Modern learners demand a change to the status quo, says study

Today’s “modern learners” are reshaping how institutions approach recruitment, engagement and retention. A newly released study, “Engaging the Modern Learner: 2025 Report on the Preferences and Behaviors Shaping Higher Ed,” offers a decade-long analysis of how students evaluate and select schools, highlighting a shift toward career-focused decision-making, increased reliance on digital tools and a growing demand for flexibility.

The report—which surveyed traditional undergraduates, online learners, graduate students and non-degree seekers—highlights the need for institutions to adapt to these evolving expectations. “Modern learners” are more than just students; they are “the architects of their own educational journeys,” the report states, demanding personalized experiences and clear career outcomes.

Modern Learners are focusing on three key factors:

• Cost: Tuition and fees remain the top concern, cited by 46% of respondents.
• Convenience: Program availability and flexible learning formats influence 38% of students.
• Career outcomes: A program’s alignment with career goals is a deciding factor for 30% of students

Brands matter more than ever

While affordability and flexibility play a major role, institutional reputation continues to be a powerful driver of student decision-making. The study found that 58% of modern learners search for schools before specific programs, with 31% citing reputation as a major factor in their choice.

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“Students typically consider four or fewer schools,” the report states, emphasizing the importance of a strong brand presence. Traditional undergraduates are more likely to explore multiple options, while non-traditional and graduate students tend to narrow their choices to three or fewer.

The digital-first student experience

Technology plays a crucial role in how students research and engage with institutions. Nearly half (47%) begin their search on Google, while 31% go directly to school websites. Some 70% of modern learners also reported incorporating AI tools like ChatGPT into their research process.

Social media continues to be a primary way students connect, though platform preferences differ. Yet one clear trend emerges across all groups—a strong demand for engaging, video-driven content.

Modern learners favor a faster, more decisive enrollment process

More than half (55%) take less than three weeks to move from consideration to inquiry, according to the report. Additionally, 50% of traditional undergraduates and over 70% of graduate and non-traditional students enroll at the first institution that admits them.

The study also highlights the importance of timely communication. While many students want a decision within one week of applying, 52% of traditional students are willing to wait one to three months. Personal engagement remains a key factor for modern learners, with conversations with staff and campus events influencing decisions.

What this means for higher education

The findings suggest that campus leaders must rethink traditional recruitment strategies and student engagement models. “Modern Learners demand a change to the status quo,” the report states. They seek value, flexibility and authenticity—factors that will determine whether institutions can attract and retain the next generation of students. As education becomes increasingly student-driven, schools must adapt or risk losing prospective learners to institutions that better meet their needs.