Modern learners are rewriting the rules of higher education.  

According to the 2025 EducationDynamics Modern Learner Report, today's students expect flexibility, career relevance and clear value from their educational experiences.  

They prioritize cost, convenience and career outcomes, factors that directly influence where they apply, enroll and whether they stay.

  • 46% say cost is their top enrollment consideration. ‍
  • 38% prioritize flexible program formats. ‍
  • 76% enroll at schools that effectively communicate career outcomes.

These preferences apply across student populations, from traditional undergraduates to online learners, graduate students and those pursuing non-degree credentials.  

The message for institutions is clear: students are no longer passive participants in the educational process. They are architects of their own learning pathways, demanding experiences that fit their lives and goals.

Meet the Modern Learner: Diverse, Practical and Career-Focused

Modern learners defy the old labels of "traditional" and "non-traditional."  

The lines between these groups have blurred, but what unites them is a shared desire for education that fits their lives, careers, and personal goals.

This reality comes into sharp focus in the report, which surveyed 3,422 students, spanning traditional undergraduates (ages 18-22 in classroom programs), non-traditional undergraduates (online, hybrid, and low-residency learners), graduate students, and non-degree seekers.

Key Insights from the Report

Conducted in October and November 2024 using a national research panel, the study offers a comprehensive look at students’ motivations, preferences, and expectations.

Some key insights include:

  • 58% start their school search by looking for schools first, not programs, showing the importance of institutional brand and reputation.  ‍
  • 47% of traditionally enrolled students would consider fully online programs.  ‍
  • 82% of non-degree-seeking students expect to pursue additional credentials in the future.
Bar chart from the 2025 EDDY Modern Learner Report showing that a majority of students across all groups begin their school search by looking at institutions rather than subjects. 54% of traditional undergraduates, 57% of non-traditional undergraduates, and 59% of graduate students start with schools. In contrast, 46%, 43%, and 41% of those groups respectively start with subjects. Overall, 58% of students begin with schools, while 42% begin with subjects.
The majority of learners (58%) begin their search by looking for schools rather than subjects. This trend is consistent across traditional undergraduates (54%), non-traditional undergraduates (57%), and graduate students (59%). Understanding how students initiate their search can help institutions refine recruitment and engagement strategies. This data is sourced from the 2025 EducationDynamics Modern Learner Report.

Flexibility and Career Focus Lead the Way

For 38% of learners, flexible program formats are essential when choosing a school.  

Many are balancing work, family and education, and they need learning that fits into their schedules. Online, hybrid and low-residency formats are no longer optional; they are expected.

Career relevance is equally critical. 30% of students prioritize programs that match their career goals, and 76% of students enrolled at schools that clearly communicated career outcomes.  

Institutions that integrate internships, clinical education, industry partnerships and real-world case studies into their programs have a competitive edge.

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Strategies for Meaningful Engagement

To meet modern learners where they are and keep them engaged, institutions must rethink their engagement strategies.  

The EDDY 2025 Modern Learner Report points to several approaches that resonate:

1. Leverage Technology for Seamless Learning

  • Offer on-demand, mobile-friendly content.
  • Invest in competency-based and asynchronous learning.
  • Provide AI-powered advising tools for personalized support.

2. Personalize the Learning Experience

  • Use data and analytics to tailor learning paths.
  • Enable self-paced progress where possible.
  • Combine human support with AI to deliver proactive, personalized interventions when students struggle.

3. Make Career Outcomes Clear and Deliver on Them

  • Embed career development into every step of the student journey.
  • Build stronger employer partnerships to offer internships, co-ops and real-world projects.
  • Be transparent about job placement rates and alumni outcomes.

4. Build Institutional Reputation and Trust  

  • Focus on brand storytelling that highlights career success, student support and innovation.
  • Engage students consistently, not just during recruitment but throughout their learning journey.
  • Invest in student support services, including mental health resources, financial counseling and career coaching.

What's Next?

The modern learner's expectations will only continue to evolve. To succeed in this new reality, institutions must stop thinking about students as a single, homogenous group.  

Instead, they must embrace flexibility, invest in career-focused experiences and personalize every interaction.

By aligning educational experiences with the realities of modern learners' lives, institutions can not only boost enrollment and retention but also strengthen their reputation and relevance in an increasingly competitive higher ed landscape.