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

#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%

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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+

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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

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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

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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

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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?

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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

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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?

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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%

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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

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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