Survey of MBA Applicants
How are your business programs adapting admissions content to meet today’s mobile demands?
Southwark Consulting partnered with the Graduate Management Admissions Council® (GMAC®) to undertake a survey of MBA applicants. We explored the information consumption habits of business school applicants, and how those habits are being impacted by the use of mobile devices and social media. We surveyed 743 individuals from around the world who had registered on mba.com and asked them questions about their use of smartphones, social media, and how these tools factored into their research during the MBA application process.
The results are clear: MBA candidates have mobile devices and use them to the exclusion of using traditional media, such as print, television and radio, for gathering news and information. These users are socially engaged and social media is a principle source of news, with LinkedIn being particularly popular among this audience.
This is useful for schools in terms of developing marketing strategies, not only for developing websites, social and mobile strategies, but also for allocating broader advertising budgets, where more dollars might shift to digital channels from traditional media.
When mobile habits are explored separately by gender, age, and world region, some interesting differences emerge. Read the white paper (linked below) for all the details.