《QS：2024中國國際學生調查報告（英文版）（35頁）.pdf》由會員分享，可在線閱讀，更多相關《QS：2024中國國際學生調查報告（英文版）（35頁）.pdf（19頁珍藏版）》請在三個皮匠報告上搜索。

1、ChinaFromto the WorldDiscover the preferences and motivations of 14,138 students from China looking to study at universities overseas A report on the QS International Student Survey 20242From China to the World3Key findingsfrom the 14,138 Chinese students interested in studying abroadThe US is 14%le

2、ss popular among Chinese students than the global average.62%of respondents said that safety was their biggest worry when considering studying in a different country,followed by the cost of living.Over two thirds of Chinese students said that a consideration when choosing a course was that it improv

3、es their employment prospects.43%said AI is affecting their career choices.WeChat and Weibo are important channels to Chinese students,and far more popular than WhatsApp.55%of students said environmental sustainability was very or extremely important to them,but the global average was 72%.The UK,Hon

4、g Kong SAR and Australia are the top destinationsSafety is the biggest worry for Chinese studentsGraduate outcomes are a top priorityAI is affecting Chinese student decision-makingLocal social media is crucialSustainability is important to the majority of Chinese studentsRecommendations Promote grad

5、uate employability in your marketing materials.Chinese students place more emphasis on graduate outcomes than students from other countries leverage this to your advantage by evidencing strong performance compared to your peers.Universities have a distinct opportunity to use Chinese-centric social m

6、edia to deliver tailored marketing messages.Weibo and WeChat are opportunities for universities to deliver marketing messages that are tailored to the Chinese market.Show your institutions positive environmental sustainability impact by promoting the results and outcomes of your sustainability resea

7、rch.Highlight safety on-campus and in your country as a key message.Chinese students consider rankings and ratings important.Consider how you can use ratings or credentials to evidence safety.1324Chinese students account for a vast number of international students.Their perspectives and motivations

8、are unique among other major source markets,as this report explores.Understanding their needs and requirements is crucial if you are to continue recruiting from China.Use Weibo and WeChat to promote the key messages your potential students want to hear about-graduate employability and safety on-camp

9、us.Angela Lehmann Principal Consultant54146,619 19614,138 prospective student responses countries and territories from ChinaMake smart choices,with real student insights The QS International Student Survey is the largest global survey of its kind,and it has been guiding international recruitment str

10、ategies for over a decade.Use QS International Student Survey data and insights to:Understand and fulfil evolving student priorities in the areas that matter most to them,like employability and sustainability.Identify growth opportunities.Refine brand positioning,adapt strategies,and showcase your d

11、ifference.Would you like help from QS experts?We will work with you to apply our insights and recommendations into your marketing and recruitment plans.Contact us today and we will be happy to guide you towards recruitment excellence.From China to the World76ContentsWhere do Chinese students want to

12、 study?What are their concerns about studying abroad?What is important to them when making an application?How do they want to be communicated with?How valuable do they find student recruitment events?How important is employability?What indicates high-quality teaching?How important is environmental s

13、ustainability?What impact is Generative AI having on student decision-making?AppendixDemographic of survey respondentsWhat are the preferences and motivations of prospective students from China?If you partner with us for the QS International Student Survey,you receive a bespoke report for your insti

14、tution.Its free to participate we just ask that you invite your prospective students to complete the QS International Student Survey.Register your interest in partnering with us for the QS International Student Survey 2025 today.8 1012 1220 22242628 3132From China to the World8The UK is the most com

15、mon study destination reported by Chinese students exactly aligned to the global average.However,destinations closer to China,such as Hong Kong SAR,Singapore and other Asia Pacific destinations are of much more interest.Continental European destinations,such as the Netherlands,France,Switzerland and

16、 Italy are all selected at much lower rates than the global average.However,when students were asked to select the country they were most likely to study in,there is much less variety in students opinions.Where do Chinese students want to study?What are the most important things when choosing a coun

17、try to study in?While the UK is the most popular option,other European destinations arent as favouredWhile students are open to lots of options in principle,Chinese students would prefer one of the major study destinations.The outlier in this is Hong Kong SAR,which is geographically close and has a

18、recognisable culture.Source:QS International Student Survey 2024Source:QS International Student Survey 2024ChinaGlobal averageWhere are you considering studying in the future?Continental European destinationsNetherlandsFranceSwitzerlandItaly3%10%10%8%11%2%3%3%37%UK68%It has universities with high qu

19、ality teaching16%Australia54%It has well-ranked universities11%Hong Kong SAR 48%The culture/lifestyle appeals to me8%USA47%It has a good reputation as a place to study46%It has good graduate employment optionsChinaGlobal averageWhere are you considering studying in the future?UnitedKingdomHongKong S

