Differences in Characteristics of Online versus Traditional Students: Implications for Target Marketing

ABSTRACT

This study provides insight for educators and administrators into differences between students enrolled in Web-based and traditional classes as online learning enters the growth stage of its product life cycle. We identify characteristics that differentiate online students from those who prefer traditional education methods in order to offer more effective marketing techniques for attracting and retaining online students. Results of the study suggest that students in traditional classes have higher perceptions of performance and financial risk than their online counterparts. Social character was another important factor determining the choice of traditional over online learning. Recommendations to assist administrators in increasing enrollment in their online programs are presented.

KEYWORDS:

• Distance education
• online learning
• Web-based courses