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Hotcourses GroupInternational Student Survey
#HCIForum
Presenter:Hilary Dunn, Hotcourses Group
Survey Overview
#HCIForum | 06 June 2017Booth #2316
Survey background
• WHO: 2,636 of Hotcourses users (prospective international students)
• WHAT: International student survey, translated in 10 languages
• WHERE: 11 international markets
• WHEN: Conducted in April 2017
• WHY: To uncover their concerns and motivations for studying at international universities, and to gauge the impact of the 2016 US election’s effect on international student interest in studying in the US
#HCIForum | 06 June 2017Booth #2316
International markets represented
17%
11% 11% 11% 11%10%
9%8% 8%
2%1%
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
#HCIForum | 06 June 2017Booth #2316
Student demographics and intentions
61%
30%
6%
2%
Current Likelihood of Studying Overseas
Very likely
Somewhat likely
Very unlikely
Other
39%
61%
Gender
Male
Female
24%
41%
16%
11%
8%
Intended Year of Enrollment/Commencement
2017
2018
2019
2020
2021+
#HCIForum | 06 June 2017Booth #2316
Degrees and programs of interest
23%
8%
35%
34%
Study Level
EFL/ESL
Associates
Undergraduate
Postgraduate
Academic Program InterestBusiness and Management 29%EFL/ESL 28%Health and Medicine 22%Travel and Training 22%Engineering 17%Creative arts and design 17%Social studies and Media 15%Humanities 14%Law 10%Architecture and Construction 9%Applied and pure sciences 9%Personal Care and Fitness 7%Agriculture and Veterinary Medicine 4%Other 14%
Communication & Content
#HCIForum | 06 June 2017Booth #2316
Not all applicants make themselves known
40%
38%
18%
2% 1%
I will communicate with a university prior to applying
Strongly Agree
Agree
Unsure
Disagree
Strongly disagree
#HCIForum | 06 June 2017Booth #2316
Not all applicants make themselves known
51%41%
8%
When you are interested in a university, will you send them questions directly?
Yes
Only if I can't find theanswer myself
No
#HCIForum | 06 June 2017Booth #2316
Communication channels
66%
53% 53% 52%
29%25%
19%
10% 9%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Searchengines
Universitysearchsites
SocialMedia
Universitywebsite
Universityranking
Universityfairs
Currentstudents
Printbrochures
In-personvisits
What resources do you use to research prospective universities?
#HCIForum | 06 June 2017Booth #2316
Engagement preferences
61%
58%
53%
50%
35%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Student reviews
Website
Content
Inquiries
In-person
What is most valuable when researching international universities?
#HCIForum | 06 June 2017Booth #2316
Engagement preferencesBroken down by market…
Reviews Inquiries Content Website In-person
Abroad 63% 52% 43% 55% 24%
Thailand 63% 56% 78% 65% 39%
Latin America 49% 55% 62% 67% 40%
Middle East 57% 53% 32% 43% 24%
Russia 54% 51% 28% 67% 38%
Vietnam 84% 39% 70% 53% 45%
Indonesia 70% 42% 55% 67% 37%
Brazil 51% 55% 61% 60% 36%
Turkey 59% 51% 53% 48% 36%
China 63% 50% 63% 83% 29%
Impact of US election
#HCIForum | 06 June 2017Booth #2316
The US attraction
36.1%
27.7%
19.9%
18.3%
15.9%
9.6%
6.2%
2.7%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Interested in specific university
No higher ed opps at home
Welcoming attitude to foreigners
Private scholarship offered
Government funding
Friend/family in the USA
Other
Currently attending school in US
What attracted you to studying in the US?
#HCIForum | 06 June 2017Booth #2316
Interest in studying in US
57%
21%17%
5%
38%
27% 24%
10%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Very Interested Somewhat Interested Neutral Not Interested
Shift in US Interest
Pre Trump Post Trump
-19%
+6% +7%
+5%
#HCIForum | 06 June 2017Booth #2316
Interest in studying in USAnd then more granular…
64%71%
56%
72%
56%
38%
61%
48%41%
49%
32%
46%42%
20%
43%39%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Abroad Brazil Indonesia LatinAmerica
MiddleEast
Thailand Turkey Vietnam
Very Interested
Pre Trump Post Trump
#HCIForum | 06 June 2017Booth #2316
Where else are students looking?
Australia Canada New Zealand United Kingdom
Thailand (64%) Brazil (75%) Thailand (50%) Russia (89%)
Vietnam (61%) Latin America (70%) Brazil (32%) Thailand (68%)
Indonesia (55%) Turkey (63%) Vietnam (27%) Indonesia (60%)
54.2%
43.0% 40.7%
20.8% 15.9%8.7%
21.1%
0.0%
20.0%
40.0%
60.0%
80.0%
100.0%
UnitedKingdom
Canada Australia NewZealand
Singapore Malaysia Other
Interest in non-US markets
#HCIForum | 06 June 2017Booth #2316
39.6%
34.7%
33.2%
29.6%
29.2%
26.9%
22.1%
20.5%
0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% 45.0%
Visa requirements
Language barrier
Safety
No friends/family nearby
Political uncertainty
Discrimination
Academic requirements
Cultural differences
Top concerns with studying in the US
Overcoming student concerns
#HCIForum | 06 June 2017Booth #2316
62%
49%
48%
41%
37%
31%
26%
18%
3%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Job opps after graduation
Financial incentive/scholarship
Academic program of interest
Positive int'l student experiences
University support services
Reassurance from the US govt
University ranking
Friends/family in the US
Other
What factors will help alleviate your concerns with studying in the US
Overcoming student concerns
Incorporate messaging in communication plan
#HCIForum | 06 June 2017Booth #2316
14%
7%
80%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
#YouAreWelcomeHere (US) #WeAreInternational (UK) Neither
Which of these campaigns have you heard of?
US election and BREXIT campaigns
No but would like to know more
44%
In Conclusion
#HCIForum | 06 June 2017Booth #2316
Key takeaways• Disseminate content and information across multiple channels - not all
international students will reach out with questions
• Make sure you can be found - international students begin the research journey on search engines
• Leverage your current international students - they are the best marketing tool to recruit future students
• Interest in the US can be boosted with effective communication -continue to promote:– #youarewelcomehere– Positive international student experiences– University’s support services– Campus safety
Thank you!#HCIForum
Presenter:
Hilary Dunn, Hotcourses Group
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