Transcript of RCTC WSU Knowledge and Awareness Study - Summary Report - June 2012.
- Slide 1
- RCTC WSU Knowledge and Awareness Study - Summary Report - June
2012
- Slide 2
- 2012 RCTC WSU Knowledge & Awareness StudyPage 2 Background
In the summer of 2012, Rochester Community and Technical College
and Winona State University Rochester (which are located at
University Center Rochester or UCR) commissioned SNG Research
Corporation to conduct another wave of their Knowledge and
Awareness Study. This is the eleventh wave of the survey for UCR
and the fourteenth wave of questions specific to RCTC. The first
wave of the UCR study was conducted in 1998, with additional waves
in 1999, 2002, 2003, 2004, 2005, 2006, 2007, 2008 and 2009. In the
2000, 2001 and 2010 waves, only questions specific to RCTC were
included. Specific objectives of the study include measurement of:
- unaided (top-of-mind) awareness of area higher educational
institutions - perceptions of how higher education needs are being
met in the greater Rochester area - familiarity with Rochester
Community and Technical College (RCTC) and Winona State University
Rochester (WSU Rochester) - awareness of types of
degree/certificate programs available through WSU Rochester -
relationship with RCTC - awareness of advertising/promotions for
RCTC, as well as the specific messages Get There and Expect the
Unexpected - importance of key attributes when enrolling in a
college and impressions of RCTC on these attributes - recent
enrollment in college courses - preferred method of learning - use
of social media and social networking sites - demographic
characteristics The 2012 survey includes adults age 18-49 (waves
prior to 2002 included adults age 18-44) residing within UCRs
service area, which represents approximately a 25-30 mile radius
around the city of Rochester. A total of 151 telephone interviews
were completed. To ensure the inclusion of unlisted and unpublished
numbers, as well as non-landline households, a blended sampling
methodology was used with both random digit dial (RDD) and cell
phone sample. At a 90% confidence level, the maximum margin of
error for 151 respondents is +/- 6.7 percentage points. Interviews
were completed from May 29 to June 14, 2012. The incidence of
qualified households (that is, with at least one adult age 18-49)
was 41%. SNG Research Corporation was responsible for all phases of
data collection and data processing for this project.
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- 2012 RCTC WSU Knowledge & Awareness Study Page 3 Executive
Summary Higher Education Rochester Community and Technical College
(RCTC) enjoys excellent top-of-mind awareness in its market area.
Nearly eight-in-ten respondents (78%) named them specifically when
asked what institutions come to mind when they think of higher
education in the greater Rochester area. And, when previous names
such as RCC and Rochester Vo-Tech are included, the portion
mentioning RCTC climbs to 83% (and half of respondents named RCTC
first, before mentioning any other institutions). Top-of-mind
awareness of the University of Minnesota as a higher education
institution in the greater Rochester area has increased
dramatically over the past several waves of the study, from 52% in
2007 to 70% this year. Meanwhile, top-of-mind awareness of Winona
State has remained fairly similar over the past five waves at
between 40% and 47% (this year was at 40%). Six-in-ten respondents
feel that the higher education needs of the greater Rochester area
are well-met overall, which is significantly higher than in
previous years when fewer than half felt higher education needs
were well-met. More than one-third of respondents have taken some
sort of college or university course (for credit, non-credit and/or
online) in the past year. Those who have taken college courses or
training are more inclined to have taken for credit classes (24%)
than non-credit (15%). Fifteen percent have taken an online college
or university course in the past year. As might be expected,
younger respondents (age 18-34) are more likely to have taken for
credit or non-credit college classes than older respondents (age
35-49), although there are no significant differences by age in the
likelihood of taking online courses. If enrolling in a college or
university course or program, the preferred learning method for
about half of respondents (51%) is a blended format with
traditional face-to-face and online capability. Between a
traditional face-to-face format or online format, there is a clear
preference for face-to-face, especially among younger respondents.
Very few prefer distance learning over other formats. The most
important attribute to respondents if enrolling in a college or
university is the quality of the academic programs, with 79% rating
this as 5-very important. Also highly important is the overall
value for the money with 73% giving this a rating of 5. Quality has
been at the top of the list for each of the past five waves of the
study, but value increased significantly in importance in 2012
compared to previous waves. As in the past, size of the college and
student body is the least important attribute. RCTC Overall, 54% of
respondents are very or somewhat familiar with the programs and
services offered by RCTC. Nine percent report being not at all
familiar, which is lower than in previous years. Younger
respondents are nearly twice as likely as older respondents to be
very familiar with RCTC. When asked how they feel RCTC serves the
community as a whole (beyond just the students), 60% of respondents
report high satisfaction (4 or 5 on the 5-point scale), which is
similar to previous waves. Meanwhile, only 5% gave a low
satisfaction rating of 1 or 2. More than six-in-ten respondents
(62%) have a direct relationship with RCTC; 42% have attended RCTC
themselves and 45% have an immediate family member who has. About
seven-in-ten (69%) of those who have a relationship with RCTC would
recommend it to a friend or family member (giving a 4 or 5 on a
5-point scale where 5 means definitely would recommend). Nearly
six-in-ten respondents (58%) have visited RCTCs campus for one
reason or another in the past year. The most commonly cited reason
for visiting RCTC is participating in or watching sporting
activities, such as youth sports.
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- 2012 RCTC WSU Knowledge & Awareness Study Page 4 Executive
Summary RCTC (continued) Awareness of RCTC advertising or
promotions has increased. In 2012, more than two-thirds of
respondents (68%) had recently seen or heard advertising or
promotions for RCTC, compared to 61% in 2010 and 52% in 2009. When
asked unaided and aided where they have seen or head RCTC
advertising, word of mouth from friends or family was mentioned
most often (55%), followed closely by television (53%) and
billboards (51%). Awareness of billboards was significantly higher
this year than in the past. Also, in 2012 respondents were asked
specifically about seeing signs on the side of a bus and nearly
half (48%) said they have seen those. Respondents were asked if
theyve seen anything about RCTC on several social media sites; the
only one mentioned by more than 1% of respondents was Facebook
(11%). Get There has higher unaided recall as an RCTC message than
Expect the Unexpected. When asked about specific slogans or
messages they recall from RCTCs promotions, nearly three-in-ten
respondents (29%) remembered Get There unaided and a total of 75%
recalled Get There after being asked specifically about it (which
is a significant increase compared to previous years). Unaided
recall of Expect the Unexpected was much lower (4%), but after
aiding 70% recalled this RCTC message, which was significantly
greater than previous years. Those age 18-34 were more likely to
recall Get There (87%) than those age 35-49 (64%), but overall
recall of Expect the Unexpected was similar across age groups.
