2015 UNL Student Communications Report
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2015 Student Communication Tools, Preferences and Behaviors as presented by Andy Schadwinkel at Think Tank on May 19, 2015. The 2015 University Communications survey data were collected from freshmen and sophomores at UNL in February 2015 in the form of a web survey. A total of 4,000 randomly selected current freshmen and sophomore students of UNL were included in the sample. Out of the 4,000 sampled undergraduate students, 946 students responded to the survey request with a 23.7% response rate. The adjusted response rate to account for ineligibles is 23.8%.
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2015 UNL Student Communications Report
- 1. 2015 UNL Student Communications Report Communication Tools, Preferences and Behaviors
- 2. How do students use free time during class? 2
- 3. How do students use free time during class? 0 10 20 30 40 50 60 70 Checking Email Social Media Texting Studying 3
- 4. How do students use free time during class? 0 20 40 60 80 Checking Email Social Media Texting Studying 2014 2015 4
- 5. A couple of related questions that are new for this year… 5
- 6. Preferred method of contacting staff at academic colleges 6
- 7. 0 10 20 30 40 50 60 70 80 Twitter Facebook I do not contact college In-Person Phone Email Preferred method of contacting staff at academic colleges 7
- 8. How soon students expect a reply when using preferred method 8
- 9. How soon students expect a reply when using preferred method 0 5 10 15 20 25 30 35 Immediately Within 1-3 hours Within 4-6 hours In the same day By the next day Within 2-3 days More than 3 days 9
- 10. Which social network is used by the most students? 1 0
- 11. Which social network is used by the most students? 0 20 40 60 80 100 LinkedIn Vine Google+ Pinterest Twitter Instagram Snapchat YouTube Facebook 1 1
- 12. Which social network is used by the most students? 0 20 40 60 80 100 LinkedIn Vine Google+ Pinterest Twitter Instagram YouTube Facebook 2014 2015 1 2
- 13. What type of content are students most likely to share w/friends? 1 3
- 14. What type of content are students most likely to share w/friends? 0 10 20 30 40 50 60 70 80 Upcoming Event Video News Photo 1 4
- 15. What type of content are students most likely to share w/friends? 0 20 40 60 80 Upcoming Event Video News Photo 2014 2015 1 5
- 16. More new questions in 2015 1 6
- 17. How often do students use Facebook? 1 7
- 18. How often do students use Facebook? 0 10 20 30 40 50 60 70 More than once a day About once a day A few times a week About once a week About once a month Less than once a month 1 8
- 19. Most frequent Facebook activity 1 9
- 20. Most frequent Facebook activity 0 10 20 30 40 50 60 Reading to keep up with friends Liking and/or commenting on others' posts Engaging in groups Reading to keep up with family Doing something else Posting content on your timeline 2 0
- 21. Facebook usage in the past 12 months 2 1
- 22. Facebook usage in the past 12 months 0 5 10 15 20 25 30 35 40 45 Decreased dramatically Decreased some Remained the same Increased some Increased dramatically 2 2
- 23. How often students use Twitter 2 3
- 24. How often students use Twitter 0 10 20 30 40 50 60 70 More than once a day About once a day A few times a week About once a week About once a month Less than once a month 2 4
- 25. Twitter usage in the past 12 months 2 5
- 26. Twitter usage in the last 12 months 0 5 10 15 20 25 30 35 40 Decreased dramatically Decreased some Remained the same Increased some Increased dramatically 2 6
- 27. How often students use Instagram 2 7
- 28. How often students use Instagram 0 10 20 30 40 50 60 70 More than once a day About once a day A few times a week About once a week About once a month Less than once a month 2 8
- 29. Instagram usage in the past 12 months 2 9
- 30. Instagram usage in the past 12 months 0 5 10 15 20 25 30 35 40 45 Decreased dramatically Decreased some Remained the same Increased some Increased dramatically 3 0
- 31. Which @UNLincoln social channel has the most student engagement? 3 1
- 32. Which UNL social channel has the most student engagement? 0 10 20 30 40 50 60 Vine Pinterest Google+ Snapchat YouTube LinkedIn Instagram Twitter Facebook 3 2
- 33. Which UNL social channel has the most student engagement? 0 10 20 30 40 50 60 Vine Pinterest Google+ YouTube LinkedIn Instagram Twitter Facebook 2014 2015 3 3
- 34. What is students’ primary source of info about UNL? 3 4
- 35. What is students’ primary source of info about UNL? 0 5 10 15 20 25 On-Campus Postings & Bulletin Boards Next@Nebraska UNL Today Website Word-of-mouth Email from UNL Senior Admin UNL Social Media 3 5
- 36. What is students’ primary source of info about UNL? 0 5 10 15 20 25 On-Campus Postings & Bulletin Boards Next@Nebraska UNL Today Website Word-of-mouth Email from UNL Senior Admin UNL Social Media 2014 2015 3 6
- 37. What prompted students to go to a recent (non-athletic) campus event? 3 7
- 38. What prompted students to go to a recent (non-athletic) campus event? 0 10 20 30 40 50 60 Social Media Post Professor Recommendation Poster/Sign Friend's Invite 3 8
- 39. What prompted students to go to a recent (non-athletic) campus event? 0 10 20 30 40 50 60 Social Media Post Professor Recommendation Poster/Sign Friend's Invite 2014 2015 3 9
- 40. How far in advance do you plan to attend free on-campus events? 4 0
- 41. How far in advance do you plan to attend free on-campus events? 0 10 20 30 40 50 A few weeks >1 week 1 week A few days That day 4 1
- 42. Takeaways • Colleges/Departments – email comm plan • Broader UNL messages – talk to Tyler • Events – incentivize bring a friend, 1 wk out 4 2
- 43. Prepared: April 2015 • Thanks to: Bureau of Sociological Research Department of Sociology University of Nebraska–Lincoln 4 3
- 44. Thank you, too. @aschad #UNLTT - Think Tank4 4
Notas del editor
- This is the second year of our University Communications survey of current UNL students. Our hope is to uncover insights that could help all of us better communicate with students. We emailed the survey to roughly 4,000 freshmen and sophomores randomly sampled from the population. 946 responded. If you remember last year’s survey results, you’ll also see we added a few new questions this year. I hope you find that the results are useful. If you have questions as I go through the survey results, please feel free to raise your hand and ask.
