This report draws on student search and engagement data from Whatuni, Postgraduate Search and other IDP platforms, providing a snapshot of current trends across undergraduate and postgraduate markets. From this, we can see how the 2026 cycles are shaping up, with demand signals already pointing towards some interesting trends for universities.
Early research ramps up
As expected, September marks the turning point into 2026 entry research. Over two-thirds of prospective undergraduates are already looking at applications for 2026 and beyond.
This indicates that while the current cycle remains active, attention has firmly turned to the next wave of applicants – particularly those starting to shortlist universities and courses ahead of early 2026 deadlines.
Course preferences
Law continues to dominate at undergraduate level, topping the list of most-searched courses. Psychology, Economics, and Accounting & Finance also feature strongly.
Interestingly, Computer Science has fallen to fifth place compared to last year, when it ranked third – with signs that some students are concerned AI could take over traditional coding roles, raising doubts about long-term career security in this field.
This trend is echoed in recent media coverage, where reports suggest students are questioning whether AI-driven automation might reduce future job prospects in coding roles. Universities may need to reposition Computer Science programmes around broader digital and analytical skills, rather than pure technical coding.
Open days back in demand
After a quiet August, Open Day interest increased by over 10% in September, reflecting the renewed activity that comes with the return to school and college.
Students researching Open Days spent an average of 1 minute 48 seconds per session and triggered more than 10 actions (clicks, downloads, or page views) each – strong signs of high engagement and intent to convert. This underlines how critical Open Day marketing and follow-up communications are during this key research phase.
Entry grades stability
Examining UCAS tariff trends, interest in high-tariff institutions has remained steady at around 41%, indicating a continued demand for selective universities. Medium-tariff institutions have seen a slight rise (37.7% vs 37.4% last year). In comparison, lower-tariff providers have experienced a small decline (21.3% vs 22.0%) — a pattern consistent with the broader trend of students competing for places at higher-grade institutions.
Regional shifts
London continues to lead both as an origin of applicants (26.7%) and as a study destination (25.4%). However, the year-on-year maps in the report highlight subtle but important shifts: demand from London as a destination fell by 3.1%, while the North West and Scotland also saw declines. By contrast, the West Midlands and South East England showed modest growth in origin demand.
This reinforces the need for universities to understand how regional economic factors, transport costs, and living expenses are influencing study choices. With student cost-of-living pressures continuing to make headlines in 2025, affordability and location remain powerful decision drivers.
Postgraduate Outlook: Health and Life Sciences Rising
On the postgraduate side, overall demand continues to trend upwards, with strong growth in areas such as Health Care Management, Nursing, and Life Sciences
A Guardian article recently reported that healthcare graduates consistently rank among the most satisfied with their university choices, and many highlight that their degree enabled them to step into stable, well-paid roles outside major cities, close to home. This aligns with the IDP data showing growth in demand for health-related postgrad courses, and suggests more students are prioritising local employability and career security.
Looking ahead
Overall, September’s data paints a picture of a student market that is confident, research-active, and already focused on the next intake. While Law and Psychology continue to perform strongly, Computer Science’s decline and regional shifts in destination demand highlight how students are becoming increasingly career-driven in their choices – prioritising subjects and institutions that offer clear professional pathways and job security.
The findings also sit against the backdrop of ongoing cost-of-living pressures. A report from The Independent described students as facing a “never-ending cost-of-living crisis”, with average monthly spending exceeding £1,100 – and many reporting a significant shortfall after maintenance loans. This context helps explain why regional demand is softening and why courses with clear, secure career outcomes are drawing increased attention.
Recent Conservative proposals include plans to cap student numbers on so-called “rip-off” degrees – courses deemed to have poor graduate outcomes – to save around £3 billion in unpaid student loans. According to The Guardian, these measures form part of a wider push to reduce government spending and rebalance public finances. Such moves could put further pressure on universities to justify course value, align offerings with job-market needs, and optimise recruitment marketing efficiency.
Ready to use these insights to refine your advertising strategy? Get in touch. Email Kim McLellan.