Academic Choice and Information Search on the Web 2016 7 th EDU-CON Study on Academic Choice Dr. Gertrud Hovestadt Jens Wösten, B.ICT.
Academic Choice and Information Search on the Web 2016 Agenda 1. A proven concept with a new approach 2. Response 3. Findings: Making an Academic Choice 4. Findings: Messengers for Academic Choice 5. Findings: Online Advertisements
1. A proven concept with a new approach Like the years before: Standardized online questionnaire Advertised on EDU-CON Internet Channels Questionnaire in German language only Conducted in Fall 2016
1. A proven concept with a new approach Principles of data privacy like the years before: Google Forms not an option due to privacy protection laws in Germany Self hosted questionnaire platform Lime Survey All data acquired and held on EDU-CON Servers in Germany
1. A proven concept with a new approach In this year s survey we systematically switched the questionnaire to handling on the mobile phone. Why the conversion to mobile phone?
1. A proven concept with a new approach In 2014 78% of users, that started the questionnaire, completed it. But in 2015 the completion rate sank to 34%! Most users stopped working on the questionnaire in the very beginning. And: Most of them used a mobile phone! Although the questionnaire had a responsive design. The message was very clear: Students prefer mobile devices, and many were willing to answer the questionnaire. So we have to offer a questionnaire that can be filled out on a mobile! This year s completion rate was 79%. It was a mobile first questionnaire 70% of users visiting the survey used a smartphone; in 2015 it were 31%
1. A proven concept with a new approach What did we have to change? We had to take into account the casual usage of mobiles with short stays on a site: 2015 it took about 15 minutes to complete the questionnaire in 2016 it were just 3 minutes. We were confined to very few questions. language usage: short sentences, easy read- and understandable words and phrases; in terms of scientific research this sometimes means less precise terms and distinctions. the opportunities of a very small touch screen: with a mouse users can click much more precise than with a finger; we had to reduce the variety of answers. the small display: a big variety of items the users are asked to consider and to weight, is a no go on an mobile display. All items have to be seen on one screen without scrolling.
1. A proven concept with a new approach We can give report on our 7 th study with focus on Academic Choice and Information Search on the Web. We targeted the same students, distinguished the same groups. But we do not claim this to be a Follow-Up-Study. Different wording, different scales, different variety of answers, different contexting of answers mean: Findings from 2016 are not comparable with our earlier findings. We can t show developments and update time series. What we can do at least is pointing out tendencies.
1. A proven concept with a new approach Questionnaire till 2015 desktop mobile
1. A proven concept with a new approach Questionnaire 2016 : mobile first desktop mobile
1. A proven concept with a new approach 2014 completion rate was 78% 2015 completion rate was smaller 34% This year s completion rate was 79% mobile first questionnaire Not only responsive web design All questions were revised and refined 70% of users visiting the survey used a smartphone; in 2015 it was 31%
1. A proven concept with a new approach What internet channels were most effective in terms of responses? Facebook brought in the most participants The home pages and mobile pages of our website had the second largest effect The newsletter subscribers was the third largest participating party
2. The responses we got
2. The responses we got
2. The responses we got 1,260 valid completed responses 508 high school students who want to study 752 university students
2. The responses we got male 25,1% female 73,0%
2. The responses we got 18% 16% 14% 12% 10% 8% 6% 4% 2% 0% Sample: Year of Birth (n = 1,260) 50,2% are 17 to 20 years of age 1987 1989 1991 1993 1995 1997 1999 2001
3. Making an academic choice don't know 21,3% n. a. 1,0% Do you already know what you would like to study? High School Students wanting to study (n = 508) no 14,0% yes 63,8% 324 out of 508 (63,8 %) High School Students stated that they already know what they would like to study.
30% 25% 20% 15% 15,1% 3. Making an academic choice 24,4% 14,5% At what age did you make your academic choice? High School Students wanting to study and having already/rather made their decision (n = 324), given %: 2016 EDU-CON 2016 10% 8,3% 5% 4,6% 3,1% 1,9% 0% 15 y 16 y 17 y 18 y 19 y 20 y 21 y
30% 25% 20% 3. Making an academic choice At what age did you make your academic choice? High School Students wanting to study and having already/rather made their decision (n = 324) EDU-CON 2016 15% 10% 5% 0% 15 y 16 y 17 y 18 y 19 y 20 y 2015 2014 2013 2012
3. Making an academic choice Do you think you will be accepted for your desired degree programme? High School Students (n = 324) don't know 44,4% n. a. 0,6% no 9,6% yes 45,4% Have you been accepted for your desired degree programme? University Students (n = 587) no 15,5% n. a. 2,2% yes 82,3%
3. Making an academic choice What do you choose first? 2011 (n = 971) 78% 9% 11% 2012 (n = 1266) 78% 10% 12% 2013 (n = 1445) 74% 10% 16% 2014 (n = 1665) 83% 11% 6% 2015 (n = 1259) 82% 12% 5% 0% 20% 40% 60% 80% 100% Subject Town Type of Institut
3. Making an academic choice What is important to you when you choose a university? (Top 5, High School Students, n = 508) reputation of the university 45,5% student life in town 56,7% total costs of the studies 68,7% atmosphere on campus 71,5% career prospects 72,6% 0% 20% 40% 60% 80%
3. Making an Academic Choice: Would you prefer an English spoken programme? High school students (n = 508) don't know 26,0% n. a. 3,1% yes 31,9% don't know 24,5% University students, following a German spoken programme n. a. (n = 326) 4,3% yes 25,2% no 39,0% no 46,0%
3. Making an academic choice Are you interested in studying abroad? High School Students (n = 508) 49,8% 26,8% 15,7% University students (n = 417 students, never studied abroad) 59,0% 7,9% 8% 0% 20% 40% 60% 80% 100% yes, for a semester/year yes, for a full degree no
3. Making an academic choice Reasons for wanting to study abroad High School Students, wanting to study abroad (n = 322; 3 out of 6 answers) peers have good experiences studying abroad I prefer the way of studying 19,9% 39,7% Warum möchtest du im Ausland studieren? I will/might not be accepted at a German univ. 39,7% I want to study in English language 52,9% I like the international atmosphere 78,7% 0% 50% 100%
5. Instant Messengers: Can you imagine using these Instant Messengers for academic/career advice? (n = 508 High School Students) WhatsApp n. a. 1,6% Facebook-Chat n. a. 1,8% n. a. 2,2% Skype don't know 20,5% yes 48,8% don't know 15,6% yes 40,0% don't know 21,5% yes 43,1% no 29,1% no 42,7% no 33,3%
2% 4,2% 6. Online adverts 20,9% How many students see or click ads? (n = 1,067) 3,9% 15,5% 51,7% yes, I use an AdBlocker no AdBlocker, but I never click ads no AdBlocker; I click ads no Adblocker; I click ads rarely no Adblocker, I don't know such ads no answer
What are your experiences with young adults making their academic choice and searching for information? Dr. Gertrud Hovestadt Jens Wösten, B.ICT.