Data points There’s clear room for improvement in schools’ ability to align messaging with the digital communication preferences of today’s students, as part of efforts to contact and connect with them effectively. Tim Banerjee Dhoul dives into forthcoming research from AMBA & BGA
A total of 40 per cent cited social media here, far ahead of messaging apps (18 per cent) and email (14 per cent). The picture is different when leaders are asked which channel fosters the greatest level of student engagement. Here, messaging apps (cited by 27 per cent), social media (20 per cent), email (18 per cent) and learning management systems (14 per cent) all have their proponents. It is, therefore, no surprise that schools use a variety of different channels in their student communications. Among respondents, the most popular channels are email (cited by 95 per cent), learning management systems (68 per cent), in‑person communication (67 per cent) and social media (60 per cent). Intriguingly, however, only 35 per cent indicated that their school makes use of messaging apps, despite leaders’ views on their effectiveness and high rate of engagement. Conversely, 20 per cent of leaders said their school uses a bespoke university mobile app but these do not rate highly for effectiveness or engagement among leaders polled.
M ore than a quarter (28 per cent) of business school leaders believe their institution’s communications are “mostly aligned” with students’ habits. A further 27 per cent say they are “slightly aligned”, while just one per cent believe they are “fully aligned”. In addition, seven per cent report that they are “not aligned” at all with the digital consumption habits of current students, according to new research from AMBA & BGA in association with Ready Education. The results cited stem from a comprehensive report into methods of contact and connection between schools and their students. In surveying the views of close to 100 leaders from across AMBA & BGA’s global network, the research reveals how schools could enhance their communications to keep pace with shifting student trends and expectations. For example, 77 per cent of leaders think students primarily use phones to access information about their university, while only 15 per cent suggest that they mostly use a desktop or laptop. Yet, 29 per cent of those polled say their school’s digital
information, such as portals, handbooks and schedules remains “mostly desktop- focused, with some mobile compatibility”. Currently, 16 per cent report that this information is “mostly mobile-optimised, with desktop still well supported”, with 12 per cent indicating that it is “fully optimised for mobile-first use, with seamless desktop experience”. MULTI-CHANNEL MERITS Results elsewhere indicate the value of adopting a multi-channel approach to student communications based on the nature of content delivered. For instance, WhatsApp, WeChat and other messaging apps are deemed most effective for communicating urgent or time-sensitive notifications, such as deadline alerts or schedule changes. These apps were the top choice for 31 per cent of respondents, placing them ahead of email (28 per cent). Only three per cent thought social media was best for urgent communications, but these platforms were a clear favourite for building a sense of community and promoting non‑academic activities.
16 Business Impact • ISSUE 3 • 2026
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