27 Enrollment Trends in Higher Education 2026

Higher education marketing is a massive challenge.

With rising pressure to stand out from the crowd, what are the future higher Ed enrollment trends to watch for in a world that is entirely different than ever before?

Higher education marketing is shifting more than ever in 2023 away from conventional, in-person marketing and toward digital marketing, webinars, and virtual events.

For schools, this means staying current on new trends that are more appealing to current and prospective students.

Though the post-COVID-19 situation produced significant disturbance among students, resulting in lower enrollment rates for higher education, higher ed institutes started implementing out-of-the-box strategies for marketing their programs. Higher education marketing was forced to adapt to Gen Z in lockdown.

Catering to the needs of today’s tech-savvy students is challenging, so keep an eye on these enrollment trends in higher education and incorporate them into your next enrollment campaign.

We have created a fantastic infographic on these enrollment trends for 2026 that you might want to check out below.

Data Collection Methodology

The data on student enrollment trends were collected from a variety of reputable sources, each providing valuable insights into different aspects of higher education. The National Student Clearinghouse's Latest Report offered key statistics on undergraduate and graduate enrollment trends. The Education Data Initiative provided insights into high school graduates' enrollment preferences, and the NSC Research Center shared critical data on dual enrollment and gender-specific trends.

Some other sources include the Institute for International Education (IIE) Statista, NACE, the Pew Research Center, and the Johns Hopkins Newsletter, which provided important contextual data on graduation projections, career services usage, and the role of diversity, equity, and inclusion (DEI) in student experiences.

Data references are mentioned at the end of this page.

Key Takeaways - Enrollment Trends

• More students are returning to or starting their college education. Undergraduate enrollment at U.S. higher education institutions increased by 1.2%
• There is a preference for four-year degrees over two-year degree programs, according to the latest stats 45.1% enrolled in four-year college programs
• Many teens are eager to challenge themselves and gain college experience early on as the number of dual-enrolled high school students increased for the third consecutive year, rising by 10.0%
• More students from around the world are choosing to study in the United States as international student enrollment increased by 12 percent
• The trend of similar enrollment rates for online courses among undergraduate (54.4%) and graduate students (53.5%) indicates a growing acceptance of digital learning across all higher education levels
• Students have embraced online learning as a viable option for their education, a little over half of U.S. students, 53%, were enrolled in at least one online course
• As employers increasingly value real-world experience, it becomes important to make experiential learning opportunities more accessible and prioritized for graduating students. 86% of Class of 2026 graduates participated in some form of experiential learning
• Thirty-six percent of master’s degrees in a STEM field were conferred to U.S. nonresident students
• The percentage of students who identify as Asian has increased from 32.1% for the class of 2027 to 46% for the class of 2028. This trend reflects broader societal changes and may influence the cultural landscape of the student body

27 Higher Education Enrollment Trends for 2026

For higher education marketers, the enrollment cliff has been a looming concern for years. As we near the new shifts, other critical trends are emerging.

These trends will shape how we engage students, faculty, and the broader community.

Therefore, adapting to digital engagement, personalizing student experiences, and building community inclusivity will address future challenges and ensure successful recruitment and retention.

Here’s a list of the top 27 trends in higher education you should pay attention to while developing your marketing campaign:

1. Undergraduate enrollment at U.S. higher education institutions increased by 1.2%

Following years of decline, this growth suggests that more students are returning to or starting their college education. It also indicates the renewed interest in higher education and the importance of accessible educational opportunities.

2. Graduate enrollments are returning to a long-term growth trend, with a 0.6% increase from 2022 to 2023  —

After potential disruptions due to the pandemic, more students are opting to further their education, possibly to enhance their skills and career prospects in a competitive job market.

Moreover, this growth reflects the ongoing demand for advanced degrees and the value placed on higher education for professional development.

