Why Students Go to Graduate School

Higher percentage than in the past will seek financial assistance.

May 23, 2022
Students in blue graduation robes and caps.
University of California, Davis

Ninety percent of potential graduate students who are Gen Z say they will seek financial assistance to enroll, a much higher percentage than previous generations, according to a survey of 920 such students by LaneTerralever, a marketing agency for colleges.

Among the findings:

  • More than 60 percent of prospective students expect to get a response from an academic institution on the same day they reach out.
  • Only 64 percent of prospective students say graduate schools’ communications have met their expectations.
  • Close to three-quarters of students (74 percent) said their top source of information about a graduate school was the school’s website. The school’s social media was used by 36 percent. Only 31 percent said they relied on rankings or reports.
  • Gen Zers are more likely to prefer fully in-person instruction (45 percent) versus 11 percent of Millennials and 12 percent of Gen Xers.


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