End of cycle survey 2025 results and recommendations

On this page, you’ll find seven trends and changes impacting universities and colleges in 2025/26.

Confidence remains high but the journey isn’t always linear

This year’s respondents showed strong belief in their choices, with 95% committed to university and 95% confident they were heading in the right direction. But the data also reveals moments of uncertainty across the cycle:

44% applied for alternative options, including jobs.
39% selected another university as a back-up in case they needed Clearing.
32% deferred or considered deferring.
22% considered using or used Decline My Place.

What this suggests: Even with high overall confidence, many applicants experience periods of doubt along the way. Clear, consistent communication throughout the cycle, not just at major milestones, may help sustain student confidence.

Career outcomes matter to applicants

Most applicants were confident that their choices would support their future career goals:

79% were confident their chosen route will help them get a job when they graduate
80% were confident their chosen route will help them achieve their career aspirations

This shows that career outcomes play an important role in decision-making, with most applicants believing their course choice aligns with where they want to go professionally.

What this suggests: While confidence is high, applicants still need clear, ongoing support to connect courses to careers. Helping students understand how their studies translate into employment - from the research stage through to graduation, can strengthen confidence, reinforce their decision, and contribute to long-term student satisfaction.

Digital discovery pays off, but word-of-mouth pays the price

The proportion of applicants first finding their universities and colleges through online touchpoints is rising, mirrored by similar reductions in word-of-mouth discovery:

27% via the UCAS website (+4% vs 2024)
22% via living nearby (+2% vs 2024)
17% via family members (-3% vs 2024)
15% via students/alumni (-2% vs 2024)
15% via university comparison sites (same as 2024)
13% via friends (-2% vs 2024)
12% via teachers (+1% vs 2024)
12% via social media (+2% vs 2024)
8% via a UCAS email (+4% vs 2024)
7% via a UCAS event or exhibition (new for 2025)

What this suggests: Even though digital desk research is growing, word-of-mouth and local discovery still play a prominent role in first finding out about their chosen university for many students. Ensuring that online and offline outreach are working in tandem may help reach applicants with disparate research styles.

Practical and academic fit outweigh broader prestige signals

Decisions were driven primarily by factors linked to students’ academic experience and overall fit at a course and institution level, rather than high‑level or reputational indicators alone.

Factors that influenced applicants’ decision to study at their chosen university included:

51% – the university’s location
33% – the quality of teaching facilities
33% – the quality of staff and teaching
30% – the range of modules available
30% – league table rankings
28% – social life and extracurricular activities
21% – graduate employment outcomes

What this suggests: Applicants are most likely to take logistics and learning experiences into account, compared to external validation markers like league tables. This highlights how practical, day-to-day considerations play a role in decision-making.

WP students want more support and earlier communication

For WP students, personal priorities and timely support are likely to play a larger role in decision-making than they would for the overall applicant pool.

22% find student support influential (+11% vs non-WP)
20% find diversity on campus influential (+7% vs non-WP)
20% find pre-application comms influential (+5% vs non-WP)

What this suggests: For WP students, university choice is shaped strongly by practical considerations and the availability of visible, credible support. Highlighting these, and being clear and consistent in comms around availability and access, may provide WP students the reassurance they will receive the support they need for their individual circumstances throughout their student journey.

Open days are widely used and universally valued

79% of applicants attended in-person open days as part of their decision-making process, with 96% of attendees finding them a useful part of the process:

23% attended one open day
23% attended two open days
14% attended three open days
8% attended four open days
11% attended five+ open days

What this suggests: For most applicants, open days are a primary component in deciding between their options. But attending open days often involves a personal financial commitment. 42% of applicants funded their visit themselves, rising to 48% among WP students. With only 8% receiving university-funded support (+2% vs 2024), institutions that can help reduce travel costs may remove barriers to attendance and stand out at a key decision stage.

Cost matters most but concerns about transition to university are rising

Money is part of an overall group of perceived barriers related to university transition, with the mechanics of living and learning away growing in importance:

73% are concerned with cost-of-living
48% are concerned with the cost of tuition
41% managing the workload (+3% vs 2024)
31% stepping up their studies (+3% vs 2024)
24% getting support for their individual circumstances (+3% vs 2024)

What this suggests: Having easy-to-find support systems – be it financial, pastoral, or academic support – may help alleviate anxieties that interrupt the decision-making process.