Tuesday, February 07, 2012

What Freshmen Think

The American Freshman survey is one of the greatest resources available to marketers whose target is young adults. Every year since 1966, UCLA's Higher Education Research Institute has surveyed thousands of freshmen at hundreds of colleges to determine what they think, what they have done, and what they plan to do next. The 2011 survey, released in January, is based on the responses of 203,967 freshmen at 270 institutions that grant a bachelor's degree. Here are some interesting facts about freshmen from the latest report...

55% percent are within 100 miles from home.
53% applied to five or more colleges.
76% were accepted by their first-choice school.
58% are attending their first-choice school.
53% are using loans to pay for some of their expenses.
33% have no concerns about their ability to pay for college.
70% frequently socialized with someone of another racial/ethnic group in the past year.
38% think they are above average in their computer skills.
71% think same-sex couples should have the right to marry.
86% are going to college to get a better job.

Source: UCLA, Higher Education Research Institute, The American Freshman: National Norms Fall 2011

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