What Matters Most To Students When Choosing A College
Choosing a college is a little like shopping for a car. Most people choose a car that fits both their lifestyle and gives them the best bang for their buck. Well, the same goes for choosing a school for the majority.
A new survey from Grand Canyon University (GCU) set out to uncover what matters most to students when choosing a college. What they found was one clear winner – affordability. This is the factor students cared about the most.
COST AND CAREER PROSPECTS DRIVE COLLEGE CHOICES
GCU and Grand Canyon Education surveyed more than 1,500 college students across the U.S. in July 2026, finding that 70% ranked total cost after scholarships and financial aid among their top three college decision factors. For 42%, cost was the single biggest influence on their final choice.
What were some of the other factors? According to GCU, 51% of students ranked their preferred major among their top three college decision factors, tying with location for second place behind cost. Career outcomes also weighed heavily in the decision-making process. Nearly half of students said job placement rates and salary potential were among the most important factors when choosing a school. When asked to choose between stronger job prospects and a better campus or social experience, 74% said they would probably or definitely prioritize better career outcomes.
A good 66% of students said they would probably or definitely choose a lower-ranked college if it offered a significantly better financial aid package. Nearly 63% said financial aid was more important than a school’s reputation or ranking.
The impact was especially pronounced among lower-income students. Among respondents from households earning less than $50,000 annually, three-in-four said they would choose a lower-ranked college for better aid. Among households earning at least $150,000, that figure dropped to 47%.
WHAT STUDENTS WISH THEY HAD CONSIDERED
While cost, majors and outcomes dominate much of the college search process, students often rely on additional sources to evaluate what everyday life on campus may be like.
Campus visits were the most influential source of information, a solid 57% of students said.
College websites were next at 47%, while parents and family influenced 46% of respondents.
Many students also said they reassessed their priorities after enrolling. A good 28% said they thought they had placed too much importance on distance from home. Also, 25% wished they had given more consideration to social life. It turns out that 20% think they undervalued career outcomes, and 17% wished they had paid more attention to class flexibility.
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