Carnegie_Graduating-Seniors-Report-2023
Carnegie_Graduating-Seniors-Report-2023
Report 2023
A STUDE N T SU R V E Y B R OUGHT TO YOU BY AN D
AUGUST 2023
about this
research
As part of an effort to offer high-value data to the industry, Carnegie held a 2023 graduating senior survey.
Carnegie is unquely positioned to hold this research on a regular basis because of its CollegeXpress platform
and the wide range of student voices it represents. Information from this report will be used to monitor trends
over time for comparison to studies pre- and post-COVID while the industry prepares for future cycles.
C A R N E G I E | C O L L E G E X P R E S S 2 0 2 3 G R A D U AT I N G S E N I O R S S U R V E Y
Research methodology
Graduating seniors from Carnegie's CollegeXpress service completed an incentivized, online survey after the May 1
deadline, sent to them via email. Available on laptop and mobile devices, the survey contained approximately 10 minutes
of questions about the journey to college, decision-making, and student personality. Carnegie tracks this data over time
to understand student trends and offer national comparisons for clients engaged in prospect research.
14K 38 11
Respondent Institution Type
Student Voices
Breakouts Breakouts
G R A D U AT I N G S E N I O R S
CX USERS DEMOGRAPHICS SIZE X TYPE
STUDENT HISTORY C R O S S TA B S
PSYCHOGRAPHICS
C A R N E G I E | C O L L E G E X P R E S S 2 0 2 3 G R A D U AT I N G S E N I O R S S U R V E Y
GRADUATING SENIORS
SA MPL E
Who completed the survey.
Woman: 65% Lower Income: 24% High Achiever (All A's+): 37%
Man: 31% Lower Middle-income: 41% Above Average ('As' and 'Bs'): 41%
background
*East North Central = WI, IL, IN, MI, OH; West North Central = ND, SD, NE, KS, MN, IA, MO; Middle Atlantic = NY, NJ, PA; Mountain = MT, ID, NV, UT, AZ, WY, CO, NM; New England = CT, RI, MA, ME, NH, VT
Pacific = WA, OR, CA, AK, HI; South Atlantic = FL, GA, SC, NC, VA, WV, MD, DE, DC; East South Central = KY, TN, MS, AL; West South Central = TX, OK, AR, LA
C A R N E G I E | C O L L E G E X P R E S S 2 0 2 3 G R A D U AT I N G S E N I O R S S U R V E Y
GRADUATING SENIORS
INSTITUTIONA
Another way to consider this data.
L BRE A KOUT S
INSTITUTITIONAL TYPE AND SIZE COMBINATIONS FOR THIS STUDY
Small Public: Respondent indicated they are attending a 4-year public institution that has fewer than 5,000 students. 7%
background
Small Private: Respondent indicated they are attending a 4-year private institution that has fewer than 5,000 students. 8%
Small Religious: Respondent indicated they are attending a 4-year religious institution that has fewer than 5,000 students. 7%
Small CC/Trade: Respondent indicated they are attending a community college or trade school that has fewer than 5,000 students. 6%
Midsize Public: Respondent indicated they are attending a 4-year public institution that has 5,000-15,000 students. 18%
Midsize Private: Respondent indicated they are attending a 4-year private institution that has 5,000-15,000 students. 7%
Midsize Religious: Respondent indicated they are attending a 4-year religious institution that has 5,000-15,000 students. 4%
Midsize/Large CC/Trade: Respondent indicated they are attending a community college or trade school that has more than 5,000 students. 6%
Large Public: Respondent indicated they are attending a 4-year public institution that has 15,000-25,000 students. 16%
Large Private/Religious: Respondent indicated they are attending a private or religious institution that has more than 15,000 students. 4%
Mega Public: Respondent indicated they are attending a 4-year public institution that has more than 25,000 students. 17%
C A R N E G I E | C O L L E G E X P R E S S 2 0 2 3 G R A D U AT I N G S E N I O R S S U R V E Y
GRADUATING SENIORS
CARNEGIE MOTIVATOR
Unlocking message segmentation opportunities.
PROF IL ES
After years of research on the Carnegie archetype system, patterns emerged in relationships between concepts. Natural groupings of archetypes
interact and can act as a baseline drive factor: The Carnegie Motivator. There are three Carnegie Motivator profiles, with any person having one
area dominant in their personality. This dominant Motivator is the key to unlocking psychographics-based messaging. This CX audience has the
background
People with a dominant Strength Motivator are likely to People with a dominant Vitality Motivator are likely People with a dominant Creativity Motivator are likely
be daring, powerful, and resilient. Others will see them to be sophisticated, cheerful, and supportive. Others to be creative, adventurous, and transformative.
as assertive, tenacious, and at times even rebellious. will see them as refined, enthusiastic, and often Others will see them as imaginative, inquisitive,
If a person possesses a significant expression of even selfless. If a person possesses a significant and innovative. If a person possesses a significant
Strength, they may be fueled by the need for growth, expression of Vitality, they may be fueled by their expression of Creativity, they may be fueled by the act
a desire to disrupt the norm, or the act of overcoming many life experiences, the joy of entertaining, and the of self-expression, questing toward the unknown, and
challenges. act of showing others compassion. a need to invent the future.
C A R N E G I E | C O L L E G E X P R E S S 2 0 2 3 G R A D U AT I N G S E N I O R S S U R V E Y
GRADUATING SENIORS
COL L EGE A PPL ICATIONS
To how many colleges and universities did you apply? To how many were you accepted?
DATA INSIGHT
Applications for CX users are back down to pre-Pandemic levels in 2023, while acceptance rates held. The highest application rate seen for the CX userbase was 9.5 in fall
2020. Importantly, some measure of acceptance rate is related to the types of institutions certain groups apply to. For example, some may be surprised high achieving
students do not have a higher acceptance rate, but this is due to applying to more competitive schools.
C A R N E G I E | C O L L E G E X P R E S S 2 0 2 3 G R A D U AT I N G S E N I O R S S U R V E Y
GRADUATING SENIORS
COL L EGE COMMITMENT
Have you fully committed to a school yet? If not, when do you intend to fully commit?
college selections
8%
7%
13% 41%
94%
31%
Committed Not Committed ASAP End of May End of June End of July Later
C A R N E G I E | C O L L E G E X P R E S S 2 0 2 3 G R A D U AT I N G S E N I O R S S U R V E Y
GRADUATING SENIORS
DISTA NCE
How far from where you currently live is the college you selected to attend?
AUDIENCE 50 MILES 150 MILES 300 MILES 600 MILES FARTHER IN OUTSIDE TR AVEL
college selections
C A R N E G I E | C O L L E G E X P R E S S 2 0 2 3 G R A D U AT I N G S E N I O R S S U R V E Y
GRADUATING SENIORS
DISTA NCE
How far from where you currently live is the college you selected to attend?
AUDIENCE 50 MILES 150 MILES 300 MILES 600 MILES FARTHER IN OUTSIDE TR AVEL
college selections
DATA INSIGHT
Distance plays a major role in student decisions, with these numbers holding relatively steady year over year. What is interesting, however, is that the numbers don't exactly
align with ideals reported in other national research. For example, about 50% wanted to be within an hour and another 30% within 2.5 hours. This means that despite having
a preference for being close to home, some students end up having to accept a longer distance of travel to meet their educational needs.
C A R N E G I E | C O L L E G E X P R E S S 2 0 2 3 G R A D U AT I N G S E N I O R S S U R V E Y
GRADUATING SENIORS
INSTITUTION A L T
What type of college did you select to attend?
YPE
AUDIENCE 4 -YE AR PRIVATE RELIGIOUS COMMUNIT Y TR ADE
college selections
C A R N E G I E | C O L L E G E X P R E S S 2 0 2 3 G R A D U AT I N G S E N I O R S S U R V E Y
GRADUATING SENIORS
INSTITUTION A L T
What type of college did you select to attend?
