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.
OUR LATEST WHITEPAPER
AI for Education
A Marketer’s Guide to Visibility, Discovery, and Enrollment in an AI-Mediated World
Prospective students aren’t just searching differently. They’re discovering, comparing, and evaluating institutions through AI before they ever visit a website.
This guide explores how AI is reshaping the enrollment journey and what enrollment marketers can do to improve visibility, build trust, and prepare for the future of student discovery.
