2022 Parent Survey: Where Do Parents Start When Researching Colleges and Universities?
The overwhelmingly popular place to begin college research is on the college’s website. Eighty-four percent of parents selected “college website,” which closely tracks the results from our January poll of students themselves. The following two most popular choices were “search engines” and “teachers / counselors,” with 58% and 57% respectively choosing these options. These two answers were also runners-up in the student survey, though “search engines” were a closer second in the student survey at 75%. For parents, a very close fourth place is “family/friends” at 54%, which also tracks student results.
MARKETING INSIGHT
This result, correlating closely with marketing insights for teens, further emphasizes the importance of the highest quality website, filled with excellent content. In addition, SEO and SEM are crucial for website discovery through search engines and advertisement.
OUR LATEST WHITEPAPER
3rd Annual Parent & Student Survey
The New Rules Of Higher Education Marketing
How AI and Shifting Family Priorities are Reshaping Student Recruitment
AI isn’t new. It’s normal. Students and parents alike are increasingly using LLMs for research – for everything from homework help to their best options for higher education. If families already use AI to choose, the question is: how is your institution meeting them there? Our latest whitepaper outlines how to publish AI-readable answers to the most asked questions, making your value legible to both humans and machines.
