Who Are Today’s College Students?

Engaging the Modern Learner: 2025 Report on the Preferences and Behaviors Shaping Higher Ed

Who is the
Modern Learner?

Modern Learners are savvy, value-driven consumers who are in control of their academic journey. They do not necessarily follow traditional paths to education. They demand personalized engagement and must be sold on the value of education as well as the degree or program in consideration. Each enrollment period is a new sales cycle for the individual student.

What is the Engaging the Modern Learner Report?

The Engaging the Modern Learner Report is your unparalleled guide to understanding the contemporary college student. This annual report is built upon exclusive, proprietary data gathered from a comprehensive survey of over 3,000 real college students across the nation.

Dig deep into the granular behaviors and preferences that truly drive decisions.

We are the only organization in higher education surveying real, diverse student populations on this scale to uncover these precise, granular insights. Unlike broad industry analyses that often rely on secondary data or general trends, our report digs deep into the specific behaviors and preferences that truly drive student decisions.

Here are the major takeaways from the latest, Engaging the Modern Learner: The 2025 Report on the Preferences and Behaviors Shaping Higher Ed.

Urgency in Admissions
Modern Learners expect rapid responses. Nearly 75% of online learners in 2025 would enroll in the first school that admits them, a significant increase from 43% in 2015. Institutions must streamline admissions for quick decisions.

Brand-First Search Behavior
Students are increasingly starting their educational search by focusing on institutions rather than specific programs. Approximately 58% of respondents begin by considering schools first. This means strong institutional branding is critical for initial engagement.

Growing Influence of AI
The use of AI tools in the decision-making process has more than doubled since 2015. 30% of fully online students now engage with website chatbots and 37% of Modern Learners use AI for information gathering about schools. Institutions need to integrate informative and accessible AI tools.

Shared Demands and Preferences
Modern Learners prioritize affordability, flexible learning formats and responsive support. If these needs aren’t met, they will quickly seek alternatives.

Importance of Brand and Reputation
A strong institutional brand is a crucial factor in student decisions, with reputation ranking as the third most influential factor in application decisions for 31% of all students. Building a credible and respected brand is essential.

Value Beyond Just Cost
While tuition cost is important (cited by 46%), Modern Learners also weigh program relevance to careers, flexibility and reputation heavily in their decisions. Institutions should clearly communicate long-term value and support financial literacy.

Career Focus is Paramount
Modern Learners view education as a direct pathway to career advancement, with 20% citing a program’s relevance to their career as a determining factor. Institutions must clearly outline potential career paths related to their programs across all student segments.

Demand for Flexible Learning Models
Flexibility is no longer a preference but a necessity, with 31% of Modern Learners citing flexible course schedules as a key factor in deciding where to apply. Institutions need to invest in adaptable program models that accommodate busy schedules.

AI and Social Media are Key Engagement Tools
Social media is now a critical tool for student engagement and research, especially through dynamic video content. Nearly 70% of Modern Learners use AI tools like chatbots to gather school information, particularly regarding tuition, course offerings and admission requirements. Institutions should optimize their digital experience, leveraging AI and dynamic social media strategies.

The Enduring Need for Human Connection
Despite technological advancements, students still seek personal connections and support from advisors, staff or faculty throughout the enrollment process. Maintaining the “human touch” is vital.

Gain actionable insights for connecting authentically and effectively with the next generation of Modern Learners.

Download the Latest Report

Relying on outdated assumptions can lead to missed opportunities and declining enrollment.

The shifting landscape of higher education is driven by evolving demographics, technological advancements and economic realities. This report empowers you to move beyond assumptions and make data-driven decisions that truly engage today’s students.

Students are in Control

Today’s learners are digitally savvy consumers of information, with more options and higher expectations than ever before.

Competition is Fierce

Institutions are vying for a shrinking pool of traditional students, while simultaneously trying to attract non-traditional learners.

Investment Needs Justification

Marketing and enrollment efforts require significant resources. This report provides the data-backed justification needed to optimize your spend.

Your Future Depends on It

Attracting, enrolling and retaining modern learners is fundamental to the long-term sustainability and success of any higher education institution.

Our Methodology

A survey of Modern Learners was conducted at the commencement of the 2024-2025 academic year. This survey was conducted online, using a national research panel. Surveys were conducted in October and November of 2024. Participants were incentivized for their participation.

3,422

Modern Learners surveyed

1,342

Undergraduates

1,342

Graduates

Ready to Redefine Your Student Engagement Strategy?
Download the Full Engaging the Modern Learner Report.