FY25: Q2 – July 3, 2024

The latest update provides refreshed intent scores for all database records, along with increased data volume and improved accuracy. Below are the key highlights of this release:

• Expansion of Educational Intent Population: An additional 900,000 individuals were added, bringing the total to 111.7 million.
• Demographic Shifts: 47% of the newly added individuals fall within the 18-24 age range.
• Enhanced Contact Information: Records with telephone numbers increased by 1.6 million, largely due to the addition of 2.2 million cell phone numbers. Now, 35% of records in our database include a cell phone number.
• Model Refinements: Adjustments in the modeling process have resulted in shifts within the educational attainment and income data.

Educational Intent Record Summary
	Current Quarter	Prior Quarter	Change	Current Fill Rate
Total Records	111.7 M	110.8 M	+900K	100%
Age Available	98.3 M	98 M	+400k	88%
Cell Phone Available	38.7 M	36.5 M	+2.2 M	35%
MAID Available	31M	30.2M	+800K	28%

 

Educational Intent by Level of Education Attainment
	Current Quarter	Previous Quarter
Some High School	5.3M	5.6M
Completed High School	28.5M	29.6M
Some College	16.9M	18.2M
Completed College	52.1M	48.5M
Graduate School	8.4M	8.5M
Vocational School	458K	457K