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RCTC WSU Knowledge and Awareness Study - Summary Report -

RCTC WSU Knowledge and Awareness Study - Summary Report -. June 2012. Background.

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RCTC WSU Knowledge and Awareness Study - Summary Report -

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  1. RCTC WSU Knowledge and Awareness Study - Summary Report - June 2012

  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 UCR’s 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 To ensure the inclusion of unlisted and unpublished numbers, as well as non-landline households, a blended sampling methodology was used with both random digit dial (RDD) and cell phone sample.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. 2012 RCTC WSU Knowledge & Awareness Study Page 2

  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 RCTC’s 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. 2012 RCTC WSU Knowledge & Awareness Study Page 3

  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 they’ve 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 RCTC’s 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.’ RCTC’s 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 WSU’s 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 they’re 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 wouldn’t use any social networking sites for information about educational opportunities or institutions. 2012 RCTC WSU Knowledge & Awareness Study Page 4

  5. RCTC WSU Knowledge and Awareness Study Detailed Findings 2012 RCTC WSU Knowledge & Awareness Study Page 5

  6. RCTC WSU Knowledge and Awareness Study Higher Education 2012 RCTC WSU Knowledge & Awareness Study Page 6

  7. Higher Education: Top of Mind Awareness (in respondents words) 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. 2012 RCTC WSU Knowledge & Awareness Study Page 7

  8. Higher Education: Top of Mind Awareness (in respondents’ words) Unaided Awareness of Higher Education Institutions (as named by respondents) ‡ ^ ‡ ^ † ‡ ‡ ‡ ‡ • 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). ∞ Significantly different from: ∞ 2012 ♦ 2010 ^ 2009 † 2008 ‡ 2007 ♦ ♦ 2012 RCTC WSU Knowledge & Awareness Study Page 8

  9. Higher Education: Top of Mind Awareness (RCTC, U of M, 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) 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. 2012 RCTC WSU Knowledge & Awareness Study Page 9

  10. Higher Education: Top of Mind Awareness (RCTC, U of M, WSU past 5 years) When you think of higher education institutions in this area, which institutions come to mind? ^ † ‡ ‡ ‡ ♦ ♦ Significantly different from: ♦ 2010 ^ 2009 † 2008 ‡ 2007 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. 2012 RCTC WSU Knowledge & Awareness Study Page 10

  11. Higher Education: How Well Needs Are Met Overall, how well do you feel the higher education needs of the greater Rochester area are being met? • 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) Top 2 Box Mean 3.67^†‡ 60% ♦^†‡ ♦^ † ‡ ∞ 3.55‡ 47% ∞ 3.49 46% 3.51 49% 3.36 46% ∞ Significantly different from: ∞ 2012 ♦ 2010 ^ 2009 † 2008 ‡ 2007 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. 2012 RCTC WSU Knowledge & Awareness Study Page 11

  12. Higher Education: Taken Credit/Non-Credit/Online Courses Portion who have taken any courses or training at a college or university in the past year (credit, non-credit or online) • 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) † † ‡ Significantly different from: † 2008 ‡ 2007 * Note: online wasn’t 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. 2012 RCTC WSU Knowledge & Awareness Study Page 12

  13. Higher Education: Taken Credit/Non-Credit/Online Courses Portion who have taken each type of college courses or training in the past year • 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 Significantly different from: ♦ 2010 † 2008 ‡ 2007 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). 2012 RCTC WSU Knowledge & Awareness Study Page 13

  14. Higher Education: Preferred Method of Learning If you were going to enroll in a college or university course or program, what would be your 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 * 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. 2012 RCTC WSU Knowledge & Awareness Study Page 14

  15. Higher Education: Importance of Attributes if Enrolling in a College Mean 4.77 4.65 4.54 4.49 4.36 4.44 4.28 4.39 4.16 4.14 3.89 3.15 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. 2012 RCTC WSU Knowledge & Awareness Study Page 15

  16. 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) 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) Higher Education: Importance of Attributes if Enrolling in a College Other Findings (2012) More likely to rate importance as ‘5 – Very Important’: 2012 RCTC WSU Knowledge & Awareness Study Page 16

  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). 2012 RCTC WSU Knowledge & Awareness Study Page 17

  18. Higher Education: Importance of Attributes – Comparison Over Time Mean 4.77 4.73 4.72 4.76 4.82 ^ ♦^ † ♦^ † ‡ 4.65 4.51 4.52 4.50 4.56 4.54 4.51 4.52 4.52 4.63 ^ † ‡ 4.49 ♦^ † 4.31 4.34 4.20 4.35 Significantly different from: ♦ 2010 ^ 2009 † 2008 ‡ 2007 2012 RCTC WSU Knowledge & Awareness Study Page 18

