The major higher education lead generation story for Q2 2018 is the continuing and accelerating growth in online inquiry volume. Read on to see recent highlights surrounding higher education inquiry generation for last quarter. Click here to download the DMS Q2 2018 Higher Education Inquiry Generation Review.
Increased Year-Over-Year Inquiry Volume Trends
The second quarter saw an increase in year-over-year demand for higher education, which was driven by the growth in online program inquiries.
From Q1 2018 to Q2 2018, overall inquiry volume dropped 3%. This drop was noted as a seasonal slip, due to the mid-year decline in campus-based demand that was almost identical to the year prior.
Third-Party Channels Made Up Half of Inquiry Volume
Third-party inquiries accounted for more than half of all inquiry volume in Q2 2018, the highest share within the reporting timeframe.
The share of volume (SOV) for affiliate data leads has climbed for the past three quarters and reached almost 50% of all lead volume in Q2 2018.
Third-Party Media Costs Rose
The average price of third-party leads was $46.79 in Q2 2018, up from $44.10 in Q1 2018.
The average prices for both affiliate hot transfers and affiliate pay-per-click (PPC) leads fluctuated throughout the past 10 quarters, but both were down year-over-year (YOY).
Degree-Level Distribution Favored Diploma and Associate
Despite generating a significant SOV, the Q2 2018 SOV for bachelor’s programs was the lowest SOV for this degree level during the reported time period.
Even with a 5.8% YOY drop for the bachelor’s program SOV, actual inquiry volume for the bachelor’s degree level grew 6.7% YOY.
The most popular campus-based degree level was diploma, whereas the most popular online degree level was associate.
Health-Related Programs Received the Most Demand
More than half of all campus-based inquiries were for health programs, which was the top program category across campus-based and online formats with 42.0% SOV.
Coming in in second place for both online and campus-based program formats was the business category.
Download the Q2 2018 Higher Education Inquiry Generation Review Overview
The following topics are featured in the Q2 2018 Higher Education Inquiry Generation Review:
- Q2 2018 inquiry volume trends
- Q2 2018 media channel share of volume (SOV)
- Q2 2018 third-party media costs
- Q2 2018 degree-level distribution trends
- Q2 2018 program distribution trends
- Appendix: Q1 2018 conversion rate (CVR) trends
The Q2 2018 Higher Education Inquiry Generation Review, published by Digital Media Solutions (DMS), covers trends in the inquiry generation and student acquisition activities of higher education institutions for the period of January 2016-June 2018, with an emphasis on April-June 2018. Data was pulled on July 1, 2018.
Want more data on higher education inquiry generation trends? Click here to download your free copy of the DMS Q2 2018 Higher Education Inquiry Generation Review.
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