The article is devoted to the study of the psychological characteristics of the choice by applicants of higher educational institutions with distance learning programs (using distance learning technologies). The conclusions are formulated as to why people enroll in distance learning programs, whether the environment influences decision-making, which main motivators are involved in the selection process, and which key aspects consumers of educational services pay attention to. The results obtained help to identify the key elements that influence applicants regarding the form of education and provide a basis for further research in the field of educational psychology.