YPE
AUDIENCE 4 -YE AR PRIVATE RELIGIOUS COMMUNIT Y TR ADE
college selections
DATA INSIGHT
These numbers are similar to previous CX studies for attendance type. This information, in tandem with the size information on the following pages, was used to create the
institutional type breakouts when the cell sizes for particular combinations were significant in size. When not large enough, options were collapsed into broader categories.
C A R N E G I E | C O L L E G E X P R E S S 2 0 2 3 G R A D U AT I N G S E N I O R S S U R V E Y
GRADUATING SENIORS
INSTITUTIONAL SIZE
What size of college did you select to attend?
INDE X
All Respondents 4% 24% 34% 20% 18% 3.26
Women 3% 24% 35% 21% 17% 3.25
Men 4% 24% 31% 20% 21% 3.30
Other 4% 25% 34% 19% 18% 3.21
LGBTQIA+ 4% 24% 35% 20% 17% 3.23
Straight/CIS 4% 24% 33% 21% 19% 3.27
Asian 2% 17% 31% 23% 27% 3.57 (+)
Black/African American 3% 21% 38% 23% 15% 3.26
Hispanic/Latinx 4% 23% 35% 20% 18% 3.26
Other/Mixed Race 4% 23% 35% 20% 18% 3.25
White 5% 28% 31% 19% 18% 3.19
Low Income 4% 24% 35% 22% 15% 3.20
Lower Middle-income 4% 25% 35% 20% 17% 3.20
Upper Middle-income 3% 24% 31% 20% 22% 3.33
High Income 2% 20% 31% 20% 28% 3.52 (+)
Liberal 3% 22% 32% 22% 22% 3.38
Conservative 6% 30% 30% 17% 18% 3.11 (-)
Moderate 4% 22% 35% 20% 19% 3.28
Non-political 4% 24% 37% 21% 15% 3.18
Christian 4% 27% 33% 20% 17% 3.18
Catholic 3% 24% 34% 20% 19% 3.29
Other Religion 3% 22% 35% 21% 19% 3.31
Atheist/Non-religious 4% 23% 33% 21% 20% 3.31
High Achiever 3% 22% 29% 21% 25% 3.43 (+)
Above Average Grades 4% 24% 35% 21% 17% 3.23
Average Grades 5% 27% 40% 19% 10% 3.02 (-)
Below Average Grades 5% 28% 40% 20% 7% 2.96 (-)
* Average scores with (+) indicate a statistically significantly higher score than the respondent average. Scores with (-) indicate a statistically lower score
C A R N E G I E | C O L L E G E X P R E S S 2 0 2 3 G R A D U AT I N G S E N I O R S S U R V E Y
GRADUATING SENIORS
INSTITUTION A L SIZE
What size of college did you select to attend?
INDE X
All Respondents 4% 24% 34% 20% 18% 3.26
East North Central 5% 24% 32% 19% 20% 3.25
West North Central 6% 26% 34% 20% 14% 3.10 (-)
Middle Atlantic 3% 29% 38% 19% 13% 3.10 (-)
Mountain 3% 22% 33% 24% 19% 3.34
New England 3% 29% 39% 18% 12% 3.06 (-)
Pacific 3% 20% 31% 22% 24% 3.46 (+)
South Atlantic 4% 22% 32% 21% 21% 3.34
East South Central 4% 27% 37% 20% 12% 3.10 (-)
West South Central 4% 22% 34% 20% 21% 3.31
Small Public 9% 91% 0% 0% 0% 1.91 (-)
Small Private 11% 89% 0% 0% 0% 1.89 (-)
Small Religious 15% 85% 0% 0% 0% 1.85 (-)
Small CC/Trade 19% 82% 0% 0% 0% 1.82 (-)
Midsize Public 0% 0% 100% 0% 0% 3.00
Midsize Private 0% 0% 100% 0% 0% 3.00
Midsize Religious 0% 0% 100% 0% 0% 3.00
Midsize/Large CC/Trade 0% 0% 76% 19% 5% 3.29
Large Public 0% 0% 0% 100% 0% 4.00 (+)
Large Private/Religious 0% 0% 0% 67% 33% 4.33 (+)
Mega Public 0% 0% 0% 0% 100% 5.00 (+)
Strength Motivated 4% 24% 34% 21% 17% 3.24
Vitality Motivated 4% 25% 34% 20% 17% 3.22
Creativity Motivated 3% 23% 33% 20% 20% 3.30
* Average scores with (+) indicate a statistically significantly higher score than the respondent average. Scores with (-) indicate a statistically lower score
DATA INSIGHT
As a more continuous-style variable, size preference can be represented in an index and model, finding that demographic information is not highly predictive of institutional
size selections. Rather, part of this outcome suggests the availability of institutions of a certain size (and the related class sizes) means that it would be harder for students
to have a non-representative distribution. Regional outcomes may be more useful, as these indicate regional differences in size availability.
C A R N E G I E | C O L L E G E X P R E S S 2 0 2 3 G R A D U AT I N G S E N I O R S S U R V E Y
GRADUATING SENIORS
COL L EGE L IST PREF ERENCE
In what position was the college you selected on your list of places to which you applied?
C A R N E G I E | C O L L E G E X P R E S S 2 0 2 3 G R A D U AT I N G S E N I O R S S U R V E Y
GRADUATING SENIORS
COL L EGE L IST PREF ERENCE
In what position was the college you selected on your list of places to which you applied?
DATA INSIGHT
Outcomes for this measure are incredibly consistent across demographic, location, and institutional type variables. As such, many schools will see similar ratings among
admitted student populations. Nearly half of respondents will not attend their top choice school. Some of this will be mixed between those who did not gain admission with
others who did but could not attend for other reasons such as an incompatible financial package.
C A R N E G I E | C O L L E G E X P R E S S 2 0 2 3 G R A D U AT I N G S E N I O R S S U R V E Y
COLLEGE CHOICE
GRADUATING SENIORS
MOTIVATIONS TO AT TEND
What are the most important reasons why you're attending college? (Select up to 3)
50%
45%
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40%
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C A R N E G I E | C O L L E G E X P R E S S 2 0 2 3 G R A D U AT I N G S E N I O R S S U R V E Y
GRADUATING SENIORS
MOTIVATIONS TO AT TEND
What are the most important reasons why you're attending college? (Select up to 3)
C A R N E G I E | C O L L E G E X P R E S S 2 0 2 3 G R A D U AT I N G S E N I O R S S U R V E Y
GRADUATING SENIORS
MOTIVATIONS TO AT TEND
What are the most important reasons why you're attending college? (Select up to 3)
AUDIENCE LIFELONG BROAD LIFE IMMERSE IN MEE T DIFFERENT HELP MY FAMILY PROFESSIONAL SOCIAL
BONDS SKILL S LE ARNING PEOPLE CONTACTS LIFE
All Respondents 16% 13% 12% 11% 11% 7% 6%
college choice
C A R N E G I E | C O L L E G E X P R E S S 2 0 2 3 G R A D U AT I N G S E N I O R S S U R V E Y
GRADUATING SENIORS
MOTIVATIONS TO AT TEND
What are the most important reasons you're attending college? (Select up to 3)
East North Central 47% 42% 38% 31% 22% 20% 19%
West North Central 45% 42% 35% 31% 23% 23% 19%
Middle Atlantic 44% 41% 38% 34% 21% 21% 19%
Mountain 48% 43% 39% 33% 20% 21% 20%
New England 46% 41% 37% 34% 20% 18% 20%
Pacific 45% 41% 37% 32% 21% 20% 20%
South Atlantic 48% 40% 40% 30% 23% 21% 19%
East South Central 48% 42% 41% 30% 21% 20% 20%
West South Central 49% 42% 38% 30% 21% 21% 20%
Small Public 48% 42% 38% 29% 21% 22% 20%
Small Private 42% 45% 38% 33% 19% 20% 20%
Small Religious 46% 43% 36% 30% 17% 19% 21%
Small CC/Trade 54% 40% 40% 26% 26% 27% 16%
Midsize Public 48% 42% 36% 33% 21% 22% 19%
Midsize Private 40% 42% 40% 32% 20% 19% 20%
Midsize Religious 47% 42% 36% 31% 17% 16% 23%
Midsize/Large CC/Trade 53% 40% 41% 27% 25% 24% 17%
Large Public 47% 41% 38% 32% 21% 20% 20%
Large Private/Religious 44% 42% 37% 33% 17% 23% 20%
Mega Public 46% 38% 40% 34% 26% 19% 20%
Strength Motivated 49% 37% 40% 28% 24% 20% 19%
Vitality Motivated 49% 40% 37% 32% 20% 18% 21%
Creativity Motivated 44% 45% 37% 34% 20% 23% 19%
DATA INSIGHT
Much of these results reinforce findings from Carnegie's 2022 study that focused heavily on motivations. Reviewing the in-depth concepts of that report can help
contextualize the data here, which continues to show that the value of the degree, and an education that is personalized to a passion, really do dictate many decisions to
attend.
