Social Admissions Report 2016
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Optimizing Mobile for Your Future Students
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Social Admissions Report 2016
- 1. #socadm15 Optimizing Mobile for Your Future Students: 2016 Social Admissions Report
- 2. #socadm15 • Social media isn’t new. This year’s study updates key data but shifts focus to emerging resources and influencers. • This year’s valuable yet often misunderstood asset is mobile technology. • As always, there is a balance between being an early adopter and being strategic and focused on your goals. Why We Do This Survey #socadm16
- 3. #socadm15 Audience Invitations emailed to high school students registered to Chegg • October 2015 • Past Social Admissions Reports fielded in: Q2 2015 | Q4 2014 | Q2 2014 | Q4 2013 | Q1 2013 | Q2 2012 • Trends highlighted throughout the presentation Background Insight into how students use, and are influenced by, digital tools, mobile technology and social media when researching and evaluating institutions High school seniors and college freshmen • 1,926 surveys completed this cycle (over 7,000 total) • Weighted data to 42% male, 58% female Survey Methodology #socadm16
- 4. White, 52% Hispanic, 20% African American, 20% 2 or more races, 12% Asian, 7% Prefer not to say, 7% Ethnicity CA 14% GA 3% FL 4% MI 7% NY 3% PA 3% TX 7% Top States of Residence IL 7% 25% 43% 20% 12% 1-3 4-6 7-10 +10 Number of Schools Respondents #socadm16
- 5. #socadm15 Mobile From Recruitment Through Enrollment
- 6. #socadm15 • 86% of young adults (ages 18-29) own a mobile smartphone • 9 out of 10 young adults use social media • Half of young adults who own a smartphone also use messaging apps • Mobile provides the most effective way to reach and communicate with students Mobile Technology & Today’s Students #socadm16
- 7. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Watched video from college Watched video from student Read a student blog Searched for specific hashtag Posted question to college rep on sm Posted question to student on sm Tweeted with specific hashtag Participated in live chat Peeked at a specific school on YkYak Past 24 hours Past week Past month or longer 81% 45% 42% 32% 20% 20% 19% 19% 9% #socadm16 4 in 5HAVE WATCHED A VIDEO FROM A COLLEGE Connecting with Colleges How often have you done the following during your college research process?
- 8. Email, 69% Social Media, 4% Call, 12% Live Chat , 4% Text, 8% Messaging App, 3% #socadm16 Email Preferred Communication on Mobile How do you most prefer to communicate with college admissions on your mobile device?
- 9. 71% 32% 26% 7% 5% 1% Kik GroupMe WhatsApp Whisper WeChat FireChat Messaging Apps Are So Popular #socadm16 7 in 10HAVE USED KIK Have you used any of the following messaging apps?
- 10. #socadm15#socadm16 53%EXPECT A RESPONSE WITHIN A DAY OF CONTACTING COLLEGE REP After you contact a college representative, how soon do you expect to hear a response? Students Want Instant Gratification
- 11. #socadm15#socadm16 93%AGREE “I would like to receive communication from college admissions tailored specifically to me. ” Students Want Personalized Communication
- 12. 47% Laptop 37% Smartphone or Tablet 13% Desktop Primary Device to Research Colleges #socadm16 Which device do you primarily use to research colleges?
- 13. #socadm16 82% 37% 37% 19% 15% 12% 6% Visited college website Scheduled campus visit Taken virtual campus tour Downloaded native app from college Asked question on social media Texted with college rep Live chat with college rep Admissions Actions Completed on Mobile Which of the following have you done on a mobile device when considering which colleges to apply to or where to enroll?
- 14. #socadm15 4 in 5VISIT COLLEGE WEBSITES 1 in 5DOWNLOAD NATIVE APP #socadm16 Admissions Actions Completed on Mobile Which of the following have you done on a mobile device when considering which colleges to apply to or where to enroll?
- 15. #socadm15 Your institution’s website is the first marketing tool to attract and engage prospective students. #socadm16 Mobile Browsing vs. Mobile Apps Mobile browsing is a key element during the discovery phase of college search. Mobile apps accelerate engagement with your institution once students have demonstrated interest. Native apps are used most during decision phase of the college choice process.
