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.

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.

Download the parent survey to find out how we can help your institution level up its digital marketing strategy.