Higher education enrollment in the United States has declined 1.7% from 2018 to 2019, continuing its fall for the eighth consecutive year. With prospective students increasingly expressing skepticism about the value of higher education relative to the cost, institutions face more pressure than ever before in attracting a shrinking pool of potential applicants.
Institutions must have an intimate understanding of students’ enrollment decision-making processes so that they can differentiate themselves effectively in this state of heated competition. Access to this information can help institutions better recruit prospective students by highlighting how they deliver on the factors that matter the most, such as salary maximization, attractive delivery formats, and program flexibility.