C A R N E G I E | C O L L E G E X P R E S S 2 0 2 3 G R A D U AT I N G S E N I O R S S U R V E Y
GRADUATING SENIORS
MOTIVATIONS TO AT TEND
What are the most important reasons you're attending college? (Select up to 3)
AUDIENCE LIFELONG BROAD LIFE IMMERSE IN MEE T DIFFERENT HELP MY FAMILY PROFESSIONAL SOCIAL
BONDS SKILL S LE ARNING PEOPLE CONTACTS LIFE
All Respondents 16% 13% 12% 11% 11% 7% 6%
college choice
C A R N E G I E | C O L L E G E X P R E S S 2 0 2 3 G R A D U AT I N G S E N I O R S S U R V E Y
college choice
10%
40%
0%
50%
60%
30%
20%
Degree Options
Scholarships/Aid
Tuition Price
Campus Feel
Location
FACTOR
Teaching Quality
S
Cost of Living
Hands-on Learning
Extracurriculars
Campus Safety
OF
Degree Value
C A R N E G I E | C O L L E G E X P R E S S 2 0 2 3 G R A D U AT I N G S E N I O R S S U R V E Y
Job Placement
Campus Diversity
Course Variety
Prestige
Research
Campus Housing
CHOICE
60%
college choice
50%
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*Category in blue (Will Attend No Matter What) was an exclusive answer, meaning a respondent could not select other options from the list if they picked this factor.
C A R N E G I E | C O L L E G E X P R E S S 2 0 2 3 G R A D U AT I N G S E N I O R S S U R V E Y
GRADUATING SENIORS
BA RRIER S TO EDUCATION
Which of the following barriers would be likely to cause you to not attend/drop out? (Select up to 3)
C A R N E G I E | C O L L E G E X P R E S S 2 0 2 3 G R A D U AT I N G S E N I O R S S U R V E Y
GRADUATING SENIORS
BA RRIER S TO EDUCATION
Which of the following barriers would be likely to cause you to not attend/drop out? (Select up to 3)
AUDIENCE DIFFERENT DISCRIMINATION GR ADES TIME JOB MARKE T FIRST GEN WILL AT TEND NO
EDUCATION TOO LOW COMMITMENT APPE AL STUDENT MAT T TER WHAT
All Respondents 9% 9% 7% 6% 6% 6% 28%
college choice
Women 9% 8% 7% 5% 5% 6% 28%
Men 10% 8% 7% 7% 9% 4% 30%
Other 8% 20% 8% 7% 6% 6% 23%
LGBTQIA+ 7% 15% 7% 5% 5% 6% 25%
Straight/CIS 9% 7% 7% 6% 7% 5% 29%
Asian 9% 11% 8% 6% 8% 4% 27%
Black/African American 9% 17% 7% 6% 5% 5% 28%
Hispanic/Latinx 9% 9% 8% 6% 6% 11% 26%
Other/Mixed Race 9% 11% 8% 6% 7% 6% 28%
White 9% 4% 6% 5% 7% 4% 30%
Low Income 9% 11% 8% 5% 5% 14% 23%
Lower Middle-income 9% 9% 7% 6% 7% 4% 27%
Upper Middle-income 9% 7% 6% 6% 7% 1% 31%
High Income 9% 6% 6% 5% 7% 2% 40%
Liberal 7% 12% 6% 4% 5% 5% 29%
Conservative 11% 3% 6% 6% 8% 4% 30%
Moderate 11% 8% 6% 6% 7% 6% 29%
Non-political 9% 9% 8% 7% 6% 6% 26%
Christian 10% 8% 6% 6% 7% 5% 30%
Catholic 8% 7% 7% 5% 6% 6% 29%
Other Religion 9% 11% 8% 6% 6% 6% 27%
Atheist/Non-religious 8% 11% 6% 5% 6% 6% 27%
High Achiever 7% 8% 3% 4% 6% 4% 33%
Above Average Grades 10% 8% 6% 6% 7% 6% 27%
Average Grades 11% 11% 10% 7% 6% 8% 24%
Below Average Grades 10% 12% 22% 8% 8% 8% 19%
C A R N E G I E | C O L L E G E X P R E S S 2 0 2 3 G R A D U AT I N G S E N I O R S S U R V E Y
GRADUATING SENIORS
BA RRIER S TO EDUCATION
Which of the following barriers would be likely to cause you to not attend/drop out? (Select up to 3)
East North Central 54% 19% 15% 13% 11% 11% 12%
West North Central 54% 19% 15% 11% 11% 9% 11%
Middle Atlantic 52% 19% 13% 11% 11% 12% 9%
Mountain 56% 15% 17% 12% 9% 9% 9%
New England 51% 17% 13% 7% 11% 14% 9%
Pacific 53% 17% 13% 14% 12% 11% 11%
South Atlantic 52% 19% 13% 14% 10% 10% 10%
East South Central 52% 20% 13% 13% 12% 9% 10%
West South Central 54% 20% 14% 15% 11% 9% 9%
Small Public 52% 19% 13% 14% 11% 12% 10%
Small Private 53% 16% 12% 11% 8% 11% 9%
Small Religious 53% 17% 14% 13% 11% 10% 10%
Small CC/Trade 59% 21% 18% 14% 18% 10% 12%
Midsize Public 54% 20% 15% 13% 12% 10% 11%
Midsize Private 50% 19% 10% 13% 9% 15% 9%
Midsize Religious 53% 19% 14% 13% 11% 10% 9%
Midsize/Large CC/Trade 60% 17% 16% 16% 18% 10% 12%
Large Public 54% 20% 15% 13% 10% 10% 10%
Large Private/Religious 51% 16% 11% 10% 7% 9% 9%
Mega Public 50% 18% 14% 11% 9% 10% 10%
Strength Motivated 49% 16% 12% 12% 9% 9% 9%
Vitality Motivated 54% 21% 14% 14% 13% 12% 11%
Creativity Motivated 56% 20% 15% 13% 11% 10% 11%
DATA INSIGHT
The outcome for barriers is likely no surprise to those in higher education, however, the data beyond the top reason of cost creates an interesting perspective on retention.
The relatively flat response notes how wide individual barriers and drop-out decisions can be across students. As such, a more individualized approach has to be considered
because the reasons are so diverse.
