New Research Shows How High School Students Actually Choose College in 2026

Think about the complex web of information you’re navigating in 2026. Now picture having that same wealth of information and being in high school. Higher ed leaders are in fierce competition for these students’ attention, and they can’t assume that old tactics to engage and attract these learners will work today.  

So how do students actually choose a college or university in 2026? What information sources do they rely on, and when? On top of that, how can higher ed build engagement strategies that meet high schoolers where they are, instead of where we expect them to be?  

New research from Modern Campus in partnership with Encoura and Ruffalo Noel Levitz (RNL) tackles these questions. The 2026 College Planning Report: How High School Students Explore, Evaluate and Decide on a College surveyed almost 1,800 high school students about how they choose a college or university.  

The study provides a holistic snapshot of the complex, emotionally driven process that drives college planning for learners. It also uncovers some concrete steps that institutions can take to offer a more personalized approach.  

Here are some of the key takeaways.  

College planning starts early, and is often more emotionally driven than process driven

Many colleges and universities treat engagement with prospective students like a funnel, with a series of sequential steps that lead to registration. It’s also often assumed that the process of choosing a college happens later in high school, in 11th and 12th grade. 

These assumptions lead to missed opportunities for engagement. When asked how they felt about college planning, 49% of 9th graders and 47% of 10th graders said they were “feeling nervous but continuing with the process.” Early in high school, students are curious about their options. Their initial explorations are relational: younger learners are talking to parents, peers and counselors about college and university, and only beginning to reach out to institutions more formally.  

Emotion also plays a key role: 20% of 9th graders and 19% of 10th graders felt “overwhelmed and unsure where to begin.” These students also don’t typically receive formal guidance until later in the process. They represent a “silent majority” who are forming impressions and reading signals from institutions, even if those institutions aren’t actively reaching out to them.  

When these students don't feel seen, they’re most at risk of disengaging from the process.  

When students don’t get personalized, responsive communication from institutions, AI steps in to fill the gap  

Unsurprisingly, more students are using AI to get information about colleges and universities. 63% of respondents have used AI in their college planning process, with adoption rates increasing throughout high school. In early years, learners use AI primarily to explore options and understand what college is like. In later grades, they use it to compare institutions and assist with application-related tasks.  

Despite increasing adoption, there are serious gaps in confidence about these tools: only 38% of students said “yes” when asked if they trust AI to help them plan for college, and 62% said they would rather speak to a person when starting to learn about colleges.  

Learners are navigating between AI and human interaction to decide the right path. AI can answer basic questions, but it can’t help a high schooler find confidence as they navigate the process.  

Institutions that give up their role in communication to AI risk being left out of the conversation entirely.  

Students don’t want to feel like a number. Personalization and quick responses from institutions help them feel seen 

For high school students, the decision around whether and where to go to college or university isn’t just important. It’s defining. And when a learner submits a form, they’re not just asking, "can I get in?” They’re asking if they belong. According to the report, 56% of those surveyed expect an institution to reply to them within a few days or sooner.  

But communication isn’t just about efficiency. It's about helping students feel both valued and seen by the institution. Adopting a personalized approach to outreach allows institutions to recognize students for their individual challenges and talents. It’s the best way to meet them where they are.  

• All of the students surveyed said “yes” or “maybe” when asked if they expect colleges to send them personalized info.  

• 52% said that personalized info makes them feel like the institution genuinely cares about them. 

• 45% said that tailored outreach increases their interest in college. 

True personalization motivates students. It builds belief and signals care on the part of the institution. It’s also tough to achieve in practice. Putting a student's first name at the beginning of an email is no longer enough. Institutions are having success with a variety of personalization tools including: 

• Text messages that respond directly to student requests 

• College websites that adapt content to majors, locations and interests 

• Short, personalized video messages 

• One-on one phone calls tailored to individual situations 

Among others.  

The findings from the 2026 College Planning Report are clear: high school students are more discerning than ever about their postsecondary choices, and they expect more from colleges and universities. The institutions that succeed will be those that show up earlier, respond faster, and make learners feel seen.  

If you’re a higher ed leader looking to benchmark and improve your student engagement strategies, download the report today.  

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Last updated: April 6, 2026