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3rd December 2024

What Do West African Students Want from UK Universities?

Key Insights from the QS International Student Survey 2024: West Africa

West African students are increasingly looking to study abroad, with the UK emerging as a leading choice despite strong competition from the US and Canada. 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 technology to the growing demand for sustainability. These insights are key for universities to refine their approach and connect meaningfully with these potential students.

  • Cost of Living:
    With 75% of West African students concerned about cost of living and 63% from households earning less than $10,000 annually (vs. 28% globally), affordability and scholarships are critical.
  • Employability:
    High graduate employment rates are a priority for 53% of students, significantly above the 40% global average, making employability a key consideration.
  • Technology:
    73% see up-to-date technology as a marker of teaching quality (vs. 56% globally), and 43% look for information on AI and tech use when choosing universities.
  • Social Media and Recruitment Events:
    YouTube dominates university research, but LinkedIn (45%) and Facebook (34%) are far more popular among West African students than globally.
  • Peer Connections:
    61% rely on insights from current international students, emphasising the need for strong peer networks and a welcoming environment.
  • Sustainability:
    Sustainability matters to 87% of students (vs. 62% globally), with on-campus initiatives and community involvement key indicators.
  • Accommodation:
    Safe, affordable, and community-focused housing is a major concern, with 56% worried about finding suitable options.

View from the Lodge

Universities must tailor their communications to address the unique needs and priorities of West African students.  As our MD, Kim McLellan, adds:

“Cost of living is a big worry for West African students, with many from households earning under $10k a year. If universities want to attract them, they need to focus on affordability with tailored scholarships and support.”

Here are some ideas to help refine your marketing strategy and build stronger connections with West African students:

  1. Leveraging YouTube, LinkedIn, and Facebook YouTube is the most common channel for researching overseas universities among West African students, with 56% using it. Additionally, LinkedIn and Facebook are key platforms. At Hunterlodge, we specialise in creating engaging content highlighting 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.
  2. Emphasising Affordability and Financial Support Financial concerns are a major factor for West African students, with 75% worried about the cost of living and 70% about scholarships. 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. Showcasing Sustainability Initiatives Sustainability is a priority for 87% of West African students. Universities should highlight their sustainable practices and community involvement. Use real-world examples of on-campus sustainability projects and support for student-led environmental initiatives.

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 that thinks differently and has its fingers on the pulse, get in touch directly  kim.mclellan@hunterlodge.co.uk

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