Education Websites Draw More Than Twice the Share of 18-to-24-Year-Old Visitors
On the typical education website, about 28% of visitors with a known age are 18 to 24, versus about 12% on the typical website. The gap has held every month for the past year.
If you run an education business, a big chunk of the people reading your website are likely in their late teens or early twenties, not just parents or older career changers. Your copy, photos and calls to action should make sense to that younger reader, even if someone else ends up paying.
Google Analytics estimates the age of some of your website’s visitors and groups them into brackets: 18 to 24, 25 to 34, and so on. It can’t do this for everyone, so the shares below only count visits where Google had an age estimate.
Education websites (schools, tutoring and training providers, course sites) skew much younger than the typical small business website.
What the data shows
Diib looked at each website’s most recent Google Analytics age data from the 90 days ending October 20, 2026, for websites connected to Diib:
- On the median education website (200 sites), 28% of visits came from 18-to-24-year-olds, versus 12% across all 14,753 websites with age data.
- Older visitors are a smaller slice. People aged 55 to 64 made up under 6% of visits on the median education site, versus 11% for all sites. Visitors 65 and over: 3% versus 5%.
- This isn’t a one-month blip. In each of the last 12 complete months (October 2025 to September 2026), education’s median 18-to-24 share was at least double the all-site median, ranging from 24% to 30% versus 11% to 14%.
What this does and doesn’t tell you
This is aggregated Diib data from websites connected to Diib, so it reflects those businesses rather than every school or training provider. Google’s age figures are estimates and leave out visitors it can’t classify, which can be a large share of traffic on smaller sites. One likely explanation for the gap: students and recent graduates research courses, programs and test prep themselves. The data can’t show whether these younger visitors are the ones signing up, or whether a parent or employer makes the final decision.