GEN Z

Getting to Know

EXPLORING MIDDLE AND HIGH SCHOOLERS

EXPECTATIONS FOR HIGHER EDUCATION
INTRODUCING GENERATION Z

FOCUSED
Curious MOTIVATED
Independent

Creative

SMART COLLABORATIVE
Energetic
SELF-RELIANT
Responsible PRACTICAL
Referred to as The Sharing Generation, the practical and financially-driven than their Millennial
generation thats All Technology All the Time, and counterparts, and their preference for self-learning fuels
Born Digital, Generation Z (Gen Z) could not be more a curiosity and concern about personal fulfillment and
different than previous generations. Widely regarded social impact.
as describing those born as early as 1990 or as late This Getting to Know Gen Z report marks the first
as 2000, Gen Zers oldest members are now in high time Barnes & Noble College has shared our findings
school and college, and have ambitious plans for their on the next wave of college students: Generation Z.
education, their careers and their lives. We explored attitudes, preferences and expectations
Searching for authentic and meaningful experiences, regarding their educational and learning experience.
Gen Z is more independent than their predecessors These initial insights are a springboard for colleges and
turning online to research their options, yet interacting universities to begin understanding the mindset of Gen
with others for insight, but ultimately and more so than Z as they prepare for their future, focusing specifically
in previous generations making their own decisions. on their aspirations, college expectations and use of
Gen Z is different in other ways, too. Theyre more educational technology for their academic journey ahead.

1,300 Students who responded were from

All students were
between the ages of
Middle and
high school students 49 STATES 13-18
were surveyed in both urban and rural geographies years old

Barnes & Noble College | Getting to Know Gen Z Exploring Middle and High Schoolers Expectations for Higher Education 2
GEN Z: CAMPUS BOUND

89%
rated a college education
as valuable

Research shows that each generation sees more A sincere love of learning is also strongly present
value in a college education than the one before, and in Gen Z. Our respondents indicated they thrive when
Generation Z is no exception. In fact, in our survey of challenged and allowed to be more fully engaged in
current middle and high school students from across their education. Its an ambition they hope for and aspire
the country, more than 89 percent of respondents rated to as they anticipate their college experience.
a college education as valuable. For them, college is We predict those natural attributes will lead them
seen as the pathway to a good job. Despite their natural to the college campus where their uniqueness and
independence, their ability to process massive amounts quest for knowledge will present new challenges and
of information quickly qualifies them to be excellent opportunities for both educators and administrators.
students.

Barnes & Noble College | Getting to Know Gen Z Exploring Middle and High Schoolers Expectations for Higher Education 3
PRACTICALITY GUIDES COLLEGE AND CAREER CHOICES
Gen Z is passionate about the importance and value after high school and what type of school they will
of higher education, particularly in the way it provides attend. Regardless, their biggest reason for heading
access to the career that interests them and rewards to campus is a practical one: many see college as the
them financially. And, while our respondents dont know means to securing a good job. In fact, their number one
exactly which school theyll attend, many have already concern related to college is whether or not they will be
formed their own opinions and ideas about their plans able to find a good job after graduation.

GEN Z FUTURE PLANS

PLAN TO GO FROM HIGH SCHOOL
DIRECTLY TO COLLEGE 82%
CONSIDERING A FOUR-YEAR COLLEGE
OR UNIVERSITY 77%

CONSIDERING COMMUNITY COLLEGE 39%

INTERESTED IN TECH OR TRADE SCHOOL 22%

TOP 3 FACTORS IN CHOOSING A COLLEGE

CAREER INTERESTING PROFESSORS THAT CARE

PREPARATION COURSEWORK ABOUT STUDENT SUCCESS

TOP 5 WAYS GEN Z RESEARCHES COLLEGES

1. USE ONLINE COLLEGE RESOURCES

5
(e.g. College Greenlight, MyMajors, College Board)

2. VISIT SPECIFIC SCHOOLS WEBSITES

3. GET ADVICE FROM TEACHERS/COUNSELORS

4. CONSULT WITH PARENTS/FAMILY MEMBERS

5. TALK TO FRIENDS

Barnes & Noble College | Getting to Know Gen Z Exploring Middle and High Schoolers Expectations for Higher Education 4
PRACTICALITY GUIDES COLLEGE AND CAREER CHOICES
I want to go to college to
get a better job, gain a
new perspective, interact
with others from different
backgrounds, broaden
my experience base and
develop a network to help
me advance in the future.
Female, older teen

