Survey Results: Prospective Student College Research Trends
OHO surveyed more than 500 prospective and current students about their college selection process to better understand the tools they use to research schools and how different marketing channels influence decisions. This year we explored the use of generative AI and AI chatbots in the college admissions process.
Survey Respondent Demographics
School Websites Remain a Primary Resource for Prospective Students
Advice from friends and family and school websites are the two most important touchpoints when it comes to influencing the prospective student journey. This remains consistent from our past research. Over the last two years, social media moved up to claim the third position. Online discussion boards has also leaped ahead of search engines, guidance counselors, and school emails as an influence.
Instagram Is the Most Used Social Channel
More than 80% of respondents indicated they use Instagram regularly. More than 70% of respondents cite regular use of YouTube and TikTok. When it comes to researching colleges, more than 60% of respondents turn to Instagram while just over 40% use TikTok.
Prospects Crave Authentic Video Content
Student day-in-the-life videos continue to be the most desired social media content for prospective students, followed by statistics about the school, campus videos, information about clubs and organizations, and news about the school.
How Are Students Using AI Chatbots?
Prospects Trust Search Engines and AI Chatbots More Than School Websites
Despite ranking search engines as the second most popular resource in the survey, prospective students in the focus groups called out college websites as marketing tools that may be more concerned with promoting their schools than being candid about their true value proposition. These participants placed more faith in results from search engines or conversations with AI chatbots because this information is perceived as “more objective.”
Prioritize Email over Text and Calling for Undergraduate Prospects
Email was by far the preferred contact method for the majority of respondents, with 65% indicating they'd prefer school administrators to communicate with them by email. The next closest method was text at 23%, with phone a distant third at just 6% of respondents.
Get the Full Survey Report
Jim Dalglish, OHO's Director, UX and Strategy, presented his findings during our OHO U 2023 Online Conference. For access to the recording, please fill out the form on the next page, and someone from the team will be happy to share it with you.