Digital Admissions White Paper: How Prospective Students Use Online Tools for College Search and Choice
May 06, 2020
How are prospective students using online tools for college search and choice?
mStoner and TargetX designed a survey focusing on how prospective teen students use a range of digital tools — social media, websites, email, and digital ads — during their college search and selection process, and what information is most helpful at each stage of the journey.
Our Digital Admissions research offers rich insights into the nuances of prospective students’ behavior as they make a vital decision in their lives.
Key findings from Digital Admissions include:
- 54% of respondents said a college’s website was very or extremely important in their decision about whether to apply to that college.
- 73% of respondents have noticed college or university ads on their computer or mobile device. And of those who have, 56% have clicked on at least one.
- 33% of respondents said that they didn’t use social media at all to research colleges and universities, and numerous open-ended comments disparage social media.
What You’ll Learn
The white paper includes survey results and insights on social media, institutional websites, digital advertising, and how to best reach prospective students illustrated through digestible graphs and quotes. These qualitative and quantitative findings include:
- What content is important to prospective teens
- Where to focus your digital enrollment marketing time and energy for maximum ROI
- Which digital tool has the highest impact throughout the entire prospective student journey
- What prospective teens think when they see your institution’s digital ads
- Which colleges and universities do it best
Download Digital Admissions
Unearth helpful statistics and insights that will help inform your digital admissions and enrollment marketing strategies. Along with the white paper, you’ll also receive a recording of the Digital Admissions webinar presented by mStoner’s president and co-founder, Michael Stoner and TargetX’s CEO, Sasha Peterson.
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Travis Koury Marketing Manager As marketing manager, Travis Koury shares mStoner’s thought leadership and service offerings across a multitude of channels. He thoughtfully applies digital marketing best practices to ensure higher education marketing and communication professionals can easily discover and access mStoner’s helpful resources, primary research, and on-demand content.