Perceptions of RCTC showed significant increases in several areas
in 2012. RCTC typically receives high marks for its location;
six-in-ten 2012 respondents rated location as excellent or very
good, an increase of 8-13 percentage points over previous years.
Most of the other attributes RCTC was rated on also increased
significantly compared to the past several waves of the study,
particularly overall value for the money, size of the college and
student body, and credits transfer easily to other institutions.
Comparing importance ratings of attributes to perceived performance
ratings is one way to look for areas for potential opportunities
for improvement. The attributes with the largest gaps between
importance ratings and performance ratings were quality of the
academic programs, courses offered at a variety of different times
and days of the week and overall value for the money. The smallest
gap was for access to computers and technology. RCTCs performance
ratings were higher than importance for location and size of the
college and student body. Winona State University Rochester
Overall, 31% of respondents are very or somewhat familiar with the
programs and services offered by Winona State University Rochester,
while 41% are not at all familiar. Those who live outside of
Rochester are significantly less likely to be aware of WSUs
Rochester campus than those living in town (28% vs. 49%). More than
six-in-ten respondents (61%) are aware that one can complete a
Bachelor degree at WSU in Rochester, and more than half say an
Associate degree (53%) or program certificate/diploma can be
completed (56%), but theyre less certain about whether a Masters
degree (37%) or Ph.D. (9%) is available. Internet and Social Media
Nearly all respondents have regular access to the Internet (97%).
Respondents are quite active with social media and social
networking sites. Among those with Internet access, nearly
three-quarters have visited Facebook in the past 30 days (74%, up
from 60% in 2009) and two-thirds have accessed You Tube (68%, up
from 49% in 2009). One-in-five or fewer have visited any other
social networking sites recently. If looking for information about
educational opportunities or institutions, 29% of respondents say
they would use Facebook and 14% would use Google Plus, but 8% or
fewer would use any other social networking sites. Nearly half
(45%) said they wouldnt use any social networking sites for
information about educational opportunities or institutions.
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- 2012 RCTC WSU Knowledge & Awareness Study Page 5 Detailed
Findings RCTC WSU Knowledge and Awareness Study
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- 2012 RCTC WSU Knowledge & Awareness Study Page 6 Higher
Education RCTC WSU Knowledge and Awareness Study
- Slide 7
- 2012 RCTC WSU Knowledge & Awareness Study Page 7 The first
question asked of respondents is to name the institutions that come
to mind when they think of higher education in the Rochester area.
Responses are recorded verbatim, using the respondents own words,
which allows for tracking of how people refer to the institutions,
particularly RCTC which has gone through some name changes over the
years. The chart on the following page shows the portion of
respondents who have named various institutions over time.
RCTC/Rochester Community and Technical College continues to be the
most frequently mentioned institution, with 78% of respondents
naming either RCTC or Rochester Community and Technical College top
of mind. This is significantly higher than in 2007 when 68%
mentioned RCTC/Rochester Community and Technical College. The
portion that still refers to RCTC as RCC/Rochester Community
College continues to decline and is currently at 4% (compared to
46% in the first wave of the study in 1998). Mentions of vo-tech
also remain low at 5%. The portion mentioning University of
Minnesota/University of Minnesota Rochester has increased by nearly
20 percentage points in the past five years, from 52% in 2007 to
70% in 2012. Winona State University was mentioned by 40% this
year, which is the lowest it has been since 2007. Minnesota School
of Business has top of mind awareness of 13% which is consistent
with previous years. University Center Rochester was mentioned by
3% of respondents, which is also similar to recent years. Higher
Education: Top of Mind Awareness (in respondents words)
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- 2012 RCTC WSU Knowledge & Awareness Study Page 8 Higher
Education: Top of Mind Awareness (in respondents words) Other
points of interest: Crossroads College/Bible College was mentioned
by 4%, which is similar to recent years (3% in 2010, 4% in 2009, 6%
in 2008 and 7% in 2007). Mayo Medical School was mentioned by 13%,
which is similar to previous years (16% in 2010, 14% in 2009, 12%
in 2008 and 13% in 2007). Unaided Awareness of Higher Education
Institutions (as named by respondents) Significantly different
from: 2012 2010 ^ 2009 2008 2007 ^ ^
- Slide 9
- 2012 RCTC WSU Knowledge & Awareness Study Page 9 Higher
Education: Top of Mind Awareness (RCTC, U of M, WSU) The chart
above shows an unduplicated count of mentions referring to RCTC
(including the various names by which it is referred). When asked
to think of higher education institutions in the area, half of
adults age 18-49 think of RCTC first, and more than eight-in-ten
overall (83%) mentioned RCTC unaided. Seven-in-ten mentioned the U
of M, with those who reside in Rochester being more likely to think
of the U of M than those residing in the greater market area.
Four-in-ten mentioned WSU. Other Findings Total Mentions (2012)
More likely to mention RCTC: No significant differences More likely
to mention U of M: Reside in Rochester (77% vs. 58% of non-
Rochester residents) Have a college degree/certificate (76% vs. 57%
of those who do not have a college degree/certificate) More likely
to mention WSU: No significant differences More likely to mention
UCR: Rochester residents (4% vs. 0% of non- Rochester residents)
Have a college degree/certificate (4% vs. 0% of those who do not
have a college degree/certificate)
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- 2012 RCTC WSU Knowledge & Awareness Study Page 10 Comparing
this unduplicated count over the past several years, mentions of
RCTC have remained fairly steady with awareness of between 78% and
83%. The U of M has seen the most significant increase in unaided
awareness over the past five waves of the study, from 52% in 2007
to 70% in 2012. Unaided mentions of WSU were the highest in 2010,
then decreased slightly (although not significantly) to 40% this
year. ^ When you think of higher education institutions in this
area, which institutions come to mind? Higher Education: Top of
Mind Awareness (RCTC, U of M, WSU past 5 years) Significantly
different from: 2010 ^ 2009 2008 2007
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- 2012 RCTC WSU Knowledge & Awareness Study Page 11 Higher
Education: How Well Needs Are Met The portion of respondents who
say that the higher education needs of the greater Rochester area
are extremely well-met has remained consistent at 13% for the past
three waves of the study; however, the portion giving a rating of 4
on the 5-point scale was 47% in 2012, a significant increase
compared to previous years. Meanwhile, the portion giving lower
ratings of 2 or 1-not at all well has continually decreased, with
only 8% giving these ratings in 2012 compared to 16% in 2007. Other
Findings (2012) More likely to give a rating of 4 or 5: Females
(67% vs. 53% of males) More likely to give a rating of 1 or 2:
Males (13% vs. 4% of females) Mean 3.36 3.51 Overall, how well do
you feel the higher education needs of the greater Rochester area
are being met? 3.49 3.55 3.67 ^ ^ Significantly different from:
2012 2010 ^ 2009 2008 2007 Top 2 Box 46% 49% 46% 47% 60% ^
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- 2012 RCTC WSU Knowledge & Awareness Study Page 12 Higher
Education: Taken Credit/Non-Credit/Online Courses Other Findings
(2012) More likely to have taken any courses or training in the
past year: Age 18-34 (49% vs. 20% of those age 35-49) Portion who
have taken any courses or training at a college or university in
the past year (credit, non-credit or online) * Note: online wasnt
asked in 2007. More than one-third of respondents have taken some
sort of course or training at a college or university (either for
credit, non-credit or online) in the past year. Looking at higher
education participation by age range, nearly half of those age
18-34 (49%) have taken college courses in the past year, compared
to 20% of those age 35-49. The portion taking for credit,
non-credit and online courses is detailed on the following page.
