EAB's biennial survey of parents of college-bound high schoolers offers unique insight into how parent values and search behaviors are evolving over time. The 2020 survey included new questions on increasingly critical aspects of the college search process, including how school websites influence parent decisions, as well as how the COVID-19 pandemic is influencing families’ college planning, budgeting, and school selection.

Key findings include:
• What matters most to parents about schools they are considering, especially in the COVID-19 era
• How the pandemic has changed the amount parents are willing to pay for college
• Information sources parents find most helpful for learning about prospective schools
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