College Search Journey Divided: New Spark451 Survey Finds Prospective Students Prefer Anonymity While Parents Receive Little Communication

New Research Reveals Students and Parents Increasingly Gather Information from Different Sources, Trust Different Voices, and Prioritize Different Aspects of the Enrollment Journey

BOSTON--(BUSINESS WIRE)--Jenzabar, Inc., a leading technology innovator in higher education, today announced the findings from the 2026 Survey of College-Bound Students and Their Parents. Conducted by Spark451, Jenzabar’s Enrollment Marketing Division, the survey reveals that there is no single college search process. Instead, two distinct searches occur simultaneously within the same household. Specifically, students are relying on AI tools and their own, often anonymous, independent research when discovering, comparing, and analyzing colleges. Conversely, parents depend on official institutional marketing materials and email communications, even if they don’t receive as much as they would like.

“The big takeaway from this survey was not a single data point, but a pattern: Students and their parents are still making college decisions together, but the steps leading up to their decisions are vastly different,” said Mike McGetrick, Vice President of Spark451. “For institutions to remain competitive, stay visible, and get students enrolled, campus leaders need to support multiple diverse experiences across myriad channels, embrace new technologies and digital strategies, and trust that the sources of information outside of their control hold up to their brand.”

Conducted in the summer of 2026, the 2026 Survey of College-Bound Students and Their Parents includes responses from more than 3,500 college-bound students and their parents.

AI’s Role in Discovery

The survey reveals AI is becoming an increasingly common tool during the search process, outperforming search engines and social media but not institutional websites. While 56% of students rely on a college website for information about their preferred school, 45% use generative AI tools. By comparison, 42% of students use social media, and only 35% of students say they use search engines. Among parents, 19% said they used AI resources during the search process.

Similarly, when students had a question about a specific institution, 55% said they went to the university's website for the answer, but only 15% said they used an AI tool. Parent behavior is similar, with just 12% using AI for institution-specific questions. The evidence suggests a clear pattern: AI tools are being used early in the discovery process, while institutional resources are trusted more once colleges have made the shortlist.

“Institutions now have to anticipate and address inquiries across two major channels: their own websites and AI platforms, especially early on in the search process,” said Megan Brammer, Director of Client Strategy at Spark451. “This requires increased levels of information transparency and knowledge about how AI tools gather and disseminate information.”

The Communication Challenge

The survey reveals that students often stay anonymous during the search process. Approximately 61% of student respondents said they never submitted an inquiry or a form, citing a desire to avoid spam (27%), confidence in finding information independently (24%), or reluctance to share personal details too early (10%). Of the 39% of respondents who did fill out a form, more than half did so only because it was required to access a specific resource.

Meanwhile, 74% of parents received direct communications from colleges, down from 85% last year. Among the 26% who heard nothing, nearly three-quarters (72%) stated they would have preferred to receive updates.

“Institutions need to do more to engage with parents, who are far and away the most influential voice in the enrollment decision-making process,” McGetrick said. “Parent-specific communications strategies that focus on key decision-making factors like cost, academic quality, campus safety, and outcomes can go a long way, especially when many students sidestep opportunities for institutions to connect with prospective learners directly.”

Resources

• Access the full 2026 Survey of College-Bound Students and Their Parents here.

About Jenzabar

Jenzabar is a leading provider of technology solutions for higher education, delivering integrated ERP, SIS, and point solutions to over 1,400 campuses worldwide. Jenzabar empowers institutions to improve operational efficiency, foster student success, and meet the demands of today’s students. For more information, visit www.jenzabar.com.

About Spark451

Jenzabar’s Enrollment Marketing Division, Spark451, is a higher education enrollment strategy, technology, and marketing firm that combines creativity with powerful technology to achieve measurable results. With a mission to help colleges and students fuel their future, the firm integrates a multitude of communication channels and platforms for effective enrollment marketing, student search, creative services, and digital media. Since 2011, Spark451 has worked with over 200 colleges and universities nationwide.