Significantly different from: 2008 2007
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- 2012 RCTC WSU Knowledge & Awareness Study Page 13 About
one-quarter of respondents have taken courses or training for
college credit in the past year and those age 18-34 are four times
as likely as those age 35-49 to have taken for credit courses (39%
vs. 10%). Respondents are slightly less likely to have taken
non-credit courses through a college or university (15%), with
those in the younger age range being twice as likely as those in
the older age range to take non-credit courses (20% vs. 10%). In
addition, 15% of respondents have taken online courses in the past
year and proportions are similar between the age groups (17% of
those age 18-34 and 13% of those age 35-49). Portion who have taken
each type of college courses or training in the past year
Significantly different from: 2010 2008 2007 Higher Education:
Taken Credit/Non-Credit/Online Courses Other Findings (2012) More
likely to have taken ____ courses or training in the past year: For
credit: Age 18-34 (39% vs. 10% of those age 35-49) Non-credit: Age
18-34 (20% vs. 10% of those age 35-49) Have a college
degree/certificate (18% vs. 8% of those who do not have a college
degree/certificate) Online: No significant differences Not asked in
2007
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- 2012 RCTC WSU Knowledge & Awareness Study Page 14 Higher
Education: Preferred Method of Learning Other Findings (2012) More
likely to prefer: Blended format with traditional face-to-face and
online capability: Reside outside of Rochester (61% vs. 45% of
Rochester residents) Have a college degree/certificate (60% vs. 33%
of those who do not have a college degree/certificate) Have not
taken any courses or training in the past year (58% vs. 37% of
those who have taken courses in the past year) Traditional
face-to-face classroom: Age 18-34 (45% vs. 26% of those age 35-49)
Do not have a college degree/certificate (57% vs. 25% of those who
do have a college degree/certificate) An online course via the
Internet: Reside in Rochester (18% vs. 2% of non-Rochester
residents) Distance education: No significant differences If you
were going to enroll in a college or university course or program,
what would be your preferred method of learning?* * Note: not asked
in previous years. The optimal format for a college or university
course or program is a blended format with traditional face-to-face
and online capability, with 51% saying this is their preferred
method of learning. About one-third prefer just a traditional
face-to-face classroom with no online component and only 12% prefer
a strictly online course.
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- 2012 RCTC WSU Knowledge & Awareness Study Page 15 Higher
Education: Importance of Attributes if Enrolling in a College
Quality, variety and value would be the most important attributes
if respondents were enrolling in a college or university course or
program. Specifically, nearly eight-in-ten respondents rated
quality of the academic programs as 5-very important if enrolling
in a college, while 73% rated overall value for the money as a 5
and about two-thirds gave the highest importance rating to courses
offered at a variety of different times and days of the week, and
cost of the course or program. The size of the college and student
body is clearly viewed as the least important of the attributes
rated; nearly three-in-ten gave low importance ratings of 1 or 2.
Comparisons to recent years are shown on pages 17-20. 4.77 Mean
4.65 4.54 4.49 4.44 4.39 4.36 4.28 4.16 4.14 3.89 3.15
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- 2012 RCTC WSU Knowledge & Awareness Study Page 16 Higher
Education: Importance of Attributes if Enrolling in a College
Quality of the academic programs Females (87% vs. 69% of males)
Overall value for the money Have a relationship with RCTC (79% vs.
64% of those who do not have a relationship with RCTC) Courses
offered at a variety of different times and days of the week Reside
outside of Rochester (75% vs. 61% of Rochester residents) Have a
relationship with RCTC (72% vs. 57% of those who do not have a
relationship with RCTC) Cost of the course or program Females (70%
vs. 56% of males) Have a relationship with RCTC (73% vs. 47% of
those who do not have a relationship with RCTC) Credits
transferring easily to other institutions Have a relationship with
RCTC (67% vs. 48% of those who do not have a relationship with
RCTC) Variety of programs and degree options offered Have a
relationship with RCTC (66% vs. 41% of those who do not have a
relationship with RCTC) Are very/somewhat familiar with RCTC (63%
vs. 49% of those who are slightly/not at all familiar with RCTC)
Other Findings (2012) More likely to rate importance as 5 Very
Important: Availability of flexible enrollment options, such as
online or e-learning Age 35-49 (65% vs. 44% of those age 18-34)
Females (62% vs. 47% of males) Have a college degree/certificate
(60% vs. 43% of those who do not have a college degree/certificate)
Have a relationship with RCTC (62% vs. 43% of those who do not have
a relationship with RCTC) Are very/somewhat familiar with RCTC (64%
vs. 44% of those who are slightly/not at all familiar with RCTC)
Reputation of the academic programs Females (67% vs. 39% of males)
Have a college degree/certificate (60% vs. 39% of those who do not
have a college degree/certificate) Access to computers and
technology Are very/somewhat familiar with RCTC (58% vs. 37% of
those who are slightly/not at all familiar with RCTC) Innovative
programs and courses Females (46% vs. 32% of males) Location
Females (42% vs. 28% of males) Reside outside of Rochester (44% vs.
30% of Rochester residents) Have a relationship with RCTC (43% vs.
22% of those who do not have a relationship with RCTC) Size of the
college and student body Age 18-34 (17% vs. 8% of those age 35-49)
Have taken college courses in past year (20% vs. 8% of those who
have not taken college courses in past year) Are very/somewhat
familiar with RCTC (17% vs. 6% of those who are slightly/not at all
familiar with RCTC)
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- 2012 RCTC WSU Knowledge & Awareness Study Page 17 Higher
Education: Importance of Attributes Comparison Over Time The next
three pages show a comparison of the importance of these attributes
over the past five waves of this survey. Some findings worth noting
include: Quality of the academic programs continues to be seen as
very important by the largest portion of respondents as has been
the case for the past five waves, with about eight-in-ten
respondents rating this as 5-very important. The importance of
overall value for the money increased significantly in 2012
compared to previous waves (73% rated it as 5-very important
compared to about six-in-ten in previous years) and the importance
of cost of the course or program is the highest it has been, with
63% rating it as a 5. Location is less likely to be rated as highly
important than it was a few years ago (35% rated it a 5-very
important in 2012 compared to 46% in 2009 and 44% in 2008).
