mobilizing admissions: the 2016 social admissions report

Download Mobilizing Admissions: The 2016 Social Admissions Report

Post on 15-Apr-2017

6.657 views

Category:

Education

0 download

Embed Size (px)

TRANSCRIPT

  • #socadm15

    Optimizing Mobile for Your Future Students: 2016 Social Admissions Report

  • #socadm15

    Social media isnt new. This years study updates key data but shifts focus to emerging resources and influencers.

    This years valuable yet often misunderstood asset is mobile technology.

    As always, there is a balance between being an early adopter and being strategic and focused on your goals.

    Why We Do This Survey

    #socadm16!

  • #socadm15

    Audience

    Invitations emailed to high school students registered to Chegg October 2015 Past Social Admissions Reports

    fielded in: Q2 2015 | Q4 2014 | Q2 2014 | Q4 2013 | Q1 2013 | Q2 2012

    Trends highlighted throughout the presentation

    Background

    Insight into how students use, and are influenced by, digital tools, mobile technology and social media when researching and evaluating institutions

    High school seniors and college freshmen

    1,926 surveys completed this cycle (over 7,000 total)

    Weighted data to 42% male, 58% female

    Survey

    Methodology

    #socadm16!

  • 0

    0.1

    0.2

    0.3

    0.4

    0.5

    0.6

    Ethnicity

    CA 14%!GA 3% !FL 4%!

    MI 7%! NY 3%!

    PA 3%!

    TX 7%!

    Top States of Residence!

    IL 7%!25%!

    43%!

    20%!

    12%!

    1-3!

    4-6!

    7-10!

    +10!

    Number of Schools Applied to!

    Respondents

    #socadm16!

  • #socadm15

    Mobile From Recruitment Through Enrollment

  • #socadm15

    86% of young adults (ages 18-29) own a mobile smartphone

    9 out of 10 young adults use social media

    Half of young adults who own a smartphone also use messaging apps

    Mobile provides the most effective way to reach and communicate with students

    Mobile Technology & Todays Students

    #socadm16!

  • 0%!

    10%!

    20%!

    30%!

    40%!

    50%!

    60%!

    70%!

    80%!

    90%!

    Watched video from college!

    Watched video from student!

    Read a student blog!

    Searched for specific hashtag!

    Posted question to college rep on

    sm!

    Posted question to student on sm!

    Tweeted with specific hashtag!

    Participated in live chat!

    Peeked at a specific school

    on YkYak!

    Past 24 hours! Past week! Past month or longer!

    81%!

    45%! 42%!

    32%!

    20%! 20%! 19%! 19%!

    9%!

    #socadm16!

    4 in 5HAVE WATCHED A VIDEO

    FROM A COLLEGE

    Connecting with Colleges

    How often have you done the following during your college research process?

  • Email, 69%!

    Social Media, 4%!

    Call, 12%!

    Live Chat , 4%!

    Text, 8%!

    Messaging App, 3%!

    #socadm16!

    Email Preferred Communication on Mobile

    How do you most prefer to communicate with college admissions on your mobile device?

  • 71%!

    32%!26%!

    7%! 5%!1%!

    Kik GroupMe WhatsApp Whisper WeChat FireChat

    Other includes:

    FB Messenger!

    Google Hangouts!

    Messaging Apps Are So Popular

    #socadm16!

    7 in 10!HAVE USED KIK

    Have you used any of the following messaging apps?

  • #socadm15

    #socadm16!

    53%EXPECT A RESPONSE

    WITHIN A DAY OFCONTACTING COLLEGE REP

    After you contact a college representative, how soon do you expect to hear a response?

    Students Want Instant Gratification

  • #socadm15

    #socadm16!

    93%!AGREE!

    I would like to receive communication from college admissions

    tailored specifically to me.

    Students Want Personalized Communication

  • 47%!Laptop

    37%!Smartphone

    or Tablet 13%!Desktop

    Primary Device to Research Colleges

    #socadm16! Which device do you primarily use to research colleges?

  • #socadm16!

    82%!

    37%! 37%!

    19%!15%! 12%!

    6%!

    Visited college website

    Scheduled campus visit

    Taken virtual campus tour

    Downloaded native app from

    college

    Asked question on social media

    Texted with college rep

    Live chat with college rep

    Admissions Actions Completed on Mobile

    Which of the following have you done on a mobile device when considering which colleges to apply to or where to enroll?

  • #socadm15

    4 in 5VISIT COLLEGE WEBSITES

    1 in 5DOWNLOAD NATIVE APP

    #socadm16!

