3.38
3
2.47
2.5 2.29
Seniors
2 Juniors
1.5
1
0.5
0
Tour Web site Talk with a Talk with College Guidance Brochures College's
student admissions search counselor Facebook
rep sites page
31. E-mail use remains steady
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%
33. It might be time to start your texting
program, if you haven’t already
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%
34. Do you collect cell numbers? How do you use them?
4-year 4-year 2-year
private public 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%
36. 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
37. 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?
38. 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
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