How Students Are Choosing Universities in the Digital Age
Has it ever occurred to you how dramatically different the experience of being a student sitting at home today
compared to ten years ago?
Back then, the path to college was paved with heavy mailers and physical campus tours. But today, for Higher
Education International Students, that journey has moved almost entirely onto the glowing screens of their phones.
It’s a whole different ball game now. At
UniNewsletter , we ask the same critical question
universities should be asking: how are these students making one of the biggest decisions of their lives in such a
crowded digital world?
How Students Choose Universities Today
To put it bluntly, students today approach schools the same way they shop for other products online - they are no
longer looking for a "polished" presentation from the Dean of Admissions, but instead are seeking the truth. This
statement really is a clear description of what students are looking for when they chose universities today - they
are looking for authenticity.
Students desire a college experience that accurately represents what will take place when no one is looking. For
example: will the library be a place where I can eat peace and quiet? Will the cafeteria provide me with food I can
eat? "How am I going to fit in when I get (there)?" Over the last several years in higher education, we have seen a
tremendous shift in focus from "Official" information to "Real" information.
Digital University Selection Process Explained
Now we have come to this point where the digital university selection process isn't just a single step, it’s a
long, winding road. It usually starts with a random search on a Tuesday night and ends months later after dozens of
touchpoints.
As we understand this now, we can see that students follow a bit of a pattern. They might start on Google, jump
over to a university’s Instagram to check their "Stories," and then head to a forum like
Reddit to see what the "hidden" downsides are. The digital
transformation in higher education has basically given every student a private investigator’s toolkit to vet their
future home.
Key Factors Influencing University Choice
So, what are the actual factors influencing university choice when there’s so much noise out there? While a degree
is a big investment, the decision is often surprisingly emotional.
According to reports from
QS Enrollment Solutions , in addition to their interest in "career outcomes," college students
are becoming more and more interested in "social life" and "campus culture" as well. Also, college students are
placing increasing value on sustainability and mental health services, and if a college's website does not contain
any information regarding these types of services, an applicant may be led to conclude that the college does not
value these areas.
Role of Online Research in University Selection
The sheer amount of online research for university selection being done is staggering. We’re talking about students
spending hours comparing modules, checking faculty bios, and even looking at the local cost of a cup of coffee.
As we learn and understand better, we now see that a college/university's website is not simply an online brochure,
but rather a functional tool. A student may be concerned that if a school's website has a slow or difficult to
navigate mobile viewing experience, then their first thought will be: "If the school can't even create a working
website on mobile, how can I trust them to provide an education?" This is exactly why it’s so critical to stress
that colleges and
universities must invest in long-term digital visibility in order to not get lost during this
critical research period.
Role of Social Media in University Choice
Now we have come to this: Social media is the new campus tour. The role of social media in university choice has
become so central that many students won't even apply to a school if they can't find a "Day in the Life" video from
a current student.
TikTok and Instagram have become the primary way students "feel" a campus. They trust a peer with a ring light way
more than a professional film crew.
University education now requires more of a global branding strategy via honest, unscripted
content that connects with the public.
Reports from
Inside Higher Ed show that this social
proof is often the final nudge a student needs to hit 'apply.'
Impact of Digital Transformation in Higher Education
Simply put, digital transformation of the academic world has made our world a much smaller place. A student in
Jakarta can now "walk" through a campus in London using a VR headset. This is amazing for accessibility, but it also
means the competition is global.
The experts at
Educause Review suggest that this isn't just about tech; it's a cultural shift. Universities
are now fighting for attention against every other school on the planet. This is where
how localized digital campaigns help universities win over global students becomes a
game-changer. You can't just send the same message to everyone; you have to speak to their specific reality.
University Decision-Making Process from a Student’s Perspective
From where the student is sitting, the university decision making process is actually quite stressful. There is a
lot of "FOMO" (fear of missing out). They wonder: Am I choosing the right city? Will my degree be worth it in five
years?
The student enrollment decision factors eventually boil down to trust. By the time they hit the "Apply" button,
they’ve usually looked at:
Peer reviews and alumni success stories on LinkedIn.
The school's response time on social media.
How transparent the school is about tuition and extra fees.
Common Mistakes Students Make When Choosing Universities Online
As we understand this now, it’s easy to see where students get tripped up. Because there is so much info, they
often:
Over-focus on prestige: They look at the name but forget to check if the specific course is actually what
they want.
Ignore the important stuff: Like visa regulations or the actual price of rent in that city, which
The PIE News
often reports and is considered a major hurdle for international students' mobility.
Follow the crowd: Choosing a school just because their friends are going there, rather than what fits their
own career goals.
How Universities Can Adapt to Digital-Age Student Behavior
How can schools adapt to these changes? Schools shouldn't focus on which school has the most advanced tech and
instead, should become more relatable and welcoming to all students.
Talk to teens as if you're friends, not as if you're a large corporation. Schools should take notice of their
students and offer the type of responses that they expect to receive from their school's social media accounts, for
example, sending them a direct message from your school's Instagram account.
Rather than relying on vague phrases such as "we create a good environment for students", use a video of a primary
member of your Student Clubs in action during their meeting posted on your school's socials to showcase what your
school has to offer.
The research conducted by
Hobsons demonstrates when students know they will be treated
respectfully, by an individual and not simply viewed as just one of many applicants at an institution, they will
remain engaged and continue their relationship with the institution.
A Final Thought
The selection of a university today can take months to complete. Students today must assess which university
provides an environment where they can develop as individuals. For universities, it’s about proving they are that
place through every single digital interaction.
Ultimately, while technology continues to evolve, the core elements of
the university decision process remain
constant. The choice ultimately focuses on the future. And as we understand this now, the schools that embrace the
digital world with a human touch are the ones that will truly stand out.
26-05-2023
American University of Ras Al Khaimah 
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