This report documents the upward trend in "secret shopping" among today's prospective student Web users, along with the latest changes in electronic communications technologies used by college and university admissions offices. The report is based on a survey of college and university enrollment and admissions officers across the U.S. in March 2010. For context, trend data from similar polls conducted in 2008 and 2006 are also included in this study, along with findings from a 2010 report on prospective students' perceptions and behaviors. Among the highlights: (1) "Secret shoppers" are becoming more prevalent in higher education, as now fully one-third of students applying to public institutions are waiting until they apply to make themselves known to the institution. In addition, one-quarter of applicants to private institutions are doing so; (2) Many colleges and universities are offering links to social media resources like Facebook, Twitter, and LinkedIn, but prospective students believe even more institutions should be getting on board with social media; (3) Colleges and universities are now using the Web, cell phones, and e-mail more regularly to communicate with students and parents; (4) Text messaging has become more popular at private institutions but less popular at public institutions; and (5) Budgets for maintaining admissions-specific Web content are increasing at private institutions, while budgets at public institutions are generally being kept in check.