Indonesian students are increasingly looking to study abroad, with the UK emerging as a leading choice despite strong competition from Australia. We take a closer look at findings from the QS International Student Survey 2024. Uncovering the factors shaping their decisions, from the influential role of education agents to the growing demand for interactive peer connections. These insights are key for UK universities to refine their approach and connect meaningfully with these potential students.
Key Trends Shaping Decisions
Cost of Living Concerns: 71% of respondents cited cost of living as their main worry when considering studying abroad. More than half of Indonesian students (57%) come from households earning less than $25,000 a year, compared to 43% globally. With Australia increasing their international student fees in 2024 this could be an opportunity.
Instagram as a Decision-Making Tool: 77% of Indonesian students use Instagram to research universities, compared to 48% globally, making it their top platform for study decisions.
The Peer Factor: Over half (54%) of students find talking to current international students the most valuable resource for decision-making.
Accommodation Priorities: Safe, affordable, and community-focused housing with good facilities plays a major role in their choices.
Sustainability Matters: Sustainability is a priority for 70% of students, well above the global average of 62%.
Agent Influence: 53% of Indonesian students rely on education agents to guide their study abroad decisions.
Tech-Savvy Students: 71% of students have interacted with Generative AI, highlighting their expectation for advanced technology to play a key role in their educational experience.
View from the Lodge
Universities need to adapt their communications to address the specific needs and priorities of Indonesian students. As Kim McLellan, Managing Director of Hunterlodge Advertising, explains,
“ It’s all about showing students that they not only understand their needs but also provide the support and community they’re looking for.”
Here are a few of ideas to help you tailor your marketing strategy and better connect with Indonesian students:
1. Strengthening Instagram Proposition
Instagram is key for Indonesian students, with 77% using it for university research. At Hunterlodge we specialise in creating engaging Instagram content, including Stories, Reels, and ads that highlight campus life, student experiences, and scholarships. We’ll use data-driven insights to tailor posts and ads, ensuring they connect with prospective students and drive engagement, whether through event sign-ups or application submissions.
2. Focusing on Financial Support
Financial concerns are a major factor for Indonesian students. Hunterlodge can develop targeted campaigns promoting scholarships, financial aid, and cost saving tips. We’ll design ads, videos, and email content featuring real student stories and practical financial advice. By clearly communicating financial support options, we can ease students’ concerns and encourage them to apply.
3. Onboarding and Engaging Agents
Agents play a key role in guiding Indonesian students. Hunterlodge can help universities develop marketing toolkits for agents, including videos, webinars etc… We’ll ensure agents have the right information to promote the university’s strengths and support them with training, helping increase agent referrals and boost recruitment.
The competition to attract international students is intensifying, but at Hunterlodge we’re ready and excited for this challenge. So, if you need an agency who thinks differently and has its fingers on the pulse, then get in touch directly to kim.mclellan@hunterlodge.co.uk
