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 our 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% 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% (US) and 52% (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.
Percentage of students who said each factor was among the top 5 most important when choosing a country to study in
A high graduate employment rate is most important when thinking about employability
Around 60% 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% 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% of those interested in Canada (56% in the US) use YouTube. The second most popular is Instagram with LinkedIn now the third most popular (44% in Canada and US 41%).
Our 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 emphasize the skills and benefits of what will be learned.
Be sure to emphasize 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.