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.”

For further information about the research or interviews, contact: Phil Smith on 0172733888, phil@communicationsmanagement.co.uk or Rebecca Griffiths on 01727 733885, rebecca@communicationsmanagement.co.uk.

Paul Harris is available for interview via Communications Management.

UNITE is the UK’s leading operator of purpose built student accommodation with 40,000 beds in 131 properties across 24 of the UK’s strongest university cities. We work in partnership with over 30 higher education providers, as well as renting directly to students.

The foundation for our success is providing high quality, well-located, safe accommodation that is close to university campuses, transport and local amenities. Our rent includes all bills including insurance, heating, electricity and broadband internet.

Founded in 1991, UNITE is a FTSE 250 company listed on the London Stock Exchange and a key factor of our success has been the careful development and management of our building assets. We also operate the UNITE Student Accommodation Fund (USAF) for institutional investors. We employ nearly 1,000 people and our mission is to deliver the best accommodation experience for students, with passion and pride.

For more information visit our corporate website: www.unite-group.co.uk or contact Sally Quigg, sally.quigg@unite-group.co.uk or 0117 302 7070.  

Research details:

• The objective of the project was to explore expectations of the student experience among applicants for 2012 university entry in light of increased tuition fees
• The survey was conducted online from 11 November to 31 December 2011, with a sample drawn from the users of The Student Room community website.
• The definition of applicants was tightly defined and limited to those who:

a)    were still at school, studying A levels or other level 3 qualifications
b)    left school/college in 2010 but took a year out
c)    were aged 19 or under
d)    were intent on living away from their parental home whilst studying

• A total sample size of 1,236 was achieved. Some respondents were screened out at an early stage, leaving a maximum sample of 771