More than 40% of recently surveyed 18 to 24 year olds said a college or university Web site was the most influential media when choosing a college.  Social networks were also influential, cited by a quarter of that demographic in the Summer 2009 Ad-ology Media Influence on Consumer Choice survey.

Classes/courses of study available was the most import factor in the selection process, and notably more females than males say quality of online courses is important.

For all demographics, college/university Web sites were the most influential online media.  Overall, online media types ranked higher than social and traditional media.  The top-rated social media was positive comments; the top rated traditional media was direct mail.

“So much of the process of researching higher education has gone online,” said C. Lee Smith, president and CEO of Ad-ology Research.  “There are so many resources out there, but the key is the college Web site.  That’s the biggest source of information and a college’s best sales tool,” Smith said.

Other key findings:

• Direct mail was the most influential for those under the age of 34
• The most research topics related to higher education were colleges/universities and financial aid
• Family going/went there was an important factor for more than twice as many Asians as other races

The Media Influence on Consumer Choice survey is conducted throughout the year by Ad-ology Research to study online, traditional, and social media influence on buying decisions.

Media Influence on Consumer Choice: Higher Education is available for purchase and immediate download through Ad-ology.com.  The report includes 24 data charts, consumer-spending estimates by market, and additional marketing insights.

About Ad-ology Research

Ad-ology Research analyzes key marketing and advertising trends in over 440 industries and what motivates end-customers.  The company’s research is used by over 2,000 advertising agencies, media properties and product marketing departments across the United States.  Ad-ology Research is a division of Sales Development Services (SDS), Inc. – a Westerville, Ohio firm founded in 1989.
Methodology

Ad-ology Research surveyed an online consumer panel of 1,154 adults in a manner that is 98% representative of the adult population of the United States from July 17-18, 2009. The margin of error for this survey is +/- 2.9 percentage points.

Editor’s Note: The Ad-ology trade name should be hyphenated in all printed references.

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