Aug 18th 10 Posted by Becky Morehouse in Adult Students, Featured Articles, Research

As if we needed further evidence

We already know the web is important, but recent consumer data from Arbitron and Edison Research provide even more ammunition to convince presidents and CFOs that multi-channel communication that features online solutions is absolutely critical.

Key points for higher education marketing from their 2010 findings:

• The Internet overall has surpassed TV as the most-essential medium in American’s lives: 42% chose the Internet as most essential, 37% television, 14% radio, and 5% newspapers.
• In addition, while TV still leads among those over 45, the Internet dominates among those aged 12 to 44—an important finding for not only traditional-aged students but also returning adults.
• Almost half of all Americans aged 12+ have a profile on one or more social networking websites—that’s double the level from two years ago (24% in 2008).
• Among teens and 18-to-24 year-olds, nearly eight in 10 (77%) have personal profile pages.
• Even older adults are there: 65% of 25-to-34 year-olds and 50% of 35-to-44 year-olds also have personal profile pages.
• In addition, 30% of Americans age 12+ who have a profile on at least one social networking website use those sites several times a day, compared with just 18% a year ago.

While these findings may not be shocking, they do provide even further quantifiable support for investing dollars in these media. Your institution’s online presence must meet the needs of any and all stakeholder audiences. For traditional-aged students, adult students, alumni, and donors, these communication and information tools are becoming universal.

Photo by: Xeni