2024年全国未来学生调查

TABLE OF CONTENTS HANOVER RESEARCHFOR HIGHER EDUCATION Hanover’sinsights help higher educationinstitutionsstrengthentheiracademicportfolios, maximize enrollment and retention,manage costs, improve brand perception, andengage alumni. From research to consultingand advisory services, our solutions address acomprehensive array of challenges to achievethe best possible outcomes for our clients andthe students they serve. 3 /INTRODUCTION4 /2024 PROSPECTIVE STUDENT TRENDS5 /WHO’S CONSIDERING HIGHER EDUCATION —AND WHO MAY NOT8 /WHAT MOTIVATES PROSPECTS TOAPPLY ANDENROLL11 /WHAT PROSPECTS WANT TO STUDY14 /HOW AND WHERE PROSPECTS WANT TO LEARN18 /WHAT CAMPUS SUPPORT PROSPECTS NEED22 /HOW TO REACH PROSPECTS24 /WHEN TO REACH PROSPECTS28 /CONCLUSION30 /APPENDIX $500Min new programrevenue 15%increase in nettuition revenue ourclients experience $700Min totalgrant awards 3000+research projectscompletedsince 2020 600+higher educationmembers 11xaverage ROIwith membership For more information about Hanover’ssolutions and services, turn to page 32 or visithanoverresearch.com/higher-education. INTRODUCTION As enrollment challenges persist at higher education institutions, collegeand university leaders know that some recruitment strategies that workedin the past no longer guarantee results. Gone are the days of consideringprospective students a monolithic unit. Even within a traditional college-agecohort, members of Generation Z have many different experiences, barriers,needs, and expectations. Instead, higher education leaders must pay close attention to prospectivestudents’shifting demographics,behaviors,and attitudes,and developdifferentiated and targeted ways to connect with them. Whilestudent differences and external factors(such as economic andpolitical) can make it more difficult to predict students’ college enrollmentdecisions, institutions also have an opportunity to leverage this informationto their advantage — if they pay close attention to data and trends. In July 2024, Hanover Research surveyed nearly 1,000 U.S. high schoolstudents (ages 16–19) to examine what factors are important to themwhen considering where to apply and enroll in college, as well as if theyplan to attend at all. Fine tune your institution’s SEMplanning with our guide,5 Waysto Enhance Strategic EnrollmentManagement with Data Higher education leaders can immediately apply these insights to strengthentheirenrollment planning,tailor admissions guidance,and enhancecampusexperiences that will lead to more effective recruitment andengagementefforts. 2024 PROSPECTIVE STUDENT TRENDS Most high school students are interested in higher education despite significant enrollmentbarriers tied to academics and affordability, but they expect a high return on investment. Finances and Academics Drive Decisions Increased Optimism about College and Careers 1 Most students are feeling optimistic about their likelihood ofgoing to college after high school and have an idea of whatcareer they want to pursue, as well as the education they’llneed to get there. Affordability and future employability most often determineif students will apply and enroll. Financial cost, uncertaintyabout what to study, and academic performance concernsare the barriers that stop them in their tracks. A Desire for Full-Time, In-Person Experiences 2Career and Program Interests DetermineCredentialType While students would like to have a wide variety of learningoptions, most plan to enroll full-time in a suburban or urbancampus setting within a few hours from home. Motivated by salary objectives, about half of current highschool students have an idea of their future educationaland career path, which most often leads them to consider abachelor’s degree over other credentials. A Preference for Digital Communication butLess Social Media7 College Preparedness Concerns Are Increasing 3 Only about a third of students feel prepared for college lifeandacademics, with concerns about their self-discipline,study skills, communication skills, and academic knowledge. Most students want to hear from institutions by email andtext message, but slightly less so via social media and printpublications. Their socialmedia usage is spread acrossmultiple platforms, but Instagram remains at the top. 4Limited Familiarity with the CollegeApplicationProcess Most students are slightly familiar with the college admissionsprocess, start researching colleges around their sophomoreyear, and turn to websites and trusted adults for help. WHO’S CONSIDERING HIGHER EDUCATION — AND WHO MAY NOT Most prospective students continue to be interested in pursuing college after high schoolgraduation, but their financial and academic barriers to enrollment have increased. Overall, most survey respondents (90%) reportbeing at least moderately likely to enroll in acollegeor university after high school,up 6percentage points from 2022 and 16 percentagepointsafter a dip in 2023.Nearly three-quarters of studen