Preparation for college is already well underway

among Gen Z students almost half of older teens 49%
(16-18 years old) have already taken a class for Have already taken a class for college credit (older teens)
college credit, and 84 percent of younger teens
(13-15 years old) plan to take a course for college 84%
credit before they graduate high school. Although Plan to take a course for college credit (younger teens)
these classes are considered more difficult and
faster-paced, 64 percent of students like them as 64%
much or better than their regular classes, noting Like advanced classes as much or better
the extra challenge, a love of learning and critical
thinking as reasons why.
After college, more than 40 percent of Gen Z MORE THAN ONE-THIRD OF GEN Z
respondents seek careers that suit their specific 35% STUDENTS CURRENTLY OWN
THEIR OWN BUSINESS OR PLAN ON
interests, and tend to envision careers in technology, HAVING ONE IN THE FUTURE
such as computer science and video game
development. Many of these teens are getting
a jump start in entering the working world as AP classes are challenging, and I like
entrepreneurs; more than one-third of Gen Z students
either currently have their own business or plan on challenges. They will better prepare
having one in the future. Young teens are especially me for college and life.
entrepreneurial; teens ages 13-15 are twice as likely
to currently have their own online business compared Female, older teen
to older teens.

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COLLABORATION AND LEARN BY DOING DRIVES ENGAGEMENT

Studying with
friends is helpful
because we all
have different
ideas to share
and discuss.
Male, younger teen

Gen Z students flourish in any learning environment Although they are very independent and
where they can flex their aptitude for self-reliance and technologically savvy, Gen Zers value face-to-face
their ability to self-educate. Predisposed to learning interaction and collaboration. They also make no
and conducting research, they are prepared to make distinction between devices or online territories. For
their own decisions based on that research a distinct Gen Z, learning is one continuous, mutli-faceted,
difference from previous generations who rely more completely integrated experience connecting social,
heavily on friends and family. academic and professional interests.

STUDENT STUDYING PREFERENCES

80% 67% 60% 52% 40%

Study with Say studying together Like to exchange new Like to help their Study with friends
friends makes learning ideas with friends friends learn in person and online
more fun
Respondents cited Skype as the top online tool to study with friends.

Barnes & Noble College | Getting to Know Gen Z Exploring Middle and High Schoolers Expectations for Higher Education 6
COLLABORATION AND LEARN BY DOING DRIVES ENGAGEMENT
Whether working together or independently, both older and younger

Being hands-on or
teens prefer to learn by doing. More than half of respondents said they
learn best by being hands-on, while 38 percent learn by seeing.
When it comes to classroom learning, students find class discussions
are the most beneficial. Working through examples of a problem also
using interactive
topped the list, which further supports Gen Zs desire devices is the
to learn by doing.
best way for me to
HOW DOES GEN Z LEARN? learn. Technology
is important to use
because it keeps
51% 38% 12% you current with our
daily lives.
By doing By seeing By listening
(e.g. working through (e.g. reading course (e.g. classroom Male, younger teen
examples) materials) lecture)

When asked what teachers could do to make learning more fun,

helpful and interactive, students responded in a variety of ways.
Using more technology, more hands-on learning and more individual
attention topped the list.

MOST HELPFUL TOOLS FOR LEARNING

CLASS DISCUSSION 64%

WORKING THROUGH PROBLEMS/CONCEPTS 60%

STUDY GUIDES 60%

TEXTBOOKS 56%

TEST REVIEW SESSIONS 52%

WORKING IN SMALL GROUPS 49%

HOMEWORK 46%

NOTES AVAILABLE ONLINE 38%

Barnes & Noble College | Getting to Know Gen Z Exploring Middle and High Schoolers Expectations for Higher Education 7
THE FUTURE OF ED TECH IS NOW
Gen Z wants engaging, interactive learning instrumental role in their educational experience. While
experiences. They want to be challenged, they want traditional textbooks still reign supreme, theres no
to be empowered to make their own decisions, and denying that the future of educational technology, or
as digital natives, they expect technology to play an ed tech, is now.

