Table of Contents
Executive Summary
-
- Market overview
-
- Figure 1: Postsecondary fall enrollment, by sector, 2017
- What students want
- Why
- What parents want
- Why
- What’s next
The Market – What You Need to Know
-
- There are almost 20 million higher education students
- Higher education is expensive; student debt is commonplace
- The price of higher education is only going up
- Overall, enrollment is trending downward
Market Size and Breakdown
-
- Almost 20 million postsecondary students in the US
- About 11.6 million students enrolled in four-year undergrad or graduate programs
- Almost seven million students at public, non-profit two-year schools
- Small share of postsecondary students enrolled in for-profit programs
-
- Figure 2: Postsecondary fall enrollment, by sector, 2017
- Fewer than seven in 10 students graduate within six years
- Female students more likely to follow through at four-year schools
- Private and selective schools have better graduation rates
- Educational attainment varies by race and Hispanic origin
-
- Figure 3: Highest level of educational attainment, among US adults aged 18-34, by race and Hispanic origin, 2017
- Some students spend up to $50K each year for tuition, room and board
- Sticker shock
-
- Figure 4: Average published charges (enrollment-weighted) for full-time undergraduates, 2019-20
- Figure 5: Estimated average published and net prices for total tuition, fees, room and board, 2019-20 school year
- OPMs enable online learning, but make programs less affordable
- Student debt burdens borrowers for years after graduation
Market Factors
-
- Cost of higher education is a major barrier
-
- Figure 6: Barriers to continuing education, October 2019
- Cost of higher education keeps increasing
-
- Figure 7: Growth in average published tuition and fees (in 2019 dollars), select years 2000-2020
-
- Figure 8: Growth net total tuition room and board (in 2019 dollars), select years 2000-2020
- A stronger economy means fewer postsecondary students
-
- Figure 9: Postsecondary fall enrollment, by sector, select years 2000-2017
Key Trends – What You Need to Know
-
- Technology is changing the nature of college recruitment
- Students at HBCUs gain visibility but suffer financially
- Schools and politicians address the problematic cost of higher ed
- Digital advancements are shaping the direction of education
Mintel Trends and Higher Education
-
- Surroundings: Schools go carbon neutral
- Rights: HBCUs experience a “Trump Bump”
- Technology: Cookies and algorithms impact acceptance rates
What’s Working
-
- HBCUs
- Beyoncé’s Homecoming highlights HBCU culture
- Robert F. Smith’s gift to Morehouse grads
- Graduation rates trend upwards
- Schools make strides toward affordability
What’s Struggling
-
- HBCUs
- Student debt hits Black students especially hard
- Financial institutions charge HBCUs more for bonds
- Some students go hungry
- Virginia Tech inundated with acceptances
- Schools shutter as enrollment declines
What to Watch
-
- Cultural changes to the tech industry must start in school
- New majors emerge for careers in a digital world
- 2020 presidential election could change the cost of higher education
The Consumer – What You Need to Know
-
- Desired career drives need for a degree
- Areas of study need to offer practicality
- Undergraduate years are a time to develop adulting skills
- The digital world has transformed the college search
- Generation Z sees higher education through an individualized lens
Higher Education Motivators
-
- Most students see a degree as the gateway to their desired career
-
- Figure 10: Motivations for continuing education, among total students surveyed, October 2019
- Gen Z more driven by parental expectations and independence-building
-
- Figure 11: Motivations for continuing education, by student generation, October 2019
- Female students more likely than males to enjoy school
-
- Figure 12: Motivations for continuing education, by gender of students, October 2019
- Black students more motivated to gain skills for a new career
- Family expectations stronger for Hispanic and Asian students
-
- Figure 13: Motivations for continuing education, by race/Hispanic origin of students, October 2019
Gathering Information
-
- Parents put greater stock in IRL resources
-
- Figure 14: Perceived impact of elements on child’s choice of school, October 2019
- Websites are key to influencing students
- Students rate school’s website as important as a campus visit
- For students, sites like College Board are as influential as educators’ advice
-
- Figure 15: Perceived impact of elements on students’ own choice of school, October 2019
-
- Figure 16: Perceived impact of elements on students’ choice of school, among parents and students, October 2019
- Differences between types of prospective students
-
- Figure 17: Perceived impact of elements on students’ own choice of school, October 2019
- College reps have greater impact for multicultural students
-
- Figure 18: Impact of elements on students’ own choice of school, by race and Hispanic origin, October 2019
Perceptions of Types of Higher Education Programs
-
- Generally, parents and students perceive types of schools similarly
-
- Figure 19: Correspondence analysis among parents – Symmetrical map – School attributes, October 2019
-
- Figure 20: Correspondence analysis among students– Symmetrical map – School attributes, October 2019
- Gen Z students are more open to online programs
-
- Figure 21: Perceptions of online degree/certificate programs, among parents and students, October 2019
School Considerations
-
- Courses and areas of study influence school choice most
-
- Figure 22: Elements that influence students’ choice of school, among total parents, October 2019
-
- Figure 23: Elements that influence students’ choice of school, among total students, October 2019
- More educated parents especially value school’s academic reputation
-
- Figure 2: Parents’ opinion of child’s school considerations, by education level of parent, October 2019
- Undergraduate students consider type of campus and size of school
- Nontraditional students want a flexible class schedule
-
- Figure 24: Elements that influence students’ choice of school, by type of student, October 2019
- Female students care more about areas of study and distance
-
- Figure 25: Elements that influence students’ choice of school, by gender of student, October 2019
- Hispanic and Asian/Other students value school’s academic reputation
- Black students show greater need for flexible class schedules
-
- Figure 26: Elements that influence students’ choice of school, by race and Hispanic origin of student, October 2019
Parent Involvement
-
- Ripped from the headlines: William Singer admissions scandal
- Campus visits and application assistance are top ways parents help out
-
- Figure 27: Parental involvement with child’s college search, October 2019
- Moms and dads equally involved in helping with college search
-
- Figure 28: Parental involvement with child’s college search, moms vs dads, October 2019
- Parents without their own degree less focused on specific schools
-
- Figure 29: Parental involvement with child’s college search, by education level of parents, October 2019
Attitudes toward Higher Education
-
- Most Americans believe college should teach independence
- In theory, it’s never too late to go back to school
- Parents favor practical majors and internships
- Two thirds of Americans agree that employers favor famous schools
-
- Figure 30: Top attitudes about higher education, agreement among parents and students, October 2019
- Gen Z students less convinced college is for everyone
-
- Figure 31: Agreement that everyone should continue education after high school, by student generation, October 2019
- Parents prefer comprehensive curriculums
- One quarter of students agree parents should have final say
-
- Figure 32: Lesser-held attitudes about higher education, among parents and students, October 2019
Appendix – Data Sources and Abbreviations
-
- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – The Consumer
-
-
- Figure 33: Current higher education enrollment, October 2019
-
- Figure 34: Planned higher education enrollment, October 2019
- Correspondence Analysis Methodology
-
- Figure 35: School perceptions among parents, October 2019
-
- Figure 36: School perceptions among students, October 2019
- TURF Analysis Methodology
-
- Figure 37: TURF analysis – Parents, October 2019
-
- Figure 38: TURF analysis – Students, October 2019
-
- Figure 39: Table – TURF Analysis – School – Parents, October 2019
-
- Figure 40: Table – TURF Analysis – School – Students, October 2019
-
Back to top