MORE THAN MEETS THE EYE
THE DIMENSIONS OF AN ONLINE COLLEGE STUDENT
EXPLORE A GROWING, CHANGING DEMOGRAPHIC
As online learning opportunities continue to evolve, so do the students who seek them out. The 2018 Online College Students report, conducted by Aslanian Market Research and The Learning House, Inc., surveyed 1,500 current, prospective and recently graduated online college students about their preferences and must-haves. Learn what you need to do to best attract, serve and retain the online college student.
FOCUSED ON A SPECIFIC PROGRAM
91% of students know either the field or the specific program that they want to pursue.
- 55%: I knew the specific academic program I wanted
- 36%: I knew the general field I wanted to study
Lesson: Diversify your online offerings to reach more students.
Fields of Study
- Undergraduate: 23%
- Graduate: 21%
Health & Medicine
- Undergraduate: 19%
- Graduate: 16%
Computers & IT
- Undergraduate: 13%
- Graduate: 15%
Social Sciences, Criminal Justice, Law
- Undergraduate: 11%
- Graduate: 8%
Arts & Humanities
- Undergraduate: 10%
- Graduate: 5%
Education & Teaching
- Undergraduate: 9%
- Graduate: 14%
Science, Technology, Engineering, Mathematics
- Undergraduate: 7%
- Graduate: 11%
Counseling & Human Services
- Undergraduate: 5%
- Graduate: 8%
REMEMBERS DIGITAL AND TRADITIONAL ADS
Digital ads are remembered more by students, but traditional advertisements, like TV, can boost your reach.
- 31%: Listings on search engines
- 30%: TV commercials
- 29%: Email
- 25%: Ads on websites
- 25%: Ads on social media
- 23%: College fairs
- 14%: Direct mail
- 13%: Radio commercials
Lesson: Focus on digital advertisements, but don’t forget about traditional methods. TV, college fairs, and even snail mail and radio can make a lasting impact.
OPEN TO COST-SAVING INNOVATIONS
When questioned about cost-saving programs like competency-based courses or textbook-free programs, 4% or less would NOT consider them.
- 49%: Yes, I would definitely consider a CBE program
- 48%: Maybe, I would research a CBE program
- 3%: No, I would not consider a CBE program
Lesson: Consider offering options to lower the total cost of education.
USES A MOBILE DEVICE FOR RESEARCH AND COURSEWORK
Students commonly use mobile devices to research schools and complete assignments.
TO WHAT EXTENT DID YOU CONDUCT ANY OF YOUR RESEARCH ABOUT SCHOOLS TO ATTEND ON A MOBILE DEVICE?
- 11%: All
- 33%: Almost all
- 42%: Some
- 13%: None
DID YOU COMPLETE ONLINE COURSE-RELATED ACTIVITIES USING YOUR MOBILE DEVICE?
- 20%: YES, all of my course-related activities
- 18%: YES, most of my course-related activities
- 29%: YES, some of my course-related activities
- 12%: NO, but I would have liked to
- 21%: NO, and I would not want to
Lesson: Ensure both your website and course materials are optimized for mobile.
INTERESTED IN CAREER SERVICES
More than 30% will take advantage of services offered either online or on campus.
TOP 4 CAREER SERVICES USED
- 40%: Job search assistance
- 47%: Resume creation
- 48%: Self-assessments
- 50%: Working with a career advisor
Lesson: Make career services available online. Students report higher usage of these resources with online accessibility.
EXPLORE DOZENS OF ADDITIONAL FINDINGS ABOUT TODAY’S ONLINE COLLEGE STUDENTS.
DOWNLOAD THE FULL REPORT AT LEARNINGHOUSE.COM/OCS2018
The Learning House, Inc.
Aslanian Market Research
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