ED TECH IN THE CLASSROOM

WEBSITES WITH STUDY MATERIALS 64%

DVD 50%

SMARTBOARDS, DIGITAL TEXTBOOKS 46%

ONLINE VIDEOS 45%

LEARNING WEBSITES 42%

Across the board, students responded positively to ed tech tools, citing the
following as being the most helpful tools.
Top websites/tools
Its not just students who find value in educational technology. In a recent for learning include
SurveyMonkey survey of a few hundred parents of students in grades K-12, more Khan Academy,
Skillshare
than 75 percent indicated that educational technology has a positive influence on
their childrens learning. The biggest benefits parents stated: its engaging and
interactive, two characteristics Gen Zers themselves told us are extremely important. and Canvas
HELPFULNESS OF ED TECH TOOLS
SMARTBOARD 84%

DIYL DO IT YOURSELF LEARNING 81%

DIGITAL TEXTBOOK 81%

WEBSITE WITH STUDY MATERIALS 81%

ONLINE VIDEOS (YOUTUBE, ETC) 80%

GAME-BASED LEARNING SYSTEMS 79%

TEXTBOOK 77%

SOCIAL MEDIA/USER-GENERATED 74%

SKYPE 73%

PODCAST 72%

DVD/MOVIE 61%

Barnes & Noble College | Getting to Know Gen Z Exploring Middle and High Schoolers Expectations for Higher Education 8
WHAT IT ALL MEANS
The results of our study show that Gen Z has strong
opinions and preferences for how they learn and what GEN Z AND MILLENNIALS: KEY
DIFFERENTIATORS
they expect from their educational experience. These
insights present colleges with several significant
opportunities to attract and influence the ways the next
Finances vs. Fulfilment
generation will connect to their college experience.
Gen Z tends to be more financially driven than
Being remarkably independent and self-reliant
Millennials, who are more likely to define success
opens the learning experience to include new ways
in terms of personal fulfillment than financial
of presenting course material both in and beyond the
statements. Gen Z, however, sees a college
classroom. To capitalize on Gen Zs ability to self-
education as the path to a good job, and cites
educate and co-create content, traditional learning
financing their education as one of their top
materials could be supplemented and enhanced with
concerns.
digital opportunities. Its why Barnes & Noble College
encourages fully integrated, campus-wide solutions Interest vs. Impact
with our campus partners technology platforms such Both generations want to feel personally satisfied
as their Learning Managment Systems (LMS), while with their education and career choices, but have
also researching and pioneering innovative learning different priorities for achieving this satisfaction.
practices to foster closer cooperation and collaboration Gen Zers want their futures to reflect very specific,
between students and faculty. personal interests. Millennials, however, tend to
While they define themselves in digital terms, Gen be more extrinsic, and seek to make an impact on
Z also craves an environment where they can share others. Millennials are also more likely to volunteer
with and co-create their education with their peers. than Gen Z.
These traits offer colleges greater opportunities to
connect with their students in even more exploratory
and meaningful interactions in everything from their
recruitment outreach to the development of stronger 70% 47%
career preparation programs. This generations
inclination toward sharing and exchanging ideas
Millennials who volunteer Gen Z who volunteer
might also lead to more successful open learning
opportunities from the campus hub of the college
bookstore to the distance learning opportunities of
cloud based platforms.
Because of their ability to discover, self-educate and
process large amounts of information quickly, incoming
students are smarter than ever before, which makes
now the perfect time for the education industry to
embrace and implement the next level of innovation.

Barnes & Noble College | Getting to Know Gen Z Exploring Middle and High Schoolers Expectations for Higher Education 9
ABOUT BARNES & NOBLE COLLEGE

Barnes & Noble College is a strategic partner to Everything we do is grounded in research designed
more than 736 campus bookstores nationwide, serving to better understand the thinking, behaviors and
more than 5 million students and their faculty. We serve expectations of current and future college students
as a complete support system provider, offering a and faculty. Our goal is to make the campus bookstore
customized, multichannel retail experience; affordable relevant for the students, faculty, alumni and
print and digital educational content; career and peer- communities we serve.
to-peer learning services and innovative technologies
that enhance the student and faculty experience.

For more information, visit www.bncollege.com.

For questions about the Getting to Know Gen Z study,

please contact Cynthia Zimmer at 908.991.2620 or
[email protected].

Barnes & Noble College | Getting to Know Gen Z Exploring Middle and High Schoolers Expectations for Higher Education 10