    Admissions Actions Completed on Mobile

    Which of the following have you done on a mobile device when considering which colleges to apply to or where to enroll?

  • #socadm15

    Your institutions website is the first marketing tool

    to attract and engage prospective students. !

    #socadm16!

    Mobile Browsing vs. Mobile Apps

    Mobile browsing!is a key element during the discovery phase of

    college search.!

    Mobile apps!accelerate engagement with your institution once students have demonstrated interest.!

    Native apps!are used most during decision phase of the college choice process.!

  • Once a day, 21%!

    Once a week, 36%!

    Once a month, 14%!

    Every once in a while,

    29%!

    Frequency of College Website Visits!

    16%!

    64%!

    14%!7%!

    Quality of Mobile Experience!

    Your Website Must Be Mobile Optimized

    #socadm16! How frequently do you visit college websites on a mobile browser?How would you rate your mobile experience interacting with college websites?

  • 73%!66%!

    54%! 54%! 53%!

    Updates on admissions info

    Learn about college-specific info

    Submit an application Communicate with college rep

    Take a virtual campus tour

    Students Download Native Apps

    #socadm16!

    HALF OF STUDENTS!WOULD DOWNLOAD APP

    TO COMMUNICATE

    For what purpose would you download a native app from a college?

  • #socadm15

    University-Branded Mobile App

    #socadm16!

  • 85%!

    35%!

    5%!

    College Website Common App Other

    Submitting Apps on Their Phone

    #socadm16!

    12%!SUBMITTED ANAPPLICATION

    THROUGH MOBILE

    Did you submit a college application on a mobile device?Which methods best describe how you submitted a college application on your mobile device?

  • #socadm15

    Dont miss the mark. Five years ago social media was the hot new thing. Now its mobility. Dont fall flat by not adapting your content to your prospective students mobile devices.

    Know their boundaries. As restrictions around student data and privacy increase, understanding boundaries is key. Consider how private messaging through a native app compares to opt-in strategies, like texting.

    Double down on what works. Understand where email, messaging apps and social media fit into the routine of your prospects.

    Mobile Insights

    #socadm16!

  • #socadm15

    Digital for Discovery

  • #socadm15

    60%!INDICATED USING AT

    LEAST ONE OF THESE SITES

    !

    Informative! Social!

    Specialized!

    NEARLY

    Segmenting Digital Tools

    #socadm16! Which of the following online resources have you used to research colleges?

  • 87%!81%!

    75%!

    63%! 60%! 59%!

    Information about college (e.g., specific

    majors)

    Scholarship information

    Admissions information

    Information about life on campus

    College ratings Financial aid

    #socadm16! What types of content do you look for on these sites?

    Students in Discovery Mode

  • 15%!

    19%!

    29%!

    49%!

    26%!

    35%!

    40%!

    35%!

    40%!

    34%!

    27%!

    15%!

    19%!

    7%!

    3%!

    2%!

    0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

    Social media sites

    Ranking sites (e.g., US News and World Report)

    College review and scholarship sites (e.g., Chegg, Niche)

    College and university sites

    Extremely useful Very useful Somewhat useful Not very useful

    How useful were the following types of sites during your college research?#socadm16!

    69% say very to extremely useful

    41% say very to extremely useful

    Most Useful for College Research

  • #socadm15

    Differentiate between digital and social tools. While it may be appropriate for a youthful member of your team to manage your social networking presence, they may or may not be the best fit for managing your entire digital recruitment strategy.

    Nearly 60% of students report using one of the sites in the Chegg Network for their research. These sites are oftentimes the first (and even last) stop on a students college search.

    Digital sources are used for discovery and information gathering. An effective digital recruitment strategy focuses on reaching students on the channels they use, when they are using them.

    Digital Insights

    #socadm16!

  • #socadm15

    Social for Decision

  • 8%!

    34%!

    32%!

    56%!

    49%!

    6%!

    9%!

    18%!

    10%!

    15%!

    11%!

    7%!

    10%!

    5%!

    7%!

    13%!

    8%!

    8%!

    4%!

    4%!

    14%!

    9%!

    11%!

    6%!

    6%!

    49%!

    34%!

    21%!

    20%!

    19%!

    0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

    Pinterest

    Twitter

    Facebook

    Snapchat

    Instagram

    Multiple times a day Once a day Once a week Once a month Every once in a while Never

    +16

    +

    -10

    +8

    +0

    YOY daily or more use (change in percentage

    points)!

    Frequency of Social Media Usage

    #socadm16! How often do you use the following social media websites?

  • 48%!

    87%!

    5