Why Students Go to Graduate School

Ninety percent of potential graduate students who are Gen Z say they will seek financial assistance to enroll, a much higher percentage than previous generations, according to a survey of 920 such students by LaneTerralever, a marketing agency for colleges.

Among the findings:

• More than 60 percent of prospective students expect to get a response from an academic institution on the same day they reach out.
• Only 64 percent of prospective students say graduate schools’ communications have met their expectations.
• Close to three-quarters of students (74 percent) said their top source of information about a graduate school was the school’s website. The school’s social media was used by 36 percent. Only 31 percent said they relied on rankings or reports.
• Gen Zers are more likely to prefer fully in-person instruction (45 percent) versus 11 percent of Millennials and 12 percent of Gen Xers.