C A R N E G I E | C O L L E G E X P R E S S 2 0 2 3 G R A D U AT I N G S E N I O R S S U R V E Y
GRADUATING SENIORS
BA RRIER S TO EDUCATION
Which of the following barriers would be likely to cause you to not attend/drop out? (Select up to 3)
AUDIENCE DIFFERENT DISCRIMINATION GR ADES TIME JOB MARKE T FIRST GEN WILL AT TEND NO
EDUCATION TOO LOW COMMITMENT APPE AL STUDENT MAT T TER WHAT
All Respondents 9% 9% 7% 6% 6% 6% 28%
college choice
C A R N E G I E | C O L L E G E X P R E S S 2 0 2 3 G R A D U AT I N G S E N I O R S S U R V E Y
GRADUATING SENIORS
DEGREE SEL ECTION FACTOR S
Regardless of the college you select, what are the most important degree factors? (Select up to 3)
70%
college choice
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C A R N E G I E | C O L L E G E X P R E S S 2 0 2 3 G R A D U AT I N G S E N I O R S S U R V E Y
GRADUATING SENIORS
DEGREE SEL ECTION FACTOR S
Regardless of the college you select, what are the most important degree factors? (Select up to 3)
AUDIENCE PERSONAL JOB SAL ARY IMMERSIVE WIDELY E ASE TO DOUBLE TIME
INTEREST OPPORTUNITIES POTENTIAL LE ARNING APPLICABLE MAJOR COMMITMENT
All Respondents 65% 59% 44% 24% 19% 13% 9%
college choice
C A R N E G I E | C O L L E G E X P R E S S 2 0 2 3 G R A D U AT I N G S E N I O R S S U R V E Y
GRADUATING SENIORS
DEGREE SEL ECTION FACTOR S
Regardless of the college you select, what are the most important degree factors? (Select up to 3)
Women 8% 10% 7% 8% 5% 6% 4%
Men 12% 9% 8% 7% 8% 6% 4%
Other 7% 8% 8% 7% 6% 9% 3%
LGBTQIA+ 8% 8% 8% 6% 5% 9% 3%
Straight/CIS 10% 10% 8% 9% 6% 6% 4%
Asian 14% 9% 9% 8% 8% 7% 3%
Black/African American 8% 12% 8% 9% 8% 6% 5%
Hispanic/Latinx 9% 11% 8% 9% 6% 6% 4%
Other/Mixed Race 11% 8% 8% 9% 7% 7% 4%
White 8% 8% 7% 7% 5% 6% 3%
Low Income 8% 12% 8% 9% 8% 6% 4%
Lower Middle-income 9% 10% 8% 8% 6% 6% 4%
Upper Middle-income 10% 7% 6% 7% 5% 7% 4%
High Income 13% 6% 8% 5% 4% 7% 4%
Liberal 9% 8% 7% 6% 5% 7% 3%
Conservative 10% 8% 8% 9% 5% 6% 5%
Moderate 10% 10% 8% 9% 7% 6% 5%
Non-political 8% 12% 8% 9% 7% 6% 4%
Christian 9% 10% 7% 9% 6% 6% 4%
Catholic 11% 10% 8% 8% 6% 6% 4%
Other Religion 10% 10% 8% 9% 7% 7% 5%
Atheist/Non-religious 8% 8% 8% 6% 6% 7% 2%
High Achiever 11% 8% 7% 7% 5% 6% 3%
Above Average Grades 9% 10% 8% 9% 6% 7% 4%
Average Grades 7% 12% 8% 9% 8% 7% 5%
Below Average Grades 7% 13% 9% 10% 9% 9% 6%
C A R N E G I E | C O L L E G E X P R E S S 2 0 2 3 G R A D U AT I N G S E N I O R S S U R V E Y
GRADUATING SENIORS
DEGREE SEL ECTION FACTOR S
Regardless of the college you select, what are the most important degree factors? (Select up to 3)
AUDIENCE PERSONAL JOB SAL ARY IMMERSIVE WIDELY E ASE TO DOUBLE TIME
INTEREST OPPORTUNITIES POTENTIAL LE ARNING APPLICABLE MAJOR COMMITMENT
All Respondents 65% 59% 44% 24% 19% 13% 9%
college choice
DATA INSIGHT
Degree factors for selecting a major have continued to trend toward more people interested in a passion than simply the job opportunities motive. Institutions should use
this information to understand why certain programs might currently be popular and how to maintain that perception among interested prospects.
C A R N E G I E | C O L L E G E X P R E S S 2 0 2 3 G R A D U AT I N G S E N I O R S S U R V E Y
GRADUATING SENIORS
DEGREE SEL ECTION FACTOR S
Regardless of the college you select, what are the most important degree factors? (Select up to 3)
C A R N E G I E | C O L L E G E X P R E S S 2 0 2 3 G R A D U AT I N G S E N I O R S S U R V E Y
GRADUATING SENIORS
DEGREE CERTA INT Y
How certain are you about the degree/major you wish to pursue in college?
AUDIENCE NOT AT ALL SLIGHTLY SOME WHAT HIGHLY COMPLE TELY AVER AGE
CERTAIN CERTAIN CERTAIN CERTAIN CERTAIN SCORE *
All Respondents 3% 6% 19% 44% 29% 3.89
college choice
C A R N E G I E | C O L L E G E X P R E S S 2 0 2 3 G R A D U AT I N G S E N I O R S S U R V E Y
GRADUATING SENIORS
DEGREE CERTA INT Y
How certain are you about the degree/major you wish to pursue in college?
AUDIENCE NOT AT ALL SLIGHTLY SOME WHAT HIGHLY COMPLE TELY AVER AGE
CERTAIN CERTAIN CERTAIN CERTAIN CERTAIN SCORE *
All Respondents 3% 6% 19% 44% 29% 3.89
college choice
DATA INSIGHT
Degree certainty in this class is higher than some other studies Carnegie has run in the past, however, those were with a different type of prospect audience. CollegeXpress
users may simply be more likely to have a specific major chosen by their commitment date than some other samples Carnegie has analyzed in the past. Still, there is often a
marked difference between this outcome and the percentage of students who change majors. Likely all but the "completely certain" students will end up exploring options, if
not outright changing their mind.
C A R N E G I E | C O L L E G E X P R E S S 2 0 2 3 G R A D U AT I N G S E N I O R S S U R V E Y
GRADUATING SENIORS
ONL INE EDUCATION
Would you consider taking the majority of your college courses online?
AUDIENCE WOULD NOT SLIGHTLY SOME WHAT HIGHLY ABSOLUTELY AVER AGE
CONSIDER CONSIDER CONSIDER CONSIDER WILL SCORE *
All Respondents 38% 31% 22% 6% 4% 2.08
college choice
C A R N E G I E | C O L L E G E X P R E S S 2 0 2 3 G R A D U AT I N G S E N I O R S S U R V E Y
GRADUATING SENIORS
ONL INE EDUCATION
Would you consider taking the majority of your college courses online?
AUDIENCE WOULD NOT SLIGHTLY SOME WHAT HIGHLY ABSOLUTELY AVER AGE
CONSIDER CONSIDER CONSIDER CONSIDER WILL SCORE *
All Respondents 38% 31% 22% 6% 4% 2.08
college choice
DATA INSIGHT
Carnegie has been tracking online education interest for this student group since before the pandemic. The rise and subsequent fall of interest is well documented. Now that
most schools have returned to normal, the scores have stabilized year over year. The outcome for 2023 graduating seniors is almost identical to 2022 graduating seniors who
were asked the same question.
C A R N E G I E | C O L L E G E X P R E S S 2 0 2 3 G R A D U AT I N G S E N I O R S S U R V E Y
THE COLLEGE
JOURNEY
GRADUATING SENIORS
INITITA L SE A RCH
When did you first begin looking for information about colleges and universities?
AUDIENCE BEFORE HIGH 1ST YE AR OF 2ND YE AR OF BE T WEEN 2ND 3RD YE AR OF BE T WEEN 3RD 4TH YE AR OF AVER AGE
SCHOOL HIGH SCHOOL HIGH SCHOOL AND 3RD YE AR HIGH SCHOOL AND 4TH YE AR HIGH SCHOOL SCORE *
college journey
C A R N E G I E | C O L L E G E X P R E S S 2 0 2 3 G R A D U AT I N G S E N I O R S S U R V E Y
GRADUATING SENIORS
INITITA L SE A RCH
When did you first begin looking for information about colleges and universities?
AUDIENCE BEFORE HIGH 1ST YE AR OF 2ND YE AR OF BE T WEEN 2ND 3RD YE AR OF BE T WEEN 3RD 4TH YE AR OF AVER AGE
SCHOOL HIGH SCHOOL HIGH SCHOOL AND 3RD YE AR HIGH SCHOOL AND 4TH YE AR HIGH SCHOOL SCORE *
college journey
DATA INSIGHT
When students started their college search has shifted to be slightly later than in last year's student motivations survey. However, considering the turmoil of the pandemic,
which would have coincided with the earlier starters here, Carnegie considers this data in flux until student classes are more consistent. More than half of students from this
study still started their search before their Junior year. As a note, higher average scores indicate a later start date.
