Summer Research Series: College Choice Trends
How Students and Parents Choose Colleges in 2025
Choosing a college is a complex decision, and today’s students and parents are approaching it with new expectations, sources, and priorities. From search behavior and trust in digital content to shifting values around academics, cost, and fit, this report explores how families are navigating the path to college in 2025.
HomeIn the second release of Carnegie’s Summer Research Series, we unpack how prospective students and their families are researching, comparing, and ultimately selecting colleges and universities.
Drawing on responses from high school seniors, younger students, and parents, this report provides an in-depth look at the evolving college decision process. You’ll learn how key factors like academic offerings, cost, campus feel, and social media influence college choice, and where trust plays a role in content coming from institutions, influencers, and students alike.
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The Summer Research Series shares findings from more than 3,400 students and parents across four key topics: politics and college perceptions, college choice trends, the role of AI in admissions, and personality-driven communication.
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