Transferring credit and
total degree costs are among the issues most important to online college
students, according to a report. Online College Students 2014: ComprehensiveData on Demands and Preferences found that the majority of the 1,500 students
surveyed were taking online courses to improve their job status and were satisfied
with their studies.
A majority (54%) said they
were taking online courses because they were unemployed and that high job-placement
rates was the best message to attract them. Business is the most common field
of study, while reputation and the price of the institution are key selection criteria.
The number of online
students enrolling at institutions within 100 miles of where they live slipped
from 80% in 2012 to 54% in 2014. A majority reported that cost and financial
aid were not deciding factors in their selection of a program.
“As competition
intensifies, the convenience of online study is less compelling to students,”
wrote the report’s authors. “Outcomes such as placement rates and features such
as price and credit transfer are gaining importance as attractive points of
difference. Institutions need to articulate clearly what makes their online
programs distinct and track student outcomes to provide quantifiable data to
prospective students.”