Students believe a university’s digital capabilities are a key factor when selecting where to study, according to research.
The survey by market researcher Penn Schoen Berland on behalf of Accenture shows 83 per cent of UK students place an emphasis on digital elements, such as virtual coursework and online classes, when comparing institutions.
The survey also reveals 63 per cent of UK students want digital tools to play a greater role in learning and content delivery.
"Like successful government programs and businesses, universities need to rise to the challenge of addressing demands for digital services among current and prospective students," said Ryan Oakes, who leads Accenture’s education practice.
"Universities must continue to use a variety of channels to convey their value and attractiveness to prospective students, while capitalising on the utility of web sites as a showcase for what they offer, including the digital capabilities that many students are looking for."
The majority of students (84 per cent) around the globe said obtaining skills and knowledge for success in the job market is the main goal of a university education.
Three-in-four global respondents also said personal benefits, such as exposure to new people and news ways of thinking, is a main goal.
Penn Schoen Berland and Accenture surveyed 1,500 students in Australia, India, Singapore, the USA and the UK during mid-2014.
