Today’s “modern learners” reshape the way in which institutions approach recruitment, commitment and retention. A newly released study“Starting The Modern Learner: 2025 Report on preferences and behaviors that shape higher EDs,” offers an analysis of a decade on how students assess and select schools, highlighting a career -focused decision -making, increased dependence on digital tools and a growing demand for flexibility.
The report – which studied traditional undergraduate students, online learners, graduate students and non -degree applicants – illustrates the need for institutions to adapt to these evolving expectations. “Modern learners” are more than students; These are “the architects of their own educational journeys,” said the report, demanding personalized experiences and clear career results.
Modern learners focus on three key factors:
- Cost: tuition fees and costs remain the main concern, cited by 46% of respondents.
- Commement: the availability of the program and flexible learning formats influence 38% of students.
- Career results: the alignment of a career objectives program is a decisive factor for 30% of students
Brands count more than ever
While affordability and flexibility play a major role, institutional reputation continues to be a powerful engine of Student decision -making. The study revealed that 58% of modern learners are looking for schools before specific programs, 31% citing the reputation of a major factor of their choice.
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“Students generally consider four schools or less,” said the report, highlighting the importance of a strong presence of the brand. Traditional undergraduate students are more likely to explore several options, while non -traditional and graduate students tend to reduce their choices to three or less.
Digital student experience
Technology plays a crucial role in the way students are looking for and engaging with establishments. Almost half (47%) start their research on Google, while 31% go directly to school websites. Some 70% of modern learners also declared to integrate AI tools like Chatgpt in their research process.
Social media continue to be the main way in which students connect, although platform preferences differ. However, a clear trend emerges in all groups – a high demand for engaging content and video focused on.
Modern learners promote a faster and more decisive registration process
More than half (55%) take less than three weeks to switch from consideration to the survey, according to the report. In addition, 50% of traditional undergraduate students and more than 70% of graduate and non -traditional students are part of the first institution that admits them.
The study also highlights the importance of timely communication. While many students want a decision during the week following the possibility of applying, 52% of traditional students are ready to wait one to three months. Personal commitment remains a key factor for modern learners, with conversations with the staff and campus events influencing decisions.
What it means for higher education
The results suggest that campus leaders must rethink traditional recruitment strategies and student engagement models. “Modern learners demand a change in the status quo,” says the report. They are looking for value, flexibility and authenticity – factors that will determine whether institutions can attract and keep the next generation of students. As education becomes more and more focused on students, schools must adapt or risk losing potential learners to institutions that better meet their needs.
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