Hanover Research finds affordability and stability are steering admitted students

Hanover Research’s sixth annual admitted-student survey shows that students entering the 2026–27 academic year are weighing degree value, cost and institutional stability more heavily in enrollment decisions. The report also points to growing use of AI in the college search and lower confidence in college preparedness than a year earlier. Why it matters: - Colleges are competing for students in a market where affordability and long-term confidence in an institution matter more. - Hanover Research says the findings can help enrollment teams refine recruitment, communications and value messaging. - The survey suggests admitted students are using more channels, including AI, to evaluate where to enroll. What happened: - Hanover Research released its sixth annual 2026 National Admitted Student Survey: A Report on the State of U.S. College Admissions. - The report is based on a survey of nearly 1,000 students admitted to U.S. institutions for the 2026–27 academic year. - The survey examines admission trends and decision drivers, including degree value, financial concerns, college preparedness, communication preferences and channels used during the college search. - Paul Gibson, Hanover Research senior managing director, said students still see value in earning a degree, but affordability and confidence in an institution’s stability are playing a larger role in enrollment decisions. - Sid Phillips, Hanover Research chief growth officer, said the report helps institutions understand what is driving student behavior at a critical point in the enrollment journey. The details: - The report’s key findings include a higher perceived value of a college degree compared with 2025. - Financial concerns are a top reason admitted students decide not to enroll. - Institutional stability factors into application decisions. - Students decide to enroll based on a combination of affordability and fit. - AI is now a trusted part of the college search journey. - Social media communication preferences differ between graduate and undergraduate students. - Students feel less prepared for college than they did in 2025. - Hanover Research says the data provides evidence institutions need to understand student decision-making. - Hanover Research is a global research and analytics firm founded in 2003 and headquartered in Arlington, Virginia. - Hanover Research says it serves more than 1,000 clients through a fixed-fee model. - Hanover Research has been named a Top 50 Market Research firm by the American Marketing Association and the Insights Association. - The full report is available here . - Hanover Research listed its social channels at LinkedIn and X . Between the lines: - The findings point to a more cautious enrollment mindset among admitted students. - Institutions may need to prove both value and reliability, not just academic quality. - The stronger role of AI and social media suggests the student search process is becoming more fragmented across channels. What’s next: - Higher education leaders can use the report to adjust recruitment tactics ahead of the next admissions cycle. - Colleges are likely to focus more on affordability messaging, enrollment support and clearer evidence of student outcomes. - Hanover Research says the report is meant to help institutions build a stronger value proposition that can win over more students.