C A R N E G I E | C O L L E G E X P R E S S 2 0 2 3 G R A D U AT I N G S E N I O R S S U R V E Y
GRADUATING SENIORS
ADVA NCED SE A RCH
When did you start seriously thinking about the factors you look for in an ideal college?
AUDIENCE BEFORE HIGH 1ST YE AR OF 2ND YE AR OF BE T WEEN 2ND 3RD YE AR OF BE T WEEN 3RD 4TH YE AR OF AVER AGE
SCHOOL HIGH SCHOOL HIGH SCHOOL AND 3RD YE AR HIGH SCHOOL AND 4TH YE AR HIGH SCHOOL SCORE *
college journey
C A R N E G I E | C O L L E G E X P R E S S 2 0 2 3 G R A D U AT I N G S E N I O R S S U R V E Y
GRADUATING SENIORS
ADVA NCED SE A RCH
When did you start seriously thinking about the factors you look for in an ideal college?
AUDIENCE BEFORE HIGH 1ST YE AR OF 2ND YE AR OF BE T WEEN 2ND 3RD YE AR OF BE T WEEN 3RD 4TH YE AR OF AVER AGE
SCHOOL HIGH SCHOOL HIGH SCHOOL AND 3RD YE AR HIGH SCHOOL AND 4TH YE AR HIGH SCHOOL SCORE *
college journey
DATA INSIGHT
Creating factor lists happened for this class at around the same time as the class of 2022. In that previous study, Carnegie found that the likely process is for students
to look for a person they trust to help round out this list, but ultimately make their decisions about where to apply and attend more individually. Speaking to influential
audiences about factors of choice is a strong strategy in positioning an institution's top value propositions.
C A R N E G I E | C O L L E G E X P R E S S 2 0 2 3 G R A D U AT I N G S E N I O R S S U R V E Y
GRADUATING SENIORS
INFORM ATION SEEK ING
Where did you seek out information about colleges or universities? (All That Apply)
60%
college journey
50%
40%
30%
20%
10%
0%
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*Red bars indicate total selections for use. Gold bars indicate the percentage of respondents who selected each source as most important to their search process.
**Category in purple (No Active Seeking) was an exclusive answer, meaning a respondent could not select other options from the list if they picked this factor.
C A R N E G I E | C O L L E G E X P R E S S 2 0 2 3 G R A D U AT I N G S E N I O R S S U R V E Y
GRADUATING SENIORS
INFORM ATION SEEK ING
Where did you seek out information about colleges or universities? (All That Apply)
AUDIENCE COLLEGES ' GENER AL TE ACHER / FAMILY SPECIFIC COLLEGE FRIENDS EMAIL MAIL /
WEBSITES SE ARCHES COUNSELOR PROGR AM FAIRS COMMS PUBS
college journey
All Respondents 57% 48% 46% 42% 36% 35% 34% 33% 32%
Women 57% 48% 47% 41% 36% 36% 33% 34% 33%
Men 55% 46% 44% 46% 33% 32% 37% 31% 28%
Other 65% 55% 44% 41% 44% 32% 32% 35% 34%
LGBTQIA+ 62% 56% 48% 39% 43% 35% 33% 35% 34%
Straight/CIS 56% 45% 45% 43% 34% 34% 34% 33% 31%
Asian 57% 56% 46% 45% 39% 32% 46% 32% 29%
Black/African American 52% 43% 48% 39% 29% 42% 27% 34% 34%
Hispanic/Latinx 53% 45% 53% 31% 33% 38% 31% 33% 32%
Other/Mixed Race 55% 50% 46% 44% 38% 35% 33% 34% 30%
White 62% 49% 42% 47% 39% 31% 35% 33% 32%
Low Income 51% 45% 53% 29% 30% 38% 32% 33% 31%
Lower Middle-income 57% 47% 46% 43% 38% 35% 33% 34% 33%
Upper Middle-income 61% 50% 41% 50% 40% 33% 36% 34% 32%
High Income 62% 53% 39% 56% 37% 27% 37% 32% 29%
Liberal 62% 56% 46% 42% 41% 34% 34% 35% 34%
Conservative 57% 45% 40% 49% 35% 29% 37% 33% 30%
Moderate 54% 43% 46% 41% 33% 36% 34% 33% 30%
Non-political 54% 45% 49% 40% 33% 38% 32% 32% 32%
Christian 57% 46% 44% 46% 35% 35% 35% 34% 32%
Catholic 53% 45% 49% 41% 33% 35% 33% 32% 32%
Other Religion 54% 45% 47% 41% 33% 35% 34% 31% 30%
Atheist/Non-religious 64% 56% 45% 40% 43% 33% 33% 35% 33%
High Achiever 64% 54% 44% 45% 41% 33% 35% 36% 34%
Above Average Grades 55% 46% 46% 42% 35% 35% 35% 33% 31%
Average Grades 51% 42% 48% 39% 29% 37% 30% 30% 30%
Below Average Grades 46% 39% 50% 37% 25% 39% 29% 31% 27%
C A R N E G I E | C O L L E G E X P R E S S 2 0 2 3 G R A D U AT I N G S E N I O R S S U R V E Y
GRADUATING SENIORS
INFORM ATION SEEK ING
Where did you seek out information about colleges or universities? (All That Apply)
AUDIENCE SOCIAL R ANKING STUDENT/ SE ARCH MENTOR / VIRTUAL INFO SCHOOL INFO NO ACTIVE AVER AGE
MEDIA SITES ALUMNI ACQUAINT COLLE AGUE SESSIONS BOARD SEEKING SEEKING *
college journey
All Respondents 31% 26% 26% 23% 18% 18% 16% 1% 5.21
Women 33% 24% 27% 23% 17% 18% 16% 1% 5.23
Men 27% 30% 26% 25% 19% 18% 16% 1% 5.13
Other 30% 31% 22% 23% 20% 22% 17% 1% 5.47 (+)
LGBTQIA+ 33% 31% 25% 23% 17% 21% 17% 1% 5.52 (+)
Straight/CIS 30% 25% 27% 23% 18% 17% 16% 1% 5.11
Asian 31% 44% 31% 29% 21% 26% 18% 1% 5.82 (+)
Black/African American 34% 22% 24% 22% 19% 19% 18% 1% 5.06
Hispanic/Latinx 29% 23% 21% 22% 19% 18% 18% 1% 4.99 (-)
Other/Mixed Race 31% 26% 26% 25% 20% 19% 16% 1% 5.28
White 30% 24% 28% 23% 15% 16% 13% 1% 5.19
Low Income 32% 21% 22% 23% 19% 17% 18% 1% 4.94 (-)
Lower Middle-income 31% 24% 26% 23% 18% 17% 16% 1% 5.21
Upper Middle-income 30% 29% 30% 24% 16% 19% 14% 1% 5.39 (+)
High Income 32% 38% 30% 26% 17% 24% 12% 1% 5.51
Liberal 35% 34% 27% 24% 18% 23% 15% 0% 5.60
Conservative 27% 21% 30% 23% 17% 13% 13% 1% 4.99 (-)
Moderate 29% 25% 27% 25% 19% 17% 17% 1% 5.09
Non-political 30% 20% 23% 21% 17% 16% 18% 1% 5.00 (-)
Christian 30% 22% 29% 24% 19% 16% 15% 1% 5.19
Catholic 32% 25% 27% 23% 16% 17% 16% 1% 5.09
Other Religion 31% 27% 24% 24% 18% 20% 18% 1% 5.12
Atheist/Non-religious 31% 32% 25% 22% 17% 20% 15% 1% 5.44 (+)
High Achiever 31% 35% 30% 25% 19% 23% 14% 0% 5.63 (+)
Above Average Grades 31% 23% 25% 22% 17% 16% 17% 1% 5.09
Average Grades 31% 16% 22% 22% 16% 14% 18% 1% 4.75 (-)
Below Average Grades 31% 13% 18% 22% 17% 12% 19% 1% 4.55 (-)
* Average scores with (+) indicate a statistically significantly higher score than the respondent average. Scores with (-) indicate a statistically lower.
