2023年全国录取学生调查

TABLE OF CONTENTS HANOVER RESEARCHFOR HIGHER EDUCATION 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 KEY FINDINGS 6 /COLLEGE APPLICATION FACTORS 11 /COLLEGE SELECTION FACTORS 16 /COMMUNICATION PREFERENCES $700Min totalgrant awards $500Min new programrevenue 15%increase in net tuitionrevenue our clientsexperience 18 /FIRST-YEAR NEEDS AND EXPECTATIONS 22 /CONCLUSION 3000+research projectscompletedsince 2020 600+higher educationmembers 11xaverage ROI withmembership 24 /APPENDIX 28 /ABOUT HANOVER For more information about Hanover’s solutionsand services, visith a n ove r re s e a rc h . co m /higher-education. INTRODUCTION As society shifts into a post-pandemic era, some aspects of higher educationhave been permanently reconfigured, and many institutions face ongoing studentrecruitment and retention challenges. While national enrollment figures remainedrelatively flat between spring 2022 and 2023, they still lag behind pre-pandemicrates, and the number of students who “stopped out” before earning a credentialincreased 3.6%. In addition, public confidence in the value of a degree continuesto erode with 56% of Americans skeptical of college education. For colleges anduniversities, it’s clear the “new normal” continues to be rocky terrain. However, there are some bright spots on the horizon, particularly among studentswho plan to enroll at a college or university in the 2023–24 academic year. Tostabilize downward enrollment trends, higher education leaders must understandstudents’ changing motivations, perceptions, and behaviors. Admitted students— who are closest to the end of the enrollment funnel — provide a wealth ofinformation that institutions can use to gain clarity on how to improve and innovate. Examining why students accept or decline an offer of admission can be a powerfultool to strengthen an institution’s enrollment strategy. To this end, HanoverResearch surveyed over 1,300 students in April 2023 who were admitted toundergraduate and graduate institutions in the United States. The results providea window into the factors that influence their 2023–24 enrollment decisions, theirchanging perceptions of higher education, and the types of support they may needfrom institutions in their first year. These insights can guide higher education leaders’ marketing, recruitment, andretention planning efforts as they prepare to engage and support their newestcohorts of students. SUMMARY OFKEY FINDINGS SUMMARY OF KEY FINDINGS A CAUTIOUS BUT RENEWED EAGERNESSFOR HIGHER EDUCATION Students admitted to a college or university in spring 2023 are showing signs of academic confidence and renewed faith in the value of obtaining a degree. Afterthree years of COVID-19 pandemic living, 76% report being very or extremely likely to enroll in fall 2023, a marked increase of 14 percentage points since 2020.Additionally, 74% consider a college degree very or extremely valuable. While cost remains a significant concern, a greater share of admitted students are ready for full-time, in-person learning and express slight gains in their level ofcollege readiness. However, more students are gravitating to public, in-state institutions and expressing a desire to stay closer to home or family. A preference forclose proximity may be one of the lasting impacts of the pandemic, coupled with rising economic apprehension. College SelectionFactors CommunicationPreferences College ApplicationFactors First-Year Needs andExpectations The percentage of admitted students whoprefer that institutions communicate withthem predominantly by email The percentage of admitted studentswho feel they’re very or extremelyprepared to begin their studies The percentage of admitted studentswho made their enrollment decisionbased on affordability The increased percentage of studentswho say proximity to family/home is akey factor when deciding where to apply,compared to 2022 •48% are interested in communicatingby text message, with 18–24 year oldsexpressing the most interest.•Compared to 2022, interest in receivingcommunications by social media andpostal mail waned slightly (by 12% and9% respectively).•Of those who do want to interactwith institutions on social media,71% want to do so on Instagram.Facebook, Tik Tok and YouTube wereother social media winners, thoughuse varies between undergraduates andgraduates. •Students are feeling more prepared forhigher education compared to previousyears. The number of students whofeel moderately prepared increased by3 percentage points compared to theprevious year and those who feel onlyslightly prepared dropped by 4percentage points.•The gr