It’s About Jobs: Today’s Prospective College Students Motivated More by Career Preparation Over Academics and Affordability

Eduventures, a research and consulting firm serving the higher education industry, has compiled its annual Prospective Student Survey, and the data reveal that students now rate career preparation as the leading factor when considering colleges.

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3-Year Trend in Enrollment Drivers

©2013 Eduventures

Prospective students and parents are less price-sensitive than admissions officers give them credit for, but they do want value. And what they value most is knowing that when students graduate, they will be prepared for their careers.

Boston, MA (PRWEB) March 21, 2013

There has been a significant shift in the key drivers of college choice this year. According to the 2013 Eduventures Prospective Student Preferences Survey, while 2012 saw career preparation rivaling academic strength as the primary driver for undergraduate programs, in 2013 career preparation tops all other factors and is the primary driver of college choice. At a time when college affordability has received a great deal of attention, Eduventures research shows that affordability remains a second-tier driver behind the academic strength and career outcomes for prospective students.

The report’s author, Eduventures Principal Analyst Heather O’Leary, notes that “Colleges & Universities have spent a lot of time the last few years talking to prospects about affordability, which the data shows misses the mark. Prospective students and parents are less price-sensitive than admissions officers give them credit for, but they do want value. And what they value most is knowing that when students graduate, they will be prepared for their careers.."

Eduventures Prospective Student Preferences survey is the largest annual survey of the traditional undergraduate prospective student population, surveying over 11,000 high school sophomores, juniors, and seniors. The full results of the survey will be discussed in the 2013 College Bound Market Update, due to be released by the end of March.

To learn more about the 2013 College Bound Market Update, visit http://www.eduventures.com.
About Eduventures, Inc.

Eduventures is the industry leader in research, data, consulting, and advisory services for the higher education community. For nearly 20 years, college and university leaders and education industry providers have looked to Eduventures for innovative and forward-thinking ideas, for insights into best practices, and for help with making the strategic and operational decisions vital to their success.


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3-Year Trend in Enrollment Drivers