C A R N E G I E | C O L L E G E X P R E S S 2 0 2 3 G R A D U AT I N G S E N I O R S S U R V E Y
GRADUATING SENIORS
INFORM ATION SEEK ING
Where did you seek out information about colleges or universities? (All That Apply)
AUDIENCE COLLEGES ' GENER AL TE ACHER / FAMILY SPECIFIC COLLEGE FRIENDS EMAIL MAIL /
WEBSITES SE ARCHES COUNSELOR PROGR AM FAIRS COMMS PUBS
college journey
All Respondents 57% 48% 46% 42% 36% 35% 34% 33% 32%
East North Central 59% 47% 44% 45% 37% 32% 36% 32% 32%
West North Central 57% 46% 40% 45% 33% 31% 31% 33% 28%
Middle Atlantic 57% 51% 48% 41% 35% 41% 33% 33% 33%
Mountain 59% 45% 47% 46% 38% 31% 33% 35% 31%
New England 59% 53% 55% 43% 39% 37% 35% 36% 32%
Pacific 57% 52% 51% 40% 37% 33% 35% 34% 30%
South Atlantic 58% 48% 43% 40% 36% 35% 34% 34% 33%
East South Central 55% 42% 42% 43% 35% 38% 32% 33% 32%
West South Central 54% 45% 46% 42% 36% 36% 32% 33% 31%
Small Public 55% 42% 47% 41% 32% 38% 29% 30% 30%
Small Private 60% 52% 43% 38% 38% 34% 30% 37% 36%
Small Religious 64% 46% 40% 48% 33% 33% 34% 38% 33%
Small CC/Trade 48% 36% 52% 37% 30% 36% 32% 29% 26%
Midsize Public 53% 45% 48% 41% 34% 37% 32% 31% 31%
Midsize Private 63% 55% 47% 41% 42% 36% 32% 39% 37%
Midsize Religious 54% 46% 42% 45% 35% 32% 35% 34% 32%
Midsize/Large CC/Trade 52% 45% 57% 40% 33% 36% 32% 33% 29%
Large Public 57% 47% 46% 44% 36% 35% 35% 34% 31%
Large Private/Religious 58% 53% 47% 44% 40% 30% 34% 34% 32%
Mega Public 62% 55% 42% 45% 39% 32% 39% 32% 31%
Strength Motivated 53% 44% 44% 40% 33% 32% 32% 32% 30%
Vitality Motivated 55% 46% 48% 46% 32% 36% 37% 33% 32%
Creativity Motivated 62% 52% 46% 43% 40% 36% 34% 34% 33%
DATA INSIGHT
Sources of active information seeking have not changed much over time, though a post-COVID bump for more personal sources like friends and family has been noticed.
More importantly, considering both the breadth of platforms used alongside the most important sources can help to round out content strategies that find students where
they are looking.
C A R N E G I E | C O L L E G E X P R E S S 2 0 2 3 G R A D U AT I N G S E N I O R S S U R V E Y
GRADUATING SENIORS
INFORM ATION SEEK ING
Where did you seek out information about colleges or universities? (All That Apply)
AUDIENCE SOCIAL R ANKING STUDENT/ SE ARCH MENTOR / VIRTUAL INFO SCHOOL INFO NO ACTIVE AVER AGE
MEDIA SITES ALUMNI ACQUAINT COLLE AGUE SESSIONS BOARD SEEKING SEEKING
college journey
All Respondents 31% 26% 26% 23% 18% 18% 16% 1% 5.21
East North Central 31% 24% 28% 25% 16% 15% 14% 1% 5.17
West North Central 29% 18% 23% 22% 12% 11% 13% 1% 4.72 (-)
Middle Atlantic 33% 33% 28% 23% 18% 25% 18% 0% 5.50 (+)
Mountain 25% 21% 24% 22% 18% 14% 15% 1% 5.04
New England 38% 32% 25% 23% 18% 23% 21% 0% 5.69 (+)
Pacific 31% 30% 27% 27% 21% 22% 18% 0% 5.45 (+)
South Atlantic 32% 28% 27% 23% 18% 19% 15% 0% 5.23
East South Central 27% 21% 25% 21% 18% 15% 14% 1% 4.93 (-)
West South Central 29% 21% 26% 23% 18% 14% 15% 1% 5.01 (-)
Small Public 28% 18% 23% 20% 16% 15% 17% 1% 4.81 (-)
Small Private 30% 34% 26% 21% 19% 25% 15% 0% 5.38 (+)
Small Religious 31% 19% 32% 22% 18% 13% 11% 1% 5.15
Small CC/Trade 23% 11% 18% 22% 16% 11% 19% 1% 4.46 (-)
Midsize Public 30% 19% 23% 21% 18% 13% 16% 1% 4.92 (-)
Midsize Private 35% 42% 28% 25% 18% 30% 17% 0% 5.87 (+)
Midsize Religious 33% 26% 28% 24% 17% 19% 15% 0% 5.17
Midsize/Large CC/Trade 29% 13% 20% 25% 20% 14% 19% 1% 4.97 (-)
Large Public 32% 25% 29% 25% 17% 17% 16% 1% 5.26
Large Private/Religious 33% 37% 29% 23% 22% 27% 15% 1% 5.58 (+)
Mega Public 33% 38% 30% 26% 17% 22% 15% 1% 5.58 (+)
Strength Motivated 31% 25% 26% 23% 18% 16% 15% 1% 4.94 (-)
Vitality Motivated 34% 22% 28% 25% 17% 17% 16% 1% 5.24
Creativity Motivated 29% 30% 26% 22% 18% 20% 17% 1% 5.42
* Average scores with (+) indicate a statistically significantly higher score than the respondent average. Scores with (-) indicate a statistically lower.
C A R N E G I E | C O L L E G E X P R E S S 2 0 2 3 G R A D U AT I N G S E N I O R S S U R V E Y
GRADUATING SENIORS
PL ATFORM USE
Which of these specific platforms do you use on a regular basis?
80%
college journey
70%
60%
50%
40%
30%
20%
10%
0%
ai l
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dI n
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C A R N E G I E | C O L L E G E X P R E S S 2 0 2 3 G R A D U AT I N G S E N I O R S S U R V E Y
GRADUATING SENIORS
PL ATFORM USE
Which of these specific platforms do you use on a regular basis?
AUDIENCE INSTAGR AM TIK TOK GOOGLE YOUTUBE EMAIL STRE AMING SPOTIF Y SNAPCHAT PINTEREST
SE ARCH
college journey
All Respondents 74% 69% 68% 64% 58% 56% 52% 51% 30%
Women 78% 70% 68% 58% 64% 60% 53% 53% 39%
Men 67% 65% 68% 75% 43% 46% 47% 48% 6%
Other 72% 73% 70% 74% 57% 57% 66% 36% 40%
LGBTQIA+ 78% 73% 71% 71% 65% 62% 64% 46% 41%
Straight/CIS 73% 68% 67% 62% 56% 54% 48% 52% 27%
Asian 77% 74% 75% 74% 47% 41% 58% 37% 23%
Black/African American 72% 63% 63% 67% 65% 54% 34% 40% 31%
Hispanic/Latinx 75% 66% 64% 62% 63% 55% 54% 41% 30%
Other/Mixed Race 70% 66% 65% 64% 53% 50% 48% 45% 29%
White 76% 73% 71% 60% 57% 62% 58% 64% 32%
Low Income 74% 65% 64% 63% 64% 51% 47% 44% 31%
Lower Middle-income 74% 69% 67% 64% 58% 56% 52% 52% 30%
Upper Middle-income 75% 71% 71% 64% 55% 59% 55% 55% 31%
High Income 77% 72% 73% 66% 50% 57% 58% 54% 25%
Liberal 80% 73% 73% 68% 65% 63% 61% 49% 37%
Conservative 70% 69% 68% 59% 46% 53% 50% 60% 24%
Moderate 74% 66% 64% 61% 56% 52% 49% 52% 26%
Non-political 70% 66% 66% 64% 57% 52% 44% 47% 29%
Christian 75% 70% 69% 63% 55% 57% 48% 53% 31%
Catholic 76% 67% 66% 61% 62% 55% 53% 55% 25%
Other Religion 72% 65% 63% 61% 56% 50% 47% 46% 28%
Atheist/Non-religious 76% 74% 74% 70% 60% 61% 61% 49% 34%
High Achiever 74% 74% 73% 65% 52% 56% 54% 49% 30%
Above Average Grades 74% 68% 67% 63% 60% 56% 53% 52% 30%
Average Grades 76% 63% 62% 64% 66% 55% 46% 53% 30%
Below Average Grades 72% 58% 58% 61% 64% 53% 42% 47% 28%
C A R N E G I E | C O L L E G E X P R E S S 2 0 2 3 G R A D U AT I N G S E N I O R S S U R V E Y
GRADUATING SENIORS
PL ATFORM USE
Which of these specific platforms do you use on a regular basis?
