The Real-Time Data Quiz: June ’24 Edition

We’ve been focusing our past few blogs on deposit outcomes, and we’ll continue that theme one final time this season with a post that looks at year-over-year data based on change in yield. Now that deadline extensions have finally passed, we look forward to providing you with a much clearer picture of where schools landed.  

As always, the content for this quiz is derived from MARKETview’s partner base of 150+ colleges and universities nationwide. All data is of 6/1/24. Let’s get started! 

Q1 
Category: Residency
 
Compared to last year, which residency status experienced the smallest change in yield rate? 
A) In-State 
B) Out-of-State 
C) International

Q2 
Category: Inquiry Timing
 
What was the year-over-year change in yield rate for students who were in the inquiry pool prior to the start of their senior year in high school? 
A) -0.7pp
B) -1.4pp
C) -2.1pp

Q3 
Category: Consumer Income

Which income band showed the largest yield deficit versus the previous cycle?
A) <$50k  
B) $50k – $100k 
C) $100k – $150k
D) $150k – $200k 
E) $200k – $250k 
F) $250k+ 

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Q1 
Category: Residency 

Compared to last year, which residency status experienced the smallest change in yield rate?

A) In-State 
B) Out-of-State 
C) International 
 
While all three groups closed the gap strongly in the final weeks, it was the Out-of-State population that experienced the least volatility with a yield change of -0.8 percentage points (pp) from the previous year. In-State saw the greatest amount of change at -1.7pp and International filled the middle slot at -1.1pp. 

The decline within the In-State cohort is especially disappointing given that many schools depend on this population as a key audience to meet their goals. 

Q2 
Category: Inquiry Timing
 
What was the year-over-year change in yield rate for students who were in the inquiry pool prior to the start of their senior year in high school?   

A) -0.7pp
B) -1.4pp
C) -2.1pp

Traditionally, pre-senior inquiries are a dependable population, given the increased interaction they’ve had with specific institutions, thus developing a stronger affinity. That was not the case in this odd yield cycle, however, as pre-senior inquiries were off -1.4pp from 2023.  

For context, students who first inquired as seniors (normally, a far less dependable population) were only off -1.1pp. Not the best outcome, but quite surprising when compared to long-standing funnel metrics.

Q3 
Category: Consumer Income
 
Which income band showed the largest yield-rate deficit versus the previous cycle?

A) <$50k  
B) $50k – $100k 
C) $100k – $150k 
D) $150k – $200k 
E) $200k – $250k 
F) $250k+

The early hypothesis was that deposit numbers from students in low-income households would be most adversely affected by the delayed FAFSA, but the opposite happened. While yield rate decreased across all consumer deciles, the $250k+ cohort declined the sharpest at -1.3pp.

Here’s where the other income bands landed:
<$50k: -1.0pp
$50k – $100k: -1.0pp
$100k – $150k: -1.2pp
$150k – $200k: -1.0pp
$200k – $250k: -1.1pp

We hope you found these data views helpful in navigating the current yield landscape.

If you are interested in accessing advanced market intelligence like this to inform strategic decision making on your campus, the MARKETview team would be happy to speak with you. Contact us to learn more!