3. Freshman enrollment grew by 0.8% (18,000 more students), with community colleges up 2.3% and freshmen aged 21+ up 6.3%, while enrollment for those 20 and younger remained at 5.3% 

Based on this data, most undergraduate enrollment increases came from continuing and returning students rather than new freshmen.

Moreover, the rise in enrollment among older freshmen (21 and above) suggests that more adults are returning to education, possibly to reskill or shift careers.

4. Based on insights, 16.9% of new high school graduates enroll in two-year colleges, and 45.1% enroll in four-year programs

This indicates a significant preference for traditional four-year degrees, though a notable portion of students also seek the flexibility and cost advantages.

As a result, this trend provides insights into the educational paths new high school graduates are prioritizing and can help institutions tailor their recruitment strategies accordingly.

5. The enrollment rate for freshmen women increased by 3.2%, outpacing the 2.2% growth rate for men

This trend suggests that marketing strategies must recognize the interest and engagement among female students and tailor outreach campaigns accordingly.

Moreover, the trend explains why it is important to include programs and opportunities that appeal specifically to women, showcase female role models, and create targeted marketing campaigns that resonate with female prospective students.

6. The number of dual-enrolled high school students increased for the third consecutive year, rising by 10.0% (100,000)

This means around 100,000 more young students are entering college classrooms while still in high school. This growth shows that many teens are eager to challenge themselves and gain college experience early on.

Nearly 28.1% of the total growth in undergraduate students suggests that students are seeking ways to prepare for their futures.

As a result, colleges must recognize this trend and offer more programs that allow high schoolers to earn college credits.

7. Private, nonprofit institutions awarding four-year degrees saw the biggest increase of 9.9% in online enrollments in 2026

This trend suggests that more students are opting for the flexibility and accessibility of online programs due to the growing acceptance of digital learning.

Moreover, it reflects the institutions' efforts to expand their online offerings to meet student demand and stay competitive in higher education.

8. International student enrollment increased by 12 percent in the 2022-23 academic year

This means that more students from around the world are choosing to study in the United States, seeking new experiences and educational opportunities.

Many of these students come to learn from diverse programs and enjoy the rich cultural experiences that American campuses offer.

As a result, international students contribute not only to the academic environment but also to the local communities.

9. Over 1 million international students, the fastest enrollment growth rate in more than 40 years

The figures mark the fastest growth rate in more than 40 years, reinforcing that the US remains the destination of choice for international students who want to study abroad.

The reputation of U.S. universities draws many, as does the diversity of academic programs and the chance to experience life in a different culture.

10. Undergraduate and graduate students enroll in online courses at similar rates–54.4% and 53.5%, respectively

The trend of similar enrollment rates for online courses among undergraduate (54.4%) and graduate students (53.5%) indicates a growing acceptance of digital learning across all higher education levels.

This equal adoption suggests that both groups see online education as a flexible and accessible option to achieve their academic and career goals. It also indicates the increased availability and quality of online programs.

11.  A little over half of U.S. students, 53%, were enrolled in at least one online course

Despite the gradual three-year decline, the popularity of online learning still stayed above pre-pandemic levels.

This indicates that many students have embraced online learning as a viable option for their education, even as in-person classes have returned.

12. A 20.5% increase is the projected annual growth of the e-learning market from 2022–30

This massive growth highlights a shift in people's approach to learning as more individuals and organizations recognize the benefits of online education and training.

As technology continues to evolve and more learners seek flexible, accessible education options, the demand for e-learning solutions is likely to continue rising.

13. In the last ten years, enrollment in the humanities has dropped at colleges nationwide while the number of STEM degrees has skyrocketed

Enrollment in humanities programs at colleges nationwide has declined noticeably, while the number of degrees awarded in STEM fields—science, technology, engineering, and mathematics—has surged.

With that, the decline in humanities enrollment may also stem from perceptions that these fields are less practical or less likely to result in direct employment opportunities.

