Who are today's college applicants? What are their likes and dislikes? What trends do they follow? What patterns do they exhibit? Thanks to the world of big (and small) data, these questions—and many more—are becoming critical. So we searched and searched, and then searched some more to pull out some of the facts that will help shape your marketing messages. Here's a snapshot of what we uncovered:
The percent of freshmen who choose a school within 500 miles of home, while 53 percent select one within 100 miles (The Chronicle of Higher Education's "Ties to Home" report).
The percent of students who were accepted by their first choice of college.
The percent of students who enrolled in their first choice of college (UCLA Higher Education Research Institute's Freshman survey).
The percent of high school seniors who apply to seven or more colleges (UCLA Higher Education Research Institute's Freshman survey).
Percent of high school seniors and 45 percent of juniors say they are more likely to consider colleges that use brochures and phone calls to communicate (Ruffalo Noel Levitz's "E-Expectations Report").
The percent of surveyed students who say print publications and letters were an effective way to learn about a school's academic offerings (Ruffalo Noel Levitz's "E-Expectations Report").