CHARLOTTE, N.C. — A survey from Forbes broke down what students are considering when looking at higher education. In a sample size of about 24,000 students, the numbers show more students overall are putting a higher priority on price when it comes to college.
The survey noted that in 2022, 76% of students said a school's published price would affect the likelihood they'd apply or inquire about that school. Then in 2023, that percentage went up to 89%.
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Meanwhile, 53% of all seniors said they flat out wouldn't consider a school that costs more than $40,000 per year in total.
While more students are price sensitive, there's another factor in this survey skewing cost: Four in 10 students said a college's brand or name recognition matters to their decision making, according to this survey.
Wealthier students and families were more likely to agree with that particular perspective. It means the price point on Ivy League schools and other big name institutions are less likely to be adjusted.
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