Moreover, many students are drawn to STEM subjects because they often lead to high-paying jobs and strong career prospects.

14. 61.4 percent of 2023 high school graduates ages 16 to 24 were enrolled in colleges or universities

This trend indicates a strong interest among young graduates in pursuing higher education. Also, these students recognize that a college education can enhance their earning potential.

This shift emphasizes the value placed on education and the desire for personal and professional growth among younger generations.

15. One in five adults in the United States over the age of 18 started college but left without earning a credential

This trend highlights financial issues, lack of support, and academic difficulties.

Therefore, implementing mentorship programs, flexible learning options, and early intervention systems can help keep students on track toward graduation.

For colleges and universities, these efforts help students overcome obstacles and achieve their goals.

16. Six years after starting college, 24% of first-generation students and 59% of continuing-generation students had earned a bachelor’s degree

First-generation students, the first in their families to attend college, often face unique challenges, such as limited financial resources, lack of familial support, and fewer academic resources or guidance.

This gap can be attributed to various factors, such as financial challenges, lack of familial experience with higher education, and limited access to academic and social support systems.

Therefore, the institutions can attract and support them with academic resources and financial assistance.

17. Fifty-six percent of all postsecondary students in the U.S. have parents who don’t hold bachelor’s degrees

It indicates a growing number of first-generation college students, emphasizing the importance of support systems and resources to help them navigate higher education.

Additionally, with more resources and support systems in place, such as scholarships and mentorship programs, these students are finding pathways to college that may not have been available to previous generations.

18. Ten-year high in college freshmen retention rates reported over 76% of fall 2022 students returned for their second-year

The data and insights highlight that more students are finding the support and resources they need to continue their education.

Several factors could be contributing to this trend. Colleges may implement better support systems, such as academic advising, mental health resources, and community-building activities, which help students feel more connected and engaged.

19. About 2.46 million students are forecasted to be awarded a Bachelor's degree by 2031-32

This projection suggests that more students are pursuing and completing four-year degrees, indicating a rising emphasis on the importance of higher education in today’s job market.

As a result, increasing access to financial aid, online learning options, and community college transfer pathways make it easier for more individuals to pursue a bachelor's degree.

20. Data indicates that 4.1 million higher education degrees were earned in the United States

This figure indicates a growing number of students pursuing and successfully completing degrees across various levels.

Increased access to financial aid, online learning options, and the demand for advanced qualifications drive more students to pursue degrees.

21. 73% of public high schools reported offering some type of advanced academic course for career readiness

Most public schools now offer advanced courses to prepare students for future careers.

This trend shows that schools focus more on helping students gain skills and knowledge that will be useful in the job market.

22. Eighty-six percent of Class of 2026 graduates participated in some form of experiential learning—such as internships, co-ops, practicums, or on-campus work—during their college tenure as a whole

As employers increasingly value real-world experience, it becomes important to make experiential learning opportunities more accessible and prioritized for graduating students.

This trend highlights the importance of hands-on experience in education, preparing students for the real world by giving them practical skills and knowledge.

23. 60% of graduating students used the career center at some point during their college career

It shows that students increasingly rely on career centers for guidance, support, and connections that can help them transition into the workforce.

This trend highlights the value of career services in preparing students for life after graduation and the need for colleges and universities to continue investing in and promoting these essential services.

24. Seventy-five percent believe increased Hispanic representation in STEM programs would encourage more young Hispanic students to pursue these degrees

This trend explains that visibility and role models can impact students' aspirations, making them feel more included and capable in fields where they are often underrepresented.

As a result, more examples of high achievers would make young Hispanic people a lot more likely to pursue STEM degrees, compared withmthose who were not the first in their family to attend college.

25. Thirty-six percent of master’s degrees in a STEM field were conferred to U.S. nonresident students

It shows that American colleges are attracting talent from around the world.

One of the greatest advantages of having a larger international student body is that it enhances the university's global reputation, making it more appealing to prospective students and faculty.

