Last year we distributed a free research paper on parental involvement in university open days, 2008/09 to 2010/11. We asked if the rise in helicopter parenting and the consumerisation of HE had resulted in a trend for higher levels of parental attendance at these events. This year, with the open day season once again in full swing, we wanted to revisit the topic with an updated (but shorter) report, looking at the 2011/12 starting cohort. The key questions we wanted to look at were: what are the latest trends in parental attendance and can the attendance of different parents (mum, dad, both parents) indicate any sort of differential ‘buying signal’?
Our monthly Research Snippets look at interesting and topical findings unearthed by the HE team at YouthSight. If any of your colleagues would like to receive our Research Snippets, ask them to drop a line to: Hannah@YouthSight.com
By looking at our Higher Expectations data from the last few years, we’ve been able to address both questions.
The trend continues… but slowly
When looking at open days attended by prospective students before making their firm choice of institution, the proportion of parents who accompanied their children has grown slowly for the last few years. As shown in figure 1, for students starting university in October 2011, parents accompanied them on half (50%) of all open day events: a proportion which has increased slowly and steadily since 2009 (47%) and 2010 (49%). These changes, although small, are statistically significant due to the large base sizes of the Higher Expectations survey. We think they constitute a minor trend. But the finding poses the question, will the big rise in tuition fees for the 2012/13 starting cohort upset the apple cart? Will Higher Expectations 2012/13 paint a very different picture of parental involvement in open days? Will major differences in the patterns of involvement by sub groups and institutions soon show up? Contact me to find out.
|Year of starting university|
|Prospective student accompanied by||2008/09 %||2009/10 %||2010/11 %||2011/12 %|
|One or both parents||47||47||49||50|
Base: Higher Expectations; All open day responses – 2008 (21,673); 2009 (21,580); 2010 (23,397); 2011 (24,071). Note, the open days rated by the 2011/12 starting cohort generally relate to events attended in late 2010/11, and so on.
Statistically significant changes: An orange background indicates that this figure is significantly different to the previous year
HE Research Team
Each year we help scores of UK universities with their research needs. We have longstanding and regular clients from every mission group and have helped over 90 universities with customised research in areas such as course development, student satisfaction, branding, alumni engagement, key influencers and advanced analysis around fee sensitivity, as well as producing our annual Higher Expectations study
Females are more likely than males to attend open days with either one or both their parents (53% of females attend with a parent compared to 48% of males). While there is little difference in parental attendance between those who attended open days at research-intensive universities and modern universities (51% vs. 50%), differences by individual institution are far more marked.
More parents = more involvement
While it might be a commonplace assumption that prospective students are more likely to invite (or drag along) their parents to the open days at the institutions they’re most interested in attending, does the data bear this out and, if so, to what extent?
Figure 2 shows the assumption to be true. Over four-in-ten students who brought both parents to an open day, subsequently enrolled at that institution (43%) compared to a quarter of students who brought neither parent to the open day (26%). The presence of mum is a slightly more positive indicator than the sole presence of dad – 39% of prospective students who attended with their mother only went on to enrol at the institution, compared to 36% who attended with their father only. Clearly, the attendance of both parents is by no means conclusive evidence that an applicant is more likely to attend a particular institution (and with so many single parents it would be a grossly unjust to use this finding as an active marketing ‘tool’). Similarly, these observations should not imply any causal relationship (although there may well be some causality, how much can only be determined through further research). Nevertheless, on aggregate, the presence of both parents at university open days does imply a stronger ‘buying signal’ than the presence of one or no parents.
|Those attending with…|
|Subsequently attended the university or not?||
|Subsequently didn’t attend||74||64||61||57|
Base: Higher Expectations; All open day responses – 2011: Those who attended with: Neither parent (11,595); Father only (3,016); Mother only (5,249); Both parents (4,211)
Over the last few years parental attendance at open days has very gradually increased. It seems likely that the trend will accelerate in the new higher fees environment. Those who attended open days with both parents are much more likely to subsequently enrol at an institution than those who attended with one or no parents. Higher Expectations 2012/13 will tell us a great deal more about how the picture is changing, both at an aggregate and very local level. Contact me for more information.
John Newton, (Senior Project Manager, Higher Education)
020 7288 8789
All data is based on original research by YouthSight, the specialist, independent research agency dedicated to understanding students and young people. The data in this press release is derived from YouthSight’s Higher Expectations study – an annual survey of around 13,000 new undergraduate starters at UK universities which has run every year since 2005.
Higher Expectations is a set of reports on the student verdict on recruitment, marketing, admissions and fees – all set in the competitive context to provide full benchmarking, key performance indicators, and access to the entire results database for subscribers. Fieldwork for Higher Expectations 2012/13 will take place this November with reports coming out from April 2013 through to late Summer 2013.
As well as producing Higher Expectations, YouthSight owns and manages the UK’s largest specialist panel of young people, students and young professionals: The Youth Panel, The Future Panel, The Student Panel, and The Graduate Panel. The Student Panel provides access to those enrolled in the UK’s publicly funded higher-education institutions. The Student Panel is recruited via UCAS and all members must verify their ‘ac.uk’ email addresses. Survey participation is rewarded with decent incentives.