While Generation Z student characteristics overlap in some areas, they are certainly not a monolith. We decided to take a closer look at this much-analyzed generation in order to surface the differences that matter to the college-search process.
Powered by data from over 2.6 million unique students, we utilized statistical analysis tools to isolate and categorize demographic and behavior patterns. This analysis revealed four distinct student segments and six distinct affinity groups. Together, these groupings form student personas that can be used to test and inform marketing strategies.