Eduventures Study Finds the College Search Process Filled with Newly Sophisticated High School Juniors and Seniors

BOSTON, Aug. 17, 2011 /PRNewswire/ -- A recently released study by Eduventures, Inc. (The College Bound Market Update) provides key insights for University leaders into how the college search process is transforming for high school students in the United States.  The study surveyed close to 11,000 high school juniors and seniors in the U.S. to address several key questions, revealing that students are starting their search much earlier and are applying to more schools.

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The study revealed that 42% of high school students now begin their search as early as sophomore year. High school students are also applying to more schools, with the mean number of applications for high school seniors increasing from 6.3 to 7.3 since 2008, and almost 20% of students now applying to 10 or more colleges and universities.  

According to Kim Reid, Program Director and Senior Analyst in Eduventures Enrollment Management Learning Collaborative, "Given the increasingly competitive nature of the search environment and the declining number of high school graduates, colleges and universities need to be focused on recruiting and yield strategies that convey and reflect their unique value proposition to an increasingly sophisticated student."

Eduventures study also found that while online channels continue to be ubiquitous during the search process, traditional print materials are still heavily used, especially for high school students who are earlier in their search process. Specifically, high school juniors are more likely to use print materials while seniors tend to rely more heavily on institutional web sites to gather information.

High school students are also increasingly using third-party web sites during their hunt for a college. For instance, social media outlets are becoming more common among both juniors and seniors, with 44% using YouTube channels and 41% using Facebook pages for prospective students. High school seniors are also more likely to rely on third-party online tools to aid their college search, with students reporting Google and CollegeBoard as the most frequently used and useful tools.  

"This study provides an important and timely student perspective on expectations for their college search process and experiences, and helps university leaders to consider how well they are equipped to meet students' expectations," according to Peter J. Stokes, Executive Vice President and Chief Research Officer at Eduventures.

To request a copy of this study, contact Tracey Liptack at [email protected]; 617-532-6053 or visit Eduventures in booth 247 at the National Association for College Admission Counseling (NACAC) 2011 National Conference on September 22-24, 2011 in New Orleans, LA.

About Eduventures

Eduventures, Inc. is a research and consulting firm with deep expertise in higher education. We work with senior leaders at over 300 schools across the United States. Through our Learning Collaboratives and Consulting Division, we work with clients to drive enrollments, raise funds, optimize the academic portfolio, and operate more efficiently. For more information, visit www.eduventures.com.

SOURCE Eduventures, Inc.