Look Who s Coming to College:

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1 Look Who s Coming to College: The Adult to Post-traditional Student Higher Education Marketplace Carol Aslanian, Senior Vice President Aslanian Market Research EducationDynamics July 21, 2015 Chicago, IL

2 Agenda Higher Education Through the Years Rise of Post-traditional Students: Who are they? National Study of Post-traditional Students Implications for YOUR college Copyright: Aslanian Market Research

3 Higher Education Through the Years Copyright: Aslanian Market Research

4 1970 s Steady growth of students 25+ years Special units to serve them Main objective: Revenue year olds are central focus Restrictions on adults enrolling in day programs Many grad schools were also traditional -- day, full time, etc... Americans in Transition: Life Changes as Reasons for Adult Learning Copyright: Aslanian Market Research

5 More and more adults returning to school Increased need for revenue by colleges Mainstreaming of adults on many campuses Online learning emerges For-profit sector expands Copyright: Aslanian Market Research

6 Dip begins in high school graduates Age no longer predicts learning patterns All ages and all backgrounds study all times and in all ways Not-for-profit colleges enter online market - - branching out to new regions of the nation previously not available to them For-profit market share declines Copyright: Aslanian Market Research

7 Transformation in American Higher Education Not because of technology or MOOCs or competency-based education by the rise of post-traditional learners (Louis Soares ACE ) Need to acquire postsecondary education to meet workforce demands Close to 40 million Americans 25+ with some college credit but no degree 40% of American students at 4-year colleges do not finish in six years Rapidly changing demographics among college-bound students Copyright: Aslanian Market Research

8 Rise of Post-traditional Students Copyright: Aslanian Market Research

9 70%-80% of the undergraduate market Attend any accredited college Any age but if 24 years or younger: not full-time, day, residential Copyright: Aslanian Market Research

10 National Study of Post-traditional Students Copyright: Aslanian Market Research

11 Background Conducted Spring/Summer ,500 students nationwide Enrolled in undergraduate study in past three years, currently enrolled, or planning to enroll in next year Separate analysis for those 24 and younger: not fulltime, day, residential Copyright: Aslanian Market Research

12 Who are Post-traditional Students? Copyright: Aslanian Market Research

13 or Copyright: Aslanian Market Research

14 Gender Male 33% Female 66% Copyright: Aslanian Market Research

15 Gender by Age Male 33% Female 66% Overall Gender Under and Older Female 75% 63% Male Copyright: Aslanian Market Research

16 Ethnicity Caucasian 65% Black/African American 14% Hispanic/Latino 10% Asian or Pacific Islander Ameran Indian or Alaska Native Other 1% 2% 8% Minority: 35% Not insignificant!! Copyright: Aslanian Market Research

17 Employment Status Employment Total Under and Older 65% 52% 71% Employed full time 42% 21% 51% Employed part time Not employed, but seeking employment Not employed and not seeking employment College student Recently graduated from high school Retired Copyright: Aslanian Market Research

18 Expect to Change Job After Graduation No 41% Yes 59% Copyright: Aslanian Market Research

19 Income Income Total Under and Older Median $53,000 $26,500 $56,000 Copyright: Aslanian Market Research

20 Children Present in Household Children Present in Household Total Under and Older Yes 52% 55% 45% No Copyright: Aslanian Market Research

21 First Generation to Attend College???????? Copyright: Aslanian Market Research

22 First Generation to Attend College Yes 29% No 61% Copyright: Aslanian Market Research

23 So. Who are Post-traditional Students Today? or Copyright: Aslanian Market Research

24 Personal Characteristics At a Glance Majority are Caucasian females Overly unmarried Largely not first in family to attend college Nearly half have no children residing at home Most are employed and juggle home, work and study Copyright: Aslanian Market Research

25 Credentials and Majors Demanded by Today s Post-Traditional Students Copyright: Aslanian Market Research

26 Intended Credential Certificate, license, or diploma in a professional area 18% Individual Courses 13% Intended Degree Total: 69% Degree 53% Courses for transfer to a Bachelor s degree program 16% Copyright: Aslanian Market Research

27 Degree Type Associate 34% Bachelors 66% Copyright: Aslanian Market Research

28 Subject Field of Study (in order of market demand) Under 25 Arts & Humanities Health & Medicine STEM Business Social Science, Criminal Justice, Law Computers & IT Education & Teaching Counseling, Human Services 25 and Older Business Computers and IT Health & Medicine STEM Arts & Humanities Social Science, Criminal Justice, Law Education & Teaching Counseling, Human Services Copyright: Aslanian Market Research

