2023-03-04-Hanover_Research-2022年美国未来学生调查_33页_8mb

Summary of 2022 National Prospective Student Survey

Key Findings

• Degree preferences: About half (46%) of high school sophomores and juniors in the survey prefer a four-year bachelor's degree, though interest is declining over the past two years. Approximately 33% may consider an associate degree or other non-degree programs, with one-third weighing multiple options due to factors like cost, caution, or institutional strengths.
• Learning formats: Hybrid courses are increasingly popular; just over half seek fully on-campus experiences, a decline from pre-pandemic levels. Flexibility is key, with students interested in part-time enrollment and varied schedules, particularly online offerings that allow weekday or weekend access. Urban and suburban areas remain top geographic choices, with many willing to travel up to four hours if necessary.
• Decision-making factors: Affordability ranks highest, with price being a critical concern for 39% of prospective students. Other key factors include getting a good job (34%), financial aid availability (21%), and flexible scheduling (30%). Institutions should emphasize ROI, job prospects, and financial support to attract applicants.
• Preparation gaps: Many students (38%) feel moderately to very unprepared for college, with concerns in areas like discipline, study skills, writing, critical thinking, and life responsibilities. Orientation programs focusing on tours and social activities (56% and 53%, respectively) are highly valued for easing the transition.
• Communication preferences: Instagram (80%) is the dominant social media platform for engagement. Top information sources include college websites (55%) and search engines (53%). Students prefer email (63%) and postal mail for official communications, with concerns expressed about digital reach.

Conclusion

Colleges should focus on providing flexible learning options, robust support services, and clear financial messaging to address evolving student needs, ensuring preparedness for diversity in educational paths and personal challenges while enhancing recruitment and retention.