Non Traditional Adult Undergraduate Learner Profiles

1

Method and Sample Size: Adult Learners in Greater New York Area

• Total Survey Population 595– Prospective Students 268• NYU McGhee Prospects 115• General Prospects 153

– Current Students 327• NYU McGhee Students 176• Students Elsewhere 151

2

3

2006 = 33; 22 respectively

4

2006 = 62%

5

2006 = 62%

6

How Do McGhee Students Differ FromStudents Attending Elsewhere?

(Base: Total Students in Each Group)

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How Do McGhee Students Differ FromStudents Attending Elsewhere?


8

How Do McGhee Students Differ AcademicallyFrom Students Attending Elsewhere?


9

Note: Only schools with 5%+ mentions are shown. There were 46 schools with handfuls of mentions.

19%

10

How Do McGhee Prospects Differ From Other Prospects Demographically?(Base: Total Prospects in Each Group)

11

How Do McGhee Prospects Differ From Other Prospects in Educational Achievement

12

How Do McGhee Prospects Differ In Career Aspects?(Base: Total Working Prospects in Each Group)

13

How Do McGhee Prospects Differ In Career Aspects?(Base: Total Working Prospects in Each Group)

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35%

5%

5%

5%

5%

5%

6%

7%

7%

8%

9%

11%

20%

21%

All Others

New School

CCNY

NJIT

Fordham

Columbia

Hofstra

St. John's

LIU

Pace

Rutgers

NYU (any)

CUNY (any)

Univ. of Phoenix

28%

1%

1%

4%

3%

3%

2%

3%

2%

5%

7%

8%

12%

16%

Total 1st Choice

2006 = 5%

15

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The Attitudinal Segments

• How does the undergraduate degree market segment based on attitudes and psychographics?

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• Managers, lifelong careers, earn more $

• Care-giving is a major obstacle for 28% of this segment

• Want accelerated timeframe to complete degree

• Skip lower level, go straight to professional courses

• Take life experience into consideration for admission

• Value my life experiences

• Want to earn more money

• Interested in half semesters, intensives, online, combined courses

• Less interested in: close knit sense of community, study abroad, foreign languages, liberal arts courses, “Ivy League,” Career Coaching

18

Key Description/Differences

• Older females, fewer full-time employees, clerical, lowest incomes

• Care-giving is a major obstacle for 37% of this segment

• Two-year program, mostly prospects, non-McGhee aspiring

• Wants affordable, online OK

• Does not want/care about intellectual challenge, academic rigor, getting a master’s, or high admission standards

19


• Students, career changers, want intellectual challenge at work, contribute to society

• Care-giving is major obstacle for only 11% of this segment

• Lifelong love of learning, enjoy school and excel

• Seeks traditional degree (take foreign languages, study abroad, same value as others, core liberal arts, would take more electives if they could

• Want professors to be leaders, passionate maintain rigorous academic standards

• Less interested/concerned: online classes, abbreviated semesters, cost, location

20


• Students, young, work full-time, lower level jobs, lower salaries

• Care-giving is major obstacle for only 9% of this segment

• Dissatisfied at work, career changers, want a more fulfilling role/responsibility

• Need career coaching, guidance

• Want top tier “Ivy League” school, private, old, with a traditional campus, leader in academic community, research university, high admissions standards, rigorous academics, taught by professional leaders in the field, successful alumni, specializes in their area, and will look good on resume

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22

Gender

0%

10%

20%

30%

40%

50%

60%

70%

80%

In a Hurry Low Strivers Intellectuals Status Seekers

Male

Female

23

Marital Status

0%

10%

20%

30%

40%

50%

60%

In a Hurry Low Strivers Intellectuals StatusSeekers

Single, never marriedMarriedDivorcedSeparatedLiving with partner

(N=66) (N=19) (N=57)(N=33)

24

Ethnicity by Segment

0%

10%

20%

30%

40%

50%

60%

70%


Caucasian

African American

Hispanic

Other

Asian or Pacific Islander

Native American

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Geographic Spread by Segments

0%

5%

10%

15%

20%

25%

30%


Manhattan

Brooklyn

Queens

The Bronx

Staten Island

Long Island

WestchesterCountyOther NY

Dutchess County

Rockland County

Putnam County

New Jersey

Other States

26

27

28

29

30

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