An estimated 21% of 25-34-year-olds in the United States, about eight million individuals, have attended college and quit before completing a degree. These non-traditional students may or may not return to college. Those who return to college are referred to as stopouts, whereas those who do not return are referred to as stayouts. In the face of declining pools of traditional students, colleges and universities have attempted to induce these students to return to higher education. Regrettably, little is known about the intentions and attitudes of these young adults after they have left higher education. This paper uses segmentation and targeting to identify those students who intend to return to college and those who do not. Using demographic and psychographic variables, five unique segments are identified. The study recommends strategies for reaching those segments which are most likely to return to higher education.
IntroductionAs two-year and four-year institutions of higher learning face shrinking numbers of their largest pool of potential students, demographic projections indicate that the number of high school graduates will not equal its 2008 peak until after 2018 (College Board, 2008). At the same time, in the United States, about eight million individuals between the ages of 25 and 34 have attended college but left before completing degree requirements (US Census Bureau, 2007). Some of these students will never return to college, whereas others will reenroll. Those who withdraw for a semester or more and then reenroll in college are referred to as stopouts (Carnegie Commission on Higher Education, 1973). O'Toole, Stratton, and Wetzel (2003), estimate that during the first year of college, stopouts represent about 40% of all students who withdraw. Overall, Stratton, O'Toole, and Wetzel (2008) report that more than 30% of all college students stopout from college for at least a semester. For institutions of higher learning, stopouts represent a large and unique pool of potential students: