Since my last trend update in late March, the college admissions world has continued to adapt to the new temporary normal. What’s normal now? Virtual events and Zoom counseling sessions are the primary modes of student communication. Test centers remain vacant with SAT/ACT tests cancelled through the fall. Selective schools are heavily recruiting from their waitlists. Colleges reopening their admissions process. It’s clear that Fall 2020 enrollment has an unprecedented amount of open questions as we head into a summer melt season that has enrollment professionals across the country sweating.
Appily Student Activity
When we last updated, the COVID-19 quarantine across the country was fresh and new — most states had just issued stay-at-home orders in the week or so previous and families across the country were dealing with the new reality of their kids adapting to remote learning. For high schoolers, thoughts of the college search process clearly took a temporary back seat, backed up by stats that we saw on website activity combined with broader Google search trends.
Not so for seniors, however, who were more active on Appily than usual for March. As schools switched to virtual yield events and more digital methods of communication, traffic to those events, virtual college tours, and video content soared to all-time highs.
At Appily, we can now look back to that period in mid-March as an acute shock to the college-readiness psyche of students across the country. After a significant two week lull, we’ve seen student traffic and new account sign-ups roar back, besting numbers for the same period last year through April.