2023年全国未来学生调查

HANOVER RESEARCHFOR HIGHER EDUCATION TABLE OF CONTENTS 3 /INTRODUCTION Hanover’s insights help higher education institutionsstrengthen their academic portfolios, maximize enrollmentand retention, manage costs, improve brand perception,and engage alumni. From research to consulting andadvisory services, our solutions address a comprehensivearray of challenges to achieve the best possible outcomesfor our clients and the students they serve. 4 /SUMMARY OF FINDINGS 6 /BARRIERS TO ENROLLMENT 10 /DEGREE AND PROGRAM INTERESTS 14 /LEARNING PREFERENCES $700Min totalgrant awards $500Min new programrevenue 15%increase in net tuitionrevenue our clientsexperience 19 /DECISION-DRIVING FACTORS 23 /FIRST-YEAR EXPECTATIONS 3000+research projectscompletedsince 2020 600+higher educationmembers 11xaverage ROI withmembership 27 /COMMUNICATION WITH INSTITUTIONS 31 /CONCLUSION 33 /APPENDIX Fo rm o r e i n f o r m a t i o n a b o u t H a n o v e r ’ ssolutions and services, turn to page 36 or visithanoverresearch.com/higher-education. 36 /ABOUT HANOVER RESEARCH INTRODUCTION Prospective students today have more postsecondary options toconsider than ever, pushing higher education leaders to clarifytheir value proposition and adapt their recruiting practices. Forhigh school students, their choices after graduation include notonly enrolling in a variety of traditional and non-traditional highereducation opportunities, but also entering the workforce, doingmilitary service, or managing family obligations. Many studentseven take on a combination of these roles. With the plethora of postsecondary opportunities and thepublic’s growing skepticism of the value of a college degree,it’s imperative for higher education leaders to understand theperspectives of college-bound students to build an informed andeffective enrollment strategy. In August 2023, Hanover Research surveyed nearly 1,000 highschool students, ages 16 to 19, across the United States toexamine what factors are important to them when consideringwhere to apply and enroll in college, as well as if they plan toattend at all. These survey findings will help higher education leadersunderstand more about what traditional-age prospectivestudents see as opportunities, barriers, and concerns aboutpursuing higher education in a post-pandemic world. Applyingthese insights to your institution will lay the groundwork forattracting students that are the right fit for your institutionby speaking to their interests and keeping them engaged byaddressing their priority needs. Is your institution ready to tackle evolvingenrollment challenges this year? Read our5 Higher Ed Trends to Watch in 2023–24to stay ahead of the curve. SUMMARY OFFINDINGS CONCERNS ABOUT COLLEGE AFFORDABILITY REIGN TOP OF MIND FOR STUDENTS A college degree is becoming a less accessible goal for many U.S. high school students due to the prohibitive cost of higher educationand fears of taking on student debt, coupled with concerns about their ability to manage its academic rigor and find future employment. Barriers to Enrollment •34% of prospective students with doubts about going to college say financial reasons may keep them fromenrolling, while 32% are unsure of how to get started, and 26% are apprehensive about their ability to be accepted. Degree and Program Interests •When considering the multiple credentials available to them, 70% of respondents say they plan to pursue abachelor’s degree, slightly down from 2022, and 40% are considering an associate degree. Learning Preferences •About 50% of students still want to take on-campus classes, full-time, on weekdays but 64% will only considerinstitutions that are less than four hours from their home. Decision-Driving Factors •Affordability, getting a good job, and tuition assistance are the top three factors in determining where studentswill apply and where they will enroll. First-Year Expectations •Only 37% feel very or extremely prepared to enter a higher education institution and they are concerned abouttheir discipline/self-motivation (43%), study skills (41%), and general communication skills (32%). Communication with Institutions •Institutions’ websites, email, and Instagram are still the primary means by which prospective students want toconnect with colleges and universities. BARRIERS TOENROLLMENT BARRIERS TO ATTENDING COLLEGE In this survey, 46% percent of all respondents say they are very or extremely likely to enroll in college after high school. 42% are moderately orslightly likely, and 12% are not at all likely. Notably, as students get closer to graduation, their interest in enrolling begins to rise (37% of juniorsare likely to enroll, compared to 51% of seniors). To understand more about the perceived barriers to higher education, we also asked students what might keep them from enrolling in anundergraduate program after graduation. Not surprisingly, two main themes emerge: finances and preparedness. FINANCIAL CONCER