What Do College-Bound Students and Parents Want During the College Search Process?

The college search process has never been more complex. Today’s students and parents are weighing factors that go well beyond academics and affordability: They’re asking whether a campus is safe, whether an institution’s values align with their own, and even how political climates in certain states might shape their experience. To help institutions keep pace with these shifts, Spark451, Jenzabar’s enrollment marketing division, has been surveying college-bound students and parents for more than a decade. This year’s 14th Annual College-Bound Student Survey and Parent Survey of College-Bound Students gathered insights from families across the U.S., and the findings reveal just how quickly expectations are changing.

In this blog, we’ll highlight the biggest takeaways and share what they mean for your recruitment strategy.

1. Affordability Is Still a Top Concern, But New Concerns Are Emerging

Cost has long been the deciding factor in where students enroll, and that hasn’t changed. What has changed is how parents and students think about affordability.

• 92% of parents cited cost as a critical factor.
• 42% of parents said they would not encourage their child to take on student loans under any circumstances—a sharp increase from last year.
• Fee waivers continue to influence application behavior, with 65% of students applying to more schools than planned because of them.

At the same time, campus safety has risen as a top concern among students for the first time in the survey’s history. Meanwhile, both students and parents are paying close attention to institutional values and political climates, factors that influence whether they feel comfortable enrolling—or even applying in the first place.

What does this mean for enrollment professionals? Staff need to highlight affordability and value clearly, address potential campus safety concerns, and demonstrate institutional values in authentic ways. Be transparent about net price, financial aid, and career outcomes. Be proactive in messaging around

campus safety policies and community values so that students and parents see your institution as affordable AND welcoming.

2. Social Media and AI Are Transforming the College Search

Today’s college-aged students grew up online and are constantly using their expansive knowledge and experience with online tools to guide their decisions. According to the surveys:

• 93% of students used social media to research colleges, with Instagram (70%), YouTube (52%), and TikTok (49%) leading the way.
• Nearly one in three students used AI tools during their search, most often ChatGPT, to answer questions about affordability, programs, and campus life.
• Parents remain far less likely to use AI (just 4%) and still lean on traditional research methods.

Our takeaway is that enrollment teams need to meet students where they are. Increasingly, where they are is on social media and even in AI-driven conversations. Make sure your content is not only present on these platforms but also accurate, engaging, and up to date. Consider how AI might surface information about your institution and ensure your website and digital materials are structured to provide clear, accessible answers. At the same time, because parents tend to prefer more traditional communication, you should not neglect email, printed brochures, and personal outreach.

3. Empowered Students Are Driving Their Own Search

This generation of students is approaching the college search with growing independence and higher expectations. According to the surveys:

• More than 20% of students are starting the process as sophomores or younger.
• Email (97%) and direct mail (64%) remain highly effective, but preferences for texting (56%) have grown 10% in just two years.
• Students are quick to dismiss generic communication: Half of the student respondents said they won’t open emails from schools they don’t recognize, and 26% ignore emails that look impersonal.

When conducting outreach to students: the earlier the better. Personalization and authenticity are non-negotiable. Students want schools to acknowledge their interests, intended majors, and even their hometowns in communications. They also want the freedom to explore information on their own terms—so make sure your website, digital tools, and recruitment channels provide self-service options while still offering responsive support.

Turning Research Into Action

The 2025 College-Bound Student and Parent Surveys underscores the complexity of today’s enrollment landscape. Students and parents are considering more variables, starting the process earlier, and relying on new digital tools. To remain competitive, institutions must:

• Communicate affordability and value clearly.
• Demonstrate authentic commitment to safety and values.
• Leverage both traditional channels and new digital platforms effectively.
• Personalize communications at every stage of the funnel.

For a deeper dive into these findings, you can download the full survey reports here.