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- 2012 RCTC WSU Knowledge & Awareness Study Page 18 Higher
Education: Importance of Attributes Comparison Over Time Mean 4.72
4.73 4.77 4.76 4.82 4.52 4.51 4.65 4.50 4.56 4.52 4.51 4.54 4.52
4.63 4.34 4.31 4.49 4.20 4.35 Significantly different from: 2010 ^
2009 2008 2007 ^ ^ ^ ^ ^
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- 2012 RCTC WSU Knowledge & Awareness Study Page 19 Higher
Education: Importance of Attributes Comparison Over Time Mean 4.31
4.34 4.44 4.23 4.45 4.36 4.27 4.39 4.34 4.48 4.22 4.35 4.36 4.25
4.12 4.13 4.28 4.24 4.29 ^ Significantly different from: 2010 ^
2009 2008 2007 ^ ^ ^ ^ ^
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- 2012 RCTC WSU Knowledge & Awareness Study Page 20 Higher
Education: Importance of Attributes Comparison Over Time Mean 4.09
4.17 4.16 4.02 4.13 4.19 4.13 4.14 4.12 4.22 4.17 3.98 3.89 4.15
4.10 3.20 3.15 3.08 3.34 Significantly different from: 2012 2010
2008
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- 2012 RCTC WSU Knowledge & Awareness Study Page 21 RCTC RCTC
WSU Knowledge and Awareness Study
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- 2012 RCTC WSU Knowledge & Awareness Study Page 22 RCTC:
Familiarity Overall, more than half of respondents (54%) feel at
least somewhat familiar with the programs and services offered by
RCTC, while 9% report being not at all familiar with RCTCs
programs. Younger respondents are nearly twice as likely as older
respondents to be very familiar (17% vs. 9%). Other Findings (2012)
More likely to be very familiar with RCTC: Have a relationship with
RCTC (18% vs. 3% of those who do not have a relationship with RCTC)
More likely to be not at all familiar with RCTC: Do not have a
college degree/certificate (18% vs. 5% of those who do have a
college degree/certificate) 2012 Familiarity among key demographic
subgroups: 18-34 35-49 Males Females Rochester Non-Roch. Very17%9%
11% 14%11%16% Smwt42%40%46% 37%44%37% Slight31%43%35% 39%39% 33%
Not10% 9%8%10%6%14% How familiar are you with the programs and
services offered by Rochester Community and Technical College?
Significantly different from: 2012 2010 ^ 2009 2008 2007
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- 2012 RCTC WSU Knowledge & Awareness Study Page 23 RCTC:
Satisfaction With How Community is Served Six-in-ten respondents
are well-satisfied with how RCTC serves the community as a whole,
which is similar to past waves. Most of the remaining ratings were
a more neutral 3; only 5% of 2012 respondents gave low ratings of 1
or 2 to how well RCTC serves the community. Other Findings (2012)
More likely to give a rating of 4 or 5: Rochester residents (66%
vs. 51% of non- Rochester residents) More likely to give a rating
of 2 or 1: Have a relationship with RCTC (9% vs. 0% of those who do
not have a relationship with RCTC) Mean 2012 Satisfaction ratings
among key demographic subgroups: 18-34 35-49 Males Females
Rochester Non-Roch. 517%18%19%15%15%21% 441%45%46% 41% 51%30%
328%25%21% 32%23%32% 23%5%7% 1%2%7% 11%1%1%1%1%2% DK10%6%6% 10%7%9%
Mean3.773.773.79 3.753.833.67 ^ Significantly different from
non-Rochester. 3.71 ^ ^ 3.73 3.74 Think for a moment beyond the
students served by RCTC to how the institution serves the community
as a whole. Overall, how satisfied are you with how well RCTC
serves the community as a whole? 3.73 3.77 Significantly different
from: 2012 2010 ^ 2009 2008 2007 ^ Top 2 Box 59% 58% 59% 51%
60%
- Slide 24
- 2012 RCTC WSU Knowledge & Awareness Study Page 24 RCTC:
Relationship More than six-in-ten respondents (62%) have a
relationship with RCTC, either personally having taken classes at
the institution (42%) or having an immediate family member who has
(45%). Other Findings (2012) More likely to have a relationship
(either personally or through a family member) with RCTC: Reside
outside of Rochester (70% vs. 56% of Rochester residents) Do not
have a college degree/certificate (71% vs. 56% of those who have a
college degree/certificate) Are very/somewhat familiar with RCTC
(79% vs. 41% of those who are slightly/not at all familiar with
RCTC) Significantly different from: 2010 2008
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- 2012 RCTC WSU Knowledge & Awareness Study Page 25 RCTC:
Relationship Other Findings (2012) More likely to give a rating of
4 or 5: Females (77% vs. 60% of males) Most of those who have a
relationship with RCTC would be likely to recommend them to a
friend or family member. Specifically, 69% gave a rating of 4 or 5
on the 5-point scale where 5 meant they definitely would recommend
RCTC. Mean 3.94 4.03 3.99 (Among those who have attended or had a
family member attend RCTC) Based on your/your family members'
experience, how likely would you be to recommend RCTC to a friend
or family member? 4.05 3.95 Significantly different from: ^ 2009
2007 ^ Top 2 Box 69% 74% 71% 69%
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- 2012 RCTC WSU Knowledge & Awareness Study Page 26 RCTC:
Campus Visits The portion of area residents who have visited the
RCTC campus in the past year has shown a slow but steady increase
over the past five waves of the study, from 52% in 2007 to 58% in
2012. As can be seen on the following page, the reason given most
often for visiting the campus is to watch or participate in
non-RCTC sporting activities such as youth sports (40%). Other
Findings (2012) More likely to have visited RCTC campus in past
year: Are very/somewhat familiar with RCTC (67% vs. 47% of those
who are slightly/not at all familiar with RCTC) Portion who have
been on RCTCs campus in SE Rochester (including main campus, Heintz
Center, Regional Sports Center or sports fields) in the past year*
* Prior to 2010, respondents were asked if they had been on the UCR
campus in SE Rochester.
