2025 E-Expectations Trend Report: Examining the Online Experiences, Expectations, and Behaviors of College-Bound High School Students

Abstract

College planning has transformed into a complex digital dance, where Instagram stories matter as much as campus tours and AI chatbots answer midnight questions about application deadlines. Colleges and universities need to be aligned with the expectations of today's college-bound high school students in order to engage them where they are in their journey and keep them moving toward enrollment. This "2025 E-Expectations" report dives deep into how students navigate their college search today. Through extensive data analysis and student feedback, this report uncovers patterns that challenge conventional wisdom about student engagement. The authors found that while 31% of students still fill out traditional web forms, a nearly equal number now follow schools on social media. Perhaps most tellingly, 68% of students have already interacted with AI assistants on college websites--though not all student groups embrace these tools equally. What makes this research particularly valuable is its student-centered approach. Rather than focusing on institutional metrics or enrollment targets, this report examines students' behaviors and preferences at every stage of their college search. From 9th graders just beginning to explore their options to 12th graders making final decisions, the authors tracked how their engagement methods evolve and what they're looking for when they reach out. The findings paint a picture of a generation that's both digitally native and surprisingly thoughtful about how they share information. While they're comfortable with AI chatbots and social media, they're also strategic about their engagement--59% will share their email address with a college, but only 32% will provide their home address. These aren't just statistics--they're insights into how students protect their privacy while seeking authentic connections with their future schools. This report isn't just about documenting change and understanding it. Whether one is an admissions counselor trying to connect with first-generation students or a marketing director planning next year's outreach strategy, one can find actionable insights backed by accurate student data. Ultimately, serving students better starts with understanding how they want to be served.