A clear path to higher income matters most when Americans choose a college program
Core finding
A quarter of Americans (25%) say that if they were choosing a college program today, a clear path to increasing their income and advancing their career would matter most, according to a March 2026 Verasight survey.
Low or no upfront tuition costs top the list for another 21%, while 19% say they wouldn't be interested in pursuing college at all. Smaller shares prioritize a schedule that fits around job and family responsibilities (14%), earning credit for work experience through real projects (10%), practical training in AI and emerging technologies (6%), or ongoing coaching to help them stay on track (4%).
Topline distribution
A clear path to higher income matters most when Americans choose a college program.
If you were choosing a college program today, which of the following would matter most to you?
n = 1,000 · Mar 6–16, 2026 · MoE ±3.4%
Methodology
Full methodology →| Mode | Verasight panel recruited via random address-based sampling, random person-to-person text messaging, and dynamic online targeting |
|---|---|
| Population | US adults age 18+ |
| Field dates | Mar 6–16, 2026 |
| Base (unweighted) | 1,000 |
| Margin of error | ±3.4% |
| Module | Module 1: Technology, Finance, & Media |
| Sponsor | Verasight |
| Weight variable | weight |
| Weighting targets | age, race/ethnicity, sex, income, education, region, metropolitan status |
Sources
- reports.verasight.io/r/omnibus-2026-044
If you were choosing a college program today, which of the following would matter most to you?
Cite this question
Verasight Client Omnibus Survey #2026-044, fielded March 6-16, 2026, N=1,000 US adults age 18+, +/- 3.4%.