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How to capture the eight-second attention span of Gen Z

Tue 29 October 2024 - 11:56

In UCAS Media marketing services

Gen Z consumes an almost overwhelming amount of content online. They work, shop, date and socialise online, turning to their phones for any kind of news or information. 

One study estimated that Gen Z’s attention span is just eight seconds, evidenced by the rise of short-form video sites. This age group makes up the majority of TikTok’s one billion monthly active users, spending an average of one hour and 16 minutes on the app every day.

Marketing to this audience can feel like a formidable prospect, but it’s clear that video marketing will be essential for any brand hoping to connect...

What do we know about progression for the second cohort of students with T Levels?

Thu 17 October 2024 - 10:53

By Philippa Alway, Senior Policy Adviser (Apprenticeships and Skills), UCAS in Apprenticeships

The English Level 3 qualifications landscape has gone through major reforms in recent years and there continues to be live conversations and development on the future of them with the Advanced British Standard (ABS) consultation. T Levels have marked the most significant change to the qualification landscape since the decoupling of the AS in 2015 and it is the Government’s intention that they will “form the backbone” of the new qualification.

These reforms sit within broader changes that have been seen over the last few years, including the introduction of Higher Technical Qualifications and degree apprenticeships. In totality, this offers students a clearer technical education progression pathway from Level 3 onwards. It is key that schools, colleges, universities, employers, and training providers understand what these reforms mean for the future pipeline of apprentices and students.

But what do we know of the progression of the second group of students to...

Finding balance: Understanding the shifting priorities of Gen Z in higher education and career aspirations

Tue 5 December 2023 - 11:37

By Edward McClaran & Vicky Downie, Principal Insight Consultants, UCAS in Student choice

Those of us who have worked in student recruitment and youth marketing for a number of years have developed a strong, detailed understanding of what young people are looking to achieve in their higher education and career goals, with range of modules, student reviews, and social life continuously ranked as the top three decision-making factors among prospective university students in UCAS’ annual Student Decision Report.  

But as we all become fully embedded in our post-pandemic lives, its effects continue to impact those young people now in secondary school the most, inevitably shaping their future needs, wants, and motivators differently to those who came before them. 

What is most important to young people in 2023 considering higher education as a path to their future?

What are the influences motivating their decision-making, and what do they need the most from us?...

A journey of diversity: From Romania to UCAS via the University of Worcester

Thu 16 November 2023 - 13:55

By Teona Droc, Customer Experience Manager, UCAS in International

I had dreamed of this since I was around six, when one of our family friends sent us a postcard from Oxford, the City of Dreaming Spires! My destination: the University of Worcester in the beautiful county of Worcestershire, to study marketing, advertising & PR. How fun it was trying to pronounce Worcester when I arrived at Heathrow! Little did I know that this journey would not only transform my life but also lead me to become an advocate for diversity, mobility and international education. In this blog post, I'll take you through my journey from an international student to an International Graduate Ambassador, and to my current role at UCAS. 

Arriving at the University of Worcester in 2011 filled me with excitement and nervousness at the same time. I extensively researched my choices, and Worcester seemed the right place for me. I liked the programme and teaching styles, and from speaking to other students already there, it sounded like Worcester was a vibrant...

Driving aspiration, empowering confidence, and informing decisions

Tue 7 November 2023 - 11:03

By Dave Penney, Director of Marketing, UCAS in Student choice

In October, we published a report detailing the big themes in young people’s journeys – towards the decisions that colour the rest of their lives in education and work. Built on the findings from Project Next Generation, our research with more than 1,000 13 – 17 year olds, the report highlighted six key areas where universities, colleges, and employers can do more to educate, upskill, and inspire. 

You can download the full Project Next Generation Themes Report (3.67 MB) here.

1. Don’t leave aspiration up to the imagination

At the end of secondary school, young people are at their most...

The future of student accommodation: Insights from the UCAS webinar and beyond

Tue 24 October 2023 - 10:08

By UCAS in Accommodation

Here's a look at some of the key insights gathered from the UCAS recent webinar episode Journey to a Million.

