Data-Driven Enrollment Marketing

Home > Mobile White Paper

Education Marketing in a Mobile World  How to Join the Mobile Revolution—and Win More Student Enrollments

Below is an excerpt from the Mobile White Paper. Please download to read the entire White Paper.

Introduction:
The Revolution Will Be Texted to You.

The Mobile Revolution is Here.

The way we interact with information, computers, and devices is changing rapidly—and dramatically. Today, one of every seven minutes of media consumption is done through a mobile device.1 And by 2013, mobile phones are projected to overtake PCs as the most common way to access the Internet.2 It’s a radical transformation that impacts how we live and communicate. In fact, it’s a revolution.

“A huge tidal wave is building now,” says Ken Inman, Vice President of Research and Development at TARGUSinfo. “We’re beginning to see mobile web access grow exponentially, and many prospective students now prefer text communication to a phone conversation. This preference for texting is already true for the core younger demographic market, but text will also be a primary channel for reaching older prospective student groups, as they, too, get caught by the tidal wave.”

Already, more than 70 percent of the U.S. population uses text messaging3, and the typical American teen sends 1,500 texts a month.4 But the movement toward texting is just the beginning. As the mobile revolution gains momentum, students and prospects won’t just be using their phones to send text messages or look up your contact information. They’ll be using their devices to connect with you everywhere they go, and on their own terms. They’ll look for your school on Twitter and Facebook, and on foursquare and YouTube—all while browsing from a mobile device.

Above is an excerpt from the Mobile White Paper. Please download to read the entire White Paper.

1 Strategy Analytics, BoA Wireless Matrix, Canalys, eMarketer
2 Strategy Analytics, BoA Wireless Matrix, Canalys, eMarketer
3 Sources: US Census Bureau, Jul 2008; CTIA Quick Facts, Dec 2008; Internet World Statistics, Nielsen, 2008; Nielsen Mobile Messaging Observations, Trends & Data, Q4 2008; Newspaper Association of America, Trends & Numbers Total Paid Circulation, 2008
4 Pew Internet Research: Teens and Mobile Phones, April 2010

“A huge tidal wave is building now. We’re beginning to see mobile web access grow exponentially, and many prospective students now prefer text communication to a phone conversation.” Ken Inman,
Vice President
of Research
& Development
at TARGUSinfo