The authors analyze how applicants and their families changed strategies of choice of higher education institutions and of pre-entry training after selection on the basis of the Unified state exam results had been introduced. The analysis of opinion polls data shows that after the USE introduction more young people submit applications to several institutions and consider state-funded places as the first and the second best option. More applicants attend pre-entry courses at school and less of them attend courses in higher education institutions. Percentage of school students who think that pre-entry courses ensure equal opportunities of getting into a higher education institution increased. And the greatest changes in terms of strategies of choice of higher education institutions and of pre-entry training concern lower income families.