- Slide 27
- 2012 RCTC WSU Knowledge & Awareness Study Page 27 RCTC:
Campus Visits (Among those who have visited RCTC campus in past 12
months) For what reasons have you been to the RCTC campus? * Note:
Multiple responses were allowed. 2012 (n=151) 2010 (n=150) 2009
(n=110) 2008 (n=109) 2007 (n=104) Participate/watch non-RCTC
sports/youth
sports/baseball/soccer/football/lacrosse40%37%32%36%38% Taking
classes at one of the institutions16%9%20%23%21% Attended a
community event or fundraiser14%11% 16%12% Visited Regional Sports
Center13% 5% 10% Attending training/workshop/seminar8%11%8%15%7%
Watch RCTC sports teams7%13% 7%13% Childrens event/math
meet/College for Kids/music contest/science fair6%5%4%6%5% Drop
someone off/pick someone up6%2% 1%2% Get information on
classes/pick up transcripts/get books5%6% -5% Just to see the
campus/tour5%6%3%2%4% Relative/friend works there3%2%5%1%- Child
is/was a student there3%-1% 5% Presented to a class/was a guest
speaker/taught summer school2%1% 5%1% Visited library2%-3%1%
Graduation ceremony-15%6%2%3% * Prior to 2010, respondents were
asked about the UCR campus. Significantly different from: 2012 2010
^ 2009 2008 2007 ^ ^ ^ ^
- Slide 28
- 2012 RCTC WSU Knowledge & Awareness Study Page 28 RCTC:
Advertising Recall The portion of respondents who have recently
seen advertising or promotions for RCTC has increased significantly
over the past three waves of the study, from 52% in 2009 to 68% in
2012. Other Findings (2012) More likely to have seen/heard
advertising for RCTC: Do not have a college degree/certificate (78%
vs. 63% of those who do have a college degree/certificate) Are
very/somewhat familiar with RCTC (75% vs. 60% of those who are
slightly/not at all familiar with RCTC) Portion that recall
advertising/promotions in past 60 days among 2012 key demographic
subgroups: 18-34 35-49 Males Females Rochester Non-Roch.
69%68%74%63%68% 68% Portion who have seen or heard advertising or
promotions for RCTC in the past 60 days Significantly different
from: ^ 2009 2007 ^ ^
- Slide 29
- 2012 RCTC WSU Knowledge & Awareness Study Page 29
Respondents who were aware of any advertising or promotions for
RCTC in the past 60 days were asked unaided where they saw or heard
it. All respondents were then aided on specific types of
advertising or promotions. When asked unaided (top of mind),
television was mentioned most often (48%). People tend not to think
of word of mouth advertising unaided, but after being asked
directly about it, 55% said they had heard something about RCTC via
word of mouth in the past 60 days. Billboards were noticed by more
than half of respondents (51%), followed closely by the signs on
the sides of buses (48%). Comparatively few have seen or heard
about RCTC on social media, although after aiding more than
one-in-ten were aware of RCTC from Facebook. RCTC: Advertising
Recall 16% 53% 43% 51% 25% 16% 23% 1% 0% 1% Where have you seen or
heard advertising or promotions for RCTC in the past 60 days? (2012
N=151) 55% 11% 0% 10% 48% 1%
- Slide 30
- 2012 RCTC WSU Knowledge & Awareness Study Page 30 Where
have you seen or heard advertising or promotions for RCTC in the
past 60 days? (unaided + aided) - Among 2012 key demographic
subgroups - 18-34 35-49 Males Females Rochester Non-Roch.
Word-of-mouth52%58% 50%60% 53%58% Television 55% 51% 57%49% 52% 54%
Billboards58% 45%50%52%50%53% Signs on the side of a
bus47%49%57%39%53%39% Radio49% 38% 46%41% 35%56% Newspaper18%
31%26%24%25% 26% In the mail23%23%24%22%23%21% Internet/web site20%
13% 8%23%17%14% At movie theater17% 15%18%14%20%9% Facebook13%
9%8%13%11%11% Twitter1%1%1%1%1%2% LinkedIn0%1%1%0%1%0% Google
Plus0% 1%0%1%1%0% Other online sources or social networking
sites1%1%1%1%2%0% None of the above 10% 10% 8%11% 11% 9% RCTC:
Advertising Recall Demographic Subgroups ~ ^ ^ ~ Significantly
different than age 18-34. ^ Significantly different from females.
Significantly different than non-Rochester residents. The only
media for which there was a significant difference in awareness by
age group was newspaper (older respondents were more likely to
mention newspaper than were younger respondents). Males were more
likely to mention signs on the side of a bus, while females were
more likely to mention Internet/web site.
- Slide 31
- 2012 RCTC WSU Knowledge & Awareness Study Page 31 Where
have you seen or heard advertising or promotions for RCTC in the
past 60 days? (unaided + aided) - Comparison over time - 2012
(n=151) 2010 (n=150) 2009 (n=110) 2008 (n=109) 2007 (n=104)
Word-of-mouth from friends/family55%50%55%45%48%
Television53%46%39%49%45% Billboards51%35%27%29%28% Signs on the
side of a bus48%N/A Radio43%41%36%44%37% Newspaper25%23% 32%35% In
the mail23%19%14%16%21% Internet/Web site16%15%13%12%13% At the
movie theater16%26%27%23%21% Facebook11%7% N/A Twitter1% N/A
LinkedIn1%0% N/A Google Plus1%N/A Blogs or RSS feeds0% 1%N/A You
Tube0%1% N/A None of the above10%11%15%9%14% RCTC: Advertising
Recall Comparison Over Time Significantly different from: 2012 2010
^ 2009 2008 2007 ^^ ^ ^ ^ ^ ^ ^ ^ Looking at the past five waves of
the study, awareness of television and billboard advertising were
at their highest in 2012. Mentions of radio advertising remain
fairly consistent over the years. The portion of those saying they
saw something at a movie theater decreased significantly in 2012
compared to recent years.
