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Industry Research : Half of Gen Z Students Question Whether College Is a Worthwhile Investment According to New Research from Modern Campus

#contactcenterworld, @mrb_pr

While more than eight out of ten high school students say they are committed to finishing college, half of them wonder if college is worth the investment. This is according to Serving the Virtual Consumer: Exceeding High School Student Expectations in 2022, a study developed by Modern Campus and based on research conducted in partnership with Ruffalo Noel Levitz (RNL).


It explores the expectations, questions and doubts high school students across the United States face when preparing for college—and how these factors influence their decision to choose a college.

What’s clear is that Gen Z students prioritize return on their investment when exploring college or university pathways. Two thirds of survey respondents said they expect to be ready for the job market upon graduation, and almost half expect to have a job offer as soon as they graduate.

The report also explores how early high school students start thinking about college, and how far they’re willing to travel for higher education. The study found that college and university websites are students’ primary sources for research.

"This is a generation of true digital natives; they think and live online," said Brian Kibby, chief executive officer at Modern Campus. "Understanding the factors that drive their decision-making—job outcomes, access to co-curricular activities, cost and program quality—can help colleges and universities tailor their marketing and communications mix to be responsive to learner and parent expectations."

This report provides insight into what high school students expect from colleges, and sheds light on how colleges and universities can help prospective students see the value of enrolling at their institutions.

Additional Key Findings


  • 61% of respondents say they started college planning before they start 10th grade.
  • Friday and Saturday afternoon and evening is when students are most actively looking for information to plan their postsecondary journey.
  • 63% of high school students are considering out-of-state institutions.
  • High-ability students with GPAs over 3.6 are very likely to consider out-of-state institutions.
  • 46% of high school students confirm that they have participated in virtual college tours.
  • 66% reported having signed up for the virtual tour via the college website and 71% expressed satisfaction with the virtual tour.
  • The top three important topics for high school students when looking for college or university are academics, cost and financial aid.

While academics and cost remain the most important priorities regardless of age, 9th graders are particularly interested in community life, activities and athletics. Similarly, 10th graders are more interested in college rankings than any other age group.

#contactcenterworld, @mrb_pr

Today's Tip of the Day - 100% Recording

Read today's tip or listen to it on podcast.

Published: Monday, August 8, 2022

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2024 Buyers Guide Automation

Call Adapt

Soundboard Software
Call Adapt is a cloud-based digital soundboard application designed for contact centers. It works with any type of call and integrates with your existing dialer system. Powered by smart audio technology, Call Adapt gives your agents the ability to converse with customers in real time using programmed keyboard shortcuts. The result is perfect pitch delivery and less time spent on repetitive tasks.

eGain Corporation

eGain Solve
Proven, Easy, and Guided Journey to Automate Customer Engagement in a Digital+AI World


Genesys Identity and Access Manager
Automated Provisioning Solution for Multi-Vendor Communication Platforms

Managing agent profile data across multiple systems is a big challenge for contact centers. The manual tasks of agent provisioning, decommissioning, daily change exercises, skill level synchronization, license recovery and detailed reports on usage are tedious, time-consuming, and often expensive for businesses.

Managing ID and access within a contact center is further complicated by profile information and requirements that vary from application to application. Automating the processes of onboarding and off-boarding in contact centers helps overcome these challenges and enhances agents’ productivity.

Pointel I...
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