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Consumers Show Strong Interest In Online Higher Education But Savvy...

In perhaps the most comprehensive survey ever of consumer demand for online higher education, Eduventures (www.eduventures.com), the leading research and consulting firm for the education industry, found that approximately 50% of consumers anticipating enrolling in a postsecondary program say they would prefer a mode of delivery either dominated by online or at least balanced between online and on-campus instruction.



This level of interest is far higher than current consumer experience, said Richard Garrett, Senior Analyst for Eduventures's Learning Collaborative for Online Higher Education. According to Eduventures's research, only approximately 7% of students in postsecondary education in the United States are studying for a degree or certificate wholly online. Consumer enthusiasm for online higher education suggests that this market will continue to grow strongly.



Beyond basic openness to this form of education, the survey revealed more detail on how consumers think about online higher education, and why they value this type of delivery.



* Perceptions of quality. Perceptions of quality suggest a maturation of consumer views 's8211; a willingness to assess individual online and on-campus programs on their merits, rather than solely in terms of delivery mode. There is also a sustained skeptical minority, however, that continues to regard online delivery as being poor quality by definition.



* Perceptions of price. Although 42% of the sample was willing to judge the quality of individual online programs or courses on their merits, almost half the sample said they would only be willing to pay less for an online program or course compared to an on-campus experience.



* Online delivery & geography. Sixty-three percent of respondents who were willing to consider a wholly online program preferred the online provider to have some physical presence (branch campus or main campus) at least within their state. Only 37% of respondents willing to consider wholly online delivery disregarded location as a factor.



Alongside strong openness to forms of online delivery, consumers also revealed less positive, or narrower, conceptions of the nature and value of the online experience. Responses to a number of survey questions indicated that interest in online higher education is dominated by notions of convenience, suggesting that consumers see a tradeoff between convenience and quality of education.



Online universities and colleges face a tricky balancing act between playing to majority consumer value perceptions centered on convenience, versus emphasizing broader conceptions of online higher education (e.g., around pedagogy, technology), Garrett said. Breadth is essential to overcoming consumer hesitation and allowing individual schools to stand out in an increasingly crowded market. Schools need to both accommodate and educate consumers.



These findings are highlights from Eduventures's recent report, Expanding Demand for Online Higher Education, analyzing responses from more than 2,000 consumers nationally. The full report, available exclusively to members of Eduventures's Learning Collaborative Program for Online Higher Education, contains a wealth of detail on demand for online higher education by credential and discipline, as well as such demographics as gender, age, and ethnicity. For more information on this report or Eduventures's Learning Collaborative programs, contact Robert Brown via e-mail or 617-532-6071.



ABOUT EDUVENTURES, LLC

For more than a decade, Eduventures, LLC has been the most trusted name in education market research, consulting services, and peer networking. Its clients include senior administrators and executives from leading educational institutions and companies serving the K-12, higher education, and corporate learning markets, as well as decision-makers in government agencies and the investment community. For more information, visit www.eduventures.com.

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