online college students 2014
DESCRIPTION
CALEM 2014 Presentation: Online College Students 2014, Carol Aslanian, Aslanian Market Research/Education Dynamics. Findings from the Online College Students report, a national survey of 1,500 prospective, current and recently graduated online students jointly produced by Aslanian Market Research and the Learning House will be shared. Topics covered will be: popular online fields of study; factors in choosing an institution/program, demographics of online students; student learning preferences; pricing elasticity; and perceived value of online programs.TRANSCRIPT
Online Enrollment
*Source: IPEDS 2012
At Least One
Online Class
26%Not Online
74%
• 21,000,000 (100%) Total Students Enrolled in Undergraduate/Graduate Education
• 2,600,000 (13%) Enrolled Fully Online
Enrolled Fully Online
13%
3
About
1,000,000
NEW fully online students yearly
Yearly Enrollments
Market Trends in Online Education
2004 2006 2008 2010 2012 2016 (est)
2.3m 3.5m
4.6m6.1m
9.9m10.8m*
780k1.2m 1.8m 2.1m
3.3m 3.4m*
Took at Least 1 Online Course Took All Courses Online
Copyright: Aslanian Market Research 2013
4
Number of Institutions Online
Institution TypeNo. with Fully
Online Programs Total Percentage
Public 4 year 438 687 63.8%
Private 4 year 558 1,567 35.6
For-profit 4 year 272 785 34.6
4-year Total 1,268 3,039 41.7
Public 2 year 446 1,046 42.6
Private 2 year 8 78 4.5
For-profit 2 year 107 1,030 10.4
2-year Total 561 2,254 24.9
2-year & 4-year Total 1,829 5,293 34.6
Source: IPEDS 2012
Study Sample
• 1,500 respondents drawn from national research-only panel
• U.S. census representative• Invited to participate via email• Qualification: 18 years of age and older• Minimum of a high school degree or equivalent• Recently enrolled, currently enrolled, or planning
to enroll in a fully online undergraduate or graduate degree, certificate, or licensure program
Gender
GenderUndergraduate Graduate
2012 2013 2014 2012 2013 2014
Female 74% 67% 71% 66% 53% 66%
Male 26 31 29 34 46 34
Prefer not to say -- 1 <1 -- 1 <1
Age
Age When Last Enrolled Percent18-20 4
21-24 13
25-29 18
30-34 16
35-39 13
40-44 12
45-49 8
50-54 9
55-59 5
60-64 2
65+ 1
%
35%
Median Age: 35
Income
Total Household Income PercentLess than $25,000 19
$25,000 - $39,999 19
$40,000 - $54,999 15
$55,000 - $69,999 12
$70,000 - $84,999 9
$85,000 - $99,999 7
$100,000 - $114,999 5
$115,000 - $129,999 2
$130,000 - $149,999 2
$150,000 or more 4
Prefer not to say 6
%
Median : $50,000
Employment Status
Employment Status
Undergraduate Graduate
2012 2013 2014 2012 2013 2014
Employed full time 48% 38% 38% 73% 76% 59%
Employed part time 24 20 20 16 10 18
Not employed 27 35 39 11 10 18
Retired 2 4 2 1 2 2
Prefer not to say -- 3 1 -- 3 3
Ethnicity
Ethnicity Undergraduate 2014 Graduate 2014
White 69 70
African American 16 12
Hispanic 7 8
Asian or Pacific Islander 4 7
Native American 1 1
Other 2 2
Prefer not to say 1 1
% %
Military Service
Military ServicePercent of Respondents
All Undergraduate Graduate
Veteran 7% 6% 8%
Spouse or dependent of veteran 5 4 6
Spouse or dependent of active duty military
3 3 4
None of the above 84 86 81
Intended Credential
OCS 2014 Eduventures Estimate
Associate’s Degree 24 29
Bachelor’s Degree 33 42
Master’s Degree 39 27
Doctorate 4 3
Certificate 10 --
Field of Study
GraduateUndergraduate
Top 10 Undergraduate Degree Programs
Degree Program 2014
Business Administration 1
Nursing 2
Information Technology 3
Criminal Justice 4
Early Childhood Education 5
Psychology 6
Medical Billing 7
Accounting 8
Computer Science and Engineering 8
Social Work 10
Top 10 Graduate Degree Programs
Degree Program 2014
Business Administration 1
Nursing 2
Elementary Education 3
Educational Administration, K-12 4
Health Administration 5
Library Science 6
Psychology 6
Criminal Justice 6
General Mental Health Counseling 9
Social Work 10
Poll
Do you think you have any unique or unusual programs?