- Slide 32
- 2012 RCTC WSU Knowledge & Awareness Study Page 32
Respondents were also asked what specific slogans or messages they
recall from RCTC advertising or promotions. Get There was, by far,
the slogan mentioned most often; 29% of this years respondents
mentioned Get There unaided and, when those who didnt mention it
unaided were asked directly if they had seen or heard it, another
46% had. Thus, three-quarters of respondents overall were familiar
with the Get There slogan for RCTC, which is significantly higher
than in previous waves. Those age 18-34 were more likely than those
age 35-49 to be aware of Get There (87% vs. 64%). RCTC: Awareness
of Get There 58% Unaided/aided awareness of Get There among 2012
key demographic subgroups: 18-34 35-49 Males Females Rochester
Non-Roch. Unaided42% ~ 18%32%27%34%21% Aided45% 46%46%45%44%49%
Total 87% ~ 64%78%72%78%70% ~ Significantly different than age
35-49. Significantly different from non-Rochester. 60% 65% 63% 75%
Significantly different from: 2010 ^ 2009 2008 2007 ^
- Slide 33
- 2012 RCTC WSU Knowledge & Awareness Study Page 33 Although
total awareness of Expect the Unexpected has increased
significantly over time and in 2012 was only slightly lower than
Get There (70% vs. 75%), respondents were much less likely to
mention Expect the Unexpected unaided (4% vs. 29%). In fact, no one
age 35-49 mentioned Expect the Unexpected unaided, although 8% of
younger respondents did. RCTC: Awareness of Expect the Unexpected
49% Unaided/aided awareness of Expect the Unexpected among 2012 key
demographic subgroups: 18-34 35-49 Males Females Rochester
Non-Roch. Unaided 8% ~ 0%4%4% 3%5% Aided 62%69%65%66%66%65% Total
70% 69%69%70%69%70% ~ Significantly different than age 35-49. 57%
70% Significantly different from: 2010 ^ 2009 ^
- Slide 34
- 2012 RCTC WSU Knowledge & Awareness Study Page 34 RCTC:
Impressions of RCTC on Key Attributes When RCTC is rated on key
attributes, it is most likely to be viewed as excellent or very
good for its location (60%), while nearly half gave excellent or
very good ratings to RCTC for overall value for the money, and size
of the college and student body. A fairly large portion of
respondents were unable to offer ratings for RCTC on some
attributes, most notably availability of flexible enrollment
options, such as online or e-learning, for which 37% said dont
know. Pages 36-39 show a comparison of RCTCs ratings in these areas
over time. 3.71 Mean 3.65 3.57 3.76 3.74 3.53 3.51 3.49 3.38 3.54
3.34 3.27
- Slide 35
- 2012 RCTC WSU Knowledge & Awareness Study Page 35 RCTC:
Impressions of RCTC on Key Attributes Location More likely to rate
RCTC as excellent/very good Are very/somewhat familiar with RCTC
(70% vs. 47% of those slightly/not at all familiar with RCTC) More
likely to rate RCTC as fair/poor No significant differences Overall
value for the money More likely to rate RCTC as excellent/very good
Age 18-34 (55% vs. 38% of those age 35-49) Reside outside of
Rochester (54% vs. 40% of Rochester residents) Have taken college
courses or training in past year (65% vs. 36% of those who have not
taken courses or training in past year) Have a relationship with
RCTC (52% vs. 36% of those who do not have a relationship with
RCTC) More likely to rate RCTC as fair/poor No significant
differences Size of the college and student body More likely to
rate RCTC as excellent/very good Have a college degree/certificate
(52% vs. 33% of those who do not have a college degree/certificate)
Have taken college courses or training in past year (65% vs. 39% of
those who have not taken courses or training in past year) Are
very/somewhat familiar with RCTC (54% vs. 34% of those who are
slightly/not at all familiar with RCTC) More likely to rate RCTC as
fair/poor Males (15% vs. 5% of females) Rochester residents (13%
vs. 5% of non-Rochester residents) Access to computers and
technology More likely to rate RCTC as excellent/very good Age
18-34 (49% vs. 35% of those age 35-49) Have a relationship with
RCTC (52% vs. 26% of those who do not have a relationship with
RCTC) Are very/somewhat familiar with RCTC (53% vs. 29% of those
who are slightly or not at all familiar with RCTC) More likely to
rate RCTC as fair/poor Females (9% vs. 1% of males) Have a
relationship with RCTC (9% vs. 0% of those who do not have a
relationship with RCTC) Other Findings (2012) - More likely to rate
RCTC as excellent/very good or fair/poor on each statement:
Availability of flexible enrollment options More likely to rate
RCTC as excellent/very good Age 18-34 (52% vs. 33% of those age
35-49) Are very/somewhat familiar with RCTC (49% vs. 33% of those
who are slightly/not at all familiar with RCTC) More likely to rate
RCTC as fair/poor Have a relationship with RCTC (10% vs. 0% of
those who do not have a relationship with RCTC) Quality of the
academic programs More likely to rate RCTC as excellent/very good
Have taken college courses or training in past year (51% vs. 36% of
those who have not taken courses or training in past year) Have a
relationship with RCTC (50% vs. 28% of those who do not have a
relationship with RCTC) Are very/somewhat familiar with RCTC (51%
vs. 30% of those who are slightly/not at all familiar with RCTC)
More likely to rate RCTC as fair/poor Have a relationship with RCTC
(11% vs. 2% of those who do not have a relationship with RCTC)
Variety of programs and degree options offered More likely to rate
RCTC as excellent/very good Age 18-34 (47% vs. 33% of those age
35-49) Are very/somewhat familiar with RCTC (51% vs. 26% of those
who are slightly/not at all familiar with RCTC) More likely to rate
RCTC as fair/poor No significant differences Cost of education More
likely to rate RCTC as excellent/very good Age 18-34 (52% vs. 28%
of those age 35-49) Have taken college courses or training in past
year (59% vs. 29% of those who have not taken courses or training
in past year) Are very/somewhat familiar with RCTC (48% vs. 29% of
those who are slightly/not at all familiar with RCTC) More likely
to rate RCTC as fair/poor Age 35-49 (16% vs. 7% of those age 18-34)
Do not have a college degree/certificate (22% vs. 7% of those who
have a college degree/certificate) Have not taken college courses
or training in past year (15% vs. 6% of those who have taken
courses or training in past year) Have a relationship with RCTC
(17% vs. 3% of those who do not have a relationship with RCTC)
Reputation of the academic programs More likely to rate RCTC as
excellent/very good Have a relationship with RCTC (44% vs. 29% of
those who do not have a relationship with RCTC) Are very/somewhat
familiar with RCTC (47% vs. 29% of those who are slightly/not at
all familiar with RCTC) More likely to rate RCTC as fair/poor
Reside outside of Rochester (19% vs. 6% of Rochester residents)
