4 Admissions Myths Debunked With New Data

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We’re excited to release the latest issue of our Social Admissions Report in partnership with Chegg. Over 1,000 current high school juniors and seniors shared how they prefer to communicate using social and mobile tools during each phase of the college admissions process.

Four years after the first survey, we’re seeing a host of trends fade out of focus, while new behaviors emerge. Read on to find out which admissions myths we’re debunking. Want more data? Join us for our webinar with our partners at Chegg, Selfies, Snapchat, So What?: 2015 Social Admissions Report, on Tuesday, January 27 at 2pm EST.

1. Mobile Is a Fad – FALSE

Current high schoolers, your future students, are digital natives.  The first age group to never have to adapt to technology’s role in daily life, they are sophisticated users who view technology as an extension of themselves. Mobile isn’t going away. Consider how you can make mobile a part of your admissions strategy this enrollment cycle. 

Our latest data reveals that 81% of students visit your college website on mobile, and as many as 35% have submitted a college application from their hand-held devices.

2. Admissions Marketing and Social Media Together Forever – FALSE

2014 was the year that Facebook phobia dominated our newsfeed with inconsistent reports about the social platform’s waning influence. While our data confirms that visual-first apps, such as Instagram and SnapChat, are gaining importance, the more meaningful realization is that more and more students expect a separation of their personal and public social spheres.

43% of students use the messaging app, WhatsApp, but when asked how they feel about receiving communication from admissions on those platforms, their responses were surprising. Messaging apps, social media and text are reserved for friends, not college reps.

3. Texting Is the Answer – FALSE

Texting is the latest tool to be hyped as the next big thing, but it’s also a highly intimate form of communication. How do students feel about receiving school-specific admissions information via text? The jury is still out, but students in our survey responded with a pretty definitive “no.”

Only 9% prefer to receive admissions information via text as compared with email, phone calls and other channels.

4. College Rankings Are the Be-All, End-All – FALSE

College rankings continue to be a focal point of many admissions strategies.  However, as confusion grows around the weight of variables like tuition cost and student career outcomes, students in our survey appear to be questioning the value of college ranks in their search process. College rankings were lowest in importance among types of content researched.

A stunning 3 out of 5 students consider college rank “not useful” during their college research.