Coralville, Iowa (PRWEB) July 11, 2012
In an effort to keep up with the rising use of mobile devices by high school students, 39 percent of four-year public universities and 35 percent of four-year private colleges now have a Web site that is optimized for mobile browsing, according to the findings of a new study of electronic student recruitment practices in higher education just released by Noel-Levitz.
The study also found these figures are set to double within the next year, as at least half of those that are currently without mobile-optimized sites reported they were preparing to launch one by spring 2013. The study was based on a national poll of undergraduate admissions officials at U.S. colleges and universities conducted between March 21, 2012, and April 20, 2012.
To further gear up for mobile browsing, nearly two-thirds of four-year college and university respondents in the study reported also using QR codes to attract students to their sites. In addition, more than one-third of four-year public institution respondents and nearly one-quarter of four-year private institution respondents reported offering mobile apps.
“Mobile readiness and electronic recruiting in general are accelerating,” said Stephanie Geyer, an interactive marketing consultant for colleges and associate vice president for Noel-Levitz. “The study found that colleges and universities are embracing a wide range of technologies to facilitate relationship-building with their prospective students.”
In addition to the findings on mobile browsing, the study examined the frequency with which colleges and universities were using various types of social media. After Facebook, YouTube, and Twitter, the next-most-popular social media in the rankings by respondents were FourSquare, Google+, and Pinterest.
More findings from the study:
Also included in the study are findings on Web site and social media staffing and parallel findings from a soon-to-be-released telephone survey of 2,000 prospective, college-bound high school students conducted this spring, such as:
Direct contrasts also included:
The campus-based study, titled 2012 E-Recruiting Practices and Trends at Four-Year and Two-Year Institutions, is the latest in a series of polls and surveys that Noel-Levitz has conducted since the late 1980s for the purpose of identifying effective recruitment practices. For a full copy of the study, including additional comparisons to prospective students’ preferences and behaviors, and an appendix with many additional findings such as preferred channels for communicating, admissions office use of cell phones and net price calculators, and the frequency of e-mailing parents, visit http://www.noellevitz.com/BenchmarkReports.
To receive a full copy of the parallel student study, 2012 E-Expectations Report, as soon as it is available, visit http://www.noellevitz.com/Subscribe and check the box for “new trend reports and white papers sent by e-mail.” In addition, Noel-Levitz consultants will present findings from both studies at the 2012 Noel-Levitz National Conference on Student Recruitment, Marketing, and Retention to be held July 24-26, 2012, in Chicago, Illinois.
Noel-Levitz is a nationally recognized higher education consulting firm that focuses on strategic planning for enrollment and student success. Each year, campus executives across the U.S. meet regularly with Noel-Levitz to accomplish their goals for student recruitment, marketing, student retention, and strategic enrollment management. Since 1973, Noel-Levitz has partnered with more than 2,700 colleges and universities throughout North America. The firm offers executive consulting, custom research and benchmark data, innovative tools and technologies, side-by-side plan development and execution, and resources for professional development.