Demographics: Not Just for Geeky Statisticians

Jeff Kallay, VP Consulting, TargetXPaul Hamborg, President, Enrollment Research Associates

4,300,000 18-year olds

in 2010

White 2,480,000 58%

Latino 820,000 19%

African-American 640,000 15%

Asian 190,000 4%

Other 170,000 4%

Under $25K 940,000 22%

$25K to $50K 1,030,000 24%

$50K to $75K 860,000 20%

$75K to $100K 560,000 13%

$100K to $150K 520,000 12%

Over $150K 390,000 9%

High School or Less 1,540,000 36%

Some College 1,380,000 32%

One Bachelors Degree 690,000 16%

Two Bachelors Degrees 350,000 8%

Advanced Degree 340,000 8%

Didn’t Finish High School 740,000 17%

HS Grad-Not in School 1,070,000 25%

HS Grad-Military Service 180,000 4%

HS Grad-Going to College 2,310,000 54%

4-Year Public Colleges 860,000 37%

4-Year Private Colleges 450,000 20%

4-Year Proprietary Colleges 70,000 3%

2-Year Colleges 810,000 35%

Other Schools 120,000 5%

What are the long term

trends?

2011-13 2014-16 2017-19 2020-22

United States 4,200,000 4,050,000 3,950,000 4,100,000

California 551,000 526,000 499,000 530,000

Mass. 85,000 81,000 76,000 77,000

Texas 349,000 344,000 352,000 380,000

Ohio 161,000 149,000 147,000 144,000

Which characteristics best explain

college attendance?

2011-13 2014-16 2017-19 2020-22

United States 31.7% 33.4% 34.1% 35.1%

California 28.2% 29.2% 30.1% 31.5%

Mass. 45.5% 48.0% 50.1% 51.3%

Texas 27.6% 28.0% 27.9% 27.9%

Ohio 29.8% 32.5% 33.2% 33.7%

Adult and Graduate Students

What are the long-term trends

for adult and graduate students?

25 to 34 35 to 44 45 to 54 55 to 64

Some College 29% 23% 18% 16%

Bachelors 23% 18% 16% 10%

Masters+ 10% 12% 10% 8%

Micro-demographics and

predictive modeling

Applications for student recruitment

Applications for direct marketing

and search

Paul HamborgEnrollment Research

Associates www.enrollmentresearch.com

July 16Two Techies Talk:

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