College Planning Is No Longer Linear — It’s Personal, Digital, and Increasingly Complex
New research from Modern Campus and Encoura reveals how today’s students explore, evaluate, and decide on college.
TORONTO and WASHINGTON, D.C., April 7, 2026—
Modern Campus, in partnership with Encoura, announced the release of the 2026 College Planning Report, revealing that the college planning journey is no longer a clear, step-by-step process but a dynamic, emotionally complex experience shaped by fragmented information, digital tools, and uneven access to support. The research shows that institutions must rethink how they engage prospective students from the very first moments of awareness.
Drawing on insights from nearly 1,800 high school students, the 2026 College Planning Report examines how learners discover, research, and make decisions about college. The findings reveal a fundamental shift: students are not following institutional timelines—they are navigating a personalized, nonlinear journey influenced by relationships, digital channels, and moments that often go unseen by institutions.
From Awareness to Action: A Fragmented Journey
Rather than beginning with formal outreach or admissions materials, students form perceptions of college through everyday interactions—family conversations, school environments, and increasingly, digital tools. These early signals shape whether college feels attainable long before institutions engage directly.
At the same time, disparities in access to guidance persist. First-generation students rely more heavily on limited support networks, while continuing-generation students benefit from broader exposure to information and resources.
Key findings include:
- College planning begins earlier and more informally than institutions assume, often shaped by everyday moments rather than structured guidance
- 63% of students are already using AI tools in their college planning, signaling a shift toward digital-first exploration
- 62% still prefer to speak with a real person when starting to learn about colleges, reinforcing the importance of human connection alongside technology
- 52% say personalized outreach makes them feel like a college genuinely cares, raising expectations for relevance and engagement
- Students increasingly question the value of college, with 61% believing it is possible to succeed without a degree
The Rise of AI—But Not Without Limits
AI is becoming a core part of how students explore college options, particularly for early discovery and comparison. However, the research shows that students use these tools selectively and do not fully trust them—especially for high-stakes decisions.
Instead, students are blending AI with human guidance, turning to counselors, parents, and trusted adults when decisions become more complex.
A Higher Bar for Engagement
The report highlights a growing gap between how institutions communicate and how students actually experience the college search. Students expect:
- Clear, accessible information early in their journey
- Personalized, relevant outreach across channels
- Seamless movement between digital exploration and human support
Institutions that fail to meet these expectations risk losing students before formal recruitment even begins.
Connecting Discovery to Decision
For institutions, the implications are clear: success in enrollment strategy depends on meeting students where they are—earlier, more personally, and across more channels than ever before.
This requires not just better messaging, but better coordination across recruitment, marketing, advising, and digital experience.
“As institutions think about enrollment and engagement, the opportunity is to create a more connected experience from first touchpoint to decision,” said Craig Chanoff, CEO of Modern Campus. “Students are navigating complexity—institutions that simplify that journey and make it feel personal will be the ones that stand out.”
Download the Report
The full 2026 College Planning Report is available now. To explore how students are navigating today’s college search—and what institutions can do to better support them—download the report here.
About Modern Campus
Modern Campus empowers more than 1,700 higher education institutions to attract, engage, and retain learners for life. Through its learner-to-earner lifecycle platform, Modern Campus helps institutions align curriculum, credentials, and career pathways to deliver flexible, outcomes-driven learner experiences. By supporting both traditional and nontraditional education models, Modern Campus enables institutions to adapt, compete, and serve learners across every stage of their educational journey.
About Encoura
Encoura is an educational data science and research organization serving over 2,000 member institutions comprising public and private colleges and universities across the nation and abroad. Since 1972, Encoura has been a leading provider of data science, technology, and programs serving students, high school educators, colleges, and universities with offices in Austin, TX, and Boston, MA. These solutions represent the link between students making important life decisions and those providing the resources and information students need to succeed in their postsecondary education and careers.
Last updated: April 7, 2026