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.
If you’d like to learn more about how we can help you adapt to the evolving education marketing landscape and ramp up your efforts, please contact us today.
OUR LATEST WHITEPAPER
Higher Education Marketing
Challenges, Solutions & Strategies
With rising competition from alternative credentials and online education, and fewer students entering college due to the enrollment cliff, higher ed marketers face steep challenges. Our latest whitepaper explores these issues and offers data-driven strategies and expert insights to help navigate them.