Factors in Choosing an Institution
Importance to Selection of Program (choose up to 3) Percent
*^Overall reputation of the college or university 25%
*^Tuition and fees 24
*^No set class meeting times 19
*^Recognized in your field as a high quality college or university 14
*Students never have to visit campus during their study 13
* Among top 10 selection factors in the 2013 survey^ Among top 10 selection factors in the 2012 survey
Factors Determining Reputation
College Reputation Factors Undergraduate Graduate
It is accredited 72% 73%
Recognized in my field as a high quality institution 32 40
Recommendations of friends,colleagues, and relatives. 27 21
It has high academic standards 20 21
It holds a high ranking in the US News and World Report annual ranking
19 27
Comparing Online to Classroom
Percent of Respondents
All Undergraduate Graduate
Better 47% 50% 43%
About the same 43 41 48
Not as good 10 9 9
Consideration of Classroom or Hybrid/Low Residency Programs
Consideration of Hybrid/Low
Residency Program
Consideration of Classroom Program
Definitely not 12% 15%
Probably not 18 22
Not sure 40 28
Probably would 22 24
Definitely would 8 11
Why Not Classroom?
(Select all that apply)Percent of Respondents
All Undergraduate Graduate
Personal event prevented me from continuing 43% 45% 35%
I got a new job that prevented me from continuing 22 19 29
I moved 20 19 22
Cost 18 20 13
Classes weren’t available when I needed them 15 16 12
My interests changed 15 17 7
Other 9 9 9
Quality of the instruction 4 5 4
Proximity to Institution
Distance to Closest Campus or Service Center
Undergraduate Graduate
2012 2013 2014 2012 2013 2014
Less than 50 miles 47% 48% 48% 40% 35% 34%
50 to 100 miles 16 13 11 16 28 12
More than 100 miles 25 27 31 35 29 48
Not sure 12 12 10 9 8 7
Less than 50 miles 47% 48% 48% 40% 35% 34%
Transfer Credit
Transferable Credits
Percent of Undergraduate
Students
Most 26%
All 26
Some 20
Few 13
None 8
I don’t know yet 7
Importance of Transfer Credits to Enrollment Decision
Online Program Worth Time and Money?
Good Financial Investment Undergraduate Graduate
Yes, completely 56 65
Somewhat 36 29
Not at all 8 5
% %
Worthwhile Time Investment Undergraduate Graduate
Yes, completely 59 72
Somewhat 34 24
Not at all 7 4
% %
Change in Employment Status
GraduateUndergraduate
Poll
• How long does it typically take at your institution from inquiry to enrollment?A. Less than 4 weeks
B. 5 to 8 weeks
C. 9 to 12 weeks
D. 3 to 6 months
E. 7 to 9 months
F. 10 to 12 months
G. More than 12 months
Length of Time from Online College Search to Enrollment
Undergraduate
Length of Time from Online College Search to Enrollment
Graduate
Appealing Marketing Message
All Marketing Messages Percent
90 percent job placement 25%
Earn your degree in one year 10
Study at your own pace 10
Free text books 9
Study only what you need to learn 6
Qualify for a $400 scholarship 5
Year round class offerings 4
Career assistance for life 4
Faculty have real world experience 4
Ranked among the best by U.S. News 4
Application Process
Funding Sources
GraduateUndergraduate
Thinking About Cost
Thinking About Cost Percent
Total Degree Cost 38%
Per Course 33
Per Credit 24
Total Certificate/License Cost 6
Select the Least Expensive?
GraduateUndergraduate