  19. Higher Education: Importance of Attributes – Comparison Over Time Mean 4.36 ^ ‡ 4.35 4.22 4.25 4.25 4.44 † 4.34 4.31 4.23 † 4.45 ^ † ^ 4.28 4.13 4.12 4.24 ^ 4.29 ^ 4.39 4.27 4.36 4.34 ♦ ♦^ † 4.48 Significantly different from: ♦ 2010 ^ 2009 † 2008 ‡ 2007 2012 RCTC WSU Knowledge & Awareness Study Page 19

  20. Higher Education: Importance of Attributes – Comparison Over Time Mean 4.16 4.17 4.09 4.02 4.13 4.14 4.13 4.19 4.12 4.22 3.89 3.98 ∞ ♦ 4.17 ∞ ♦ 4.15 ∞ ∞ ∞ 4.10 3.15 3.20 3.20 3.08 3.34 † Significantly different from: ∞ 2012 ♦ 2010 † 2008 2012 RCTC WSU Knowledge & Awareness Study Page 20

  21. RCTC WSU Knowledge and Awareness Study RCTC 2012 RCTC WSU Knowledge & Awareness Study Page 21

  22. RCTC: Familiarity • 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) How familiar are you with the programs and services offered by Rochester Community and Technical College? 2012 Familiarity among key demographic subgroups: 18-3435-49MalesFemalesRochesterNon-Roch. Very 17% 9% 11% 14% 11% 16% Smwt 42% 40% 46% 37% 44% 37% Slight 31% 43% 35% 39% 39% 33% Not 10% 9% 8% 10% 6% 14% ∞ ∞ ∞ Significantly different from: ∞ 2012 ♦ 2010 ^ 2009 † 2008 ‡ 2007 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 RCTC’s programs. Younger respondents are nearly twice as likely as older respondents to be ‘very familiar’ (17% vs. 9%). 2012 RCTC WSU Knowledge & Awareness Study Page 22

  23. RCTC: Satisfaction With How Community is Served 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? 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) Top 2 Box Mean 60% 3.77 3.73 51% ∞ ^ † ‡ 3.74 59% ♦ 2012 Satisfaction ratings among key demographic subgroups: 18-3435-49MalesFemalesRochesterNon-Roch. 5 17% 18% 19% 15% 15% 21% 4 41% 45% 46% 41% 51% 30% 3 28% 25% 21% 32% 23% 32% 2 3% 5% 7% 1% 2% 7% 1 1% 1% 1% 1% 1% 2% DK 10% 6% 6% 10% 7% 9% Mean 3.77 3.77 3.79 3.75 3.83 3.67 ^ Significantly different from non-Rochester. ^ 3.73 58% ^ ♦ 3.71 59% ♦ Significantly different from: ∞ 2012 ♦ 2010 ^ 2009 † 2008 ‡ 2007 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. 2012 RCTC WSU Knowledge & Awareness Study Page 23

  24. RCTC: Relationship 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 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%). 2012 RCTC WSU Knowledge & Awareness Study Page 24

  25. RCTC: Relationship (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? Other Findings (2012) • More likely to give a rating of ‘4’ or ‘5’: • Females (77% vs. 60% of males) Top 2 Box Mean ‡ 3.95 69% 4.05 71% 3.99 74% 4.03 74% 3.94 69% ^ Significantly different from: ^ 2009 ‡ 2007 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.’ 2012 RCTC WSU Knowledge & Awareness Study Page 25

  26. RCTC: Campus Visits Portion who have been on RCTC’s campus in SE Rochester (including main campus, Heintz Center, Regional Sports Center or sports fields) in the past year* • 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) * Prior to 2010, respondents were asked if they had been on the UCR campus in SE Rochester. 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%). 2012 RCTC WSU Knowledge & Awareness Study Page 26

  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? * ♦ ♦ ♦ ^ † ^ † ‡ † † † † † † ‡ ‡ ♦ ♦^ † ^ ♦ ∞ ^ † ‡ ∞ † * Prior to 2010, respondents were asked about the UCR campus . Significantly different from: ∞ 2012 ♦ 2010 ^ 2009 † 2008 ‡ 2007 Note: Multiple responses were allowed. 2012 RCTC WSU Knowledge & Awareness Study Page 27

  28. RCTC: Advertising Recall Portion who have seen or heard advertising or promotions for RCTC in the past 60 days • 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: 18-3435-49MalesFemalesRochesterNon-Roch. 69% 68% 74% 63% 68% 68% ^ ‡ Significantly different from: ^ 2009 ‡ 2007 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. 2012 RCTC WSU Knowledge & Awareness Study Page 28

