college choice
study
Deepening the Investigation Into the College Decision-Making Process
The 2025 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 2025 for Academics.
What Factors Drive Students’ Choices?
“Majors of Interest” remains the top factor in the college-decision making process, following “Degree Helps Get a Good Job” in 2025.
Trends in
Major Selection
- Business & Economics has surged to 34% of intended majors in 2025, reinforcing students’ desire for flexible, career-ready degrees.
- Healthcare, after a post-pandemic spike to 28% in 2021–2022 and 18.5% in 2024, has normalized to 13.8%.
- Psychology & Counseling, which tripled in popularity and peaked at 13.1% in 2024, has settled at 8%.
Fewer than 4% of students remain undecided about their major.
Emerging
Trends
- The “classic college experience” narrative now fits only about 1 in 8 students; outcomes and value dominate as vast majority view college primarily as a career investment.
- Pandemic-era spikes in hybrid learning, DEI, mental health, and sustainability are moderating, while cleanliness/sanitation continues to rise and now sits in the top ten factors.
- Non-visitors rate hybrid/e-learning and inclusive culture significantly higher, signaling the need for a strong digital recruitment journey alongside on-campus experiences.
Key
Findings
College Choice Determinants:
- Off-Campus Activities, Extracurricular Opportunities, and Quality of Social Life see a steep decline all dropping by 10% or more since the pandemic.
- Majors of Interest and Degree Helps Get a Good Job stay locked in the top two spots, confirming that academic fit plus clear career pathways are the primary enrollment drivers year over year.
- Cost of Attendance and Value for the Price continue to rank in the top five, with cost the only factor to show a meaningful long-term rise since 2019, underscoring growing price sensitivity.
- Campus is Safe/Secure holds its top-five position, while Campus Cleanliness/Sanitation is the only experience-related factor with consistent two-year growth, now entering the top ten as a lasting post-pandemic priority.
Demographic Shifts and New Focus:
- Gender splits: female students place more weight on safety, academic reputation, faculty quality, mental health support, inclusive culture, and sustainability.
- Male priorities: male students lean harder into value, cost-benefit, and high post-graduation income.
- Visit vs. non-visit: 19% enroll without visiting campus, forming a distinct digital-first decision segment
Insights and Recommendations
Lead with outcomes and value: Treat college as an investment by putting majors, career pathways, salary and placement data, and clear cost/aid information at the center of every recruitment touchpoint.
Right-size the experience story: Continue to emphasize safety, support, and community, especially for female students, but frame these as enablers of graduation and career success rather than the primary reason to enroll.
Design dual recruitment journeys: Create immersive, emotional on-campus experiences for visitors and data-rich, flexible, DEI-forward digital experiences for non-visitors and digital-first deciders.
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 2025, 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 497 total responses.
Still wanting more?
Let us know how to get in touch and we’ll send you a copy of the 2025 College Choice Study to share with your team.
