Hotcourses Group International Student...

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


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%


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+


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


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


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


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?


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?


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


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?


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%


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


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


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


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


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


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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