20、ARAustraliaUnitedStatesCanadaSingaporeOther inAsia PacificNewZealandGermany49%28%25%19%12%11%10%4%3%49%8%21%33%21%7%3%7%14%9From China to the World1110What are their concerns about studying abroad?Safety is the biggest worry for Chinese students Which of the following factors would make you feel les

21、s worried about studying abroad?Source:QS International Student Survey 202462%of respondents said that safety was their biggest worry when considering studying in a different country 16%higher than the global average.Cost of living closely follows in second,with academic concerns in third.While cost

22、 of living is a major concern,availability of scholarships and concerns around finding accommodation are both reported at lower rates than the global average.With 45%of Chinese students reporting a household income between$10,001-$100,000,Chinese respondents are wealthier than the global average(32%

23、reported the same income level).Cultural differences are also a significant concern to Chinese students(41%).Universities should highlight their welcoming environment,as well as any specific activities that will ease students into life in another country,such as student societies.There being no lang

24、uage barriers was identified as the factor that would make Chinese students feel less worried about studying abroad.Having friends or family being close by,and friends and family identifying good support for international students are the next most popular factors(47%).As we will explore later in th

25、e report,this re-emphasises the importance families have in Chinese student-decision making.Source:QS International Student Survey 2024ChinaGlobal averageWhat worries you most about studying in a different country?ClimateI will miss my home,family and friendsFood choicesAvailability of scholarshipsS

26、peaking the local languageAbility to meet my familys expectationthat I perform well academicallyCommunicating and studying in EnglishFinding accommodationBeing made to feel unwelcomeCultural differencesGetting a jobWhether I will do well academicallyCost of livingSafety19%29%18%48%21%23%21%48%32%27%

27、45%38%68%46%17%19%20%23%24%29%34%35%37%41%45%55%60%62%53%If I was confident that there would be no language barriers47%If I had heard from family or friends that there is good support for international students47%If I had family or friends in the country of the institution that I am applying to46%If

28、 I knew a lot about the culture of the country that I would be moving toFrom China to the World1312Students expect a quick and personal response to enquiries90%of Chinese students expect a complete and personal response to their enquiry within one week.64%expect a response within three days.Alongsid

29、e a quick response,they also expect ongoing contact.After making an application,53%of students expect weekly contact from a university.23%expect monthly contact,and 11%expect daily contact.The pieces of information Chinese students find useful do not entirely align to the global average,with informa

30、tion about work placements,teaching staffs experience,application tips and rankings all being cited as more important by Chinese students.Chinese students find insights into work placements and links to industry to be the most useful sources of information when making study decisions.Source:QS Inter

31、national Student Survey 2024Chinese students applying to multiple universities 20%of Chinese students are considering applying to,or have already applied to between 5-10 universities.8%said they had applied to more than 10 universities.The most common number of universities to be considering is five

32、(18%).Information sourcesChinaGlobal averageWhich of the following are most useful to you when making study decisions?Live videos(e.g.Facebook Live,Instagram Live etc)Virtual tours of the universityPhoto/video Stories(e.g.SnapchatStories,Instagram Stories etc)Imagery/photographs of the universityVis

33、a guidanceMeetings with admissions staff at fairsor information sessionsLive online chats with university staffStories about current and formerinternational studentsAccommodation informationThe ability to connect with existinginternational students to ask questionsInformation on performance in ranki

34、ngsPractical tips to help with your applicationInformation about teachings staffsexperience and qualificationsInformation on work placements andlinks to industry11%24%15%22%31%34%21%38%43%48%43%44%48%45%16%20%20%21%22%23%29%30%36%43%49%51%52%55%Applying to universityFrom China to the World1514Study

35、decisions often discussed with parentsWhat have you discussed with your parents?How much influence do your parents have in your decisions about where and what to study?Chinese studentsGlobal average 62%53%74%71%64%54%2%3%Over 60%of students have discussed key study decisions with their parents-a hig

36、her percentage than the global average.Interestingly,this doesnt seem to impact the amount of influence parents have on Chinese student decision-making.Chinese students report a similar level of parental influence to the global average.Choice of courseA lot of influenceChoice of countryA fair amount

37、 of influenceChoice of universityNot very much influenceNone of theseNo influence at all 11223344A huge 81%of Chinese students said parents/family will be their main source of funding,far higher than the global average(43%).Parents are clearly a key stakeholder universities looking to recruit more C

38、hinese students should consider how they can target their parents with useful messages.Advisors at their current education institution are the next most popular set of people to discuss their options with-34%explored their choice of course with them.Chinese studentsGlobal average 22%20%35%36%37%31%6

39、%12%From China to the World1716Social media usageWeChat is the most popular social media for researching study decisions 72%of Chinese students said they use WeChat for research when making study decisions.42%use Weibo,and 41%use InstagramEnsuring you have a presence on these key channels enables yo

