2022
NATIONAL
PROSPECTIVE
STUDENT
SURVEYINTRODUCTION
Prospective students are critical consumers, and the factors that influence their choice in
postsecondary education are growing more diverse. They continue to seek flexible scheduling,
digital coursework options, and shorter degrees or certificates in addition to a traditional four-
year, on-campus experience. Facing economic uncertainty and concerns about job prospects
after graduation, students expect value in their education and a strong return on investment.
These needs, though important, come at a challenging time for higher education institutions.
With nearly a million fewer students in college than before the COVID-19 pandemic, leaders are
tasked with filling class rosters as potential students consider a range of competing options and
interests. This comes after nearly three years of remote and hybrid learning, which has
acclimated high school students to learning from a distance.
Consequently, the pandemic has also exacerbated critical gaps in preparation. Many potential
students believe they aren’t prepared for the rigors of postsecondary academics or the
demands of independent living, which could leave colleges and universities scrambling to
help first-year students establish a foundation for long-term success.
In July 2022, Hanover Research surveyed more than 1,000 high school sophomores and
juniors, ages 16 to 19, from across the United States who are at least slightly likely to enroll in
an undergraduate or non-degree program at a higher education institution upon completion
of high school. The survey examines the factors that are important to prospective students
when considering where to apply and enroll. The findings provide insights on their preferred
academic paths, geographic preferences, means of communication, and more.
Higher education leaders must understand the changing needs, learning preferences, and
concerns of potential students. Keeping these factors top of mind, colleges and universities
“Many potential students can begin an effective conversation that could ultimately lead to enrollment.
believe they aren’t
prepared for the rigors Is your organization prepared to predict and respond to
of postsecondary changing student expectations?
academics or the demandsDownload 5 Higher Ed Trends to Watch in the
of independent living” 2022–23 Academic Year to find out.
(c) 2022 Hanover Research 2
HEDWP0522HEDWP0322TABLE OF CONTENTSHANOVER RESEARCH
FOR HIGHER EDUCATION
2 / INTRODUCTIONHanover’s insights help higher education institutions
strengthen their academic portfolios, maximize enrollment
and retention, manage costs, improve brand perception,
4 / SUMMARY OF KEY FINDINGS and engage alumni. From research to consulting and
advisory services, our solutions address a comprehensive
array of challenges to achieve the best possible outcomes
6 / DEGREE AND PROGRAM INTERESTS for our clients and the students they serve.
9 / LEARNING PREFERENCES BY THE NUMBERS
14 / DECISION-DRIVING FACTORS 15% $500M $700M
increase in net tuition in new programin total
revenue our clients revenue grant awards
18 / COLLEGE PREPARATION AND ORIENTATION experience
22 / COMMUNICATION PREFERENCES
11x 600+ 3000+
average ROI with higher education research projects
26 / CONCLUSIONmembership memberscompleted
since 2020
29 / APPENDIX
32 / ABOUT HANOVERFor more information about Hanover’s
solutions and services, turn to page 32 or visit
hanoverresearch/higher-education.
(c) 2022 Hanover Research 3
HEDWP0522SUMMARY OF
KEY FINDINGS
Even as elements of normalcy return to
college campuses, pandemic-related shifts
continue to affect prospective students’
expectations around flexible learning and
to challenge their academic and financial
preparedness.
(c) 2022 Hanover Research 4
HEDWP0522SUMMARY OF KEY FINDINGS
PROSPECTIVETODAY;S PROSPECTIVE STUDENTS HAVE EVOLVING
STUDENTS WANT EXPECTATIONS AND NEEDS
FLEXIBILITY, SUPPORT,
AND VALUEDegree and Program Interests
o They are most interested in a bachelor’s degree, but 43% may also want an associate degree
Most prospective college o One-third are considering more than one degree, non-degree, or certificate program
students view a four-year o 34% are interested in part-time attendance
bachelor’s degree program as
their top choice, but it’s not the Learning Preferences
only option they’ll consider. One- o Exclusively on-campus courses are the top choice for one-half of prospective students, but
many others (36%) express an interest in hybrid courses
third are willing to consider other
o Only 19% of respondents want to attend college fully online
options such as certificate and
other non-degree programs.
Decision-Driving Factors
Meanwhile, after nearly three
o When it comes to choosing a college, 89% of students consider cost very or
years of remote and hybrid extremely important
learning, they continue to expecto The price of attendance is an important factor for first-generation students (49% vs. 34%)
digital course options and flexible o Future monetary benefits, including salary potential (77%) and resume/job credentials (71%)
scheduling.are key factors in choosing a program
These shifts haven’t dampened
College Preparation and Orientation
the interest in returning to
campus. Nearly half are eager o 38% of prospective students say they are very or extremely prepared to continue their
education after high school
to learn in person. Still, many
o 55% worry about balancing schoolwork with non-academic responsibilities
enrollees have self-assessed
o One-third of prospective students worry they lack adequate life and communication skills
deficits in academic and social
o Orientation events focused on tours (56%) and social activities (53%) hold the most influence
skills, which underscore the
critical need to develop and
market resources that deliver Communication Preferences
targeted preparation.o College websites (55%) and search engines (53%) remain top sources of information
o Instagram remains the top social media platform (80%) for interacting with institutions
(c) 2022 Hanover Research 5
HEDWP0522