December 11, 2023

EAB’s Adult Learner Survey: Shifting Adult Learner Mindset

Author: Ray Schroeder
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As projections for undergraduate enrollment wane, many colleges and universities are looking to adult learner programs for growth and revenue. However, the adult learner market is complex, and adult learners’ mindsets are shifting. In order to gain market share and effectively recruit students, institutions need to understand how today’s adult learners think. To help our partners better understand this mindset, EAB recently conducted a
survey of current and prospective students of graduate, undergraduate degree completion, online, and certificate programs. As we will elaborate in the following pages, the responses indicate that today’s adult learners are savvy, digital consumers who approach their education with a consumer-like mindset.

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