2022 Parent Survey: Cost is top-of-mind for most parents

Sixty-two percent of parents responded that the parents would partially cover college costs, along with student scholarships and loans. About 17% of parents said the student is responsible, and another 17% said the parents and family are responsible for paying for college so, consider how you communicate price and scholarship information carefully as part of your overall marketing strategy.

parent survey who pays for college



  • Financial aid in the form of scholarships plus student loans remains vital to parents and students, with the concern about affordability continuing.
  • Ensure that your financial aid process and information are clearly and prominently featured on your website, and attend to parent concerns throughout your messaging and interactions.
2022 Parent Survey

The follow up to our 2022 Student Survey whitepaper is now available!

If you’d like to learn more about how we can help you adapt to the evolving education marketing landscape and ramp up your efforts, please contact us today.

Parent & Student Survey Whitepaper


The Annual PARENT & Student Survey

Advance Education conducted a nationwide survey to learn what students and their parents are looking for from institutions – and the right marketing channels to reach them.

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Let’s work together on your student enrollment strategy.

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