29 Enrolling in Higher Education Copyright: Aslanian Market Research

30 Primary Motivation for Enrollment I want(ed) to transition to a new career 18% 35% I graduated high school and this was the next step in my education 7% 59% I was/ am seeking a promotion/new position in my field 6% 23% I was/am unemployed and need(ed) more education to get a job 11% 15% Under 25 I was/am returning to the job market for the first time in several years 2% 12% 25 and Older Personal reasons not related to career 4% 7% Copyright: Aslanian Market Research

31 Trigger Event Leading to Enrollment Under 25 My financial situation changed Graduated high school My living arrangements changed I moved to a new city/location I had a baby I started a new relationship/got married I was passed over for promotion/advancement I got laid off/let go from my job I ended a relationship/divorced My kids went to school/college Something else 6% 5% 3% 3% 2% 2% 18% 15% 13% 10% 24% Copyright: Aslanian Market Research

32 Trigger Event Leading to Enrollment 25 and Over My financial situation changed 35% I was passed over for promotion/advancement I got laid off/let go from my job I moved to a new city/location My living arrangements changed My kids went to school/college I had a baby I started a new relationship/got married I ended a relationship/divorced Something else 13% 11% 9% 7% 6% 6% 5% 5% 3% Copyright: Aslanian Market Research

33 Influenced Decision to Enroll Under 25 My parents High school teacher or college counselor A teacher My spouse My child/children My employer a co-worker A religious leader A friend A relative No one-- I made this decision on my own 14% 9% 8% 7% 4% 2% 23% 31% 38% 51% 67% Copyright: Aslanian Market Research

34 Influenced Decision to Enroll 25 and Over My spouse 36% My parents 28% My child/children 24% My employer 20% a co-worker 16% A teacher 10% A high school teacher or college counselor 9% A religious leader 6% A friend 2% A relative 2% Someone else 1% No one-- I made this decision on my own 60% Copyright: Aslanian Market Research

35 Institution Type Considered/Enrolled Public community/technical college 35% Public 4-year college 35% Private non-profit 4-year college 11% Private non-profit 2-year college 4% For profit college 7% Don't know 9% Copyright: Aslanian Market Research

36 Length of Time Between High School and First Enrollment Immediately 40% 57% 1-2 years 24% 30% Under years 10% 9% 25 and Older More than 5 years 3% 26% Copyright: Aslanian Market Research

37 Number of Institutions Ever Enrolled One 43% Two 38% Three 14% Four or more 5% Copyright: Aslanian Market Research

38 Methods of Course Payment Personal/family funds Student loans Government grants 46% 44% 42% Employer tuition support benefits Private loans Private third-party scholarships 13% 17% 15% Military Benefits 1% Copyright: Aslanian Market Research

39 College Search Copyright: Aslanian Market Research

40 Number of Institutions Inquired/Applied One 52% Two 29% Three or more 19% Copyright: Aslanian Market Research

41 Most Important Enrollment Factors Cost of tuition and fees 49% Flexible course schedules Campus locations of the institution Availability of online courses 25% 24% 28% Reputation of the college or program Accreditation of the institution or program Length of time to complete my studies 14% 18% 17% Amount of earned credits accepted Friends, family, associates attend attended Availability of internships/work experiences 6% 9% 8% Something else 2% Copyright: Aslanian Market Research

42 Time Between First Inquiry and First Day of Classes 4 weeks or less 41% 1 to 3 months 32% 4-6 months 16% 6-9 months months 3% 5% 73% = 3 months or less More than one year 3% Copyright: Aslanian Market Research

43 Enrolled in Lowest Priced Institution Yes 29% No 41% Not Sure 29% Copyright: Aslanian Market Research

44 Equate High Cost and High Quality Cost and Quality Correlation Percent of Post-traditional Students Not at all 18% Somewhat 43 Very much 38 Average Rating 3.3* * 5-Point Scale Copyright: Aslanian Market Research

45 Formats and Schedules Copyright: Aslanian Market Research

46 Full- or Part-time Study Part-time 39% Full-time 61% Copyright: Aslanian Market Research

47 Previously Enrolled Course Format Fully classroom 58% Partially online/hybrid 40% Fully online 32% 47

48 Opinion of Previous Classroom Course Not Satisfied 3% Very Satisfied 52% Somewhat Satisfied 45% Copyright: Aslanian Market Research

49 Opinion of Previous Hybrid Course Not Satisfied 6% Very Satisfied 45% Somewhat Satisfied 49% Copyright: Aslanian Market Research

50 Opinion of Previous Online Course Not Satisfied 7% Very Satisfied 51% Somewhat Satisfied 42% Copyright: Aslanian Market Research

51 Future Course Format Preference 30% 25% 24% 24% 27% 23% Under and older 14% 11% 10% 14% Combination online and classroom courses All online courses All classroom courses Online courses with some classroom Classroom courses with activities online Copyright: Aslanian Market Research