  29. RCTC: Advertising Recall Where have you seen or heard advertising or promotions for RCTC in the past 60 days? (2012 N=151) 55% 53% 51% 48% 43% 25% 23% 16% 16% 11% 1% 1% 1% 0% 0% 1% 10% 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. 2012 RCTC WSU Knowledge & Awareness Study Page 29

  30. RCTC: Advertising Recall – Demographic Subgroups Where have you seen or heard advertising or promotions for RCTC in the past 60 days? (unaided + aided) - Among 2012 key demographic subgroups - 18-3435-49MalesFemalesRochesterNon-Roch. Word-of-mouth 52% 58% 50% 60% 53% 58% Television 55% 51% 57% 49% 52% 54% Billboards 58% 45% 50% 52% 50% 53% Signs on the side of a bus 47% 49% 57% 39% 53% 39% Radio 49% 38% 46% 41% 35% 56% Newspaper 18% 31% 26% 24% 25% 26% In the mail 23% 23% 24% 22% 23% 21% Internet/web site 20% 13% 8% 23% 17% 14% At movie theater 17% 15% 18% 14% 20% 9% Facebook 13% 9% 8% 13% 11% 11% Twitter 1% 1% 1% 1% 1% 2% LinkedIn 0% 1% 1% 0% 1% 0% Google Plus 0% 1% 0% 1% 1% 0% Other online sources or social networking sites 1% 1% 1% 1% 2% 0% None of the above 10% 10% 8% 11% 11% 9% ^ † † ~ ^ † ~ 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. 2012 RCTC WSU Knowledge & Awareness Study Page 30

  31. RCTC: Advertising Recall – Comparison Over Time Where have you seen or heard advertising or promotions for RCTC in the past 60 days? (unaided + aided) - 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. 2012 RCTC WSU Knowledge & Awareness Study Page 31

  32. RCTC: Awareness of ‘Get There’ 75% ♦^ † ‡ ‡ ♦† Unaided/aided awareness of ‘Get There’ among 2012 key demographic subgroups: 18-3435-49MalesFemalesRochesterNon-Roch. Unaided 42% ~ 18% 32% 27% 34% 21% Aided 45% 46% 46% 45% 44% 49% Total 87% ~ 64% 78% 72% 78% 70% ~ Significantly different than age 35-49. † Significantly different from non-Rochester. ‡ 63% † ‡ 65% ‡ 60% 58% Significantly different from: ♦ 2010 ^ 2009 † 2008 ‡ 2007 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 year’s respondents mentioned ‘Get There’ unaided and, when those who didn’t 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%). 2012 RCTC WSU Knowledge & Awareness Study Page 32

  33. RCTC: Awareness of ‘Expect the Unexpected’ 70% ♦^ ♦ Unaided/aided awareness of ‘Expect the Unexpected’ among 2012 key demographic subgroups: 18-3435-49MalesFemalesRochesterNon-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% 49% Significantly different from: ♦ 2010 ^ 2009 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. 2012 RCTC WSU Knowledge & Awareness Study Page 33

  34. RCTC: Impressions of RCTC on Key Attributes Mean 3.71 3.65 3.57 3.76 3.74 3.53 3.51 3.49 3.38 3.54 3.34 3.27 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 ‘don’t know.’ Pages 36-39 show a comparison of RCTC’s ratings in these areas over time. 2012 RCTC WSU Knowledge & Awareness Study Page 34

  35. 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) RCTC: Impressions of RCTC on Key Attributes Other Findings (2012) - More likely to rate RCTC as ‘excellent/very good’ or ‘fair/poor’ on each statement: • 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 • 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) 2012 RCTC WSU Knowledge & Awareness Study Page 35

  36. RCTC: Impressions of RCTC On Key Attributes – Comparison Over Time • 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. 2012 RCTC WSU Knowledge & Awareness Study Page 36

  37. RCTC: Impressions of RCTC On Key Attributes – Comparison Over Time Ratings of RCTC on Key Attributes (Portion rating RCTC as 'excellent' or 'very good') Mean ♦^ ‡ 3.71 3.58 3.60 3.62 3.54 ♦^ † ‡ 3.65 ^ † ‡ 3.54 3.46 3.42 3.39 3.57 ♦^ † ‡ ^ † ‡ 3.46 3.28 3.35 3.29 ♦ ‡ 3.76 ^ ‡ 3.56 3.55 3.59 3.45 Significantly different from: ♦ 2010 ^ 2009 † 2008 ‡ 2007 2012 RCTC WSU Knowledge & Awareness Study Page 37

