Today’s Graduate Students: Where Do They Come From and How Can We Find Them?
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Richy Damraur from Zinch discusses the recent findings of a survey conducted of over 500 prospective and current graduate students. The results will help you understand how students prefer to be communicated with, how frequently they prefer be communicated with and through which medium(s). Zinch will also discuss a variety of new and exciting avenues to find and engage with prospective graduate students.
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Today’s Graduate Students: Where Do They Come From and How Can We Find Them?
- 2. Reaches over 8,000,000 college students and working professionals Zinch registration population in-line with US population Over 9 million connections between students and their right-fit colleges and universities over the past 3 years Chegg reaches 35% of current college students
- 4. Methodology Background: To gain greater insight into potential graduate students’ decision making process and tools in selecting which school to apply to and attend Methodology: Survey invitations were emailed to Chegg students taking upper division courses Survey Dates: February 2013 Total Respondents: 519 - Intenders (college students planning to attend grad school): 76% - Current or past Graduate Students: 23%
- 5. 28% 12% 5% 12% 43% Not planning on attending graduate school A current graduate school student A recent graduate school graduate A college graduate and plan on attending grad school Graduating college this year (or next) and plan on attending grad school Grad School Intentions Majority are graduating college or soon plan to attend grad school Grad School Intentions and Status Q1. I am… Excluded from analysis Intenders Current Grad Students
- 6. 35% 2% 3% 2% 5% 2% 7% 14% 30% 19% 5% 5% 8% 9% 12% 13% 15% 16% Other (please specify) Law School Engineering Fine Arts (MFA, Writing) Social Work Medical School Teaching Sciences (e.g., chemistry, biology) Business School Grad Student Intenders Current Grad Students Common Fields MBA and Science are the most common fields for grad school fields Fields of study in grad school Q20. What type of graduate program will/ do you attend? Nursing, speech pathology, counseling, etc.
- 7. 6% 14% 18% 21% 28% 38% 39% 48% Other I want to defer student loans I want to teach higher education I am interested in research/ specialization The economic climate is bad; it’s a good time to get a graduate degree A graduate degree is expected in my field I want to stay in school/keep learning My career choice requires a graduate degree Graduate School Decisions Graduate School helps further careers and desire to keep learning Factors influencing decision to attend grad school Q2. What factors influenced your decision to apply to graduate school (or attend)? Prestige, higher pay, employer pays for degree Current graduate students are more likely than intenders to say the economic climate prompts their degree (36% vs. 26%) 51% of intenders say their career choice requires a degree, versus 40% of current
- 8. • Graduate School helps further careers and desire to keep learning Factors influencing decision to attend grad school • My career choice requires a graduate degree • A graduate degree is expected in my field • The economic climate is bad; graduate degree ideal • I am interested in research/ specialization Graduate School Decisions 6% 28% 38% 47% 80% 36% 32% 33% Q2. What factors influenced your decision to apply to graduate school (or attend)? 12% 37% 44% 56% 61% 72% What influences your decision to go to graduate school in the U.S. versus China? Standard practice to study abroad U.S. graduate degree will provide me more opportunities Prestige of studying abroad U.S. graduate degree is more relevant in my field Want to experience life abroad Easier to get admitted to top U.S. school
- 9. 14% 10% 21% 17% 38% 31% 20% 28% 13% 8% Before attending college Freshmen or Sophomore year of college Junior year Senior year After graduating from college Grad Student Intenders Current Grad Students Grad School Attendance Intenders are deciding to attend graduate school earlier than current students did When decided to attend graduate school Q3. When did you decide that you were interested in applying to graduate school? Half of intenders decide to pursue graduate school during or before Sophomore year of college
