college choice
study
Understanding the College Decision-Making Process for Student-Athletes
The 2023 Advent College Choice Study examines the unique factors influencing student-athletes as they navigate their college selection process. This year’s study includes responses from hundreds of student-athletes across the U.S., offering valuable insights into the key considerations shaping their choices. The study identifies critical factors such as academic programs, athletic opportunities, campus environment, and financial considerations.
Advent, in collaboration with Dr. Darin White, Executive Director of the Samford University Center for Sports Analytics and Chair of the Entrepreneurship, Management & Marketing Department, has conducted the College Choice Study and Student-Athlete College Choice Study annually since 2016.
Below are the key findings for 2023.
What Factors Drive Students’ Choices?
In 2023, Athletic Facilities and Coaching Staff emerged as the top factors influencing college selection.
Student-athletes are seeking programs that provide both elite training environments and strong academic support to ensure long-term success in both their sport and career.
Trends in
Major Selection
- Coaching Staff and Program Success hold a significant impact, with many athletes prioritizing programs with a history of excellence and strong coaching leadership.
- Academic Offerings remain crucial, with student-athletes seeking schools that balance strong athletic programs with quality education.
- Scholarship Opportunities are increasingly important, as financial support plays a major role in determining the final choice.
Emerging
Trends
- Holistic Recruiting: Schools are expanding their approach beyond athletic performance, emphasizing academics, leadership, and character.
- Enhanced Training Facilities: Programs investing in state-of-the-art training and recovery centers are gaining a competitive edge in recruiting.
- Flexible Academic Pathways:
Universities are offering more adaptable course structures to accommodate rigorous athletic schedules.
Key
Findings
College Choice Determinants:
- Athletic Competition Level is a decisive factor, with student-athletes weighing NCAA divisions, conference competitiveness, and opportunities for playtime.
- Campus Culture and Fit play a key role, as athletes look for an environment that supports both their academic and athletic growth.
- Support Services for Athletes have grown in importance, with increasing demand for academic advising, career development, and mental health resources.
Demographic Shifts and New Focus:
- Diversity and Inclusion efforts are now a major consideration, with student-athletes valuing schools that emphasize equity and representation.
- Name, Image, and Likeness (NIL) Opportunities have surged in significance, as athletes explore programs that offer strong NIL support and partnerships.
- Mental Health Awareness continues to rise, with student-athletes prioritizing institutions that offer wellness programs and mental health resources.
Insights and Recommendations
Investment in Athletic Infrastructure: Schools with advanced training and rehabilitation facilities will continue to attract top talent.
Support Beyond Athletics: Universities should expand career development programs tailored to student-athletes, ensuring long-term success beyond sports.
Mental Health Resources: With increasing awareness of athlete mental health, institutions must provide robust support networks and wellness programs.
About This Year’s Study:
Dr. Darin White, the executive director of the Samford University Center for Sports Analytics and Chair of the Entrepreneurship, Management & Marketing Department, has conducted the College Choice Study and Student-Athlete College Choice Study annually since 2016. During the summer and early fall of 2023, an electronic survey was developed and sent via email to incoming college freshmen in all parts of the United States. The survey contained items measuring the impact of 31 drivers, 20 of which have been tracked by Advent since 2016. After extensive conversations with Advent staff, 11 additional items were included in the 2021 study. This year’s survey generated 608 total responses.
Still wanting more?
Let us know how to get in touch and we’ll send you a copy of the 2023 College Choice Study to share with your team.
