2014 E-Expectations Report
The Online Preferences of College-Bound High School Seniors and Their Parents
How do high school students and their parents prefer to research prospective colleges online?
Ruffalo Noel Levitz, OmniUpdate, CollegeWeekLive, and NRCCUA examined that question in this E-Expectations survey. In March 2014, they polled 1,000 college-bound seniors and more than 500 parents to examine their expectations, attitudes, and behaviors about e-recruitment. Among the findings:
  • Nine out of ten seniors and eight out of ten parents have access to a mobile device; 71 percent of seniors and 45 percent of parents have looked at college websites on their mobile devices.
  • Parents and seniors both rated college websites as the most influential recruitment resource by a significant margin. More than half of all parents and 65 percent of seniors reported looking at a college website within the past week of when the survey was conducted.
  • Nearly all seniors and their parents will open an email from a campus they are considering.
  • More than half of students and parents are willing to receive text messages from campuses.
  • Four out of ten seniors use Twitter, and nearly 40 percent of those users follow a college.
This report is part of the ongoing E-Expectations research series.
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