How High School Students Use the Web – eduWeb2008, Day 2

In the interest of fair reporting, I’m bringing you an unbiased account of the presentation by Royall & Company from eduWeb Conference 2008. The following is that account:

The Evolution of the Web in College Recruitment

Late 1994: Netscape Navigator is released to the public. THis is the beginning of the popularization of the web.

1994-1995: Common Application becomes available in a floppy disk

1995: Embark was founded as Snap Technologies

1996-1998: Colleges and universities begin to establish info sites

1997: Petersons.com est.

1997: Royall & Company’s online Fast Application is launched

1998: College Board.com established

Late 1998: Review.com (princeton) goes online

1998-1999: Common App is available online.

1999: Royall & Company launches eSearch. EMail use expands in recruiting

1999: Sparknotes.com established

2000: Royall & Company’s eQual program is launched

2000: UNC System develops first-of-its-kind prospective student portal

2001: College Confidential.com was est.

2001:

2002: RSS and other means of widely and efficiently dispersing information take hold

2002: Royall & Company launces Waitlister

2004: Web 2.0 emerges

2004: MySpace and Facebook are launched

2005: YouTube was created (former PayPal employees)

2006-2007: All members agree to accept Common Application online

2007: Case Western Reserve University runs tours of a digital replica of its campus in the virtual world of Second Life

University Research Partners

Insights from Partners

• College-bound high school students view websites for information: they are not particulary interested in sites as sources of entertainment
• Functionality and ease of navigation are imperative
• Some students indicate that more thatn two or three clicks to find what they’re looking for makes them want to leave a site.

Sources Used in College Search

• College specific websites – 82%
• Other students/peers (over social media) – 63%
• Letters from specific colleges – 51%
• Email messages from specific colleges – 42%
• many more

Website Use

• 82% of college bound high school students use inst. websites as an info source during their college search

• students use inst. websites (.edu) more than any other

• students trust .edu sites more than other

• But are moving to social media sites

Sophomores and Juniors use websites to develop their short lists of potential schools

They want to know:

• Can I get in?
• How much does it cost, and can I afford it?
• Does the school offer majors in my areas of interest?
• Students often find it difficult to find their major on your website

Seniors use websites to:

• Make an informed decision on where to apply

What they told use this past weekend…(they is a panel of students)

• Last year, 55% of urCompass panelists indicated they used social networking sites like Facebook and MySpace
• Do you have an account on a social networking site – 85% college and 94% college students

Students indicated that they think that colleges and universities should have pages on social networking sites.

In your opinion, what is the best source of information about colleges provided on social networking sites like Facebook?

• Current Students – 100% high school, 85% college
• College or University officials – 67% high school, 71% college
• Former students/alumni – 51% high school, 57% college
• Other prospective students – 0% high school, 28% college

Students indicate that they would like to communicate with current students using Facebook and MySpace by reading notes, IM, Comments on wall, email them on their own, email them through the site.

Students would like to see message boards on college sites (anonymously) where they can ask questions and get answers from real people.

Key Insights

• More and more students are beginning their college search before schools are contacting them
• Web-based searches are most common, so your website is a critically important tool
• Your inst. website may be inadvertently creating barriers for prospective students, and driving them to social networking sites
• Most students want more rather than less information
• Your current students are considered a great source of information
• In almost all cases, earlier contact with students in better for them and their families.

Research You Can Do

• Regularly review website use and “Page Views” to measure traffic
• Personally navigate the website periodically, beginning with the home page, and time how quickly you can find: The Application, A Specific Major, Tuition and Fees, Financial Aid Information
• Invite local high school students to your office and ask them to fin the information most important to them on your website
• Keep a record of questions you get from students and parents who call or email you. Many will be contacting you because they can’t find the answers on your site
• Check our your competitors’ presence on social networking sites; you may be able to borrow from others to develop your own plan