What does Generation Z want from university life? Not just a degree. According to the 2017 Sodexo International University Lifestyle Survey, which polled 4,000 students in six countries, today’s global student population values a whole range of factors, from socialising opportunities to quality of accommodation.
Higher education now operates in an increasingly competitive global marketplace: 5 million students study outside their home countries. And views from the UK, US, China, India, Spain and Italy have revealed some striking differences in student expectations.
For UK students, non-academic factors are key – 38% said that an active social life and good social facilities influenced their university choice, compared to just 32% globally. While 85% of UK students wanted a “friendly atmosphere”, only 78% of global students said that was a key concern. And almost a third of UK students mentioned societies and clubs. Yet for global students, they were barely on the radar, with just 17% saying they were factors.
“In an age when we are increasingly seeing digital learning, it’s good to hear that students are still interested in the physical campus and want to see great social and learning spaces,” says Paul Anstey, CEO for Sodexo Universities for UK & Ireland, Benelux and Nordic regions. “The challenge for service companies like Sodexo is to support universities’ estates strategies as they seek to offer more fluid and flexible spaces, where students can come together to learn, collaborate and socialise.”
For many students, university living will be their first taste of freedom, and they may have high expectations of their accommodation. Are they disappointed? Not UK students, according to the survey: 74% were satisfied with their living arrangements, compared to 72% globally, with wifi being considered their most important service – 79% of UK students cited it, compared to 64% globally.
But living away from home has its challenges, and the survey highlighted a growing concern among UK students relating to mental health problems. The UK had the highest number of students who had considered dropping out (37%). The main reason they cited was study-related problems, but the second most influential factor – expressed by 42% of students – was physical or mental health problems. UK students have also called for help to deal with these issues: 48% were more interested in life-skills training around dealing with stress than money management or careers advice.
The cost of being a student is another pressure. But the majority of students surveyed in the UK say they are not worried about leaving university with more debt than the students of any other country in the developed world (an average of £50,800 once interest rates are raised to 6.1% on student loans, according to the Institute for Fiscal Studies). Just 30% expressed concern, compared to 40% globally, with Indian students (51%) and US students (48%) being the most concerned.
Perhaps that lack of concern is due to the nature of the loans: UK students don’t have to worry about paying back any loans they have to take out until they earn at least £17,775 a year.
UK students were also less definite about their post-university careers than those from other countries, with just 46% saying they know what they want to do once their degree is over. Compare that with the focus shown by students in Asia: 60% of Chinese students surveyed knew what they wanted to do, and 66% of Indian students were also confident about this.
Do students think they’re getting value for money? Just 42% of UK students said yes – a big contrast with students in China, India and the US, where 67%, 55% and 52% respectively said yes. However, Italian (37%) and Spanish (29%) students were even less impressed than their UK counterparts.
But the survey found that perception of value for money was much more closely aligned with satisfaction levels than with the actual cost of university. Students in Italy and Spain – who pay less for higher education – perceived lower value for money. However, they also had lower overall satisfaction levels with university life. So it’s key for universities to think about the overall experience and how that ties in with satisfaction levels.
While the survey shows some significant differences, it also demonstrates that there’s more that unites Generation Z than divides it. They all need to feel happy and safe on campus and in accommodation. They want support with today’s challenges: mental health issues, a rapidly changing job marketplace and the pressure of keeping up with work. And they all appreciate value for money – and being listened to.
“It is critical we continuously listen to students, explore best practice worldwide and share our insights with clients and stakeholders,” says Anstey. “That means we can, with them, enhance every step of the student journey – from students’ choice of university to their departure to the professional world.”
