Prospective students go mobile to learn about colleges

Mobile-friendly university websites are no longer optional
According to the 2012 Noel-Levitz E-Expectations Report, “Online Expectations of College Bound Juniors and Seniors,” 52 percent of college-bound high school juniors and seniors viewed college sites on a mobile device, up from 23 percent in 2010. Twenty percent viewed college sites via tablets. These numbers will continue to increase, since mobile device ownership is almost ubiquitous in this age group (see Pew Internet Project).

Most important information is academic programs and majors
When asked about content priorities, 55 percent of prospective students said academic content was their first priority, and 47 percent said it was what they valued the most. Academic information was the most sought content on a mobile device (see 2012 Noel-Levitz E-Expectations Report). College and department websites must be mobile friendly, not just the main university site.

Mobile phones bridge the digital divide
According to the Pew Internet Project, some demographic groups have less access to high-speed broadband at home, but “the rise of mobile is changing the story.” Among smartphone owners, young adults, minorities and those with lower household income levels are more likely than other groups to use their phone as their main access to the Internet. Mobile-friendly websites may improve outreach to underrepresented communities.