Communication preferences continue to evolve and the choices we have seen from our students reflect the changes we have seen in societal behaviours.
There are interesting patterns related to how students check their email, their preferences for frequency of email, and the senders who motivate them to read an email. The data shows how behaviours and preferences changed over the course of the last three surveys and are indicative of the way our communications changed in 2021 and 2023.
In 2019, our students were more likely to use a mobile device to check their email, however, when we asked in 2021, that changed to desktop/laptop. We believe this reflects the transition to virtual learning and stay at home measures as people spent more time on their laptop/desktop and less time on their mobile devices. When we asked about the type of device they use to check their email in 2023, mobile device and laptop/desktop were selected almost equally. This reflects the hybrid environment that was introduced, with the return of in-person activities alongside some online elements.
HOW OFTEN DO YOU PREFER TO RECEIVE EMAILS FROM THE UNIVERSITY?
We see a similar pattern when asking about how frequently students would prefer to receive emails.
From 2019 to 2021, there was an increase in the number of students wanting to receive email less frequently (less than once a week, once a week, and 2 – 3 times a week), and a decrease in students wanting more frequent email (daily and 4 – 6 times a week).
In 2023, we saw those numbers trend towards the 2019 responses with an increase in respondents selecting “daily” and “4 – 6 times a week”, and a decrease in “once a week” and “less than once a week".
These responses speak to the increased interest in receiving regular communication during 2023, as we resumed in-person events and opportunities, as we assume our students were looking for events and peer to peer engagement to bring them community and connection.
* indicates a value equal to 5 or less
DO YOU READ EVERY EMAIL FROM THE UNIVERSITY?
This appetite for information is also reflected in the responses when we asked if students read every email from the University.
In 2021, there was an increase in the number of students who said “Yes, I read every email” when compared to 2019. In the open text responses for this question, students have regularly commented that they skim their emails, rather than saying yes or no to reading every email.
We wanted to learn more about their email reading habits after learning that they skim their emails, and so we added a new option in 2023 and now know that 49% “skim/briefly read” their email.
We also observed some significant changes in preferred social media platforms when looking for information about the University.
The most notable difference is the significant change in the number of respondents using Facebook, changing from 42% to 12%. The top three platforms in 2023 are Instagram (72%), Reddit (30%), and LinkedIn (23%). These results are reflected in the undergraduate student responses showing them as more likely to choose Instagram and less likely to choose Facebook, when compared to graduate students.
When we asked students about which university social media accounts they followed, the number of students who do not follow any UWaterloo social media accounts decreased from 2019 to 2021, and the number of followers for all UWaterloo accounts increased.
We know from our various student insight initiatives that our students are seeking ways to build connections, feel a sense of belonging and feel connected to the University community. The survey results showed an increase in the number of students following student clubs, student associations, and student societies this year. In fact, student clubs moved into the top three, while student associations and student societies moved into the top five of university social media accounts they are following.
Can we assume this is related to them looking for connections? Is this indicative of our students’ need to find their community and feel a sense of belonging? We are committed to learning more about these results and will be exploring these questions further with student consultations and intercepts.