Cost Is a Key Factor in College Selection

July 30, 2025

With college tuition rising every year, it's not surprising that cost is one of the most important factors for families when choosing a college. Cost, location, financial aid package, and the availability of a specific academic program topped the list when families were asked why students chose the college they did for the 2023–2024 year. Still, 86% of families believe a college degree will create opportunities that wouldn't be available otherwise, and 79% are willing to stretch themselves financially in order to obtain these opportunities.

A young woman considers college choices, with a graphic showing top reasons.

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