Great question — our answer, based on asking the students themselves and watching their queries and behavior over the years is that they care about both.

Higher Education is a service/product where “quality” matters bcs. perceptions of quality can impact employability. And as you likely know most students who use online degree programs are looking for a real career pay back.

One interesting thing we have seen is a rising trend to care more and more about cost. Online students want quality — but not at any price. As in any area, some people will pay any price for perceived quality while others will buy solely based on budget.

Cost is an issue for adult learners bcs most will fund their own studies through debt. And older adults are shouldering record student loan debt.

Online learning has greatly increased choice; increased choice is causing people to investigate degree cost in a new way — they are comparing BEFORE they enroll. Online programs will be pressured to respond to price comparisons in new ways in this decade.

All the Best
Vicky