Mobile an Important Student Recruitment Element
Posted by
Bob Mootz on Fri, Dec 23, 2011 @ 11:36 AM
Neilson reports that t
eenagers in the U.S. more than tripled their mobile data consumption over the last year, sending more messages than subscribers in any other demographic. Teens between the ages of 13 and 17 consumed an average of 320 MB of mobile data per month during the third quarter of 2011, up 256 percent year-over-year--an annual increase larger than any other age group, according to Neilson.
As if we needed to be reminded, this certainly reinforces the common wisdom that teens prefer mobile. The same study revealed that teens exchanged an average of 3,417 SMS and MMS messages per month during the third quarter, averaging seven messages every waking hour. Yikes!
At the same time, voice usage declined. Asked why they prefer messaging to voice calling, 22 percent of teens cite speed, 21 percent point to ease of use, and 18 percent say it's more fun.
Have you incorporated mobile elements into your student recruitment media mix? If not, this study certainly should change your opinion on the importance of adding mobile to the mix as you pursue innovative admissions marketing efforts. This is clearly the environment in which teens spend most of their communications time, and as such, Admissions professionals should be there, too.
Of course, the most effective recruitment campaigns will include multiple channels of communication (including mobile) in a coordinated effort that starts with finding the right lists, qualifying and segmenting respondents, and speaking as individually as possible to each prospective student. How better to keep that dialog going than to be where the students are ... on their phones!