The authors examined the theoretical and methodological aspects of the value issues of consumer choice in the market of higher education services in the conditions of digitalization of the economy; and also analyzed the preliminary results of online interviewing university students. The study was conducted during May 2023; 550 questionnaires were collected, where 70.9 % of women and 29.1 % of men, which generally corresponds to the gender ratio in the Russian higher education system. The survey data was processed using Google docs, Microsoft Excel, and Statistica. It was revealed that higher education for modern Russian students is not an absolute value (42.9 % of respondents); education is valuable only if some conditions are met, for example, the application of efforts to master the curriculum (35.5 % of respondents). It is shown that health; love; family and children; a peaceful sky above your head are the prevailing values and indicators of life success in the representation of students. At the same time, 52 % also note financial independence as an indicator of success in life. According to the survey data, students approve of the use of digital technologies in the higher education system, as it allows increasing the efficiency of the educational process (77.3 %); facilitate the process of finding the necessary information (71.3 %); use new opportunities for interactive communication (58.7 %), as well as improve the quality of education (55.8 %). It was revealed that when choosing basic and additional types of education, students pay attention to the university's rating and the quality of educational programs, from which they choose mainly digital technologies and foreign languages, and if the courses are saturated with interesting material (including video content), then respondents are willing to pay from 10 to 36 thousand rubles for it for one the program. The data obtained can be useful in making decisions related to obtaining answers to questions about the optimal allocation of limited resources of universities in priority areas of EdTech (digital educational technologies), software, etc.