Online MBA Demand Grows, Interest in Blended Format Falls

Global Preference Trends (2019–2024)

Preference for flexible and blended/hybrid programmes has decreased below pre-pandemic levels.

Preferred Delivery Format for Global Candidates (2019–2024)

73% of global candidates in 2024 preferred full-time, in-person learning format, compared to 68% in 2023. This rise shows a return to traditional classroom learning after several years of fluctuating interest. The part-time, in-person format also saw a substantial increase in popularity, growing from 4% in 2023 to 9% in 2024, as working professionals sought a balance between their career commitments and academic advancement.

In contrast, hybrid and blended programmes saw a sharp decline in candidate preference, dropping from 14% in 2023 to 7% in 2024. Similarly, flexible learning preference declined to 5%, while fully online learning preference held steady at 6%, indicating a consistent, niche demand among learners prioritising accessibility and convenience.

Also Read: How Online Learning Can Sharpen Your Skills?

Age-Based Preferences (2023 vs 2024)

Each age group experienced a decreased preference for blended or hybrid learning, especially among learners aged 23-24 and 25-30 years.

Full-Time, In-Person Delivery Format by Age Group (2023 vs 2024)

Among the youngest candidates, interest in full-time, in-person programmes remained strong. Interest among learners aged 22 years and younger recorded an increase from 78% in 2023 to 80% in 2024, showing a steady commitment to traditional learning environments. Similarly, candidates aged 23 to 24 demonstrated a marked rise, from 76% to 81%, indicating that early-career learners increasingly view on-campus experiences as essential for academic growth and networking.

The most significant change was seen among candidates aged 25 to 30, where preference for full-time, in-person study jumped from 70% in 2023 to 79% in 2024.

For candidates aged 31 to 39, preference remained relatively stable, with a slight increase from 55% to 57%. However, candidates aged 40 and older demonstrated a notable decline, from 33% in 2023 to 28% in 2024, suggesting that experienced professionals are shifting their interest toward more flexible or part-time learning modes.

Blended/Hybrid Delivery Format by Age Group (2023 vs 2024)

Among candidates aged 22 and younger, interest in blended or hybrid programmes dropped from 11% in 2023 to 5% in 2024, marking a 6% decrease. Similarly, for the 23-24 age group, the preference fell from 12% to 6%, also reflecting a 6% decline. The 25-30 age group saw a sharper drop, moving from 13% in 2023 to just 6% in 2024, a decline of 7%.

Learners aged 31-39 recorded the most significant fall, with interest reducing from 19% to 8%, making an 11% decrease. Even among candidates aged 40 and older, the interest dropped from 18% to 13%, indicating a 5% decline. This shows the interest in blended or hybrid delivery formats has witnessed a noticeable decline across all age groups between 2023 and 2024.

Part-Time, In-Person Delivery Format by Age Group (2023 vs 2024)

The preference for part-time, in-person programmes has increased across all age groups from 2023 to 2024. Learners aged 22 and younger rose from 3% to 7%, while interest increased from 3% to 5% among those aged 23-24. Among professionals aged 25 to 30, participation grew from 5% to 7%. The most significant jumps were seen in the 31 to 39 and 40 and older groups, both recording an 11% rise.

Flexible Delivery Format by Age Group (2023 vs 2024)

The preference for flexible delivery formats has witnessed a noticeable decline across all age groups from 2023 to 2024. Among learners aged 22 and younger, interest slightly dropped from 6% to 5%, while those aged 23 to 24 also saw a 1% decrease. The 25 to 30 age group showed a more significant decline of 6%, falling from 9% to 3%.

Similarly, learners aged 31 to 39 witnessed a 6% drop from 15% to 9%. The most considerable decrease was observed among those aged 40 and older, where interest fell sharply from 29% in 2023 to 12% in 2024, indicating a major shift away from flexible learning options.

Online Delivery Format by Age Group (2023 vs 2024)

The preference for online delivery format has seen a notable rise among older age groups in 2024 compared to 2023. While the participants aged 22 and younger, and 23 to 24, maintained a steady interest at 3%, learners aged 25 to 30 showed a slight increase of 1%.

The most significant growth was observed among participants aged 31 to 39 and 40 and older, with increases of 4% and 16%, respectively. This shows professionals are increasingly opting for online mode, likely due to their flexibility and convenience in balancing work and learning.

Gender-Based Shifts

According to the report, the share of women has surged for full-time, in-person delivery format.

Preferred Delivery Format Among Women (2019–2024)

Between 2019 and 2024, the preferred delivery formats for women have witnessed noticeable shifts, reflecting evolving educational trends and needs. In 2019, 73% of women preferred full-time, in-person learning format. Hybrid or blended formats accounted for only 11% in 2019, which showed an increase in 2021 (18%), becoming a popular choice among women. However, this learning mode saw 10% reduction in 2024 when compared to 2021.

In 2022 and 2023, flexible, hybrid/blended and part-time learning options became more widely accepted, with 63% of women in 2023 opting for full-time, in-person mode while 16% chose hybrid format and flexible learning opted by 12%. This indicates a growing demand for adaptable learning pathways.

In 2024, there was a resurgence in full-time, in-person learning preferences, which climbed back to 71%, showing confidence in on-campus experiences. Online learning preference also saw a 2% rise among women learners in 2024, reaching from 5% (in 2023) to 7%.

The data highlights how learning preferences among women are increasingly shaped by a balance between personal convenience, professional goals, and the quality of engagement offered by different delivery formats.

Management Programmes in India

Traditional, on-campus MBA programmes remain in high demand in India. Every year, lakhs of students apply for MBA admissions through CAT to get into IIMs. Out of lakhs of students, only 7,426 get seats in IIMs. Apart from this, several private colleges provide direct admissions to MBA programmes.

Many students whose dream of pursuing MBA from IIMs now also have the option to earn a management degree without CAT. Several IIMs have started offering online MBA programmes allowing aspiring students to pursue their desired specialisations. Additionally, 77 higher educational institutions (HEIs) offer UGC-entitled online MBA.

Sum Up

With significant growth in hybrid, flexible and online learning format, traditional, full-time, in-person MBA and business master’s programmes remained in demand. In 2024, 73% of global candidates preferred classroom-based study, especially the younger cohort aged 23–30.

This shows young learners value in-person networking, immersion and on-campus career opportunities. At the same time, the preference for the online learning format has increased (from 10% in 2023 to 26% in 2024) among learners aged 40 and older.