Credits transferring easily to other institutions More likely to
rate RCTC as excellent/very good Age 18-34 (45% vs. 30% of those
age 35-49) Have taken college courses or training in past year (51%
vs. 30% of those who have not taken college courses or training in
past year) Have a relationship with RCTC (43% vs. 28% of those who
do not have a relationship with RCTC) Are very/somewhat familiar
with RCTC (46% vs. 27% of those who are slightly/not at all
familiar with RCTC) More likely to rate RCTC as fair/poor Have a
relationship with RCTC (13% vs. 5% of those who do not have a
relationship with RCTC) Courses offered at a variety of different
times and days of the week More likely to rate RCTC as
excellent/very good Age 18-34 (39% vs. 25% of those age 35-49) Have
taken college courses or training in past year (43% vs. 26% of
those who have not taken college courses or training in past year)
Have a relationship with RCTC (41% vs. 17% of those who do not have
a relationship with RCTC) Are very/somewhat familiar with RCTC (43%
vs. 19% of those who are slightly/not at all familiar with RCTC)
More likely to rate RCTC as fair/poor Reside outside of Rochester
(19% vs. 7% of Rochester residents) Have a relationship with RCTC
(18% vs. 2% of those who do not have a relationship with RCTC)
Innovative programs and courses More likely to rate RCTC as
excellent/very good Have a relationship with RCTC (30% vs. 17% of
those who do not have a relationship with RCTC) Are very/somewhat
familiar with RCTC (31% vs. 19% of those who are slightly/not at
all familiar with RCTC) More likely to rate RCTC as fair/poor No
significant differences
- Slide 36
- 2012 RCTC WSU Knowledge & Awareness Study Page 36 The next
three pages show a comparison of the portion of respondents rating
RCTC as excellent or very good on each attribute over the past five
waves of the study. Some findings worth noting include: For nearly
every attribute, the portion of respondents rating RCTC as
excellent or very good was the highest it has been in the past five
waves of the study. Generally speaking, the greatest increases in
ratings in 2012 compared to previous years were in the areas of: -
Location - Overall value for the money - Size of the college and
student body - Credits transferring easily to other institutions
After decreasing slightly each year from 2007 to 2010, the portion
giving high ratings for availability of flexible enrollment
options, such as online or e-learning increased considerably in
2012. RCTC: Impressions of RCTC On Key Attributes Comparison Over
Time
- Slide 37
- 2012 RCTC WSU Knowledge & Awareness Study Page 37 RCTC:
Impressions of RCTC On Key Attributes Comparison Over Time Mean
3.60 3.58 3.71 3.62 3.54 3.46 3.54 3.65 3.42 3.39 3.28 3.46 3.57
3.35 3.29 3.55 3.56 3.76 3.59 3.45 Significantly different from:
2010 ^ 2009 2008 2007 Ratings of RCTC on Key Attributes (Portion
rating RCTC as 'excellent' or 'very good') ^ ^ ^ ^ ^ ^
- Slide 38
- 2012 RCTC WSU Knowledge & Awareness Study Page 38 RCTC:
Impressions of RCTC On Key Attributes- Comparison Over Time (cont.)
Mean 3.44 3.73 3.74 3.58 3.45 3.39 3.42 3.53 3.50 3.36 3.27 3.44
3.51 3.25 3.32 3.26 3.53 3.49 3.25 3.26 Significantly different
from: 2010 ^ 2009 2008 2007 Ratings of RCTC on Key Attributes
(Portion rating RCTC as 'excellent' or 'very good') ^ ^ ^ ^
- Slide 39
- 2012 RCTC WSU Knowledge & Awareness Study Page 39 RCTC:
Impressions of RCTC On Key Attributes- Comparison Over Time (cont.)
Mean 3.35 3.34 3.38 3.35 3.24 3.37 3.41 3.54 3.21 3.26 3.39 3.34
3.43 3.37 3.22 3.34 3.27 3.28 3.20 Significantly different from:
2010 ^ 2009 2008 2007 Ratings of RCTC on Key Attributes (Portion
rating RCTC as 'excellent' or 'very good') ^
- Slide 40
- 2012 RCTC WSU Knowledge & Awareness Study Page 40 RCTC:
Comparing Importance and Performance on Key Attributes Most of
these attributes are considered to be quite important to adults if
they were planning to enroll in a college or university. One way to
determine areas to focus on for improvement is to look at where
there are the largest gaps between importance and perceived
performance of the institution. For RCTC, the largest gaps are in
the areas of quality of the academic programs and courses offered
at a variety of different times and days of the week, followed by
overall value for the money and cost of education. The smallest gap
is for access to computers and technology. RCTCs performance
ratings are higher than importance for location and size of the
college and student body. Importance of attributes if enrolling in
college or university (rated as 'very important') Impressions of
RCTC on attributes (rated as 'excellent' or 'very good') (2012
N=151)
- Slide 41
- 2012 RCTC WSU Knowledge & Awareness Study Page 41 Winona
State University Rochester RCTC WSU Knowledge and Awareness
Study
- Slide 42
- 2012 RCTC WSU Knowledge & Awareness Study Page 42 Winona
State University Rochester: Familiarity Nearly one-third of
respondents are at least somewhat familiar with the programs and
services offered by WSU Rochester and about four-in-ten are not at
all familiar which is fairly similar to previous years. When those
who said they were not at all familiar with WSU Rochester were
asked if they were aware of it, nearly all were, thus awareness is
high, but most are not very familiar with what WSU Rochester has to
offer. Other Findings (2012) More likely to be very familiar with
WSU Rochester: Age 18-34 (11% vs. 3% of those age 35-49) Have taken
college courses or training in past year (14% vs. 3% of those who
have not taken college courses or training in past year) Have a
relationship with RCTC (10% vs. 2% of those who do not have a
relationship with RCTC) Are very/somewhat familiar with RCTC (12%
vs. 0% of those who are slightly/not at all familiar with RCTC)
More likely to be not at all familiar with WSU Rochester: Rochester
residents (49% vs. 28% of non-Rochester residents) Do not have a
college degree/certificate (51% vs. 36% of those who do have a
college degree/certificate) Are slightly/not at all familiar with
RCTC (54% vs. 30% of those who are very/somewhat familiar with
RCTC) At least somewhat familiar 2012=31% 2009=25% 2008=27% Note:
Not asked in 2010 or prior to 2008. Mean 2012=1.96 2009=1.90 2008=
1.93 For comparative purposes, familiarity with RCTC: 2012 2009
2008 Very 13% 13% 11% Somewhat 41% 39% 39% Slightly 37% 32% 37% Not
at all 9% 16% 12% In 2012, those who were not at all familiar with
programs and services at WSU in Rochester (n=62) were asked if they
were aware of the Rochester campus and most (77%) were. Adding
these to those who are at all familiar with programs and services
indicates that 91% of respondents are aware of Winona State
University in Rochester.
