NEWSROOM
Adult Student Research Study Revealed
Stamats releases national findings from Adult StudentsTALK™
Stamats, Inc. announces today the research findings from its Adult StudentsTALK™ research study. The study examined factors that motivate adult students, target specific attributes they are looking for in academic programs, identify services they find most helpful, narrow the venues of how and where they are looking for information, and determine how they plan to attend college.
Six key research findings emerged from the study. "The key findings translate to research-based tactics that should be considered by institutions currently serving adult students, or ones that plan to in the near future," said Dr. Brenda Harms, client consultant specializing in the adult student market at Stamats. "The reality is that student numbers reflecting the traditional undergraduate student model are declining, and the adult student population is on the rise. It’s time to adjust to the marketplace. "
According to Dr. Harms, the following categorical topics emerged from the research:
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Undergraduates vs. graduates
- Undergraduate students are significantly more motivated by career advancement and increasing their income than potential graduate students. Potential undergraduates have a heightened sense of importance surrounding issues of convenient location and availability of online courses whereas potential graduates students place a higher importance on the quality of the faculty and the academic reputation of the institution.
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Personal enrichment
- The number one motivation for furthering an adult student’s education (97 percent of undergraduates and 90 percent of graduate students) is personal enrichment. The desire to "better themselves" is overwhelming.
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Institution’s flexibility
- Both undergraduate and graduate students rated the flexibility of class scheduling as the most important attribute of an academic program. Online degrees are desired by undergraduates, but become less important to those contemplating a graduate degree.
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Credit for life experience
- For those potential students who were likely to return for a bachelor’s degree, 75 percent reported that they were much more interested in institutions that provided credit for their life experience. While problematic, the consideration of this factor is heightened when competitive institutions provide a similar offering.
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Student financial aid
- Of adults surveyed, 63 percent of potential undergraduates and 68 percent of those needing a graduate degree were anticipating attending only part time. Within an adult’s existing loan portfolio and family financial commitments, a traditional financial aid structure may need adjustment within an institution.
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Institution’s Web site
- Adult students are very dependent on technology (97 percent of potential graduates students will use an institution’s Web site to gather up-front information). These astute learners are searching for easily accessible information on adult student programming.
For more information on the Adult StudentTALK study and to garner Dr. Harms’ "must do" recommendations for each topic, download "Serving Adult Students: What REALLY Matters?" white paper at www.stamats.com/adultstudents.
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About Stamats, Inc.
Stamats, Inc. is the nation’s premier provider of integrated marketing solutions to higher education institutions. With its comprehensive suite of specialized research, consulting, planning and marketing services, every year more than 100 colleges and universities trust the team of integrated marketing professionals at Stamats, Inc. to help them identify, communicate, and keep their institution’s brand promises.
About Brenda K. Harms, Ph.D.
Dr. Harms is an experienced higher education administrator who has built her entire academic career specializing in the adult student population. She offers a unique perspective having served the adult student population in academic and administrative roles at a branch campus, as well as experience in accelerated face-to-face and online course development and instruction. As a client consultant at Stamats, she leads the firm’s adult student marketing initiative.
Dr. Harms received a B.S. in allied health and an M.A. in educational psychology and counseling from the University of South Dakota. She received her Ph.D. in human services with her dissertation focused specifically on adult student retention.