This report summarizes the findings of a survey of 354 students between the ages of 14-18 about their views and plans regarding college education. Key findings include that most students see college as necessary to get a good job, and feel it is worth the costs and time. However, many are concerned about affordability. The majority plan to attend a 4-year public university, but finances will influence their final decisions. Face-to-face interactions remain most effective for colleges to connect with students.

1. Buzz on College
Education
Study 6.0
Th 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. 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 of
our 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
354
survey.
60% /40%
female male Par tic ipa n ts
buzzmg.com

3. location
WI CA CT
TX 2% Rest of USA 12% 3%
13% FL
TN 3% 5%
2%
PA
The majority of 4% GA
participants are OH 8%
2% NC
from these states. 2%
NY
IL
12%
15%
STATS BY STATE AND PERCENTAGE >>>
NJ MO MN MI MA MD
4% 2% 3% 3% 3% 2% buzzmg.com

4. AGE
Eighteen 26%
Seventeen 27%
Sixteen 23%
The respondents
ranged in age from Fifteen 13%
14 – 18 years old. Fourteen 6%
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5. ethnicity American Indian Other
1% 4%
Hispanic
12%
Asian American
6%
White
Black
58%
19%
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6. My Parents
are…
Other
9%
Divorced
18%
Seperated
Married
6%
67%
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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%
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8. Highest level
father of education mother
Ph.D Other Masters Other High school
Masters Degree 4%
2% 8% diploma
Degree 12%
12% 29%
High school
diploma
37%
Bachelors Bachelors
Degree Degree
27% Associates 37%
Degree Associates
14% Degree
18%
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9. n
are wo r king i
employment 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 and
and working and working self-
part-time full-time Other employed
16% 1% 3% 1%
A full-time
student
79%
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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 don't
$8,000 $33,000 $82,000 $170,000 $370,000 $370,000 want to
specify buzzmg.com

11. e nding a
r stude n ts plan o n a tt
Ne arly all o f ou h e y gradua te
fro m
y afte r t
c 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%
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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 College
or University in
my state
11% buzzmg.com

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%
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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 can't I prefer to The current I want to I don't feel
book smart afford it start job market join the prepared
working for college military for college
immediately graduates is
poor buzzmg.com

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%
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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 decision
about where you
will attend
college?
My parents
10%
Me
90%
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17. Value of
education Do you think a
Do you think college
college 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%
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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 dir
Do you think the Do you think that
course colleges college
are offering will materials are
still be relevant directed
in 10 years? towards you or
your parents?
MATH
87% 101
70%
30%
13%
Yes No Me My parents buzzmg.com

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%
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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 and
how 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 I
go to college depends on how good my grades are, where I can get
scholarships 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 in
me the importance of a college education. I can't imagine being able to
succeed without it. For school selection we researched my field of
interest and schools that were offering programs, and where they
ranked.”
“The process is very difficult because there are so many choices and
variables involved. I think it is just too time consuming and confusing
and expensive.” buzzmg.com

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 comes
career. 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 not
get you the job but it opens doors. It is becoming a requirement to have a
college degree. The competition for a job is unbelievable and if you have
a college degree you are a step up from others who do not have a
degree.”
“I think that highly educated people attended college, strong people
that want to succeed in life.”
“When I think of college I think of pressure to achieve a GPA and test
scores that qualify me for the schools I wish to attend. I think of stress
and more stress.” buzzmg.com

22. Where do you see
yourself 5 years
from now?
“In 5 years I see my self still in school working on my masters degree
and 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 first
apartment.”
“I will hopefully have graduated and have a great job and will be saving
up to continue my studies depending on my major.”
“I see myself successful. I see myself enjoying the fruits of my labor
and having choices because of my decision to attend college. This is what
I hope at least.” buzzmg.com

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 the
can. I would tell them to really visit colleges and get a feel for them.” next few years?
“Don't go into debt for undergrad. It's not worth it. Find a good state
school with an excellent reputation in the area of study in which you
are interested. Then, you can take on some debt for graduate school.”
“Start early. There are so many colleges out there it is overwhelming
and the earlier you start looking the more opportunities you will have
to make smart decisions. Your senior year is so busy it is hard to fit
everything in. And there are also many scholarships available that can
be applied for before your senior year so take advantage of those.”
“Don't take any classes just to get an easy A. They probably won't
prepare you for college. Do what you love and love what you do.”
buzzmg.com

24. KEY Face-to-face interactions
with representatives from
FINDINGS colleges and college tours
remain the most effective
ways to reach students who
are looking for a school to
attend.
Students have much more
Despite the recession and power than in the past.
the overall costs of a college 90% of our students said
education, our students still that they ultimately
feel that college is a decide if, when, and
worthwhile investment for where they will attend
their future and necessary college.
to be successful.
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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 know
EMP LOYME N T. We know that they are on every
that they value higher social network and
education and are more connected 24/7, but how is
ambitious than ever, but, this trend affecting this
after graduating, are they generation? What are the
able to find the conditions positives and negatives of a
they need to flourish in this completely wired life?
economy?
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26. Co n tac t Us!
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Suite 1810
Philadelphia, PA 19102
215.399.5679
www.buzzmg.com