Keystone Education Group, a leading provider of online educational resources, conducted its annual "State of Student Recruitment 2023" survey from January to May, giving international students a platform to share their perspectives. A total of 23,856 students participated in the survey, with the majority falling in the age range of 22 to 35 (51.8%). The next significant group consisted of students aged 21 and under (27.5%), followed by those aged 36 and over (20.1%). Among the respondents, the highest representation came from individuals holding a Master's degree (45.7%), followed by professional license holders (25.6%) and doctoral students (14.3%). In terms of regional participation, Africa had the highest response rate (52%), followed by Asia (18%), Europe (14%), and Latin America (7%). The Middle East, North America, and Oceania had the lowest representation, with response rates of 4% (Middle East and North America) and 1% (Oceania).
Canada remains the top country for international students
Could the UK's decreasing popularity among the surveyed students be attributed to the impact of Brexit and recent policies targeting international students? Indeed, the country experienced a significant drop of 50% compared to 2022, slipping to the third position, with 14.4% of respondents considering it a top study destination. In contrast, the United States gained popularity, with an 8% increase from the previous year, narrowly surpassing the UK to secure the second spot with 14.8% of the votes.
Canada, known for being an attractive country for expatriates, maintained its appeal among the surveyed students. It also benefited from the decline in the UK's popularity, receiving 29% of the votes. Overall, 16.1% of the students considered Canada the best destination for studying abroad, thanks to its favorable immigration policy and positive international image.
In contrast, Germany experienced a decline, with a 6% share. This marks a 20% decrease compared to 2022. To counter this trend, the German government has initiated immigration reforms to attract and retain international students. Other countries, such as Australia, Italy, France, the Netherlands, Sweden, and Spain (ranking last in the top 10), received scores ranging from 5.4% to 2.4%.
Destinations vary according to different levels of study
The preferences of undergraduate and postgraduate students vary when it comes to their preferred study destinations. Canada, the USA, and the UK remain the top three countries, but their rankings differ. Undergraduates prefer studying in the USA (20%), followed by Canada (15.8%) and the UK (11.3%). On the other hand, postgraduates prioritize studying in the UK (18.2%), followed by Canada (15.3%) and the USA (14.3%). Other countries received lower scores, ranging from 7% to 1.7%.
Interestingly, more students surveyed now prioritize the country itself as a factor in their decision-making. In 2019, only 12% considered this aspect, while the figure has now risen to 30%. However, academic programs continue to be the primary consideration for students, with 52% giving it the highest importance in both 2019 and 2023. The reputation of the school, which held significance for 36% of students in 2019, has decreased to 18% in 2023. Students emphasize the importance of programs that offer internship opportunities (36.9%) and contribute to enhancing their CVs (23.6%). Regarding schools, students prioritize good teaching (59.7%) and facilities that provide a balance between study and work (45%). However, 43.1% still consider the school's reputation as an important factor.
Is there a preference for online studies after COVID?
While online education existed before the Covid-19 pandemic, this practice became widespread during the global health crisis. It became an emergency measure to ensure the continuity of courses for international students who were unable to travel or locked down in their homes. With the reopening of borders and the push for a return to normality by governments and universities, in-person study has regained its status as the preferred mode of learning. The majority of respondents (70% in 2022 and 66% in 2023) express their preference for face-to-face study, while a significant portion (27%) opt for a blend of in-person and distance learning, and a smaller percentage (8%) choose fully online courses. These figures are consistent with the preferences of students surveyed in 2022.
Notably, English remains the preferred language among the students surveyed, with 85% choosing it, followed by French (6%), Spanish (2%), and German (2%). While it is crucial to learn the host country's language, mastering English is equally important for international students.
Advantages of face-to-face study
The hybrid mode of study is experiencing a decline in popularity, while the fully online mode is gradually gaining some influence. However, the majority of international students still prefer traditional classroom-based learning. Theoretically, online studies offer economic advantages, as they are perceived to be more cost-effective and flexible. Students can choose their preferred learning method and manage their own time. In practice, though, distance learning has limitations, mainly as not all fields of study are well-suited for this. The expenses associated with online learning, including energy costs and tuition fees, can quickly become burdensome, especially in a world grappling with an energy crisis and inflation.
The digital divide further hinders the progress of fully online studies, as high-speed internet access is not universally available. Inequalities persist even in developed countries, with regions in France, for instance, still lacking reliable internet coverage. Additionally, the position of governments plays a role in the slow adoption of fully online studies. Many governments advocate for learning on university campuses, as highlighted by China's recent announcement that it would no longer recognize diplomas of students enrolled at foreign universities solely engaging in distance learning. Universities also believe that the learning environment is integral to the educational experience. Studying abroad encompasses more than just acquiring knowledge; it involves immersing oneself in a new country, culture, and way of thinking and engaging with locals and fellow international students.
