Hanover survey finds college-bound students want value, flexibility and AI-ready skills

Hanover Research’s 2026 survey of 1,000 U.S. high school students finds strong interest in college, but with more focus on affordability, online options, career outcomes and AI’s impact on skills. The results suggest colleges may need to rethink recruitment, program design and student support as preferences shift.

Why it matters: - Colleges are competing for students who still want higher education, but want clearer value in return. - The survey points to a shift toward more flexible pathways, lower-cost options and career-focused credentials. - AI is also changing what prospective students think they need to learn, which could affect program design and advising.

What happened: - Hanover Research released its 2026 National Prospective Student Survey on Oct. 15, 2026. - The survey was based on responses from 1,000 U.S. high school students ages 16 to 19. - The research looked at how prospective students think about college, including preferred programs, learning formats, support needs and how they research schools.

The details: - 36% of respondents said they are worried about paying for their education. - Interest in a bachelor’s degree fell to 66% from 79% in 2025. - Interest in an associate degree rose to 45% from 36% in 2025. - 35% prefer fully online courses, up from 14% in 2025. - 25% said recent AI developments have made them more interested in building human-centered skills. - 38% said they started researching colleges during or before sophomore year of high school. - Paul Gibson, senior managing director at Hanover Research, said students are weighing affordability, career outcomes, support systems and flexible pathways, while AI is changing how they make decisions. - Sid Phillips, Hanover Research’s chief growth officer, said interest is rising in options beyond the traditional full-time, on-campus experience. - Hanover says the full report can be accessed here.

Between the lines: - The drop in bachelor’s degree interest and rise in associate degree and online preferences suggest students are becoming more pragmatic about time, cost and flexibility. - The early start to college research means institutions have less time than before to influence consideration and enrollment decisions. - The AI finding signals that students may be recalibrating which skills feel durable in a changing job market.

What's next: - Hanover says the survey can help higher education leaders assess whether recruitment and admissions strategies match student expectations. - Colleges may use these findings to adjust messaging around affordability, flexibility, career outcomes and support services. - Institutions will also likely watch whether these preference shifts continue into 2027.