Who is the Adult Online Student

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Who is the Adult Online Student?

• Carol Aslanian
• Everything Online
• December, 2007

2
Outline of Topics

• Higher Education Enrollment Nationwide
• Data-based Marketing Decisions
• Profile of Adult Online Learners
• Issues and Opportunities

3
Higher Education Enrollment (Undergraduate and
Graduate)
2005
2003
18.3 m
2001
17.7 m
1999
16.6 m
Proprietary share is 8
14.9 m
4
Undergraduate Enrollmentin millions
5
Graduate Enrollmentin millions
6
and more to come
2015
20.3 m
2010
19.0 m
7
H.S. Grads College Students
In millions

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Adult College Students (25 years of age)
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Adult College Students

• 40 of Undergrad
• 80 of Graduate

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Data-based Marketing Decisions

• Changes in the Online Marketplace Driving
  Data-based Decisions
• More external competition
• Constrained budgets
• Growth of online learners
• Age no longer predicts learning patterns
• Electronic marketing and recruitment
• Adult students operating as consumers

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Principles Underpinning Data-based Decisions

• 1. Need vs. Demand

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DEMAND
NEED
7
5
3
I
4
6
MONEY
MOTIVATION
2
13

• 2. Primary Testimony

14

• 3. Consumer
• vs.
• Supplier

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• 4. Actionable

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5. Hard Data vs. Soft Data
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6. Short-term vs. Long-term
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• Cost Effective
• Research vs. Tuition Revenue

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National Templatevs.Local DataWhat is the
difference?
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Profile of the Online Adult Learner

• Sample
• Midwest
• 12 county region (urban, suburban, rural)
• Recent Undergrad/Grad Students
• 25 years of age

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Actual Course Format

• Classroom only 75
• Some online 15
• All online 10
• 30 of classroom courses were hybrid

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Preferred Course Format

• Classroom only 45
• Hybrid 35
• Entirely online 20
• Northern Louisiana 62

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Personal Characteristics

• Level of Education When Last Enrolled
• Undergraduate ___ Bachelors
• Graduate ___ Masters
• Gender
• Female ___
• Male ___

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Personal Characteristics

• Age
• Employment Status
• Full-time
• Part-time
• Not employed

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Personal Characteristics Payment method for
courses
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Learning Patterns Type of Study
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Subject Field of Degree

• Graduate
• Education
• Business
• Health Professions
• Undergraduate
• Business
• Health Professions
• Public Affairs/Social Work
• CIS

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Influential College Characteristics

• Cost
• Financial Aid
• College Reputation
• Faculty Reputation
• Career Placement Opps
• Program Reputation
• Efficiency of Enrolling
• Availability of Program
• Courses Offered Online Classroom
• Length of Time to Complete
• Acceptance of Prior Credit

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College Search Use of internet in college search
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Online Search Technique
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Importance of College Website
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Preferred Methods of Communication
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Social Networking

• Do you have a profile on.
• Facebook
• Myspace
• Other

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Online Higher Education
Today
The Age of Competition
1998-2003
Goldrush
1990-97
Colonizing the Frontier
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Providers of Online Education

• UMUC 51,450 (40 military)
• Troy University 15-19,000
• Iowa Com. Col. Consort. 15,098
• Brigham Young 10,000
• UMASS Online 11,229
• Penn State 5,700
• Baker University 5,000
• Bellevue University 3,100
• Washington State 3,000
• Univ. of Illinois, Springfield 2,000

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Providers of Online Education

• Proprietary
• University of Phoenix 186,000 (w. Axia)
• DeVry 36,000
• CECO 32,000
• Laureate 36,900
• Kaplan 25,500
• Capella 20,000
• Strayer 18,000
• Walden 16,000
• Corinthian 5,100
• Drexel 4,000
• Jones 1,500

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Issues In Online Market Expansion

• Increasing competition
• Increasing acquisition/marketing costs
• Steady entry of non-profit/traditional providers
• Retention
• Connectivity/Interaction
• Local/ground presence
• Customer Service
• 24/7 Operations
• Seeing the light at the end of the tunnel
  time to completion
• Providers looking more and more alike
  (positioning and differentiation are key)
• Keeping up with market demand - continuous market
  research

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Opportunities In Online Market Expansion

• International Students
• Younger Students
• Partnerships/consortia with other institutions
• Accelerating workforce education needs career
  changes over a lifetime
• Non-degree credentials
• Graduate-level expansion
• Blended learning
• 85 of Americans earn a high school diploma
  only 30 earn a college degree
• Growth of non-credit career/professional
  development market
• Continuous Enrollment year-round

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Carol B. AslanianPresidentAslanian Group149
East 63rd StreetNew York, NY 10021t
212-588-1202f 212-937-2019info_at_aslaniangroup.co
mwww.aslaniangroup.com