- 16. Once a day, 21% Once a week, 36% Once a month, 14% Every once in a while, 29% Frequency of College Website Visits 16% 64% 14% 7% Quality of Mobile Experience Your Website Must Be Mobile Optimized #socadm16 How frequently do you visit college websites on a mobile browser? How would you rate your mobile experience interacting with college websites?
- 17. 73% 66% 54% 54% 53% Updates on admissions info Learn about college- specific info Submit an application Communicate with college rep Take a virtual campus tour Students Download Native Apps #socadm16 HALF OF STUDENTS WOULD DOWNLOAD APP TO COMMUNICATE For what purpose would you download a native app from a college?
- 19. 85% 35% 5% College Website Common App Other Submitting Apps on Their Phone #socadm16 12%SUBMITTED AN APPLICATION THROUGH MOBILE Did you submit a college application on a mobile device? Which methods best describe how you submitted a college application on your mobile device?
- 20. #socadm15 Don’t miss the mark. Five years ago social media was the hot new thing. Now it’s mobility. Don’t fall flat by not adapting your content to your prospective students’ mobile devices. Know their boundaries. As restrictions around student data and privacy increase, understanding boundaries is key. Consider how private messaging through a native app compares to opt-in strategies, like texting. Double down on what works. Understand where email, messaging apps and social media fit into the routine of your prospects. Mobile Insights #socadm16
- 22. #socadm15 60%INDICATED USING AT LEAS T ONE OF THESE 8 SITES Informative Social Specialized NEARL Y Segmenting Digital Tools #socadm16 Which of the following online resources have you used to research colleges?
- 23. 87% 81% 75% 63% 60% 59% Information about college (e.g., specific majors) Scholarship information Admissions information Information about life on campus College ratings Financial aid #socadm16 What types of content do you look for on these sites? Students in Discovery Mode
- 24. 15% 19% 29% 49% 26% 35% 40% 35% 40% 34% 27% 15% 19% 7% 3% 2% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Social media sites Ranking sites (e.g., US News and World Report) College review and scholarship sites (e.g., Chegg, Niche) College and university sites Extremely useful Very useful Somewhat useful Not very useful How useful were the following types of sites during your college research?#socadm16 69% say very to extremely useful 41% say very to extremely useful Most Useful for College Research
- 25. #socadm15 Differentiate between digital and social tools. While it may be appropriate for a youthful member of your team to manage your social networking presence, they may or may not be the best fit for managing your entire digital recruitment strategy. Nearly 60% of students report using one of the sites in the Chegg Network for their research. These sites are oftentimes the first (and even last) stop on a student’s college search. Digital sources are used for discovery and information gathering. An effective digital recruitment strategy focuses on reaching students on the channels they use, when they are using them. Digital Insights #socadm16
- 27. 8% 34% 32% 56% 49% 6% 9% 18% 10% 15% 11% 7% 10% 5% 7% 13% 8% 8% 4% 4% 14% 9% 11% 6% 6% 49% 34% 21% 20% 19% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Pinterest Twitter Facebook Snapchat Instagram Multiple times a day Once a day Once a week Once a month Every once in a while Never Frequency of Social Media Usage #socadm16 How often do you use the following social media websites?
- 28. 48% 87% 51% 31% 33% 64% 63% 82% 54% 37% 26% 81% 80% 79% 66% 51% 39% Instagram Snapchat Facebook Twitter Pinterest Tumblr 2013 2014 2015 Trended Social Media Usage #socadm16 INCREASED GROWTH BY PERCENTAGE POINTS 17 Year over year comparison: How often do you use the following social media websites?
- 29. #socadm15#socadm16 Social Media as Decision Engine 61%HAVE LIKED OR FOLLOWED A COLLEGE IN THEIR CONSIDERATION S ET Have you liked or followed a college that is in your consideration set?
- 30. #socadm15 4 in 5SAY SOCIAL MEDIA CONVERSATION INFLUENCED THEIR ENROLLMENT DECISIO NS 1 in 2USE SOCIAL MEDIA WHEN DECIDING WHERE TO ENROLL #socadm16 Social Media as Decision Engine Did you use social media as a resource when deciding where to enroll? How influential were each of the following in helping you decide where to enroll?
