RESEARCH

State of College Search 2026

The Undergraduate Report

See how undergraduate college search changed from 2025 to 2026, and how students are discovering, comparing, and choosing colleges today.

Why Download?

The way students discover and evaluate colleges continues to change. Our 2026 study tracks those changes year over year and shows where undergraduate students are searching, what influences their decisions, and what makes them trust or question the information they find.

See what Changed From 2025

Compare undergraduate search behavior year over year and see which discovery channels are gaining or losing ground.

Understand AI’s Growing Influence

See how AI is changing college discovery, comparison, and decision making, and how much influence it now has over which schools students consider.

Know Where Students Are Making Decisions

Understand where students turn during discovery, shortlisting, and the final decision, from search and social media to AI, forums, and college websites.

Understand what builds or breaks student trust in 2026

Learn how students respond when they find conflicting information and which sources they trust to verify what is accurate.

What’s Inside:

A detailed look at how undergraduate students discover colleges, narrow their options, and make their final decision, with practical recommendations for higher education marketers.

Traditional and AI Search

See how students use traditional and AI search throughout the journey, which AI platforms they use, and how those results influence their choices.

Social Media and Online Forums

Understand how platforms like TikTok, Instagram, Reddit, and Discord influence college discovery and consideration.

Platform Switching and Trust

Learn when students move from one channel to another, what happens when information conflicts, and how those inconsistencies affect trust.

Actionable Recommendations

Get practical recommendations for improving visibility, keeping information accurate, and reaching students across the channels they use today.

Download the Undergraduate Report 2026

Fill out the form to get immediate access to the report and see how undergraduate search behavior is changing, where students are making decisions, and what your institution should do next.