Today s Adult (and often online) Student.

Transcription

1 Today s Adult (and often online) Student. CUPRAP Scott Jeffe, Director Aslanian Market Research EducationDynamics

2 Higher Education Enrollment (All levels, NCES fall unduplicated headcount, in millions) 26,000 24,000 22,000 20,000 18,000 16,000 14,000 12,000 10,000 8,000 6,000 4,000 2, P 2015-P 2020-P Under to 29 years 30 to 34 years 35+ years

3 Market Trends in Online Education 10.8m* 2.3m 780k 6.1m 4.6m 3.5m 1.2m 1.8m 2.1m 3.4m (est) Took at Least 1 Online Course Took All Courses Online * 10.8m is based on 10% annual compounded growth (Sloan C estimates 10% growth between ) Copyright: Aslanian Market Research 2012 Sources: Eduventures Online Higher Education Market Update 2011; BMO Capital Markets, Education and Training 2012; Babson Survey Research Group, Going the Distance: Online Education in the United States, 2011

4 High School Graduation Trends (National) Copyright: Aslanian Market Research 2012

5 Higher Education Enrollments Percent Age 25+ Undergraduate 31% Graduate 81% Total 42% Actual Total Adult Enrollment: About 50% 12-month unduplicated headcount is a better indicator of total adult learner traffic given the nature of adult enrollment. Copyright: Aslanian Market Research 2012 Source: NCES Fall Enrollment

6 There is a revolution coming to higher education. The last technology to revolutionize higher education? Mass produced textbooks According to Clayton Christensen, author of The Innovative University What s next? Online Learning

7 Who is Taking Online Classes? Condition of Education, 2011 NCES

8 Future of Online Enrollments % of all enrollments % of all enrollments The for-profit sector attracts close to 40% of online learners and makes up 7 of the top 10 institutions supplying online programs today. What about tomorrow? Copyright: Aslanian Market Research 2012 Sources: Eduventures Online Higher Education Market Update 2011; BMO Capital Markets Education and Training, September 2012, Babson Survey Research Group Going the Distance: Online Education in the United States, 2011; IPEDS

9 Something to think about: Some are reporting that interest in online learning has plateaued Sloan indicates that latest annual increase was 6.1% in 2012 (down from 9.3% in 2011, and 10.1% in 2010) Currently 10 percent of all enrolled students in the US are enrolled in fully online study, but 20 to 30 percent of adult students in AMR studies regularly prefer fully online study. Where do YOU think online enrollments are going?

10 The availability of technology enhanced learning has had a profound impact on where adult students are enrolling.

11 Where are adults enrolling? Condition of Education, 2011 NCES

12 Market Share: Online Enrollments Institution Type Fall 2011 Enrollment Forecast 2014 Enrollment Not-for-Profit 63% 71% For-Profit Greatest threat to for-profit enrollment is longstanding regional institutions becoming more savvy. Copyright: Aslanian Market Research 2012 Source: Eduventures, 2011

13 Future of Online Enrollments % of all enrollments % of all enrollments Copyright: Aslanian Market Research 2012 Sources: Eduventures Online Higher Education Market Update 2011; BMO Capital Markets Education and Training, September 2012, Babson Survey Research Group Going the Distance: Online Education in the United States, 2011; IPEDS

14 How Today s Adult Students Search and Decide Copyright: Aslanian Market Research 2012

15 Preferred Course Format Undergraduate Graduate

16 Enrollment Decision Making Factors Very Somewhat Not Undergraduate important important important Cost of tuition and fees 79% 19% 2% Day and time classroom courses meet 74% 22% 5% Reputation of the college or program 72% 22% 6% Credit awarded for prior learning/life experience 64% 29% 8% Length of time to complete my studies 64% 22% 14% Accreditation of institution and/or program 64% 33% 4% Transferability of previously earned credits 58% 37% 6% Location of the college 54% 33% 13%

17 Enrollment Decision Making Factors Graduate Very important Somewhat important Not important Day and time classroom courses meet 73% 21% 7% Accreditation of institution and/or program 72% 25% 4% Cost of tuition and fees 70% 23% 7% Reputation of the college or program 67% 28% 6% Location of the university 59% 31% 11% Length of time to complete my studies 55% 39% 7% Credit awarded for prior learning/life experience 41% 36% 23%

18 Most Important Institutional Factors in Enrollment Decision Undergrad Grad Availability of a particular course or program 30% 12% Proximity of college to home or work Cost of tuition and fees Day and time courses meet 8 21 Reputation of the college or program 8 11 Accreditation of the college or program 3 2 Availability of online instruction 5 7 Length of time to complete my studies 5 2 Transferability of previously earned credits 1 3 Something else 3 1

19 Motivation for Study Undergraduate Graduate To change careers 30% 24% To advance in current career To achieve a specific level of learning / obtain a degree To keep up-to-date in current career To enter a first career 11 6 Unemployed/underemployed and needed more education in order to get a job Returning to the job market for the first time in several years and needed more education Personal reasons not related to job or career 9 5 Copyright: Aslanian Market Research

20 Effectiveness of Initial Marketing Channels Undergrad Grad Internet Search Engines College Search Sites Mail to Home s Television Ads Ads on Websites Radio Ads Newspaper Ads Billboards On 5-point scale

21 Likely to Use Online Outreach (5-point scale) Online Open House Faculty/student Chats Social Media Fan Pages Blogs Podcasts Graduate Undergraduate Copyright: Aslanian Market Research

22 Highest Demand Majors in (in order of 2012 market demand) Undergrad Degrees Graduate Degrees Nursing Business Administration Psychology Accounting Business Management Criminal Justice Marketing Education: Elementary Finance Computer Science Business Administration Counseling Education Leadership/Admin. Communications Psychology Social Work Public Health Marketing Organizational Leadership Elementary Ed/Special Ed Copyright: Aslanian Market Research 2012

23 Flexibility or Completion? Undergraduate Graduate

24 Satisfaction with Course Format Undergraduate Had Taken Course Type Not Satisfied Somewhat Satisfied Very Satisfied Mean Rating Face-to- Face 61% 1% 2% 14% 43% 40% 4.21 Partially Online 21% 2% 4% 16% 44% 33% 4.02 Fully Online 17% 8% 0% 0% 50% 42% 4.17

25 Satisfaction with Course Format Graduate Had Taken Course Type Not Satisfied Somewhat Satisfied Very Satisfied Mean Rating Face-to- Face 59% 0% 5% 14% 35% 45% 4.22 Partially Online 20% 0% 5% 14% 51% 30% 4.14 Fully Online 26% 2% 4% 4% 35% 55% 4.42

26 Actual and Preferred Level of Acceleration Undergrad Actual Undergrad - Preferred

27 Actual and Preferred Level of Acceleration Graduate Actual Graduate - Preferred

28 Thank You! Scott Jeffe Aslanian Market Research EducationDynamics Office Mobile adultstudents.educationdynamics.com Copyright: Aslanian Market Research 2012