• Internet Conversions
• Switch to Call Center site
• Who's Surfing?
• 1. Demographics
• 2. Psychographics
• 3. How They Find You
• What's next?
• 4. Conservative Strategy
• 5. Moderate Strategy
• 6. Aggressive Strategy
• Worth Knowing
• 7. Helpful Tips
• 8. FAQ
• 9. Successes

Who's Surfing?: Demographics

The Internet has changed our approach to student recruitment. It has presented everyone in the higher education sector with the fresh challenge of tapping its vast potential. But where exactly do we begin in order to get the most out of the Internet as a recruiting tool?

The first step is to define and understand Internet users and Internet leads. Once you identify who your audience is, you will be more prepared to devise new, more effective strategies for reaching Internet leads. Then, with further understanding, you will also be able to convert them to starts more effectively.

As you know, the audience of the Internet is enormous and continually growing. As of November 2007, Internet use by the North American population had grown over 125% since 2000. The current active online population in the U.S. hovers just above 215,000,000 people.

 

United States
Population (2007 Est.)	301,139,947
Internet Users (Latest Data)	215,088,545
Use Growth (2000-2007)	125.6 %
% Population (Penetration)	71.4 %
Source: Nielsen Online

 

A Profile of Who's Online

Over 78% of people in the United States use the Internet at least twice a month. The vast majority of these are 18 to 49 years old. This is the very demographic that includes most of our potential career education students; 18- to 24-year-olds are the specific age group that is most likely to seek education. 90% of this group uses the Internet at least once a week. And they are staying logged on for an average of 85 minutes per session!

 

 

Internet Penetration by Community
	2003	2007
Rural	52%	60%
Suburban	66%	73%
Urban	67%	73%
Source: Pew Internet & American Life Project

 

Average Web Usage, U.S., August 2007
Location	Home	Work
Number of Sessions/Visits per Person per Day	36	66
Number of Domains Visited per Person per Day	67	120
PC Time per Person	37:01 Minutes	86:39 Minutes
Duration of a Web Page Viewed	51 Seconds	58 Seconds
Active Digital Media Universe	151,004,255	66,021,560
Current Digital Media Universe	212,708,864	66,615,000
source: Nielsen/NetRatings

 

Additional User Stats:

• 17.1 million college students go online regularly
• 59% get news from local TV
• 53% listen to the radio for news
• 52% watch national TV newscasts
• 43% get news from a local paper

The Internet is rivaling even television as the top source for information and entertainment. In a recent survey by Experience – an online career site for graduates – 43% of college students spent 10 hours or more online per week. Only 17% watched television, and 6% listened to the radio for 10 hours or more.

Another study revealed that the nearly 27 million Internet-using U.S. males from 18 to 34 spent an average of 32.5 hours online in June 2006. They went online an average of 21.2 days out of the month. These numbers come from the Reston, Va.-based audience measurement company comScore.

Finally, unlike the statistics for other media, Internet use is growing by leaps and bounds. According to JupiterResearch, online penetration rates will increase from the current 70% to 76% by 2011.

The current report validates the theory that younger consumers use the Internet as their primary medium for news and entertainment. This is a positive outlook for the Internet advertising community.

What does it mean for those of us in the school recruitment industry?

• Internet users are really the same people we used to reach through traditional media. Now we have to find a way to communicate our message via this contemporary medium.
• Our primary recruiting audience tends to use the Internet as their chief media resource. This gives recruiters new pathways to sustain an open dialogue with potential students.
• The Internet is an excellent source of recruitment leads. It is also a continually growing medium. That's why it is so important to learn how to effectively convert Internet leads to starts.

Laptop Computer User Stats:

• 88% have logged on to a wireless network at home
• 57% have connected to the Internet via a wireless network somewhere other than home or work
• 36% have logged on using a wireless network at work

When Are Potential Leads Online?
Research shows that Internet traffic is highest after work or after school. Just as television viewing is most popular in the evenings, Internet traffic is highest from 4:30 p.m. to midnight. The most extensive Internet use falls between 9 p.m. and midnight.  Our studies of specific school-oriented sites show that traffic tends to be highest around lunchtime – between 11 a.m. and 2 p.m.

Why should you care about when people use the Internet?
You may be thinking, "As long as their e-mail inquiries wind up in my inbox by the next morning, it doesn't matter whether they were sent at 12 noon or 12 midnight, right?" Wrong.

You should be aware of when prospective students are most likely to be using the Internet – and of the time of day you receive an e-mail inquiry to your school. It will help you better understand your Internet leads as a group. In turn, this can dramatically improve your chances of connecting with the individual people who use the Web to contact you.

 

Many admissions representatives report having difficulty with reaching Internet leads by phone. But once you realize when an Internet lead is likely to be online, you will know what time of day they are likely to be at home to receive your follow-up call. For the majority of Internet users, it is in the evening. Making the follow-up call in the proper time window gives your lead a sense of personal attention. This is helpful for reducing initial awkward stages of contact.

 

Users attribute certain conveniences to the Internet:

• The share of Americans who say the Internet has greatly improved their ability to shop has doubled – from 16% to 32% – since March 2001.
• The share of Americans who say the Internet has greatly improved the way they pursue hobbies and interests has grown to 33%, up from 20% in March 2001.
• The share of Americans who say the Internet has greatly improved their ability to do their job has grown to 35%, up from 24% in March 2001.
• The share of Americans who say the Internet has greatly improved the way they get information about healthcare has grown to 20%, up from 17% in March 2001.