- No surprise that students text and use social media. *Takeaway - timing of emails
- About the same as last year. *Takeaway - timing of emails A little more on email from Ruffalo Noel-Levitz, their 2014 e-expectations report on online preferences of college-bound HS seniors/parents: Year after year, the E-Expectations research has reiterated the value of email in e-recruitment. 2014 is no exception, as respondents made it clear they not only use email frequently, but are highly likely to open emails from colleges, even those they do not know.
- We asked this because we suspected that colleges and departments might find it useful to know student preferences in contacting them – not in the sense of contacting a professor about a course, but the staff of a college.
- At least this year, the student preference is clear. Conducting “school” business means using email.
- 92% expect a reply by the NEXT day. 63% of students expect a reply in the SAME day.
- OK, back to some year-over-year data.
- Facebook still used by the most students.
- *Not far off of what Noel-Levitz saw with prospective students, but some momentum is away from Facebook *Instagram seeing the biggest growth. *No year-over-year for Snapchat Not a matter of dropping one channel for another but thinking about what fits your message and audience best.
- Photos / graphics get shared. *invest in images for share-ability
- Year over year, you can see images are only getting more important.
- Relating to social media - we wanted to get some depth about Facebook, Twitter and Instagram I mean we all have heard that facebook is dead right? Last year, we learned that facebook is the most widely used channel at UNL, but how are students using it really?
- Over 90% visit Facebook more than once a week 60% visit more than once a day, 24.3% visit about once a day and 8.5% visit a few times a week.
- I think it’s tempting to dismiss Facebook as perhaps just the place where students keep track of family, but…. 48.4% of students read to keep up with friends, 15% like/or comment on others’ posts, 14.3% engage in groups and 10.1 percent read to keep up with family
- FLAT Pew Research Center issued its social media update in January, which compared survey data in 2014 to 2013. Pretty consistent with this. Its youngest range of respondents is 18-29. Showed a minor uptick of 87 from 84 percent of adults using facebook in that 18-29 range.
- 86.1% of students use Twitter more than once a week. 60.2% use more than once a day, 12.3% use about once a day and 13.6% use a few times a week.
- Pretty darn flat. A slight decrease. The Pew survey showed a minor increase from 31 to 37 percent of adults 18-29 using Twitter.
- 87.8% of students visit Instagram more than once per week. 58.2% visit more than once a day, 20.2% visit about once a day and 9.4% visit a few times a week.
- Increasing. Pew’s data mirrored ours. It showed a significant change: 37 to 53 percent of adults 18-29 using Instagram. Pew also found when asking about what which platform people used most often that… More affluent (HHI $75k+ more likely than less affluent to use Instagram or Snapchat most often) – Even so, Facebook still #1 this year among all HHI I think an important takeaway from the responses on social media is that UNL students are increasing their use of the newer/trendier platforms of Instagram and Snapchat, but they’re not letting go of Facebook/Twitter.
- …Back to questions that have a year-over-year comparison.
- *Mostly FB / Twitter **But look at Snapchat. Engagement is happening but at a lower frequency. That to me is a strong caution – I would not recommend running out to start a snapchat account for your dept/unit. Work with Tyler to leverage the UNLincoln account.
- So, engagement with UNLincoln accounts mirrors general feedback about channel use.
- UNL social
- So, students are relying more on UNL social media for info about UNL. Tyler and our team are taking note: we want to work with you to make sure you’re reaching students effectively with our main accounts.
- *incentivize bring-a-friend *Last year, we said it will be Interesting to see what happens to the poster. Pretty flat but a slight uptick. *DN? .6%
- For more than half of students, it’s just a few days ahead of the event. Nearly 80% said one week or less. Remind people the day of, too.
- Does anyone have any questions? We have a few minutes now… or, you can email or tweet at me later… SMART PHONES -Pew Research Center – nearly 2/3 of U.S. adults own smart phone, up from just more than 1/3 in 2011. -18-49 – 85%