Personalizing Services for Millennials and Gen Xers in Online Programs
Online students often want access to the career and support services offered to their on-campus peers. However, the way these learners seek support varies by generation. To explore these differences in detail, Wiley Education Services surveyed nearly 1,100 additional online learners to complement the 1,500 prospective, current, and graduated online students that provided responses for the annual Online College Students report in 2019. This expanded sample helped us identify services that can foster success for millennials and Gen Xers enrolled in online programs.
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How Millennials and Gen Xers Differ
Understanding these differences is the first step toward personalizing services for each demographic.
• Born between 1981 and 1996
• Respect supportive authority figures
• Like on-demand information
• Are very tech-savvy
• Prefer interactive and dynamic content
• Expect personalized solutions
• Born between 1965 and 1980
• Value their independence
• Like to conduct research on their own
• Aren’t intimidated by technology
• Prefer streamlined processes
• Expect fast, efficient service
Tailoring Personal Support Services to Student Needs
Millennials express interest in a range of support services while pursuing their degree. By contrast, schools should promote a targeted suite of resources to Gen Xers.
Share of Online Students Who Would Use Support Services*
Gen Xers: 44%
Gen Xers: 27%
Gen Xers: 20%
Customization Is Key
Frame the availability of services in ways that millennials and Gen Xers find empowering.
"I'm Seeking a Community."
Create social media groups to let millennials celebrate wins and overcome challenges as a community.
"I Will Research on My Time."
Email links to web resources and offer phone support so Gen Xers can access assistance on their terms.
The Most In-Demand Career Services
More than half of millennials accept guidance on multiple aspects of their job search. On the other hand, Gen Xers are most interested in services related to presenting their qualifications to employers, such as résumé assistance and interview workshops.
Share of Online Students who Have Used Career Services*
Gen Xers: 42%
Gen Xers: 34%
Job Search Guidance
Gen Xers: 30%
Job Search Website
Gen Xers: 30%
Gen Xers: 40%
Collaborators vs. Explorers
Career services are essential for online students seeking to enter a new field or earn a promotion. That said, the ways millennials and Gen Xers approach these services may vary.
Connect millennials with virtual career fairs and online counselors who offer on-demand guidance via instant messaging.
"Let Me Explore."
Use communication preferences to email or text Gen Xers about web resources that list available options.
Access Comprehensive Insights About Online College Students
Success in online learning goes beyond the personalization of career and support services. Explore extensive insights about this unique population in Online College Students 2019, an annual research report from Wiley Education Services and Aslanian Market Research surveying 1,500 prospective, current and graduated online students.
*All percentages in this infographic have been rounded.