In a higher education environment where many institutions are looking for areas to grow enrollment, the adult learner is an often-overlooked population of prospective students — one that can be an important addition to any enrollment management plan.
A recent study by the Brookings Institution highlighted a significant population of “older-adult college graduates” who complete their education later in life, typically in their 30s, 40s or 50s. Contrary to the common assumption that most individuals attend college immediately after high school, around 30 percent of current college students commence their programs later in life, with more than a third of undergraduate students being at least 25 years old.
The older adult learner is an often overlooked population of prospective college students.
The research, which utilizes data from the National Longitudinal Survey of Youth (NLSY) and the U.S. Census, sheds light on the demographic composition of these older students, showing fluctuations over time and notable differences based on race and gender.
The study examines the earnings trajectories of various cohorts and reveals some intriguing patterns. Despite starting their college education later, older adult students experience a substantial increase in earnings after graduation. This suggests that later-in-life education can significantly enhance earning potential, particularly for disadvantaged populations.
Also, understanding the presence and impact of these students is crucial for accurately assessing the return on a college education and addressing racial and gender disparities in college completion rates. The presence of older adult students has contributed to reducing or even reversing racial and gender gaps in college completion rates, emphasizing the importance of supporting and promoting college programs catering to diverse demographic groups.
… around 30 percent of current college students commence their programs later in life, with more than a third of undergraduate students being at least 25 years old.
For recruitment marketing professionals trying to attract this population, it’s crucial to understand non-traditional-adult students’ distinctive financial considerations, family obligations and other factors they must navigate to go to college. Please do your homework and be prepared to help them throughout the enrollment process with personalized messages that resonate with their needs and wants.
Learn more from the Brookings Institution study on their website.
By Christopher Harris, Ed.D., Senior Enrollment Strategist, Capture Higher Ed