The ‘Journey to a Million’ and UCAS webinar series insights

This episode of the UCAS webinar series, in collaboration with Knight Frank and Unite, unravelled the distinctions of future student accommodation requirements. Sarah Canning, co-founder of The Property Marketing Strategists, introduced the expert panel: Ben Jordan, Head of Policy at UCAS, Katie O'Neill, Investment Researcher at Knight Frank, Ollie Wells, Customer Success Director at UCAS, and Stuart Henderson, Operations Director at MYS Living. 

Our specialist line-up touched upon the anticipated increase in the 18-year-old population by 2030 and its implications on student housing.

As Katie O'Neill from Knight Frank put it:

The...

The shifting sands of student tech: What they’re buying, how they’re using it – and what this means for brands

Thu 19 October 2023 - 09:59

By UCAS in Student choice

Almost half of all students now own one, and tablets have become the second most popular new purchase for university, bought by double the amount of students compared to 2019. Usage has switched from streaming, shopping, and social – to note-taking, reading, and email. (No surprises for guessing which brand has the market sewn up here, with Apple outselling Samsung by almost 10x, despite being significantly more expensive.)

But why are students, amidst a rising cost of living, splashing around £700 or more on a tablet for activities they can do on their laptops (which 91% of them already own, and 48% buy new for university)? 

Well, a few reasons:

  1. Fashion. Apple products, tablets, and tech in general, are as much a style statement as they are a functional purchase. There’s an element of keeping up with the Joneses at play here. It’s a flash device to own.
  2. Differentiation. It’s easy to write tablets...

Guiding lights: Unveiling the true influencers of young people

Tue 21 November 2023 - 09:32

By Megan Edwards, Principal Insight Consultant, UCAS in Student choice

Who, and what, are the true sources of influence upon the crucial deliberations that occur between Year 9 and the moment you leave school?

UCAS recently explored these in depth, hosting a week-long series of conversations with young people aged 13-17. We sought answers to three questions:

  • What are their plans for their future?
  • What/who is influencing those plans?
  • …and who are the role models they look up to?

Our aim was to understand better the opinions, concerns and hopes of those who will form the next generation of school leavers as they explore their post-18 options.

The road of life

As part of the research, we asked learners to imagine their life as a road, stretching out before them, full of exciting opportunities around every bend, but also foggy, as yet undefined… We asked them:

  • Where are you driving to? Which destinations would you like to visit?
  • Who is riding with you?...

A new status quo for students, streaming, and social – and how brands can adapt

Thu 12 October 2023 - 11:03

By UCAS in Money

Let’s start with the stalling student uptake in streaming

It seems to have reached a saturation point that, at first glance, doesn’t make much sense. The market leaders, Netflix and Amazon Prime, have risen in student subscriptions each year without fail. But last year, they both dropped. Why?

Yes, 2022 was the first year of ‘normality’ post-COVID, and also the year where the cost-of-living crisis started to tighten its grip. Students were able to indulge in other activities, while having less disposable income to spend on subscriptions. Price increases for both Netflix and Prime also played a part. 

But there’s another reason that has nothing to do with socioeconomic issues. UGC, or user generated content, may also be responsible for widespread changing media preferences in Gen Z. UGC is the collective term for any content created by people, rather than brands or businesses. The two market leaders in UGC video (YouTube and TikTok) both rose in 2022...

Navigating the modern university experience: A look into UK's Gen Z spending habits

Tue 10 October 2023 - 07:54

By UCAS in Accommodation

Sam, a Chartered Management Degree Apprentice at TUI, reflects on this, noting

I think the cost-of-living is definitely affecting me personally. And a lot of the people that I speak to have cut back on takeaways and fast food. I do my essential food shop each week and really try and look for deals. In terms of luxuries, they're quite minimal at the moment.

The core question arises – do students still possess that untamed enthusiasm for university life? In our 2023 Freshers Spends and Trends report, we investigated what changes in spending we are seeing from Gen Z and, crucially in this blog post, what the student accommodation sector can learn from this insight.

Financial conservatism is evident

This year's students are demonstrating increased financial caution, particularly when it comes to non-essential spending. Abishek, a student at The University of Oxford, sheds light on the changing work habits:

...

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