The Brief
What do students want from US & Canadian universities?
How American and Canadian universities can recruit more international students in 2024.
By QS.com
The findings from the QS International Student Survey 2024 show that those interested in studying in the US and Canada are looking for high-quality teaching, a welcoming environment for international students and affordable programs with scholarship opportunities.
What else do students looking to study in the US and Canada want? In a QS brand-new report, we explore the preferences and motivations of those looking to study in the US and Canada. Below, we’ve taken the key findings and recommendations. Read the full report for more insights and analysis.
The key findings
Over half of respondents have used ChatGPT to support their studies
69 percent of students looking to study in Canada and the US have used or interacted with Generative AI technologies. ChatGPT is the most used platform for 56 percent (US) and 52 percent (Canada) of prospective students.
High-quality teaching is crucial for students interested in the US and Canada
Teaching quality is the most important factor when choosing a course for those interested in studying in the US and the second most important factor for those looking to study in Canada.
A high graduate employment rate is most important when thinking about employability
Around 60 percent of students interested in studying in America and Canada feel that a high graduate employment rate is the most important measure when evaluating how their studies supported their career choices.
It’s action that matters most when it comes to environmental sustainability
It is by researching on-campus initiatives that prospective students gauge a university’s commitment to environmental sustainability and two thirds say that environmental sustainability is very or extremely important to them.
Growing numbers of students are applying to 10 or more universities – and they’re expecting quicker responses
Over 60 percent want a complete and personal response to their enquiry within three days. Over half expect to receive notification of the outcome of their application within one week
YouTube is the top social platform for university research – with LinkedIn entering the top three
60 percent of those interested in Canada (56 percent in the US) use YouTube. The second most popular is Instagram with LinkedIn now the third most popular (44 percent in Canada and US 41 percent).
Recommendations for American and Canadian universities
Universities should be transparent about how they use AI technology and how students will engage in the technology on their course. With increasing focus on the environmental and social impact of Generative AI, universities should consider this when promoting their Generative AI usage and teaching.
Universities should ensure that sustainability features as a key part of student recruitment marketing activity, detailing the specific strategies, research, on-campus initiatives and support for students who want to work on sustainability projects. Where environmental and social sustainability is embedded within the curriculum, this information should be made clear and should emphasise the skills and benefits of what will be learned.
Be sure to emphasise the credentials which showcase high-quality teaching, ensuring this is a prominent message across all your marketing channels. If you’re promoting online course provision, ensure you’re taking students’ key concerns about studying online into consideration: missing out on meeting other students, the experience of living overseas and access to facilities.
Half of respondents interested in the US and Canada feel that connecting with existing international students to ask questions would be helpful when making decisions about their studies. Invest in high-quality and authentic video content as a key part of your marketing strategy, involving current international students where possible.
Consider how machine learning and other technological solutions might enable you to scale your enquiry, admissions and offer management to deliver the response times applicants expect.