- 10. 9% 6% 12% 12% 20% 25% 28% 46% 54% Other (please specify) Guidance counselor Friends A family member is in the field/ strongly encouraged me in this area Professional networks Undergraduate professor/faculty Post degree earning potential Growth in job opportunities in this field I developed an interest as an undergraduate student College and Job Opportunities Interests in college and job opportunities influence area of study Factors in deciding field of study Q4. What influences what you chose/choose to study in grad school? (select all that apply) Lifelong dream, passion Intenders are 38% more likely than current graduate students to say they develop an interest as an undergraduate student (58% vs. 42%)
- 11. 3% 7% 14% 34% 5% 19% 31% 45% Hired a tutor Offline test prep course Online test prep course Purchased book to study for test Grad Student Intenders Current Grad Students Books are Still the Top Tool Books are still the top tool for test prep; online prep is higher among intenders Admissions test preparation Q5. What steps did you take (or plan on taking) to prepare for admissions tests (e.g., GMAT/GRE etc.)? (select all that apply)
- 12. 61% 62% 68% 69% Specialized topic/professor/area of interest Ability to receive a scholarship or stipend Affordability Location Location and Affordability Locations and affordability are top factors on where to apply and attend Influencing Factors on where to apply Q6. What influences which graduate schools you apply/applied to and ultimately decide(d) to attend? (Please select all that apply for each phase) (among grad student intenders) 50% 57% 61% 66% Specialized topic/professor/area of interest Ability to receive a scholarship or stipend Affordability Location Grad Student Intenders Influencing Factors on where to attend
- 13. 16% 21% 21% 22% 24% 28% 36% 41% 44% 68% Alumni organization Career center site Social media (e.g., twitter,… In person help at career center Magazine or online publications Graduate school fairs School visits Professor recommendation Search Engine University websites University Websites University websites are most often used to research grad schools Tools used to research which grad school to apply Q7. Which of the following did you use/are you using to research graduate schools to apply to and ultimately attend? 1 in 5 used social media for research Intenders applied to 3.6 schools on average. Current grad students applied to 2.5 schools on average.
- 14. 19% 19% 25% 30% 31% 35% 38% 40% 40% 44% Alumni from the graduate program Alumni from my undergraduate school Professional networks Counselor Current students in the graduate program Fellow students in area of study Admissions staff from the school (at fairs, events, etc.) Friends Family Professor Professors and Family/Friends Professors and Family/Friends most influential in school choice People influencing where to apply Q8. Whom did you speak with when deciding which graduate schools you would apply to and ultimately attend?
- 15. Social Media Gaining Importance A lot 8% Some 24% Not much/ not at all 68% Where to apply Not much/ Not at all 68% Q9. How much influence does social media (e.g., facebook, LinkedIn) have in your search for a graduate school and which school to ultimately attend? Q10. Which social media do/did you use for your grad school decision? Social Media gaining importance Influence of social media Social Media used for grad school decision 72% 6% 12% 18% None Twitter LinkedIn Facebook A lot 6% Some 18% Not much/ not at all 76% Not much/ Not at all 76% Where to attend Younger students (<30 years) are 40% more likely to use social media than older students (28% vs 20%)
- 16. 6% 6% 12% 31% 54% Social Media gaining importance in China Q9. How much influence does social media (e.g., facebook, LinkedIn) have in your search for a graduate school and which school to ultimately attend? Q10. Which social media do/did you use for your grad school decision? Influence of social media Social Media Used for Grad School Decision A lot 15% Some 60% Not much/ not at all 25% Where to attend Zinch Renren Sina Weibo QQ LinkedIn A lot 20% Some 66% Not much/ not at all 15% Where to apply Nearly 90% say social media had an influence on where they applied and attend Social Media Gaining Importance
- 17. Factors in Deciding Where to Apply Q11. What else influences your decision on which schools to apply to?
