Online Learner & Online Leader Analysis Report

Navigating the Gaps Between Online Learner Needs and Institutional Reality

The pressure to grow online is accelerating, creating opportunity for institutions ready to rethink their approach.

We surveyed 10,500+ Online Learners and 145+ Online Leaders to uncover learner needs, what institutions are prioritizing and where the opportunities for alignment exist.

As learner expectations evolve, the institutions that win the next decade of online learning are the ones that close the gaps—starting now.

Download the full analysis with strategic recommendations and unlock the Online Learner Profiles.

90%

Of leaders we surveyed said their online audience has changed in the last 3–5 years.

95%

Of learners we surveyed said brand mattered in their search for an online program.

42%

Of leaders we surveyed said strengthening brand is an online priority.

24%

Of leaders we surveyed said they feel staffing and budgets for online programs are adequate.

What’s Inside the Report

Online learners are more diverse in goals, life context, support needs, and decision-making behaviors than many institutional strategies reflect. This report surfaces the clearest gaps and the most actionable opportunities to close them.

In the report, you’ll uncover:

  • Why online learning is at an inflection point and what’s driving rapid shifts in learner expectations 
  • The Identity Gap: opportunities for institutions to keep pace with a diversifying online audience 
  • The Brand & Behavior Mismatch: why learners don’t find—or choose—institutions that aren’t visible and clear online 
  • The AI Misalignment: where learners and leaders diverge on AI readiness, anxiety, and opportunity 
  • A roadmap for navigating the “now and next” of online learning, built around practical, research-backed shifts 

What the Data Reveals About Today’s Online Learner

1) Online learners are not one audience

Across 10,500+ responses, learners clustered into 11 distinct profiles, and no single profile accounted for more than ~16% of the audience.

Why it matters: broad online strategies are less effective in a market where learners need personalization and clarity.

2) Visibility drives consideration

Learners overwhelmingly start their online education journey through search, and institutional websites. If your programs aren’t discoverable and clear, they’re less likely to enter a learner’s consideration set.

Why it matters: Search-first strategy is now a competitive advantage.

3) AI expectations are rising — but mixed

Many learners are open to an AI support tool built into their program, especially when it includes the ability to escalate to a human.

Why it matters: institutions are often underresourced. AI can scale support without sacrificing quality.

Person sitting on floor, holding a mug, looking thoughtfully at papers and a laptop in a cozy living room.

Download the Full Analysis and the Online Learner Profiles

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Frequently Asked Questions

What are the biggest gaps between online learner needs and institutional strategy?

The largest gaps include:

  • AI readiness—students actively use AI for academic success, while institutions see AI as a risk.
  • Learner identity misalignment—institutions still design for a “typical online student,” even though 11 distinct learner profiles now exist.
  • Brand and visibility weaknesses—students rely heavily on search and brand reputation, yet many institutions underinvest in digital brand infrastructure.

These gaps directly affect enrollment, retention, competitiveness, and long-term ROI.

How do learners feel about AI in online education?

Learners are open to AI support tools, especially with human escalation, but many also express anxiety about AI’s impact on career stability and the pace of change. Institutions have an opportunity to guide adoption with purpose and transparency.

Who should online programs be designed for?

Our research identified 11 unique online learner segments, each with distinct motivations, pacing preferences, communication styles, and support needs. When institutions design programs for a generic online student, they miss the opportunity to resonate with high-value segments. Presidents can accelerate growth by using segmentation as a guiding framework for program design, marketing, and student support.

Why is brand visibility critical for online enrollment growth?

This study found that 95% of online learners we surveyed said brand matters in their online program search. In a search-driven market, institutions must be visible, credible, and clear online, or they may never make it into a learner’s consideration set.

How can institutions become more competitive in the online market?

Competitiveness grows when institutions:

  • Adopt AI-enabled academic and operational support systems
  • Build programs around specific learner segments
  • Invest in digital brand visibility and SEO/AEO-ready content
  • Strengthen institutional narrative and online identity
  • Align marketing, enrollment, and academic strategy around learner behavior data

The institutions that win are those that align their operations with how modern learners think, choose, and engage.

How can this research help my institution improve enrollment?

The research shows precisely where learner expectations diverge from institutional practices. By aligning programs, brand, and support systems with real learner behavior, institutions can increase demand, improve conversion, and boost retention.

Why should my institution partner with Carnegie?

With Carnegie, institutions gain a partnership built to drive real, lasting impact. Together, we bring strategic insight, deep industry expertise, and student-centered innovation to strengthen institutional health and deliver measurable results—rooted in a steadfast focus on student success.

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