With that being said, these students can also fill important jobs in the STEM workforce after graduation, helping local industries find skilled workers.

26. The percentage of students who identify as Asian has increased from 32.1% for the class of 2027 to 46% for the class of 2028

The fact that this percentage is more than double that of the class of 2014 indicates not only a growing representation of Asian students but also possibly changing attitudes toward diversity in schools.

This trend reflects broader societal changes and may influence the cultural landscape of the student body, creating a more inclusive environment.

27.75% of current college students are generally in favor of efforts to support diversity, equity, and inclusion (DEI) on college campuses

This trend indicates that today’s students value diverse perspectives and believe in equal opportunities for everyone.

It reflects a cultural shift towards embracing DEI as a fundamental part of the educational experience, helping to create a supportive campus community.

Higher Education Enrollment Trends Infographic

Takeaways for Higher Education Marketing

This article explains how to market your online courses and increase conversions.

1. Revisit Your Pricing Structures
2. Partner With Financial Institutes to Offer Student Loans
3. Focus More on Nurturing Leads
4. Offer Virtual Tours and Courses Demo to Engage Students
5. Include Trending Courses in Your Curriculum
6. Embrace an Online Program or Distant Learning Approach
7. Incorporate Social & Emotional Learning (SEL)
8. Encourage Diversity, Equity, and Inclusion (DEI)

1. Revisit Your Pricing Structures

Many students who desire to pursue higher education are concerned about the cost of attendance. And, because of increased demand and a lack of governmental finance, tuition and fees continue to rise at a dizzying pace.

As a result, higher education institutions now charge more than double what they did in 2008.

For example, tuition at public universities and colleges climbed by more than 60% in Alabama and Arizona.

Aside from that, students must consider the expense of boarding quarters, food, books, and other extra expenditures when pursuing a college degree.

In addition, those who rely on online learning must budget for a fast internet connection and a computer at home. As a result of rising higher education prices, most students either drop out or do not pursue a degree at all.

Considering the enormous expenses related to higher education, cutting costs is one of the best approaches to improving your institute's standing.

In addition, offering discounts, incentives, and special offers can help your school become more accessible and improve the enrollment number.

2. Consider Partnering With Financial Institutes to Offer Student Loans:

Higher education institutions can collaborate with middle and high school guidance counselors to discuss the alternatives available through federal and state assistance programs, particular institutions, and other sources.

They can also work with advisers to clarify cost-effective paths to certificate or degree completion, such as a community college associate degree and credit transfers to four-year colleges.

Partnerships might include various organizations interested in higher education and student achievement.

Walden University, for example, collaborates with other organizations throughout the state, such as the Helios Education Foundation,  Arizona GEAR UP, and College Depot to provide intensive advisory services, scholarships, and real-time interventions to students who might not otherwise have the resources to access and succeed in college.

3. Focus More on Nurturing Leads

Lead nurturing is the process of developing relationships with prospective customers by engaging them along the buyer's journey. It entails gently guiding customers toward a purchase by offering the appropriate information at the right times.

Lead generation alone will not result in a sale. In reality, 96% of website visitors aren't ready to buy.

The advantages of nurturing leads and improving the flow of your sales in the form of enrollment numbers are as follows:

• To ensure that prospective students move through the enrollment funnel smoothly, making the admission process as simple and easy to understand as possible is essential. This can be achieved by providing clear instructions, minimizing the number of steps involved, and simplifying application forms.
• It can potentially increase your conversion rate—the proportion of leads who become customers.
• It can inspire potential consumers to opt for more courses, lowering your customer acquisition cost (CAC), the average amount of money spent to acquire a single customer.

4. Offer Virtual Tours and Courses Demo to Engage Students

The campus tour is still essential to determine which university is best for practically every prospective student. But what will happen if those trips become more difficult or impossible?

