https://docs.google.com/file/d/0B6ufnug04pxVU1Itb2E1LXp4SUk/edit
Key Findings in the Report
In spring 2012, Aslanian Market Research and The Learning House, Inc. conducted
surveys with 1,500 individuals nationwide who were at least 18 years of age and
were recently enrolled, currently enrolled, or planned to enroll in a fully online
undergraduate or graduate degree, certificate, or licensure program.
The surveys collected information on motivation for study; type, level, and field of
study; provider institution; preferred schedules; needed services; strengths and
weaknesses of the online format; effective promotional strategies and advertising
methods; and a variety of other topics. Surveys also gathered information on the
personal characteristics and circumstances of online students at the time they
took their most recent undergraduate or graduate course.
Given the recent trend of rapid enrollment growth in online higher education and
strong projections for future growth, we intend to supply information to colleges
and universities that seek to serve online students.
Our findings include the following key observations for institutions to consider as
they work toward building online enrollments:
• Individuals of all ages participate in online education. About 40% of online
students are younger than the age of 30; in fact, approximately one out of
every five online students is younger than the age of 25. We expect this
segment to grow steadily as increased numbers of secondary school and
traditional-age college students gain experience with online courses.
• For-profit institutions do not dominate online education. About two-thirds
of online students attend not-for-profit institutions, and we predict that
percentage will increase as more not-for-profit institutions begin offering
online programs.
• Students who enroll in not-for-profit and for-profit institutions are
more alike than different, particularly in regard to field of study, desired
credentials, and their goals and motivation to pursue online education.
With the exception of age and ethnic background, they share similar key
demographic characteristics such as gender, income, employment status,
and method of tuition payment.
• Although the large majority of online students enroll in degree programs,
certificates attract 20% of the market, and we predict online certificate
programs will steadily grow.
• Institutions that have a near-by campus or service center are highly
attractive to online students. Most online students enroll in institutions
within 100 miles of their home for their online study.
• Most online undergraduate students bring prior credits to their intended
institution and want to receive transfer credit.
• Online students want compressed, shorter terms of study at an affordable
cost from institutions that have a strong reputation.
• Similar to on-campus students, most online students find their program
of choice through visits to college and university Web sites. Online
students rank tuition and fees as the most important information they
seek. Institutions’ Web sites provide the most important communication
channel.
Throughout this report, the trends noted reflect aggregated data, comprised
of both undergraduate and graduate online students. If striking differences
between undergraduate and graduate online students existed, the report notes
such differences. Furthermore, though they are few in number, we also note the
differences between students enrolled in for-profit and not-for-profit institutions
and the differences between younger and older students.
The following analysis of online students outlines the practices and preferences
of these new nontraditional students to help institutions rise to the challenge and
meet the demand for online learning. Please note, however, that the following
data reflect a national survey of such practices and preferences. Individual
institutions should also consider regional data and their positioning in the local
marketplace.
Throughout the report, we have included many recommendations for developing
online programs based on the survey findings and our experience in the field.
These recommendations are presented in gold text at the end of most sections.
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