2020 GEN Z MEDIA REPORT - THE STATE OFPOSTSECONDARY MARKETING TO HIGH SCHOOL STUDENTS
HOW HIGH SCHOOL STUDENTS ARE CONSUMING POSTSECONDARY MARKETING MATERIALS
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AD RECALL FOR PSE INSTITUTIONS
66%
57%
44%
19%
17%
12%
11%
12%
59%
55%
40%
14%
18%
11%
10%
19%
Social Media Ad
Ad/Poster in my high school
Ad on a website
Billboard ad
TV ad
Radio ad
Spotify/Pandora ad
None of the above
Grade 12 Grade 10 & Grade 11
Academica Group and Glacier surveyed 1,397 high school students in January 2020 exploring high school students’ usage of marketing and branding resources for postsecondary institutions. These students primarily came IURP�$OEHUWD��%ULWLVK�&ROXPELD��DQG�2QWDULR��7KLV�VWXG\�EXLOW�RQ�WKH�´QGLQJV�of the 2019 survey into how today’s high school students interact with key media and postsecondary marketing initiatives.
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94%
Snapchat
87%
Spotify
82%
TikTok
72%
YouTube
61%
37%
31%
28%
Tumblr
26%
9%
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95% 95% 96%
87% 87% 88%
78% 83% 84%
66% 67% 60%
64% 62% 64%
31% 34% 47%
28% 32% 37%
16% 17% 23%
10% 8% 12%
3% 5% 6%
GRADE 11 GRADE 12
4
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70%
51%
use university or college websites
use social media or online forums
Instagram 72%
19%Facebook
10%Twitter
8%Snapchat
42%YouTube
12%Reddit
8%TikTok
3%LinkedIn
RESEARCH TOOLSGrade 12 Grade 10 & Grade 11
39%40%
61%47%
University/college viewbooks and brochures University/college rankings
3%8%26%
52%Visiting campus (open houses, tours, unofficial visits) None of the above
42%43%
62%49%
Attending high school visits, booths, and presentations from recruiters Education related websites (myBlueprint, studycanada.ca)
76% 50%50%64%
University/college websites Social media/online forums
25%21%
53%30%
Videos/virtual toursUniversity/college fairs
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73% 38% 28% 22%
17% 15% 6% 1%
COMMUNICATION PREFERENCES
COMMUNICATION PREFERENCES
Direct mail
Text message
Phone call
Form on school website
Online chat box/live chat
Social media direct message
Other
Text message
Form on school website
Social media direct message
Direct mail
Phone call
Online chat box/live chat
Other
Grade 12 Grade 10 & Grade 11
79% 15%66% 19%
14%16%
6%
1%
5%
1%
34%42%
25%31%
17%28%
7
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82% 72% 67%
53% 53% 47%
Program details (e.g., admission requirements,
specializations, work experience)
Getting a feel for the school and whether I will
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Campus offerings (e.g., food options, clubs, residences, student
services)
Important dates and deadlines (e.g.,
application deadline, offer deadline)
Details about events I can attend to learn more about the school (e.g.,
open house, tours, fairs)
8
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Guidance Counsellors
Teachers
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Coaches
No one
University/college students or graduates 51%
49%
43%
39%
31%
27%
8%
2%
TAKE ACTION
TO LEARN MORE ABOUT WHAT’S WORKING (AND WHAT ISN’T) AT YOUR INSTITUTION, TALK TO GLACIER AND ACADEMICA GROUP TODAY
Bruce K. Thompson
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Contact Us Contact Us
10
2020 GEN Z MEDIA REPORT -THE STATE OF POSTSECONDARY MARKETING TO HIGH SCHOOL STUDENTS
HOW HIGH SCHOOL STUDENTS ARE CONSUMING POSTSECONDARY MARKETING MATERIALS