- 18. 29% 40% 43% 57% I did not research scholarships/financing Online searches (e.g., Google, Bing) Government sources School websites/materials Financial Aid Schools and government resources are most used for researching financial aid aid Q14. How did you research student loans/scholarships for graduate school? (select all that apply) Tools used for researching loans/scholarships Current grad students more likely to use government sources than grad student intenders (50% vs. 40%)
- 19. 7% 3% 4% 24% 38% 53% 81% Other (please specify) text social media personal interviews/visits phone calls direct mail email Email is most used form of contact during application, admissions, decision process; In-person contact and email communication most satisfactory Grad School means of contact Q17. What type of communication did you receive from graduate schools during the application process or when you were deciding where to attend? Q18. How would you rate the communication you receive(d ) from grad schools during your application process through deciding what school to attend? 50% 52% 60% 67% 37% 41% 37% 25% phone calls direct mail email personal interviews/visits Very satisfied Somewhat satisfied Satisfaction with communication Interest Meetings, Open House Invitation Email
- 20. 4% 6% 7% 13% 13% 33% 11% 12% 18% 43% 25% 45% 9% 11% 41% 21% 24% 13% 76% 72% 34% 23% 38% 10% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% text social media personal interviews/visits direct mail phone calls email Weekly or more often Monthly Less often than monthly I do not want this type of communication from potential graduate schools Students Want Email Students want email as most frequent communication. Direct mail follows. Preferred frequency of contact Q19. How often do you want graduate schools to communicate with you while you are deciding where to apply and ultimately choosing a graduate school program? Among social media, students prefer: Facebook (23%) LinkedIn (21%) Twitter (17%)
- 21. Respondents represent minorities and are representatively spread throughout US Male, 22% Femal e, 78% Female, 78% Gender Ethnicity 4% 1% 2% 7% 15% 22% 56% Other (please specify) Native Hawaiian or Other Pacific… American Indian or Alaskan Native Asian Hispanic/Latino African American Caucasian Top States Respondents CA:17% TX:8% NY:8% FL:7% IL:7% PA:5% MI:4%
- 22. Similar Considerations in School to Attend Q12. What else influences your decision on which school to ultimately attend?
- 23. 6% 4% 47% 42% 3% 3% 26% 69% Yes, I successfully negotiated an award amount up I tried to negotiate but the award didn’t change No, I did not try to negotiate Not applicable, have not received offers Intenders Current Students Receiving Offers Majority of student who receive offers do not try to negotiate Q15. Did you try to negotiate the scholarship or award offered you by specific graduate schools? (This includes asking one school to match an award offered by another school) Negotiation of award offered by grad schools Current students’ average award much higher than what intenders are offered ($16K vs. $7K)
- 24. Key Insights Students choose to attend graduate school because it is required or expected in their career. 4 in 10 want to stay in school to continue learning. College students apply to 3-4 graduate schools on average. Graduate school intenders are beginning their search and decision-making process much earlier than current graduate students. Location and affordability are the top factors determining which graduate schools students apply to and ultimately attend. University websites and search are top research tools. Social media influences 3 in 10 students on where to apply. Email is most commonly used by schools to contact students. Students are open to receiving email most frequently and prefer it over all other means of contact except in-person visits.
- 25. Zinch is an online network that connects colleges and universities to best-fit students globally Over 12MM students worldwide have Used Zinch/Chegg to connect with schools Zinch recruits for 800+ institutions & 750+ graduate programs Zinch/Chegg
- 26. International Outreach Zinch China: Zinch Turkey: Zinch Middle East: Broadcast your message to a database of over 350,000 users on Zinch.cn Zinch has teamed up with NAFSA to create a series of 9 white papers that give you deep cultural perspective on recruiting in China Protect your brand with Zinch’s Brand Monitoring service for any suspicious activities Zinch.cn has tapped into China’s social media outlets boosting your brand recognition Zinch has partnered with Mezun to help students find the right opportunities in the US Recruit best-fit students by establishing filtering preferences and criteria with our experts Zinch has partnered with Al-Jamiat to help students find the right opportunities in the US Recruit best-fit students by establishing filtering preferences and criteria with our experts
- 27. Insert an advertisement into the Chegg textbook rental boxes for students renting books from your top feeder schools. Chegg currently rents to over 8,000,000 college students every semester. Get in front of the exact student population that you want. Chegg Box Inserts
- 28. Thank you!! Presenter: Richy Damraur Account Executive richy@zinch.com 435-760-2470 http://www.zinch.com/admissions-officers http://youtube/gNskSoPkc9c