Each year, May 1 marks an important milestone institutions can use to evaluate their successes from the latest cycle. As an enrollment professional, you’re likely thinking about what you can learn from this deposit season and, more importantly, how can you use those learnings to inform recruitment strategies for the coming cycle. To help you out, we’ve compiled four of the most relevant MARKETview data insights from 2024-25 to share with you here.
1. Volume is up Year Over Year, but a Different Story Emerges When Comparing to 2023
At first, the top-line data paints a picture of smashing success. Year-over-year net deposits are up across all MARKETview partners as well as Public and Private cohorts. But the 2024 cycle was highly unusual due to FAFSA issues pushing the deadline back for many schools until June 1, making it difficult to make accurate comparisons.
Comparing current net deposit data to 2023 reveals more nuanced results. When separating the Public and Private institution data, we can see that Publics have increased admit volume, up 16.6%. Privates are up as well, but not enough to withstand the pressure that public colleges are putting into the market — which is reflected in the deposit numbers for both groups.
2. Some Key Populations Grew, While Others Declined
Among more specific demographics of students, there were a range of outcomes that could forecast where institutions should be focusing their enrollment efforts in the coming cycle. A few of the most prominent findings were:
- Residency: In-State enrollment grew 7.2% over 2023, while Out-of-State declined by 1.3% and International fell 5.3%.
- Academic Interest: Health Fields enrollment increased by 21.9% and Nursing was up 15.5%, but Computer Science dropped by 38.0% and Liberal Arts by 11.9%.
- Race/Ethnicity: Enrollment with Hispanic and Black/African American students grew by 14.0% and 7.5% respectively, while White student enrollment declined by 3.9%
3. The Demographic Cliff has Arrived
Demand in the market continues to shift towards less affluent students as it becomes increasingly competitive to recruit students who can afford to pay full price. This change can be seen across several metrics and paints a picture of where the market could be headed.
4. Early Rounds Continue to Grow in Popularity
The actions of this cycle’s students showed increased interest in moving through the admissions process as soon as possible. Any decision type with the word “early” associated with it saw outsized growth in admit volume and net deposits.
Meanwhile, Regular Decision saw a stagnation in admit volume year over year, and a massive 15.9% drop off in net deposits when compared to 2023.
These four insights seem to forecast disruption and change becoming the new norm in the enrollment space over the coming cycles. With MARKETview and a relentless focus on the things that matter most, you’ll be more prepared.
If you want even more 2025 deposit data, you can download our latest webinar covering everything from yield pressure to Direct Admissions outcomes. While we are sharing global insights across the totality of MARKETview partners, institutions working directly with MARKETview benefit from real-time insights tailored to their unique goals and objectives.
Book a demo with our team to see how MARKETview’s real-time data can keep you in the know throughout the enrollment cycle on the student populations that matter most to your goals.