  38. RCTC: Impressions of RCTC On Key Attributes- Comparison Over Time (cont.) Ratings of RCTC on Key Attributes (Portion rating RCTC as 'excellent' or 'very good') Mean ♦^ 3.74 ^ ‡ 3.73 ^ ‡ 3.44 3.58 3.45 ♦ ‡ 3.53 3.42 3.39 3.50 3.36 ^ † 3.51 ^ † ‡ 3.44 3.27 3.25 3.32 3.49 ^ † ‡ ^ † ‡ 3.53 ^ † ‡ 3.26 3.25 3.26 Significantly different from: ♦ 2010 ^ 2009 † 2008 ‡ 2007 2012 RCTC WSU Knowledge & Awareness Study Page 38

  39. RCTC: Impressions of RCTC On Key Attributes- Comparison Over Time (cont.) Ratings of RCTC on Key Attributes (Portion rating RCTC as 'excellent' or 'very good') Mean 3.38 3.34 3.35 3.35 3.24 ♦^ † ‡ 3.54 † ‡ 3.41 † 3.37 3.21 3.26 3.34 3.39 3.26 3.43 3.37 3.27 3.34 3.22 3.28 3.20 Significantly different from: ♦ 2010 ^ 2009 † 2008 ‡ 2007 2012 RCTC WSU Knowledge & Awareness Study Page 39

  40. RCTC: Comparing Importance and Performance on Key Attributes 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) 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.’ RCTC’s performance ratings are higher than importance for ‘location’ and ‘size of the college and student body.’ 2012 RCTC WSU Knowledge & Awareness Study Page 40

  41. RCTC WSU Knowledge and Awareness Study Winona State University Rochester 2012 RCTC WSU Knowledge & Awareness Study Page 41

  42. Winona State University Rochester: Familiarity 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% 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. Mean 2012=1.96 2009=1.90 2008= 1.93 For comparative purposes, familiarity with RCTC: 201220092008 Very 13% 13% 11% Somewhat 41% 39% 39% Slightly 37% 32% 37% Not at all 9% 16% 12% Note: Not asked in 2010 or prior to 2008. 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. 2012 RCTC WSU Knowledge & Awareness Study Page 42

  43. Winona State University Rochester : Degrees Available 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). YesNoDK Program cert./ diploma 87% 0% 13% Associate’s 88% 1% 12% Bachelor’s 79% 10% 11% Master’s 54% 17% 30% Doctorate/Ph.D. 22% 39% 39% 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. 2007 UCR Knowledge & Awareness Study Page 43

  44. RCTC WSU Knowledge and Awareness Study Internet & Social Media 2009 UCR Knowledge & Awareness Study Page 44

  45. Internet & Social Media: Home Computer & Internet Access Do you regularly have access to the Internet from any location, such as home, work, school or a cell phone? Nearly all respondents have regular access to the Internet. 2012 RCTC WSU Knowledge & Awareness Study Page 45

  46. Internet & Social Media: Use of Social Media (Among those with Internet access) Portion who have visited/used each in the past 30 days … ^ ^ ♦^ ♦^ N/A ♦^ 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 Note: Not asked prior to 2009. 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. 2012 RCTC WSU Knowledge & Awareness Study Page 46

  47. Internet & Social Media: Use of Social Media Use of social media in past 30 days by demographic subgroups: 18-3435-49MalesFemalesRochesterNon-Roch. Facebook 83% ~ 65% 64% 82% ^ 78% † 66% You Tube 73% 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% Twitter 19% 14% 20% 13% 16% 16% ~ Significantly different from 35-49. ^ Significantly different from males. † Significantly different from non-Rochester residents. 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%). 2012 RCTC WSU Knowledge & Awareness Study Page 47

  48. Internet & Social Media: Use of Social Media (Among those who use each social media) Approximately how frequently do you visit or use … Facebook You Tube LinkedIn Blogs Twitter ♦ ∞ ∞ ♦ ♦ ∞ ∞ ∞ ♦ ∞ ∞ ^ 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. 2012 RCTC WSU Knowledge & Awareness Study Page 48

  49. Internet & Social Media: Information on Educational Opportunities (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? N/A Portion in 2012 who would use each for information about educational opportunities or institutions by demographic subgroups: 18-3435-49MalesFemalesRochesterNon-Roch. Facebook 30% 29% 22% ^ 36% 28% 31% Google Plus 14% 14% 15% 14% 14% 15% LinkedIn 11% 5% 12% 5% 8% 9% You Tube 9% 4% 12% ^ 1% 7% 6% Twitter 3% 1% 4% ^ 0% 2%* 2% Blogs 1% 1% 1% 1% 2% 0% ^ Significantly different from females. ^ ♦ ♦ Significantly different from: ♦ 2010 ^ 2009 Note: Not asked prior to 2009. 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%). 2012 RCTC WSU Knowledge & Awareness Study Page 49

  50. RCTC WSU Knowledge and Awareness Study Classification 2012 RCTC WSU Knowledge & Awareness Study Page 50

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