Job opportunities remain a concern for international students
The students surveyed are increasingly drawn toward fields of study that offer long-lasting career prospects in the international context. Business and administration, along with healthcare and IT, have emerged as the most popular sectors. Business and administration received the highest response rate at 18.8%, followed closely by health and medicine at 17.4%, and IT, science, and IT at 14.5%. The business sector experienced a 10.7% growth compared to the 2022 survey. However, the healthcare sector, though still ranking second, saw an 8.4% decrease in interest compared to the previous year. This decline may be attributed to the disillusionment caused by the international context, which revealed strained healthcare systems and overburdened professionals. The ongoing health crisis has further contributed to this disenchantment, leading countries like Canada, the United Kingdom, the United States, and France to increase recruitment efforts for foreign healthcare professionals.
Engineering ranks 4th, with a response rate of 12%. Other fields, such as social sciences, administration, culture, humanities, natural sciences, and environmental studies, garnered less than 10% of the responses. Notably, purely administrative studies, although scoring relatively low at 8%, have witnessed a significant increase in popularity among the surveyed students, with a growth rate of 24% compared to the previous year.
Undergraduates tend to opt more for computer science, science, IT (21.4%) and health-related fields (21%). On the other hand, master's and Ph.D. students are more prevalent in the business and administration (19.5%) and healthcare sectors (16%). This trend can be attributed to the higher degree requirements in certain medical and business disciplines.
Choosing a university overseas
Most respondents (81%) rely on online research to gather information about universities and study options. This includes using search engines, university listings, social networks, and webinars. While Facebook remains a popular choice among respondents (26.5%), it is narrowly surpassed by Instagram (27.5%), which has become the leading social network among the surveyed students. However, Instagram's usage has decreased by 8.7% compared to the previous year. LinkedIn, a well-known professional network, is less widely utilized (17.1%). YouTube, although ranking last at 8.8%, has experienced the most significant increase since 2022, with a growth of 26.3%.
The research process typically lasts a few months. In 2022, nearly half of the surveyed students (45.4%) reportedly took less than 6 months to find a university. By 2023, this figure had risen to 56%. The majority of students aim to start their studies in the same year as their search, with 62.3% in 2023, indicating a 26.1% increase compared to the previous year. Only 29.4% of students wish to start their studies abroad one year after their research, representing a 22% decrease from the previous year. A smaller proportion of students (29.1% in 2023) take 6 to 12 months to find a university, compared to 35.3% in 2022. Searches lasting more than a year are uncommon.
Regarding contacting establishments, nearly half of the respondents (47.9%) reached out to only 2 or 3 universities. Just under a third (22.1%) applied to 4 to 7 universities, while fewer students selected only one institution (17.1%) or applied to more than 7 (12.9%).
The cost of studying abroad is a major concern for international students
Studying abroad is a desire for many students, but its cost remains a significant concern. The majority of surveyed students (79%) consider fees to be their top concern. To alleviate the financial burden, most students (40.4%) actively seek information on scholarships and financial aid provided by institutions. While visa and immigration matters are less frequently mentioned in information requests (11.7%), they still rank as the second highest concern for respondents (46%), highlighting their significant importance. Interestingly, students seem to rely less on their institutions for information on practical matters such as the cost of living and other logistical details (8.3%), possibly due to the prevalence of online research resources.
To finance their studies and life abroad, a large proportion of students (65.2%) plan to work part-time. This includes securing accommodation, the third most pressing concern for the surveyed students (43%). However, they express confidence in their ability to find employment as the lockdowns have ended, and the economic recovery has led to job shortages, particularly in the catering industry, a major student employer. About 14.9% of respondents intend to work full-time, while the remaining students still need to decide about their employment plans.
Deciding on whether to study abroad or not
The cost of higher studies, especially for international students, has become increasingly expensive, particularly in times of crisis. A significant proportion of respondents (75.5%) have had to halt their studies due to high tuition fees, and 27% have decided not to study abroad because of the associated costs. Additionally, 16.5% express a desire to remain close to family and friends, as the adventure of studying abroad can also bring feelings of remoteness and loneliness. Security is another concern, with 75% of respondents expressing worries and 38.1% explicitly citing concerns about racial discrimination. African students, in particular, express a high level of safety concern (85%), whereas European respondents show lower levels of concern (50%).
Despite these challenges, a large number of respondents (53%) view studying abroad as a significant boost to their career prospects and an integral part of their overall plan for living abroad. This motivation has slightly increased over the years, from 50% in 2021 to 52% in 2022 and 53% in 2023. The international context, including post-lockdown economic recovery and labor shortages, contributes to international students' perception of increased career opportunities in countries such as Canada, the United States, the United Kingdom, France, Belgium, Germany, Australia, New Zealand, and Japan.
Pursuing higher-quality education and the desire for lower-cost studies are other rising indicators. The importance of higher-quality studies has seen a marginal increase, with 34% in 2021 and a steady 35% since then. The search for free or affordable study options has experienced a more significant increase, from 16% in 2021 to 20% since 2022.
Other motivations for studying abroad have either declined or remained stagnant over the past year. Personal development, the second most important reason for students to study abroad, has decreased slightly from 47% in 2021 to 46% in 2023. The decline is more pronounced for indicators such as seeking adventure, which now appeals to only 6% of the surveyed students, compared to 11% in 2021. Similarly, the desire to experience a new culture has decreased, with 34% of respondents believing in its importance in 2023, compared to 46% in 2021. Nevertheless, this figure remains significant, as students often undergo personal transformations during their experiences of living abroad.
