college choice
study
Deepening the Investigation Into the College Decision-Making Process
The 2024 Advent College Choice Study builds on the foundation of the previous years, expanding its insights into the evolving priorities and determinants shaping incoming college freshmen’s choices.
This year’s study includes 427 responses from U.S. incoming freshmen, offering a robust and representative sample. The survey now tracks 28 key determinants, reflecting the growing complexity of college selection factors. Notably, a new focus is placed on comparing Hispanic students to the general population, addressing demographic shifts anticipated in the coming decade.
Advent, in partnership with 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.
Below are the key findings from 2024 for Academics.
What Factors Drive Students’ Choices?
In 2024, “Majors of Interest” reclaimed the top spot, reflecting l a shift towards students aligning their education with personal passions. This marks a departure from the dominance of “Degree Helps Get a Good Job” in 2023.
Trends in
Major Selection
- Business/Economics maintains its
dominance but saw a slight dip from 31%
(2023) to 27% (2024). - Healthcare interest continues to normalize post-pandemic, decreasing further to 18.5% in 2024.
- Psychology and Counseling have surged in popularity, now attracting 13.1% of
incoming freshmen (+4% from 2023).
Undecided majors remain low at 3%, underscoring strong career direction among
students.
Emerging
Trends
- Environmental Consciousness saw an 8% increase in importance, reflecting growing eco-consciousness among students. Universities emphasizing sustainability initiatives may gain a
competitive advantage. - Hybrid/E-Learning Opportunities rose by 10%, signaling a continued preference for
flexible learning options post-pandemic.
Key
Findings
College Choice Determinants:
- After Majors of Interest, a rising factor is Campus Safety and Security, consistently ranking in the top five, underscoring ongoing concerns about
personal safety. - Cost of Attendance rose to second place in importance, signaling increased sensitivity to financial concerns in light of
rising tuition and economic uncertainty. - Mental/Emotional Health Support continues to climb, reflecting a growing prioritization of mental well-being
among Generation Z students.
Demographic Shifts and New Focus:
- Hispanic students are now a key demographic in the study, reflecting their growing presence in the college- bound population. A dedicated comparison between Hispanic and general populations has been introduced to better understand their
unique needs.
The study reveals that Cultural Fit and Personal Attention are significantly more important to Hispanic students, pointing to the need for institutions to adapt their recruitment
and retention strategies.
Insights and Recommendations
Curriculum Innovation: Universities must continuously refresh their academic offerings to stay aligned with market trends. Regular curriculum reviews and market-driven strategies are essential.
Safety and Inclusivity: Institutions should emphasize their safety measures and diversity initiatives, especially to attract female and Hispanic students.
Mental Health Resources: With mental health support rising 7%, universities must provide robust, visible resources to address this growing priority.
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.
