Doubts About Going to College

Inside Higher Ed

Scott Jaschik
December 7, 2020
More than a third of prospective college students are reconsidering higher education. And 43 percent of prospective students for one- and two-year programs are looking to delay enrollment, survey finds.
More than one-third of prospective college students are reconsidering higher education in light of the coronavirus pandemic. Further, 43 percent of prospective students for one- and two-year programs are looking to delay enrollment.
Those are two findings of a national survey of prospective college students by LaneTerralever, a national marketing and advertising agency for higher education. LaneTerralever surveyed 528 students across the U.S. in September.
The company encourages colleges to take a very practical approach to dealing with the skeptical audience of students.
“Prospective students need to hear how higher education can be accessible, affordable and productive for them now,” said Lauren Hillery, director of brand strategy at LaneTerralever. “Many face tremendous pressure and uncertainty, so the usual messages of prestige, faculty and community need to be preceded by practical information on how they can fit education into their lives today.”
The study participants, split evenly along gender lines, were 56 percent white, 20 percent Black, 9 percent Latinx and 10 percent Asian. Nontraditional prospective students said they had considered enrolling in college in the last 18 months.

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