What Students Search for When Choosing a College

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Marketing & Recruitment, Research

What Students Search for When Choosing a College

2018 E-Expectations search results
Source: 2018 E-Expectations Trend Report

Every year, there is always a surprise statistic to learn in the E-Expectations Trend Report about prospective students. In 2018, it wasn’t what students searched for when researching colleges—but the ranking of topics in their search.

At the bottom of this year’s Top Ten list is School Environment, with 35% of seniors and 39% of juniors weighing in. This defies the current thought that prospects only consider colleges and universities that cater to students with swanky recreational facilities, modern dorms, chef-created meals, and a traditional red brick campus. In fact, dorm accommodations rank 7th with 44% of seniors and 47% of juniors.

At the top of the list, however, is Cost/Tuition Information, the #1 reason that 88% of seniors and 82% of juniors search your website. This is followed by Scholarship Opportunities at #2 and Financial Aid at #4. Having come of age during the last recession, Gen Z students worry about their fiscal health and are less trusting of brands. Colleges and universities should highlight these concerns on their website, making information and resources easy to find and easy to understand.

To gain further insight about prospective students, download the full 2018 E-Expectations Trend Report today.

Download report


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