UK universities take increasing battle for students into virtual world

As student numbers fall and fears over Brexit grow, universities are adopting new digital tactics to recruit students

In the past, a school pupil thinking of going to university would make a decision after attending an open day or two and a chat with a careers adviser.

Today, though, a generation that uses smartphones to hook up is equally reliant on technology to connect with academia. Rather than the quality of its pastoral care, canteens and libraries, a student's perception of a university is largely framed by how well it uses social media.