FY25: Q3 – October 22, 2024

This update delivers refreshed intent scores, increased data volume, and improved accuracy. Key highlights include:

• Educational Intent Population Expansion: 8.7M individuals added, totaling 120.5M scored for intent.
• Demographic Shift: 65% of new individuals are aged 18-24 and 92% fall within age band 18-29.
• Growth in Non-Degree Population: High school and Some College (no degree) population increased by 10M.
• Enhanced Contact Data: 4.4M new records with phone numbers; total includes 24M landline and 42M mobile numbers.
• Veteran Data Expansion: 400K more individuals in veteran households.
• New Data Fields:
  • MAID Type 1-5: Android or iPhone device identification.
  • Range of Last Move: Date range of last move.
  • Moved In/Out State: Indicates if the move was in-state or from another state.
  • Imputed Household Income: Approximate income assigned when data is unknown.
  • Diverse Household: Likelihood of residence in an ethnically diverse household.
  • Pell Grant Likely: Flag for potential Pell Grant eligibility.
  • First Gen Likely: Flag for likelihood of being the first in the household to complete college

Educational Intent Record Summary
	Current Quarter	Prior Quarter	Change	Current Fill Rate
Total Records	120.5M	111.7M	+8.7M	n/a
Age Available	107M	98.3M	+8.7M	89%
Cell Phone Available	42.2M	38.7M	+3.5M	35%
MAID Available	34.1M	31M	+3.1	28%
Veteran in HH	1.8M	1.4M	+400K	1.5%

 

Educational Intent by Level of Education Attainment
	Current Quarter	Previous Quarter
Some High School	4.7 M	5.3M
Completed High School	43.7M	28.5M
Some College	11.5M	16.9M
Completed College	52.8M	52.1M
Graduate School	7.2M	8.4M
Vocational School	458K	457K