information-seeking behaviour of international students aiec 2015... · relationship status: it’s...
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Online survey of over 6,699 international students studying in Australia
Information-seeking behaviour of international students
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Study background
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• Joint study between RMIT, The University of Melbourne and IDP Education
• Online survey of over 6,699 international students studying in Australia
• 2012 Universities Australia report – ‘Mapping the Social Networks of International Students: Foundations for Improving Communication‘ (with IDP and City of Melbourne)
• Significance of social networks in their study and lifestyle journeys in Australia
• Significance of offline and online sources of information
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Profile of respondents
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Gender
51% Female
49% Male
Study Sector
38% Undergraduate degree
29% Postgrad by coursework
17% Postgrad by research
8% Vocational
4% EL/Pathway program
2% Secondary school
1% Other diploma / certificate
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Where are they from?
3%
1 %
5% 5%
4%7%
26%
19% 30%
A broad spread of international students by citizenship
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Digital natives
Social media savvy
Assumptions
Always logged on
Information at their finger tips
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Social Media
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So what are the popular social media platforms used?
92%
70%
48%
26%
24%
22%
13%
YouTube
Google+
Sina Weibo
#1
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Common activities on Facebook
LikingCommenting
Linking
Posting
LURKINGLURKING
LURKING
LURKING
LURKING
LURKING
LURKING
LURKING
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Social Media
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But they are social media jugglers
12.5%
18.5%
20%18%
27.5%
2%
One
Two
Three
Four
Five
Six or more
Number of platforms used
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Information sources
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Other than the institutional webpage, where else did you get information on studying and living in Australia, before you arrived in Australia’
50%
46%
41%
38%
General Internet sources (e.g., Google,Facebook, Gumtree, etc.)
Family or friends in living in Australia
Education agents
Family, relatives, friends, in my homecountry
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What do we see?
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•Half of the respondents are self-directed…
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Yet – single sources reign!
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When self-directed and looking at institutional websites they look at a single site
79%
13%
6% 2%
One
Two
Three
Four or more
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What do we see?
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The significance of friends and family
Family or friends in living in Australia46%
38% Family, relatives, friends, in my home country
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Friends
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Relationship status: It’s complicated
30%
21%
4%
30%
1%
4%
Mostly co-nationals
Mostly international students
Mostly local students
Mixture of international and localstudents
Local students who are co-ethnics
No friends in Oz
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So…
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� They may be social media savvy and digital natives with information at their finger tips
� BUT they only look at one source.
� They also turn to friends and family in Australia and in the home nations for advice on their study journey.
� Friends – international experience matters. Family – info source
who research on students’ behalf.
� A blended communication approach is needed to start students on their Australian journey.