E-Expectations: Have you Considered Your College Website’s Mobile Audience?

by Carol Clements on August 22, 2014

tablet targetMobile use is now the norm. Yet, many colleges and universities are still struggling to give mobile users an optimal experience.  Why?

According to the Noel-Levitz 2014 E-Recruiting Practices Report, only 43% of four-year institutions and 26% of two-year campuses say they use adaptive technology for their websites, despite the fact that:

  • 90% of high school seniors have regular access to a mobile device, an increase of 12% over 2013
  • 71% of seniors have looked at college websites on their mobile device
  • 51% said they wanted college webpages to adapt to their mobile screen
  • Four in ten students report using their mobile devices for all of their web browsing

                               four out of ten 

These findings were part of the 2014 E-Expectations Report, The Online Preferences of College-Bound High School Seniors and Their Parents, sponsored by Noel-Levitz, OmniUpdate, CollegeWeekLive, and NRCCUA (the National Research Center for College & University Admissions), which surveyed 1,000 high school seniors and more than 500 parents nationwide to provide an in-depth look at mobile and web trends.

According to the same report, the website remains the most influential resource for college search. So, the painfully slow adoption rate for adaptive, responsive web design is both astounding and a cause for concern.

Turns out, the mobile issue also bleeds into other marketing outreach. After websites, email remains one of the most popular and reliable e-communication options. The survey found that 98% of students are willing to open an email from a college they were interested in attending. 

email graph

However, two-thirds of students and parents are checking email at least once per day via mobile devices, meaning emails, website landing pages, and online forms that aren’t optimized for mobile can act as roadblocks to effective outreach.

From talking to our own customers who have yet to make the mobile transition, it’s not from the lack of desire, but from the lack of resources that seems to be the stumbling block. They just don’t have the time and money to do a redesign right now. Yet, everyone knows that the quality of the web experience is important. So, what to do?

According to Andy Soderberg, Vice President of Customer Support, “Students are mobile, so start with mobile. OmniUpdate offers a mobile site module that delivers quick, easily digestible information from your already existing website on-the-go. And, at the same time, OmniUpdate can help guide you in the ultimate redesign of your website.” 

For more information on how OmniUpdate can help you achieve your mobile goals, please contact sales@omniupdate.com.


See more about the study:

Effective Recruiting Starts with Your College Website

5 Facts to Help Market to College-Bound Students

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