Clearing 2024 is upon us and though results day has yet to begin, we’re already getting a picture of what’s to come. From demographic changes to shifting student preferences, this Clearing has more than a few notable differences to track. Let’s go through the latest trends and what they mean for Clearing 2024.
Less Students, More Competition
Easily the biggest headline of this Clearing period, the total number of students has dropped. Results from the June 30th UCAS application deadline show a 1.6% decrease in the number of applicants this cycle vs 2023. The change is largely fueled by a 1.9% decline in international applicants and a 7.8% decrease in mature students. It’s not all bad news for the sector though, as the number of domestic UK 18-year-olds is up 0.6% YoY.
The somewhat surprising trend is the significant uptick in interest towards high tariff institutions. Despite the reduction in overall students, main cycle applications to high tariff universities rose 0.4%, while medium tariff units rose 0.2%. This comes at the expense of low tariff institutions, with a crushing 3.6% decline.
This trend has continued through to Clearing. Recent data from IDP Connect’s student sites show a 17.5% YoY interest in Russel Group institutions during this pre-Clearing period. Their gain is to the detriment of all other providers, especially post-92 institutions who’ve seen a nearly 10% drop.
What it means: Clearing is always a crucial intake period for low to mid tariff universities, where a majority of students are secured. The competition has always been fierce, but the surprise addition previously dismissed contenders this year, mainly high tariff unis, will add pressure for everyone. With more institutions vying for attention against a smaller applicant pool, delivery costs are projected to increase across the board.
All universities will be wise to drift away from generic “Clearing places available” messaging and focus on the things that matter most to students; daily life, course specific content, and career outcomes. This will be particular important to win over the key 18-year-old audience this cycle.
Changing Attitudes Towards Clearing
It’s not just application numbers that are changing, it’s also student’s understanding of Clearing and who it’s for. A survey from Uni Compare reported 30% of students agree they know a lot about Clearing. That’s a 45% increase from the previous year. Similarly surveys from UCAS reveal students’ perceptions of Clearing are largely positive. According to UCAS 58% of incoming students see Clearing as a good alternative for higher grades. 40% expect to use Clearing this year with plenty of choices available and 60% will enter Clearing if grades are not met. Only a third of students now think Clearing is only for less prestigious universities.
What it means: In student’s eyes Clearing has gone from a last-ditch option to a viable means to secure and even upgrade their University experience. With stigma’s lifting, more students are likely to use Clearing strategically, releasing themselves from firm offers. This places great importance on retention strategies to keep confirmed students engaged while continuing to win over others.
Methods of Communication
While students typically expect a response within 24 hours of enquiry, we know Clearing is about immediacy. To this end, students overwhelmingly prefer phone calls, emails and web chats to communicate with universities on results day. What’s been interesting this year is the rise in popularity of WhatsApp, up 12% in preference YoY. While still popular, email has fallen 14.8% YoY, likely tied to slower response times.
Another finding indicates which channels students use during clearing and how their selection changes on results day. In the lead up students utilise a mix of channels including UCAS, university websites, course comparison sites, and online student forums. On results day itself students tend to drop comparison and advice sites in favour of direct sources. UCAS and University websites experience little to no drop-off in consideration on results day vs other channels.
What it means: The top communication channels haven’t changed, but the rise in popularity for WhatsApp signifies the pressing need for two-way conversation. Universities will need to balance resources across all four main channels, while focusing on speed, accuracy, and compassion. Regardless of the channel mix, the best advice for institutions is to ensure their website is updated and experiences are as frictionless as possible.
Demand from Multiple Audiences
The most obvious audience to engage with during Clearing is incoming students, but their support networks are often ignored. Adgen-managed campaigns from last year surprisingly show 45-54 years olds to be the most active audiences searching for Clearing terms on Google. These are the parents and guardians who are equally invested in students’ success.
What this means: This presents a huge opportunity for marketers throughout the Clearing period. Having a multi-audience strategy can reduce costs, while increasing chances to meaningfully reach students. Be sure to segment these audiences with unique messaging, in this case career outcomes and financial advice. Both have been proven to resonate more with the guardian audience.
What Clearing 2024 Will Bring
With more competition, audiences and channels than ever before this Clearing is set to be one for the books. Thankfully there are plenty of steps universities can take to connect with audiences. Best of luck, you’ve got this.
For a more thorough analysis of Clearing 2024, including how to win on results day, check out our recorded webinar
