2026
Students’ Perceptions of College Financing Report
Gain insights into the expectations and challenges prospective students have with paying for college.
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What's in This Report
How do students experience the cost of college, and what do they need to move forward with confidence?
The 2026 Students’ Perceptions of College Financing Report centers on the people living this process in real time: students and the families supporting them. It captures their questions, uncertainty, and the moments where the college financing process either builds confidence or quietly breaks it. It looks at the timeline of the cost decision — which starts earlier than most colleges think — and how cost impacts the search process. Findings about borrowing, family involvement, and other key topics provide actionable insights into the entire college financing experience.
At its core, this report is designed to strengthen the ability of institutions to help students and families understand how college can work for them. Whether you work in admissions, financial aid, marketing, communications, or student support, the findings are meant to inform practical decisions and real change.
Key Findings
80% of students say financial aid and scholarships are the top factor or a top-five factor in their college decision.
More than half of 11th-grade students have ruled out a college because of the sticker price, even before receiving an aid package.
More than one-third of students who plan to take out student loans are very anxious about borrowing.
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Students’ Perceptions of College Financing Report
Gain insights into the expectations and challenges prospective students have with paying for college.