- Ahead of final UCAS figures, UNITE research shows that applicants are willing to pay the price for the student experience but expect value for money
-
Higher fees mean that 86% of future university students
choose 'hard work' over 'hard partying'
- 79% suggested they are willing to pay higher prices for good academic reputation, suggesting a brand market rather than a price-led market
Rising tuition fees mean that prospective students are becoming more 'savvy', seeking value for money in their student experience and prioritising academic rather than social aspects of university life, a survey of over 1,200 young people applying to university for the 2012 academic year has revealed. 86% viewed 'hard work' as more crucial to their experience than 'hard partying,' while 83% said that they would opt for an 'academically-demanding' rather than 'laid-back' atmosphere.
The research by UNITE, the UK's leading developer and
manager of student accommodation, is particularly timely
ahead of the
publication of UCAS application figures on 30 January as it
reveals that the majority of prospective students are still
willing to pay for a university education, despite rising
tuition fees.
1,236 school and college leavers responded to the UNITE
survey commissioned through the Student Room, the popular
online
community, which asked applicants for 2012 higher education
(HE) entry about their expectations of the student
experience, particularly in the light of increased tuition
fees. These findings will be part of a wider UNITE report
about student expectations, to be released at the end of
February 2012.
Higher tuition fees mean prospective students are more
focused on what they want to gain from their university
experience and
believe it to provide the best prospects in an uncertain
world, with one student commenting: "People are now going
to university with the view of the future; the 'student
experience' is changing from socialising to setting
yourself up for the future." The dominant term used in
answers describing their ideal student experience was
'independence', suggesting that university is still
regarded as a significant life stage or rite of
passage.
There was also an overwhelming view that students are
willing to pay higher tuition fees in exchange for a high
quality
university experience. Although more than 40% of
prospective students regard the level of tuition fees as
unfair, 80% are still prepared to pay more for a university
with a strong academic reputation. This suggests that
university brand will be a more important factor than price
in choosing where to study.
High fees also demand better value for money and students
have greater expectations that institutions will deliver
what is
promised. Half of respondents expect academic facilities to
improve with higher tuition fees, while nearly 40% expect
teaching staff to become more accessible and 42% expect
that accommodation will improve.
Paul Harris, Group Strategy and Corporate Relations
Director at UNITE said: "There has been a lot of
speculation about applicant expectations of the 'student
experience' and how this will change with the increase in
tuition fees. We felt we could add value
to our higher education partners by undertaking this
research.
"Ahead of the final UCAS application figures being released
next week, our findings demonstrate the majority of
students still see
a well-rounded university education as the key to better
future prospects. However, they will prioritise academic
experiences over social activities in the future and,
understandably, demand more value from institutions and
other
elements of university life in return for their
investment."
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