In this instance, virtual campus tours are a natural alternative. They enable institutions to offer students an in-depth view of the campus without requiring them to visit or even design their own self-guided tour.

For example, Mount Saint Mary's University's 360° Tour is an excellent example of a virtual campus tour that replaces most of what an in-person tour would deliver. It efficiently displays the institution's campus and student life, giving visitors a linear tour of all the university offers.

Mount Saint Mary's mixes that interactive, immersive experience with a simpler Interactive Map that focuses on more efficient navigation options.

Its Parking and Transit category, for example, covers everything from shuttle stops to electric car shuttle stations. In contrast, its Wellness category includes sites such as the university's farmer's market and fitness centers.

5. Include Trending Courses in Your Curriculum

A college degree opens up additional professional choices. As a result, selecting a subject in college requires a significant amount of planning and deliberation for many individuals.

According to the US Department of Education, academic quality, the desired field of study, and job placement are the top variables influencing students' college course choices. According to Kiplinger, the top 10 courses that are lucrative for students are:

• Computer Engineering
• Computer Science
• Electrical Engineering
• Chemical Engineering
• Aerospace Engineering
• Mechanical Engineering
• Industrial Engineering
• Physics
• Operations Management
• Management Information Systems

Institutions are now collaborating with companies to guarantee that employees' skills are appropriate for their professions. If they start offering the most sought-after course in collaboration with specific industries, the students will obtain the necessary skills, ultimately leading to higher employment chances.

6. Embrace an Online Program or Distant Learning Approach

Data from numerous sources demonstrate that students respond more positively to online education.

Moreover, it provides several advantages that cannot be obtained in a typical classroom. For one thing, it allows students more flexibility, allowing them to attend classes while juggling other obligations.

With in-person classes offering health dangers, the expansion of online learning is projected to accelerate as the COVID-19 epidemic continues.

The change to online learning will also require educational institutions to improve their websites to be more mobile-friendly and to deliver a better overall user experience.

In addition, according to Annertech, schools are restructuring their courses to be easily accessible and to remain competitive now that students are not restricted to enrolling in a particular location.

7. Incorporate Social & Emotional Learning (SEL)

Social-emotional learning is widespread. Its purpose is to assist students in improving their self-awareness, social awareness, and interpersonal skills, to help them work successfully in teams, and build their self-regulation abilities and capacity for responsible decision-making.

It aims to improve students' emotional intelligence and empathy, as well as their grit, tenacity, and persistence, as well as to create a growth mindset and the ability to self-manage emotions.

Adult students in higher education in the United States (U.S.) are as diverse as the country's over 4000 colleges and institutions.

With equal-access mandates and rising participation rates in higher education for students with disabilities and adult students, colleges must discover suitable and effective ways to provide accessible resources that benefit and support all students.

In addition, because each student is unique, instructors must employ various tactics tailored to students' multiple talents and intelligence, allowing all students to be genuine participants in a learning community.

8. Encourage Diversity, Equity, and Inclusion (DEI)

DEI stands for diversity, equality, and inclusion and is a hot subject in many industries, including higher education. When it comes to recruiting and hiring, advancement, and strategic decision-making, many firms prioritize DEI.

DEI is vital among a student body, and students must see DEI as a priority at their institution or university.

For example, it has been demonstrated that an emphasis on DEI in faculty recruiting may influence student results at an institution.

On campus, diversity fosters cultural knowledge and critical thinking. In addition, a diverse staff may provide students from historically underrepresented backgrounds with a particular type of assistance.

DEI should be regarded as "mission-critical" in higher education. The heart of education is a varied faculty and student body, as well as an atmosphere that supports equity and inclusion of all viewpoints.

Increasing DEI can help us get closer to the main objective of education while also improving student learning and results.

A diverse set of viewpoints results in a more vibrant and dynamic academic atmosphere.

People with varying life experiences ask varying questions. They enhance conversations and may spark contestation or disruption of the current quo, fueling the emergence of new information, innovation, and deeper understandings.

