Understanding What Matters Most

Choosing a university is one of the biggest decisions a student can make, but what does “best” really mean in 2025? At Unifresher, we wanted to go beyond league tables and university marketing to hear directly from students. With over 20,000 followers across social media, we rolled out a nationwide student survey, asking young people to rank the factors they care about most when deciding where to go to uni. The results form the foundation of our new Unifresher Best University scoring system.

Why We Asked Students Directly

Traditional rankings often lean heavily on academic performance, but students tell a different story. We wanted to ground our rankings in what matters to them. That means not just academic prestige, but how it feels to live, study, and socialise at a university.

So we asked students to rank a range of academic and lifestyle factors, some serious, some light-hearted, in order of importance. Each participant had to place them in priority order, giving us clear insights into how student values are shifting in 2025.

What matters most to students when choosing a university?

We asked our 20,000 student followers what factors matter most to them in a university ranking, here’s what they said.

  • Affordability: 33%
  • Teaching quality: 26%
  • Graduate job prospects: 25%
  • Social life: 15%

Source: , 2025 student insights survey

The Two Pillars: Academic vs Lifestyle

We grouped the ranking factors into two main categories: Academic Performance (40%) and Social & Lifestyle (60%). Here’s what we asked:

Academic Performance (40%)

  • Graduate Employability (15%) – Based on HESA data, this reflects how quickly graduates secure meaningful employment.
  • Teaching Quality (10%) – Using National Student Survey results on clarity, engagement and effectiveness.
  • Research Output (10%) – Measured by the REF framework, focusing on research excellence and impact.
  • Entry Standards (5%) – Based on UCAS tariff scores, reflecting student academic calibre.

Social & Lifestyle (60%)

  • Student Satisfaction (10%) – Overall student happiness and sense of community.
  • Nightlife Density (10%) – Number of clubs, bars and venues near campus.
  • Study Space Access (10%) – Desks, libraries and quiet spaces available per student.
  • Crime Rate (10%) – Local police data to measure safety.
  • Cost of Living (5%) – Rent, groceries, transport and more.
  • Cost of Uber (5%) – A practical measure of local travel affordability.
  • Cost of a Pint (5%) – A fun but meaningful metric on local social culture.
  • Sustainability (5%) – Green policies and climate action on campus.
uni rankings

What Students Told Us

The results were clear. When asked what matters most in a university ranking, affordability came out on top (33%), followed closely by teaching quality (26%) and graduate job prospects (25%). Social life mattered too, but less so — just 15% saw it as the biggest factor.

Students are thinking long-term — about careers and course quality — but they’re also mindful of rising living costs and making uni financially viable.

Some standout trends:

  • Affordability was the #1 concern, topping both academic and lifestyle factors.

  • Teaching quality beat prestige, with students prioritising value and experience over reputation.

  • Social life may not top the list, but it still ranked higher than things like research output or league table scores.

Why This Changes the Game

By grounding our methodology in real student priorities, we’re giving applicants a ranking system that reflects what actually matters to them — not just what looks good on paper. It also brings underweighted factors like affordability, teaching quality, and lifestyle balance to the forefront, challenging the traditional prestige-led league tables.

Chris Moss, Director

Why student priorities are changing and how we help you meet them

“For years, prestige and rankings have dominated the conversation, but students are telling a different story. In our latest poll, affordability came out as the top priority when choosing a university, followed closely by graduate prospects and teaching quality. It’s clear that financial pressure, future security, and academic value now matter more than reputation alone. These insights are exactly why we built our rankings the way we did, to reflect what students actually care about.”

— Chris Moss, Director

How This Powers Our ‘Best University’ Rankings

The student survey forms the backbone of the Unifresher Best Uni Badge, which will appear on all our university profile pages and rankings. Each badge is awarded based on a weighted score across the criteria students told us mattered most.

This approach brings clarity and confidence to applicants trying to match their needs to the right institution. Whether you’re looking for top research or a thriving nightlife scene, our rankings help you decide based on what you value most.

Final Thoughts: Students First, Always

We believe that no one understands what makes a university great like the students living it. That’s why student voices, like those in our poll, are baked into every decision we make. We’re not just listening, we’re building Unifresher around what you tell us.

Stay tuned for more student-led rankings, including subject-specific breakdowns, nightlife scores, and even sustainability spotlights. And if you took part in the poll, thank you. You’re helping shape a better, smarter way to choose a university.

Frequently asked questions

Our rankings are shaped by student polls, expert panels, and public data. We prioritise real student concerns - affordability, satisfaction, social life, support, rather than just academic prestige.
Yes! We run annual nomination forms directly on our homepage. Students, staff and alumni can all nominate their uni for categories like affordability, innovation or student support.
Thousands of students, parents, and university decision-makers use our rankings to understand what really matters in the student experience — from nightlife and wellbeing to graduate success and affordability.

Authors

  • Connor is a seasoned content expert at Unifresher, specialising in publishing engaging and insightful student-focused content. With over four years of experience in data analysis and content strategy, Connor has a proven track record of supporting publishing teams with high-quality resources. A graduate of the University of Sussex with a BSc in Accounting and Finance, he combines his academic background with his passion for creating content that resonates with students across the UK. Outside of work, Connor enjoys staying active at his local gym and walking his miniature dachshunds.

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  • Aminah is a dedicated content expert and writer at Unifresher, bringing a unique blend of creativity and precision to her work. Her passion for crafting engaging content is complemented by a love for travelling, cooking, and exploring languages. With years spent living in cultural hubs like Barcelona, Sicily, and Rome, Aminah has gained a wealth of experiences that enrich her perspective. Now based back in her hometown of Manchester, she continues to immerse herself in the city's vibrant atmosphere. An enthusiastic Manchester United supporter, Aminah also enjoys delving into psychology and true crime in her spare time.

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