When it's time to think about colleges, students hit the internet. We partnered with Compete to learn more about these "eduSearchers." A few key facts: they are highly informed, place value on name recognition, and initiate their research early on, relying on search, mobile, social and video.
What online patterns do we see across prospective students seeking higher education? Google and Compete pair up to understand:
- Education queries grew 33% year over year while unique visitors to education sites grew 40%
- eduSearchers are more informed, but converting less
- Edu decision paths are scattered and non-linear