Conclusion

Understanding enrollment strategies and trends is key to shaping the future of higher education.

From the rise of online education to the importance of diversity, these trends highlight students' evolving needs and preferences.

One major trend is the increase in online learning, with both undergraduate and graduate students enrolling in online courses at similar rates. This shows the growing acceptance of digital education.

Another trend is the significant number of first-generation students who still need more support to succeed.

Moreover, universities are also seeing a shift in gender dynamics, with more women enrolling as freshmen.

Additionally, the role of international students remains significant, with enrollment numbers rising.

Furthermore, community colleges are playing a key part in education, especially for older students returning to school.

As a result, the influence of career readiness courses in high schools and the engagement of career centers in colleges focus on preparing students for the workforce.

Moreover, the need for increased Hispanic representation in STEM and the strong support for diversity, equity, and inclusion initiatives reflect the ongoing efforts to create a more inclusive and supportive educational environment.

Related: Learn more about our higher education marketing agency services

To sum up, colleges and universities must know these enrollment trends in higher education to take strategic initiatives and leverage the paradigm shifts in the sector.

Additional Resources Used

Source	Link
NSCR	https://nscresearchcenter.org/current-term-enrollment-estimates/
EAB	https://eab.com/resources/blog/adult-education-blog/3-key-findings-from-our-new-analysis-of-graduate-and-online-enrollments/#:~:text=Based%20on%20trends%20during%20other,0.6%25%20from%202022%20to%202023.
Education Data Initiative	https://educationdata.org/college-enrollment-statistics
Best Colleges	https://www.bestcolleges.com/news/online-college-drives-spring-enrollment-growth/
Open Doors Data	https://opendoorsdata.org/annual-release/international-students/#fast-facts
Institute of International Education	https://www.iie.org/news/us-hosts-over-1-million-fastest-growth-for-40-years/
Inside Higher Ed	https://www.insidehighered.com/news/tech-innovation/teaching-learning/2026/01/30/online-college-enrollment-continues-post-pandemic
Duke Chronicle	https://www.dukechronicle.com/article/2023/03/duke-university-majors-humanities-stem-enrollment-majors-data-decline-trinity-college-pratt-engineering
US Bureau of Labor Statistics	https://www.bls.gov/news.release/hsgec.nr0.htm
NSCR	https://nscresearchcenter.org/some-college-no-credential/
FirstGen Forward	https://firstgen.naspa.org/files/dmfile/15405_NASPA_FactSheet-05_final.pdf
FirstGen Forward	https://firstgen.naspa.org/files/dmfile/FactSheet-01.pdf
Statista	https://www.statista.com/statistics/238164/bachelors-degree-recipients-in-the-us/#:~:text=Number%20of%20Bachelor's%20degree%20recipients%20U.S.%201869%2F70%2D2031%2F32&text=This%20figure%20is%20expected%20to,be%20awarded%20a%20Bachelor's%20degree.
NCES	https://nces.ed.gov/surveys/spp/results.asp#cc-readiness-jan24-chart-3
National Association of Colleges and Employers	https://www.naceweb.org/career-readiness/trends-and-predictions/college-is-worth-it-class-of-2026-says-college-prepared-them-well-for-their-careers
National Association of Colleges and Employers	https://www.naceweb.org/about-us/press/class-of-2026-graduates-say-college-prepared-them-well-for-their-careers
PEW Research Center	https://www.pewresearch.org/short-reads/2026/10/15/most-hispanic-americans-say-increased-representation-would-help-attract-more-young-hispanics-to-stem/
NCES	https://nces.ed.gov/programs/coe/indicator/ctb/graduate-degree-fields
The John Hopkins Newsletter	https://www.jhunewsletter.com/article/2026/09/university-announces-drop-in-percentage-of-students-from-underrepresented-groups-in-the-class-of-2028