AUDIENCE COLLEGE FACEBOOK T WIT TER REDDIT LINKEDIN T WITCH CHATGPT/AI PANDOR A AVER AGE
INFO SITES USED *
college journey
C A R N E G I E | C O L L E G E X P R E S S 2 0 2 3 G R A D U AT I N G S E N I O R S S U R V E Y
GRADUATING SENIORS
PL ATFORM USE
Which of these specific platforms do you use on a regular basis?
AUDIENCE INSTAGR AM TIK TOK GOOGLE YOUTUBE EMAIL STRE AMING SPOTIF Y SNAPCHAT PINTEREST
SE ARCH
college journey
All Respondents 74% 69% 68% 64% 58% 56% 52% 51% 30%
East North Central 73% 69% 68% 62% 59% 57% 53% 64% 30%
West North Central 74% 69% 66% 60% 58% 58% 51% 66% 28%
Middle Atlantic 76% 70% 69% 66% 59% 53% 50% 50% 28%
Mountain 75% 70% 67% 58% 50% 57% 60% 52% 32%
New England 77% 71% 71% 64% 61% 60% 52% 60% 30%
Pacific 78% 71% 69% 66% 54% 54% 59% 35% 31%
South Atlantic 74% 67% 69% 67% 58% 56% 48% 45% 31%
East South Central 69% 67% 64% 63% 59% 54% 48% 51% 32%
West South Central 73% 68% 67% 63% 60% 55% 48% 49% 29%
Small Public 70% 65% 63% 61% 56% 52% 44% 48% 29%
Small Private 77% 76% 72% 69% 55% 60% 56% 52% 29%
Small Religious 71% 73% 71% 61% 49% 55% 53% 54% 30%
Small CC/Trade 68% 62% 63% 62% 60% 51% 49% 53% 32%
Midsize Public 73% 67% 63% 61% 61% 57% 48% 53% 31%
Midsize Private 79% 71% 71% 66% 55% 57% 55% 49% 29%
Midsize Religious 74% 68% 64% 63% 54% 53% 53% 51% 31%
Midsize/Large CC/Trade 72% 64% 68% 64% 60% 55% 50% 46% 31%
Large Public 77% 66% 68% 64% 62% 56% 53% 51% 31%
Large Private/Religious 75% 70% 71% 67% 54% 56% 52% 44% 30%
Mega Public 78% 74% 73% 66% 57% 56% 55% 51% 29%
Strength Motivated 75% 66% 64% 59% 60% 54% 48% 55% 25%
Vitality Motivated 79% 70% 67% 60% 65% 60% 51% 56% 33%
Creativity Motivated 71% 71% 72% 70% 52% 55% 56% 44% 33%
DATA INSIGHT
Platform use has moderately shifted year-over-year, with Facebook in freefall and TikTok gaining considerable ground. Instagram and YouTube also continue to see strong
scores, indicating the importance of visual and especially video content in a proper channel mix strategy. Institutions should consider where marketing dollars are spent,
both on the ad purchase but also the content production.
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PL ATFORM USE
Which of these specific platforms do you use on a regular basis?
AUDIENCE COLLEGE FACEBOOK T WIT TER REDDIT LINKEDIN T WITCH CHATGPT/AI PANDOR A AVER AGE
INFO SITES USED
college journey
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PL ATFORM A DVERTISING
Of the platforms you use regularly, where do you recall seeing college/university advertising?
90%
college journey
80%
70%
60%
50%
40%
30%
20%
10%
0%
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USE VER SUS A D PERCEP TION
Crossing platforms and ad perception data to create a media underuse/overuse compass.
90%
college journey
80%
Email
Info Sites
70%
Where Students See Advertising
Instagram
60% Google Search
50%
TikTok
Facebook
40%
YouTube
30%
LinkedIn
Reddit
20% Twitter Snapchat
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SOCI A L MEDI A TRUST: INSTITUTIONS
How much do you trust the information you see about colleges from those colleges on social media?
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SOCI A L MEDI A TRUST: INSTITUTIONS
How much do you trust the information you see about colleges from those colleges on social media?
DATA INSIGHT
Trust of social media information from an institution about itself is relatively high, though it's important to note that a top score of 5% on completely is low and indicates
the skepticism that comes with social media advertising and college advertising in general. Importantly, there were almost no significant demographic or institutional type
differences, indicating a strong agreement from audience types about this perception.
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SOCI A L MEDI A TRUST: USER CONTENT
How much do you trust the information you see about colleges from students/alums on social media?
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SOCI A L MEDI A TRUST: USER CONTENT
How much do you trust the information you see about colleges from students/alums on social media?
DATA INSIGHT
Trust of current and graduated students is seen with more trust, even though there is a greater potential for factual inaccuracies or outdated information. This is a typical
outcome in social media trust, however, as the experience of a real end user (or in this case, student), is often seen as less biased compared to an institution's own content.
As such, the perception of bias creates more trust in content from unofficial sources and influencers.
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SOCI A L MEDI A INF LUENCER S
Do you follow any social media influencers who have talked about or endorsed colleges.
AUDIENCE I DO NOT FOLLOW I FOLLOW INFLUENCERS I FOLLOW SOMEONE WHO I FOLLOW SOMEONE WHO AVER AGE
INFLUENCERS BUT NOT COLLEGE ONES POSTS ABOUT COLLEGE ENDORSES A COLLEGE SCORE *
college journey
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SOCI A L MEDI A INF LUENCER S
Do you follow any social media influencers who have talked about or endorsed colleges.
AUDIENCE I DO NOT FOLLOW I FOLLOW INFLUENCES BY I FOLLOW SOMEONE WHO I FOLLOW SOMEONE WHO AVER AGE
INFLUENCERS NOT COLLEGE ONES POSTS ABOUT COLLEGE ENDORSES A COLLEGE SCORE *
college journey
DATA INSIGHT
About half of incoming students follow some type of influencer, and many of those influencers speak about or even endorse certain colleges. Combined with the findings that
trust in user-generated content (UGC) is higher than institutional content, it is important to consider the impact of influencers, especially for more ethereal choice factors
like college feel and social life. This will be especially important as platforms like Instagram and TikTok continue to rise in use.
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CH ATGP T/A I USE
Did you use AI to help search out college information? Did you use it to prepare application materials?
college journey
4% 2%
22% 24%
74% 74%
Used for Search Used for Fun Never Used Use for Materials Used forOther Reasons Never Used
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COL L EGE PREPA R ATION
How prepared do you feel to attend college this year?
AUDIENCE NOT PREPARED SLIGHTLY SOME WHAT HIGHLY COMPLE TELY AVER AGE
AT ALL PREPARED PREPARED PREPARED PREPARED SCORE *
college journey
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COL L EGE PREPA R ATION
How prepared do you feel to attend college this year?
