Good News For Regional Publics and Mid-Tier Colleges
The Common Application, a centralized platform over 1,000 colleges and universities use to streamline the application process, has released its latest data on application trends for the 2024-2025 admissions cycle. The Common App Deadline Updates 2025 report reveals surprising shifts in applicant demographics, geographic distribution, and financial aid needs. These trends carry significant implications for colleges, students, and the future of higher education.
There are limitations to the data. The report describes increases in applications, not students, so can be skewed by students applying to a greater number of colleges. Some colleges do not accept the Common Application, including the University of California System, the service academies, MIT and Georgetown. Some states, such as Texas and New York, have their own applications, and some students use alternate applications, such as the Coalition Application and Common Black College Application. But the report does yield interesting findings, nonetheless.
Key Findings: An Increase In Applications, But Not Where You’d Expect
The most striking takeaway from the report is the continued increase in the number of applications submitted through the Common App. As of March 2025, the number of applications from the previous year rose 6%, reflecting a 4% increase in the number of students applying, since the previous year. However, this growth is not evenly distributed. While some institutions are experiencing record-breaking numbers, others face stagnation or even declines.
A surprising trend is that the concentration of applications increases in mid-tier public universities and smaller private colleges, rather than in the Ivy League and other elite institutions. This suggests a shift in student priorities, with more applicants seeking affordability and regional accessibility over prestige.
Financial Aid Needs: A Growing Burden For Colleges?
The data also highlights a significant rise in applicants requesting financial aid. Nearly 70% of applicants indicated they would need financial assistance to attend college, an increase from 65% in the previous cycle. This rise aligns with broader economic trends, including increasing tuition costs and the lingering effects of inflation on family budgets.
This trend presents both challenges and opportunities for colleges. On one hand, institutions with robust financial aid programs may attract a more diverse and talented pool of applicants. On the other hand, the growing demand for aid could strain already tight budgets, particularly for smaller colleges with limited endowments.
Geographic And Demographic Shifts: A More Diverse Applicant Pool
The report reveals notable changes in applicant demographics. Applications from students of color have increased by 12%, continuing a multi-year trend toward greater diversity in higher education. This shift is particularly pronounced among Hispanic and Black American applicants, who now represent more of the applicant pool than ever.
However, the data shows a surprising decrease in international applications. This decline may be attributed to several factors, including stricter visa policies, rising tuition costs for international students, and increased competition from universities in other countries. This trend could have significant financial implications for U.S. colleges that rely heavily on international students for revenue and diversity.
Regional Variations: Where Are Applications Growing?
The increase in applications is not evenly distributed across the country. States in the South and Midwest are experiencing the most significant growth, respectively. In contrast, applications in the Northeast and West have grown slower.
This regional variation may reflect broader population trends, including migration patterns and the growing appeal of colleges in lower-cost areas. It also suggests that students increasingly prioritize affordability and proximity to home when deciding where to apply.
What Do These Trends Mean For Colleges?
The data from the Common App report presents a complex picture of the current state of higher education. On the positive side, the increase in applications from students of color and the growing diversity of the applicant pool are encouraging signs of progress toward more significant equity in higher education.
However, the rising demand for financial aid and the decline in international applications pose significant challenges. Colleges must find ways to balance their budgets while effectively meeting the needs of an increasingly diverse and financially disadvantaged student body.
For mid-tier and regional institutions, the increase in applications represents an opportunity to attract talented students who might have previously overlooked them in favor of more prestigious schools. Conversely, the slower application growth for elite institutions may signal a need to rethink their value proposition in a changing higher education landscape.
A Changing Landscape For Higher Education
The 2025 Common App data underscores the dynamic nature of college admissions. As student priorities shift and economic pressures mount, colleges and universities must adapt to remain competitive. The trends highlighted in this report—rising financial aid needs, increasing diversity, and regional variations in application growth—present challenges and opportunities for institutions willing to innovate and evolve.
These trends may lead to more options and greater student access to higher education. However, the path ahead for colleges involves difficult decisions about balancing affordability, diversity, and financial sustainability. As the landscape of higher education continues to evolve, institutions must navigate these complexities to thrive in the future.