With 14,138 Chinese students surveyed, the QS International Student Survey 2024 offers invaluable insights into the motivations and preferences of Chinese students seeking to study abroad. From safety concerns to the importance of graduate outcomes, we unpack the key trends to help institutions refine their strategies for recruiting Chinese students.
1. Study Destinations and Key Concerns:
While the UK, Hong Kong SAR, and Australia lead as preferred destinations, Chinese students also prioritise factors beyond academics. Safety is their top concern, with 62% of respondents marking it as a primary worry. Cost of living and cultural adaptation follow closely.
2. Family Influence and Decision-Making
Family plays a central role in the decision-making process of Chinese students. More than 80% rely on family funding, making parental opinions highly influential in where and what students decide to study. Institutions should therefore consider incorporating messaging that resonates with both students and their families.
Graduate outcomes are another top priority, with over 67% of Chinese students valuing post-graduate employment rates and expected salary growth. Institutions should prominently feature alumni success stories, industry connections, and career support services.
3. Communication and Social Media Preferences
Understanding how to reach and communicate with Chinese students is essential for effective engagement. Unlike global peers, Chinese students predominantly use WeChat (72%) and Weibo to research universities. Additionally, 90% of respondents expect fast and personalised responses to their inquiries, with 53% preferring weekly follow-ups after application submission.
4. Priorities: Sustainability and AI
Environmental sustainability remains a priority, with 55% of Chinese students rating it as “very” or “extremely” important. Unlike students in other regions, Chinese students place a premium on universities’ sustainable research outputs rather than campus-based initiatives. Promoting achievements in sustainability research can resonate strongly with this audience.
Chinese students are also enthusiastic about technology, with 68% having used generative AI tools, such as GPT-3 and GPT-4. Many are increasingly interested in how universities incorporate AI and technology into their programmes.
Given our expertise in International student recruitment, we can help universities to refine their recruitment strategies to better resonate with Chinese students’ specific needs and priorities. Contact marketing@hunterlodge.co.uk for more.
