UNITE Group plc : Higher fees see rise in ‘savvy’ students

• 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."