AUDIENCE NOT PREPARED SLIGHTLY SOME WHAT HIGHLY COMPLE TELY AVER AGE
AT ALL PREPARED PREPARED PREPARED PREPARED SCORE *
college journey
DATA INSIGHT
The class of 2023 feels about the same as the class of 2022 did on college preparedness, though fewer (9% versus 14% in 2022) say they are completely prepared.
Importantly, the factors that predicted feelings of preparedness have not changed much: grades and income strongly predict whether or not a student feels ready, and
low grades and income are associated with lower predicted self-efficacy. Therefore, these groups should be considered for special outreach and attention when preparing
audiences for school.
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INSIGHTS
GRADUATING SENIORS
INSIGHTS
Key information and recommendations based on the data in this report.
USING THIS INFORMATION unreliable to blindly fill the “funnel” with a critical mass of prospect names
and anticipate conversions toward the right enrollment, it has become
As the distance between the present and the onset of the COVID-19 pandemic increasingly unproductive to maintain a one-size-fits-all model of enrollment.
increases, certain aspects of students’ college application and decision- That is not the way the culture is going, and if colleges aim to remain an
making process are beginning to look familiar once more. However, the impact integral part of the culture, they must change course.
of recent national and world-wide events specifically on the generation of
insights
students who are actively preparing to enter college cannot be ignored, and it Here are a few things to consider when deciding where to point your ship:
is as important as ever for enrollment leaders and higher education marketers
to understand their target audience beyond simply where they spend their ANTI-MELT EFFORTS CAN NO LONGER BE SIMPLY “NICE TO HAVE ”
time and which ads they’re most likely to engage with.
In good news, application rates are declining to pre-pandemic levels. That
This year’s Graduating Seniors Report emphasizes several things many have may sound like a negative, but while application rates shift and acceptance
known for some time, and this data is another reminder that it is time to rates hold steady, colleges and universities can expect to see bumps in
embrace change in order to remain solvent and relevant. Chief on that list is yield rates once again. However, controlling and reducing melt - the period
the need to recruit, enroll, and retain students in a highly sophisticated and between a deposit or confirmation and a student actually enrolling and
personalized way. Given the demand of this style of engagement, the results showing up for class on the first day - is now the ultimate milestone.
of this report not only highlight the priority areas for enrollment leaders but
also the ways in which enrollment functions may be made more efficient by 94% of students in this study had committed to a college or university by
doing away with outdated practices. Those gained efficiencies, both in time mid-May. However, nearly a third of them also expressed some level of
and tangible resources, will allow admissions, marketing, and student support uncertainty about their major, and it’s fair to expect that even those with
teams to become nimble, prepared to pivot as the market demands and high levels of certainty may eventually explore their options. Given the
students require. bearing that degree options have on determining the college that’s right for
them, that means that up to 71% of students may be expected to question
Lastly, and likely the most difficult to achieve, higher education leaders their major and potentially their college choice at some point in the future.
will need to spearhead a cultural shift on their campuses. A shift away This means anti-melt, retention programing, and transfer pipelines should
from linear process and transactional procedure and toward precision all be top of mind for enrollment leaders and higher education marketers
and personalization where possible. Just as it is becoming increasingly through next fall.
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INSIGHTS
Key information and recommendations based on the data in this report.
BARRIERS TO EDUCATION ARE HIGHLY INDIVIDUALIZED, SUPPORT junior year of high school, with a surprising 15% beginning even before
SHOULD BE TOO high school. Freshman communication plans - even if they are short and
high-level - are important, and early nurture practices such as this will give
After cost, there is a wide range of similarly scoring factors that students colleges willing to invest in them a leg up in the eventual college decision
report may cause them to not attend their chosen institution or eventually process.
drop out. Therefore, supporting students through these barriers cannot be
insights
generalized to certain demographic groups, regions, or institution types. This Use the information about the initial search timeline and the advanced
indicates a need to support students throughout the enrollment process and search timeline to determine when and how to tailor content for
their college experience using a highly personalized approach. communication plans. Initial searchers are likely looking for general
information about the institution. Consider these investigations casual,
Historically, self-efficacy ratings are one of the highest predictors of eventual fun, and an opportunity to get some basic information about the institution.
success, and nearly 30% of student respondents positively indicated a Craft content and channel strategy accordingly. Advanced searches tend to
desire to continue with their education regardless of any barrier. Because begin the summer before junior year. Therefore, around this time, content
personalized attention is undoubtedly challenging to execute, especially for should become more detailed, and the institution should begin investing
larger institutions, results by institution type for this question, or results from in high impact engagements such as visits, events, and psychographic
similar polls that institutions conduct on their own, may give colleges and marketing if that has not already been common practice.
universities an idea of the extent of the challenge they are facing and allow
them to prepare appropriately. INVEST IN THE PL ATFORMS THAT MAT TER MOST
DON’ T FORGET ABOUT THE E ARLY SE ARCHERS For many practitioners, the graph on page 56 may be the most useful piece of
information from this entire study. The X axis shows where students spend
Just as anti-melt campaigns have historically been “nice to have,” so too their time on media. The Y axis shows where they have seen or perceived
have communication plans or marketing campaigns for younger students ads. As a result, one can interpret the quadrants this way: the top right are
beginning the college search process early. As is noted in the data insight on platforms where people are spending time and most colleges are already
page 42, this particular metric should be considered in flux and is something strategically using the platform. The bottom right is the opportunity space -
to continue to monitor as we get further from the pandemic. However, over places where students are using media but colleges and universities haven’t
half of student respondents indicated beginning their search before their caught up in their strategies. The bottom left are the platforms that are rarely
in use and probably aren’t being overused in the ad space. The top left is
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INSIGHTS
Key information and recommendations based on the data in this report.
INVEST IN THE PL ATFORMS THAT MAT TER MOST (CONTINUED) available in that discipline when making a degree selection. When asked
why they are even attending college, students first indicate that it’s to earn
the “danger zone” - these platforms have lower use but high ad perception, a degree. After that, it’s to learn about a passion. Couple these results with
meaning colleges and universities are likely overspending here. The only the fact that students are much more likely to trust information they receive
exception to the “danger zone” is college information sites as they serve a from current students or family members about a school (despite any risk
very specific purpose and it is to be expected that students only spend a of inaccuracies) and we find that the college decision is still very much an
insights
limited amount of time in that environment. emotional one. Facts such as degree offerings and tuition price may get a
school placed on the short list, but the final decision comes down to the
The biggest two takeaways are that video is highly underused, but it is where ever elusive, “right fit.” So, how does a school become that right fit?
students are. Colleges and universities that wish to only make one change and
still have a significant impact should invest in high quality and high quantities Marketing, especially for higher education, is about being able to cultivate
of video content. The second biggest takeaway is that Facebook may have a relationship between a member of a target audience (e.g., prospective
less value than pre-pandemic when the aim is to reach broader prospective student) and an inanimate entity (e.g., the institution). It’s a challenging
student audiences. Colleges and universities should evaluate their current endeavor, and grows increasingly challenging as institution size and
investment on all platforms based on use cases and their own trends data to complexity increase. Success in building that relationship comes down
ensure they are getting the greatest ROI for their digital advertising spend. to effectively and consistently positioning institutional differentiators
within the context of messaging that is designed to motivate students and
COLLEGE IS STILL AN EMOTIONAL DECISION drive them to engagement and eventual action. This takes communicating
authentically as an institution and knowing your prospects better than your
Higher education marketing and enrollment management has grown in competitors. Institutions that master this will find greater success not
sophistication over the last several years, and what was once called an only in attracting students, but in nurturing them through the enrollment
“art” is now much more of a “science.” However, for students, just as for process, and supporting their success throughout their degree progression.
practitioners, navigating the college decision space is a bit of both. When
asked about the most important factors in their college decision, students
indicate degree options, scholarships/aid, and tuition price. Those three
objective and practical factors top the chart, but right after that is campus
feel. Personal interest in a subject outweighs the actual job opportunities
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