- 31. Visual-First Apps Used Most 4% 18% 16% 15% 22% 14% 5% 8% 11% 12% 12% 11% 5% 7% 9% 16% 13% 14% 9% 5% 7% 9% 7% 13% 12% 12% 15% 16% 16% 19% 65% 50% 42% 32% 30% 29% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Pinterest Snapchat Twitter Facebook Instagram YouTube Multiple times a day Once a day Once a week Once a month Every once in a while Never #socadm16 Has used ever: Vine 26% YikYak 20% LinkedIn 17% How often do you use the following social media sites during college research?
- 32. 41% 58% 19% 6% 49% 28% 60% 31% 14% 62% 48% 67% 46% 26% 20% 71% 70% 67% 56% 48% 21% YouTube Instagram Facebook Twitter Snapchat Pinterest 2012 2013 2014 2015 #socadm16 Increased Growth and Fragmentation 1 in 2USE 5+ PLATFORMS Year over year comparison: How often do you use the following social media sites during college research?
- 33. #socadm15 Social is Mobile: 89% of students access social media on a mobile device. Know your networks: Facebook still isn’t dead, but video and visual-first platforms continue to gain ground. This age group understands intuitively how to filter inauthentic, brand-heavy messaging. Make students your story. Social is fragmented: Students today use multiple platforms to find and engage with you and your students on social media. It’s important to prioritize your time accordingly. Social Insights #socadm16
Notes de l'éditeur
- Look at all the ways students are connecting with college using mobile.
- There is a difference between peer-to-peer and student-to-school interactions.
- According to Pew, half of young adults who own a smartphone use messaging apps 7 out of 10 use Kik – and Kik was part of “other” category last cycle Over half of students use WhatsApp or GroupMe Other includes FB Messenger and Google Hangouts Return to exclusivity – see http://qz.com/613640/teens-have-a-smart-reason-for-abandoning-facebook-and-twitter/
- 2 in 5 schedule campus visit or take virtual campus tour
- Faster, easier access to information and people once students have demonstrated interest in your institution. Native apps provide a two-way, direct form of communication thanks to push notifications, student preferences, etc.
- Over half of students access college sites on a mobile device at least weekly The experience meets needs but could be improved
- 1 out of 2 would download a native app to communication with college reps
- New finding
- Now let’s shift our focus a little to how students “discover” schools … Based on our research we know that students are using a variety of sources to find and gather college information. We also know that there are literally dozens of so called “college search sites” where students can shop and gather information about multiple schools. The benefit of these sites if that they empower students to take control of their search and evaluate based on their needs … the challenge for enrollment managers, of course, is knowing where students are REALLY searching and what is just a flash in the pan.
- Based on our research we’ve bucketed the most popular sites into three main categories. “Informative” sources would be those sites where students go to gather general information … sites like My College Options and US news provide a good general directory experience where students can shop and compare. “Social” sites are those that give a more “personal” experience. Niche (formerly college prowler) is sortof the “Yelp” of the college search, while YOUniversityTV is like the YouTube experience where students can view student and college-produced videos. Specialized sites provide a very specific experience … BeRecruited, as an example, is a site where students can go to connect with coaches … and Parchment students use to submit documents to schools … both sites have a school search function as well. Nearly 60% of students indicate using AT LEAST ONE of these sites in their college research.
- When they are on these sites what are they looking for? Predominantly they are looking for general information … information about the major that interests them, scholarship details, financial aid, and admissions criteria. They discover and use many of these digital sites (Chegg included) because of robust the scholarship directories … they stay for the college search/compare tools.
- Of course it’s not enough to just say “students use the web” … That’s obvious. More importantly for enrollment managers it’s important to understand where students place value. This data shows that over 80% of students find your .edu site very to extremely useful … and that’s great. We want to see that because we understand (and you can tell your VP of communications) that your webiste is a marketing vehicle and should be treated as such. With that said, nearly 70% of students indicated review sites and over half of students considered ranking sites very to extremely useful. This is compared to less than half of students indicating social media as very to extremely useful when researching colleges. Again, this points to the fact that college research and ranking sites are DISCOVERY engines while social is more influential and useful towards the bottom of the funnel.
- Half use social media when deciding where to enroll 53% use sm to research colleges they’ve already applied to AND 2 in 3 use social media to research colleges 36% No 64% Yes
- Students visit highly visual apps YouTube, Instagram, Facebook for college information
- A look a little closer shows that predominantly students are in “discovery” mode when using digital tools. They discover many of these sites (Chegg included) because of robust scholarship directories … they stay for the college search/compare tools.