NotesFAQContact Us
Search Tips
ERIC Number: ED536414
Record Type: Non-Journal
Publication Date: 2011
Pages: 16
Abstractor: ERIC
The Online Expectations of Prospective College Students and Their Parents. E-Expectations Report, 2011
Noel-Levitz, Inc
To recruit prospective students today, you have to look beyond your Web site. The rise of social networking and the growing use of mobile Web access have fundamentally expanded how students access information and interact online. You also have to look beyond students to their parents, who often play a key role in the college decision process. How can you meet what may be two very different yet equally important sets of online expectations? This report examines responses from a national survey of college-bound high school students and their parents, looking at their behavior and expectations regarding college Web sites, social media, and other key topics in e-recruitment. Among the findings: (1) The majority of respondents said the college search and enrollment decision process is a collaborative effort between students and parents; (2) One in five students said they removed a school from consideration because of a bad experience on an institution's Web site; (3) When first coming to a school's Web site, more students and parents tend to click on links related to academics and programs of study; (4) Among students who had Facebook accounts, 27 percent said that they had visited a college's Facebook page, compared to just 12 percent of parents with Facebook accounts; (5) Only 9 percent of students and 5 percent of parents said they had Twitter accounts; (6) More than 75 percent of both parents and students said they never or only rarely read blogs on college sites; and (7) Of the 86 percent of students who said they use e-mail, 93 percent stated that they provided schools with an e-mail address, with nearly all adding that they submitted an e-mail address they check at least once per week. (Contains 4 sources and 1 footnote.) [Funding for this paper was provided by the National Center for College and University Admissions and OmniUpdate.]
Noel-Levitz, Inc. 2350 Oakdale Boulevard, Coralville, IA 52241. Tel: 800-876-1117; Tel: 319-626-8380; Fax: 319-626-8388; e-mail:; Web site:
Publication Type: Numerical/Quantitative Data; Reports - Research
Education Level: Higher Education; Postsecondary Education; Two Year Colleges
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: Noel-Levitz, Inc.