Millenials Sleuth Their Way to Right-Fit Colleges with Digital Detective Work
Largest survey of its kind breaks down decision-making of 11,000 prospective students
55% of college bound students are investigating colleges every day; 45% use a mobile device to visit a college website
CHICAGO, Jan. 16, 2013 /PRNewswire-USNewswire/ -- Are a growing number of students making decisions about choosing colleges without so much as a phone call to the admissions office? Do college-bound students wish to text with prospective colleges? How and how often do they use Facebook, Twitter, and other social media tools to engage with colleges and universities and at which points during their search process?
The Super Investigator: Understanding Today's "Always On" Prospective Student, provides the most in-depth look at the behavior and attitudes of today's prospective college students as well as transfer and international students. To gain fresh insights into how students are consuming and responding to ever-changing college marketing channels, Lipman Hearne, a leading national marketing and communications firm serving higher education organizations, partnered with college search Web site Cappex.com to survey its users. Cappex users make up 25% of the entire U.S. college-bound population. The survey was distributed to high school sophomores, juniors, and seniors, and college students who are considering transferring from their current school. With 11,244 valid respondents nationwide, this is the largest survey of its kind ever conducted.
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