october 17, 2007 marketing to adult students a profile of demand among classroom and online students...
TRANSCRIPT
October 17, 2007
Marketing to Adult StudentsA Profile of Demand Among Classroom and Online Students
OCHEA 2010 Annual Conference
Carol AslanianSenior Vice President, Market Research and Advisory Services
Overview
• Higher Education Enrollment
• Adults as Students – 2009 Snapshot
• Issues and Opportunities in Serving Adult Students
Higher Education Enrollment (Undergraduate and Graduate)
Fall Unduplicated Headcount (NCES)
2000
15.3 m
2002
16.6 m
2004
17.3 m
For-Profit Sector Share: 9%
2006
17.7 m
2008
18.3 m
…and more to come
2010
18.8 m
2012
19.4 m
2016
20.4 m 2014
20.0 m
Fall Enrollment Projections (NCES)
For-Profit Sector Share???
For-Profit Postsecondary Sector (degree-granting and nondegree-granting institutions)
2007 1.5 m. students (8% share)
Within 5 years 10% +
Growing at faster rate than other sectors
Undergraduate Enrollment
in millions (NCES – Fall Enrollment)
Graduate Enrollment
in millions (NCES – Fall Enrollment))
Growth by Age Group
2008 2015
24 yrs and under: 11%
25 yrs and over: 18%
H.S. Graduates Versus Undergrad College Enrollments
in millions millions (NCES)(NCES)
Adult College Students (undergrad/grad: 25+ years of age)
in millions (NCES)
Future High School Graduates
‣In 2020+ minority students will out number white students on college campuses
‣One-third of high school graduates will be of Hispanic backgrounds
‣Will seek convenience and flexibility like adults
‣Most will have enrolled in online courses in high school
‣
Something to Consider:
‣27% of all undergraduates today are “traditional” students (18-24, living on campus, attending full-time, etc)
‣73% of all Undergraduates today are “nontraditional” (working, parents, financially independent, often first-generation, etc)
‣
FUTURE GROWTH?
Higher Education Enrollment
Adult Learners: The Big Picture
‣ Reaching 50% of higher education credit enrollments
‣ Tripling in the past three decades
‣ Continuous growth at a faster rate predicted
‣ Millions more in noncredit & continuing professional development
‣ Millions more in workforce development – “their place not your’s”. (Employers spend $130 b. annually)
Adult College Students
UNDERGRADUATE
Adult 40%
GRADUATE
Adult80%
Adult = 25 yrs+
Personal Characteristics‣ Majority are female
‣ Getting older – late 30’s-early 40’s
‣ Majority are non-minority
‣ More returning to undergrad and grad school with advanced credentials
‣ Majority are employed and juggle home, work and study
‣ Most often finance their own study
Adults as Students: 2009
Motivation for Study
To advance in current career 33%
To change careers 28
To enter first career 28
To keep up to date in current career 9
Other 3
• Seek degrees, but also certificates, licenses and courses
• Study in career fields• Most often: Business, Education, Health Professions
• Prefer shorter/fast-track courses: 8-weeks or less
• 1/3 study full-time (degree seekers)
• Day AND evening study
• Prefer multiple learning options – class/hybrid/online
General Learning Patterns
Education level
at time of enrollment?
Education-Level
H.S.14%
1-2 Yrs College
23%
Assoc. Degree
16%
3-4 Yrs College
20%
Bachelor's Degree
20%
Some Grad2%
Master'sDegree
5%
PhD1%
Undergraduate
High School Diploma
1-2 Yrs of College, No Associate's
Associate's Degree
3-4 Yrs of College, No Bachelor's
Bachelor's Degree
Some Graduate-Incomplete
Master's Degree
Post-Master's, No Doctorate
Doctorate
Aslanian Group, 2008
Education-Level
Bachelor's36%
Some Grad26%
Master's25%
Post Master's10%
Doctorate3%
GraduateBachelor's Degree
Some Graduate-Incomplete
Master's Degree
Post-Master's, No Doctorate
Doctorate
What credentials
do they seek?
Credential - Undergraduate
Credential - Graduate
Degree66%
Individual Courses
15%
License12%
Cert.7%
Do they study
full-time or part-time?
Full-Time/Part-time - Actual
Part-time58%
Full-time42%
Undergraduate
Part-time66%
Full-time34%
Graduate
Do they prefer day, evening, or weekend
study?