- Slide 43
- 2007 UCR Knowledge & Awareness StudyPage 43 Winona State
University Rochester : Degrees Available Between 32% and 54% of
respondents were unable to say whether specific types of degrees
can be completed at Winona State Rochester. The type of degree that
respondents are most likely to say can be completed is a Bachelors
degree (61%). Comparatively fewer (37%) say that a Masters degree
can be completed at WSU Rochester and only 9% report that one can
get a Doctorate or Ph.D. Can each type of degree be completed at
Winona State Rochester? (2012 N=151) Other Findings (2012) More
likely to say ___ can be completed at WSU Rochester: Program
certificate or diploma Age 18-34 (63% vs. 50% of those age 35-49)
Are very/somewhat familiar with RCTC (68% vs. 43% of those slightly
or not at all familiar with RCTC) Associates degree No significant
differences Bachelors degree Have a college degree/certificate (70%
vs. 43% of those who do not have a college degree/certificate) Are
very/somewhat familiar with RCTC (68% vs. 53% of those slightly or
not at all familiar with RCTC) Masters degree Females (46% vs. 28%
of males) Have a college degree/certificate (48% vs. 14% of those
who do not have a college degree/certificate) Are very/somewhat
familiar with RCTC (43% vs. 30% of those slightly or not at all
familiar with RCTC) Doctorate/Ph.D. Females (13% vs. 4% of males)
In 2007, respondents were asked which of these degrees could be
completed at University Center Rochester (UCR). Yes No DK Program
cert./ diploma 87%0%13% Associates88%1%12% Bachelors79%10%11%
Masters54%17%30% Doctorate/Ph.D.22%39%39%
- Slide 44
- 2009 UCR Knowledge & Awareness StudyPage 44 Internet &
Social Media RCTC WSU Knowledge and Awareness Study
- Slide 45
- 2012 RCTC WSU Knowledge & Awareness Study Page 45 Internet
& Social Media: Home Computer & Internet Access Nearly all
respondents have regular access to the Internet. Do you regularly
have access to the Internet from any location, such as home, work,
school or a cell phone?
- Slide 46
- 2012 RCTC WSU Knowledge & Awareness Study Page 46 Among
those with Internet access, the large majority (86%) have visited
at least one social media site in the past month. The most visited
site is Facebook, with nearly three-quarters of respondents having
visited in the past 30 days. You Tube is not far behind, and You
Tube shows the greatest increase in portion visiting year over
year. (Among those with Internet access) Portion who have
visited/used each in the past 30 days Internet & Social Media:
Use of Social Media Note: Not asked prior to 2009. The only other
site mentioned by more than 1% of respondents was Pinterest (3%).
In 2012, only 1% mentioned My Space, compared to 5% in 2010 and 17%
in 2009. Significantly different from: 2012 2010 ^ 2009 ^ ^ ^
N/A
- Slide 47
- 2012 RCTC WSU Knowledge & Awareness Study Page 47 Younger
respondents (age 18-34) are much more likely than older respondents
(age 35-49) to have used Facebook in the past 30 days (83% vs.
65%), while older respondents are more likely than younger
respondents to have used Linked In (27% vs. 13%). Internet &
Social Media: Use of Social Media Use of social media in past 30
days by demographic subgroups: 18-34 35-49 Males Females Rochester
Non-Roch. Facebook 83% ~ 65% 64% 82% ^ 78% 66% You Tube73% 64% 73%
64% 74% 58% Linked In 13% ~ 27% 17% 23% 27% 9% Google Plus 20%
21%22% 19% 24%15% Blogs 16% 23% 20% 19% 26% 9% Twitter19% 14%20%
13% 16%16% ~ Significantly different from 35-49. ^ Significantly
different from males. Significantly different from non-Rochester
residents.
- Slide 48
- 2012 RCTC WSU Knowledge & Awareness Study Page 48 Internet
& Social Media: Use of Social Media (Among those who use each
social media) Approximately how frequently do you visit or use 2012
(n=108) 2010 (n=101) 2009 (n=118) 2012 (n=100) 2010 (n=77) 2009
(n=96) 2012 (n=30) 2010 (n=12)* 2009 (n=13)* 2012 (n=29)* 2010
(n=25)* 2009 (n=41) 2012 (n=24)* 2010 (n=5)* 2009 (n=13)* Daily/7
days a week56%42%45%10%9%10%7%0% 31%16%32%54%40%31% 3-6 days a
week22%27%18%17%13%16%7%8%0%10%12%7%4%0%15% 1-2
times/week19%15%14%44%46%35%37%25%15%38%36%37%21%20%23% Once/2-3
weeks3%11%14%16%8%20%3%17%39%0%8%10%4%20%23%
Once/month1%4%8%9%14%16%37%8%23%17%16%5%8%20%0% <
Once/month0%1%3%4%10%3%10%42%23%3%8%10%8%0%8% Facebook You
TubeLinkedInBlogsTwitter Significantly different from: 2012 2010 ^
2009 * Caution: small base size. Note: not asked prior to 2009. ^
2012 respondents are more likely to report daily use of Facebook
than they were in 2010.
- Slide 49
- 2012 RCTC WSU Knowledge & Awareness Study Page 49 Social
media does not appear to be a major resource for information about
educational opportunities and institutions, although nearly
three-in-ten did say they would use Facebook if they were looking
for this type of information. Responses were similar across
demographic sub-groups for the most part, although females were
significantly more likely than males to say they would use Facebook
for information about educational opportunities or institutions
(36% vs. 22%). (Among those with Internet access) If you were
looking for information about educational opportunities or
institutions, which social networking sites would you be most
likely to use, if any? Internet & Social Media: Information on
Educational Opportunities Portion in 2012 who would use each for
information about educational opportunities or institutions by
demographic subgroups: 18-34 35-49 Males Females Rochester
Non-Roch. Facebook 30% 29% 22% ^ 36% 28%31% Google Plus14%14%15%
14% 14% 15% LinkedIn11% 5%12%5% 8%9% You Tube9% 4% 12% ^1% 7% 6%
Twitter3% 1% 4% ^0% 2%* 2% Blogs 1% 1% 1% 1% 2% 0% ^ Significantly
different from females. Note: Not asked prior to 2009. N/A
Significantly different from: 2010 ^ 2009 ^
- Slide 50
- 2012 RCTC WSU Knowledge & Awareness Study Page 50
Classification RCTC WSU Knowledge and Awareness Study
- Slide 51
- 2012 RCTC WSU Knowledge & Awareness Study Page 51 Current
Education LevelEducational Goal for Next 5 Years Some high school
2%High school diploma-- High school graduate11%College courses/not
complete degree2% 1-3 years of Technical no degree4%Classes to
maintain licensure/certification3% Technical School
degree/diploma4%Technical school certificate/license-- 1-3 years of
college no degree 15%2 year degree/Associates2% 2 year college
degree14%4 year degree/Bachelors19% 4 year college degree34%Masters
degree11% Post-graduate degree15%Ph.D./M.D.6% Nothing planned in
next 5 years52% Area of Residence Dont know/cant say at this time5%
Rochester (55901-55906) 62% Outside Rochester 38% Gender Female52%
Age Male48% 18-24 19% 25-29 11% Have Cell Phone Only 30-34 17% Age
18-3425% 35-39 23%Age 35-499% 40-44 18% 45-49 12% Employment Status
Employed Full-time66% Employed Part-time21% Not Employed13%
Classification: Respondent Profile 2012 (N=151)