Survey Results: How Students Research College Options
The way prospective students discover and research colleges is constantly evolving. With new tools, trends, and expectations shaping their journey, are you staying up-to-date on what matters most to them? We surveyed 530 current and prospective students between the ages of 17 and 24 to find out what key factors influence prospective students in their college search.
Who We Surveyed
Social Media Influence On the Rise
When asked what factors influenced their college decision, survey responders cited social media as frequently as the school’s website, a shift from previous years where the website was more influential. Advice from friends and family still remains the most important factor for prospective students.
Use of AI Nearly Doubles
Typical Chatbot Queries for College Research
"Compare X University vs. Y University."
Of the survey respondents who reported using AI chatbots in their college search, 50% used them to help compare two or more schools.
"Compare tuition of X College Y College.”
Tuition fees, affordability, and financial aid were among the most frequent concerns. Users sought information about scholarships, tuition comparisons, and financial aid options.
“What are the best colleges for acting programs?”
Users also asked about academic programs and career paths, including majors, certifications, and professional outcomes.
Prospective Students Demand Authenticity
Prospective students see college websites as effective marketing tools, that may be more concerned with promoting their schools than being candid about their true value proposition for prospective students.
Including testimonials from current students about programs, student life, and outcomes helps build trust. These should be included along primary prospective student user pathways.
Utilize Short-Form Video to Provide a Sense of Place
Prospects seek to understand the sense of place — highlight day in the life videos and tours of campus. Keep these informal and fast-paced.
Short-form video is the desired medium with a preference for videos from student perspectives.
Get the Full Survey Report
Jim Dalglish, OHO's Director, UX and Strategy, presented his findings in December of 2024. We are making the recording available until February 28th, 2025 for anyone who is interested in learning more about how students research college options.