Time of Day For Study - Preferred
Before 9 A.M.10%
9 A.M. -Noon31%
Noon -5 P.M.13%
5 P.M. or After
43%
Wk.end3%
Undergraduate Graduate
Weekend10%
Before 9 A.M.
7%
9 A.M. - Noon19%
Noon - 5 P.M.12%
5 P.M. or After52%
Are they attracted to hybrid and online study?
Actual/Preferred Format of Study Undergraduate
Undergraduate
Class/Online17%
All Online
8%
All Class75%
All Class46%
Hybrid34%
All Online
20%
Undergraduate
Actual Preferred
Actual/Preferred Format of Study Graduate
Graduate
All Class44%
All Online18%
Hybrid38%
Graduate
All Class77%
Class/Online13%
All Online10%
Actual Preferred
• 2008 1.9 m. students took all courses online
(10.5 % share of all enrollment)
• 2014 Expect 19% share of enrollment
• 2008 4 m. students took one or more courses online
(Online enrollment in high school is growing faster than at college level)
Online Higher Education
Do they prefer accelerated courses?
Preferred Course Length (Weeks)
1-5Weeks
11%
6-10 Weeks
45%
11 or More44%
Undergraduate
1-5 Weeks
22%
6-10 Weeks
43%
11 or More35%
Graduate
Median: 10 Weeks Median: 9 Weeks
What subjects do they most often study?
Subject Field of Study (in order of market demand)
Undergrad DegreesBusinessHealth ProfessionsSocial SciencesComputer/Info ScienceEducationEngineering
Graduate DegreesEducationBusinessHealth ProfessionsPublic Affairs/Social WorkSocial SciencesEngineering
How do they
become aware of
your college during their search?
Methods of Raising Awareness of Colleges Website of College
Internet Search EnginesCollege Search Sites
Mail to HomeTelevision Ads
Radio AdsNewspaper Ads
(On a scale of 5) Billboards
4.03.73.43.22.92.82.72.3
Primary Sources of Information About the College AttendedCurrent or Former Students
The College’s WebsiteFriend, Family, Co-workers
Radio AdsNewspaper AdsTelevision Ads
Direct MailOther
29%231910 5 5 4 5
Internet As Initial Resource in College Search
Undergrad Adult Students
65%
Graduate Students
60%
What do others use?
How do Adults Find Your Website?
GoogleOther Search EnginesCollege Search Sites
Banner Ads for College (Online)Print Ads in Newspapers
Word of MouthDirect Access to Your Website
60%1510 7 5 3 2
College Characteristics That Led Respondents to Apply
Reputation/quality of desired programGeneral reputation of college
Schedule of coursesLocation
Length of time to complete programCost
Ease and efficiency of enrollingAcceptance of prior credit
Career placement opportunities
4.34.14.13.93.83.73.63.23.2Scale of 5
• Increasing competition/steady expansion of for-profit
sector
• Increasing acquisition costs/limited marketing budgets
• Retention/stop-outs
• Electronic marketing and recruitment
• Adult college students are “consumers”
Issues
• Mixed Formats: classroom/hybrid/online
• Customer Service/ 24-7 Operations
• Seeing the “light at the end of the tunnel” – time to completion
• Providers looking more and more alike (positioning and
differentiation are key)
Issues
• Keeping up with market demand - continuous market research
• Tracking and follow-up of inquiries and applicants
• Local/ground presence for online
• “One college” strategy
Issues
• Men are under-represented as adult college students
• Aging society: “Age 60 is the new age 40 and it has become prime time”
• Workforce needs for more college graduates
Issues
Opportunities
• Younger students acting as adults: Age no longer predicts how we learn
• Graduate market growth
• Partnerships/consortia with other institutions
• Non-degree credentials
• Hybrid/blended learning
Opportunities
• 85% of Americans earn a high school diploma – only 30% earn a college degree
• Adults with some college but no degree
• Growth of non-credit career/professional development market
• Demand for college study growing abroad – fastest in Africa and Asia
Opportunities
• Changing nature of the economy/jobs
• U.S. recession driving greater demand for higher education
• Competitive knowledge-based global economy requires workforce to participate in and complete college programs
“Must Read” Resource
College Students 2020
Chronicle Research Services, 2009
Carol AslanianSenior Vice President, Market Research Services EducationDynamicstel: [email protected]
adultstudents.educationdynamics.com