52 Future Program Format Preference Fully classroom 25% 39% Fully online 25% 28% Under and older Partially online/ hybrid 36% 47% Copyright: Aslanian Market Research

53 Number of Weeks for a Course 1 week 2 weeks 3 weeks 4 weeks 5 weeks 6 weeks 7 weeks 8 weeks 9 weeks 10 weeks 11 weeks 12 weeks 13 weeks 14 weeks 15+ weeks 1% 2% 3% 2% 2% 3% 4% 5% 7% 8% 9% 8% 12% Median = 8 Weeks 15% 20% No major differences between under 25 and 25 and over. Copyright: Aslanian Market Research

54 Preferred Time of Day for a Course 53% 39% 25 and Under 25 and older 26% 19% 20% 13% 13% 12% 4% 3% Weekday early mornings Weekday mornings Weekday afternoons Weekday evenings Weekends Copyright: Aslanian Market Research

55 Distance from Institution Within 10 miles miles 6% 36% 37% 49% Under and Older miles 17% 14% Under 25 Median -30 Miles miles miles 6% 3% 3% 2% Over 25 Median 15 Miles More than 100 miles 9% 20% Copyright: Aslanian Market Research

56 Post-traditional Students Believe Copyright: Aslanian Market Research

57 Education will have Good Return on Investment 1 - Not at all Somewhat 4 3% 4% Average Rating: % 31% 5 - Very much 36% Copyright: Aslanian Market Research

58 Costs Will Prevent Their Children from Attending College costing too much 58% Perception that college isn't worth the cost Need to go to work Marriage/Family obligations 21% 31% 30% Something else 3% Copyright: Aslanian Market Research

59 About Costs College is not affordable today. (74%) The first two years of college should be free. (72%) College is still worth the cost. (64%) There is not enough financial aid available today. (58%) Education offered by private colleges is not worth the extra cost. (59%) Copyright: Aslanian Market Research

60 About Employment You need a Bachelor s degree to get a good job. (62%) A two year degree is enough for many people to be successful. (65%) Degrees in business and technical fields are more likely to get you a job than degrees like English, History, Sociology. (76%) They did not know what career they wanted at 18. (59%) People can be successful with no college education at all. (58%) Many employers think that online education is as good as classroom (58%) Copyright: Aslanian Market Research

61 About Higher Education It is best to go to college right after high school. (71%) For-profit colleges offer programs as high in quality as other types of colleges (63%) Going away to college is not necessary to get a good education. (59%) Classroom education is not higher quality than online education. (58%) They feel comfortable in a classroom full of younger students. (57%) They did not know what they wanted to study at 18. (54%) Copyright: Aslanian Market Research

62 Implications For YOUR Institution Copyright: Aslanian Market Research

63 Age-based undergraduate programs are no longer realistic. For most colleges age no longer predicts the way we learn. Online and hybrid instruction is a necessity. The eight-week course is here to stay! Courses need to be delivered in the day, evening, and online. Day courses need more course format options (length, delivery, etc.) Copyright: Aslanian Market Research

64 Lower college costs and direct paths are key enrollment drivers Successfully enrolling post-traditional students require immediate action most are considering only one college and most want immediate attention as they juggle many responsibilities. Regional marketing is imperative. Majority of post-traditional students enroll locally. Copyright: Aslanian Market Research

65 Carol Aslanian Senior Vice President, Aslanian Market Research Experience 20 years College Board, Director of Adult Learning Services 10 years Aslanian Group, Inc., President 6 years at EDDY Background Carol has authored Americans in Transition: Life Changes as Reasons for Adult Learning and How Americans in Transition Study for College Credit Carol continues to co-author the annual report: Online College Students, currently in its 4 th year. Frequent presenter at national conferences on post-traditional learners Conducted research for more than 350 colleges in seeking to enroll adult/post-traditional students For more information: Copyright: Aslanian Market Research

66 About Us Aslanian Market Research : The College Board Office(s) of Adult Learning Services/ Community College Relations Publications & National Studies on trends in adult learning Seminars and Conferences address recruiting and serving adult students Market Analysis Studies for 200+ colleges, universities, agencies, consortia 2000 July 2009: Aslanian Group Adult Student Market Research and Other Services Publications: Trends in Adult Learning (2006), Hindsight, Insight, Foresight: Understanding Adult Learning Trends to Predict Future Opportunities (2009) Seminars and Conferences: Marketing to Adult Students, Internet Marketing, Marketing Online Programs to Adult Students ) Market Analysis Studies for 100+ colleges, universities, consortia Present: Aslanian Market Research, EducationDynamics Copyright: Aslanian Market Research

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