40、u to deliver tailored messages to the Chinese market globally,only 15%of respondents use WeChat,and 9%use Weibo.SnapchatPinterestYoukuRedditLinkedInOtherX/TwitterInternet Forums(e.g.The Student Room)TikTokFacebookYouTubeInstagramWeiboWeChat(Weixin)Which social media do you use for research when maki

41、ngdecisions about studying overseas?2%3%5%8%14%14%21%26%26%28%36%41%42%72%Source:QS International Student Survey 2024From China to the World1918Email and WeChat are the preferred communication channels As well as having distinct social media habits,Chinese students also display different communicati

42、on preferences to the global average.While email is the most preferred communication channel,as it is globally,WeChat is far more popular among Chinese students than the global average,and WhatsApp is far less popular.Communication channelsSource:QS International Student Survey 2024Which of these wo

43、uld you like to use to communicate with auniversity youre considering studying at?EmailWeChat(Weixin)Phone callReal time chat/messaging onthe university websiteSMS/Text messageQQLetter/PostWhatsAppSina WeiboFacebookX/TwitterAI chatbotsSkypeTelegramLINESnapchatKakao TalkViberVKontakteNone of these82%

44、62%29%28%24%20%16%13%10%9%9%6%5%5%3%2%1%1%0%0%From China to the WorldStudent recruitment events212054%of Chinese students have attended a student recruitment event or fair.60%attended an in-person event while this is a majority,it does highlight an opportunity for universities to use virtual events

45、to supplement their in-person fairs.Nearly three quarters of Chinese students said talking directly to universities influenced their decision making.This presents a significant opportunity for universities to use student recruitment events to drive conversion and enrolments.Top 3 reasonsOver50%of Ch

46、inese students have been to a student recruitment event61%To see the range of universities and courses that were on offer42%To speak with universities I have already researched31%To speak with universities that are new to meTalking to universities directly influenced decision-making Why did you choo

47、se to attend a student recruitment event?From China to the World23Graduate outcomes more important to Chinese students than the global average Graduate employment rate is the most important measure of student outcomes Top three career considerations for Chinese students when choosing a course at uni

48、versity 67%It improves my employment prospects Global average:48%59%It will help to boost my salary Global average:46%54%It allows me to learn new skills Global average:58%2265%of the Chinese students we surveyed said that one of the most important things for them is to study at a university with pr

49、oven graduate outcomes and a good record for getting students into the careers they want.Only 52%said the same,globally.Over two thirds of Chinese students said that a consideration when choosing a course was that it improves their employment prospects 19%higher than the global average.When choosing

50、 a course,university or country to study in,Chinese students reported good graduate employment rates as a factor more often than the global average.This highlights an increased focus on graduate outcomes and employability among Chinese students.When thinking about graduate outcomes,Chinese students

51、identified a high graduate employment rate as the most important measure(60%),followed by how soon students find employment post-graduation(53%).Highlighting these key statistics,and doing so on the marketing channels Chinese students are present on,is key to enrolling more Chinese students.Employab

52、ilityFrom China to the World2524The most important fact when choosing a course and universityHigh-quality teaching70%of respondents from China said that high-quality teaching was among the top five most important factors when choosing a course the most popular option.High-quality teaching was also t

53、he most important factor when choosing a university to study at.Chinese students think ranking in independent ratings is more important than the global average.In contrast,quick responses to enquiries is less important.Again we see an emphasis on graduate employability.A high graduate employment rat

54、e and work placements are both reported as important by over 58%of Chinese students.Source:QS International Student Survey 2024Ranking and rating indicate teaching quality to Chinese studentsThe university is ranked welloverall in independent ratingsThe university has received recognition of its tea

55、ching quality via a country-widemeasurement schemeA high graduate employment rateThe university organizes workplacements as part of its coursesThe universitys teaching staffHigh volume of face-to-faceteaching hoursHigh graduate starting salariesUp-to-date technologyThe university responds quicklyto

56、my enquiries/emailsGood online learning options72%61%60%58%56%54%46%41%27%20%Which five factors are most important to you when assessing a universitys teaching quality?From China to the World2726Source:ChinaSustainability is important to the majority of Chinese students,but less so than the global a

57、verage Sustainability55%of Chinese students said environmental sustainability was very or extremely important to them,while 72%said so on average.When asked what was important to them when judging whether a university is environmentally sustainable,70%identified a universitys sustainable research ou

58、tput.Only 56%said the same globally.Its a marked difference to students from other countries,where on-campus initiatives are often perceived as most important.Whats most important to you when judging whether a university is environmentally sustainable?ChinaGlobal average 70%56%64%63%61%70%The univer

59、sitys sustainable research outputWorking with the local community on sustainable and social justice initiativesOn-campus initiatives(recycling,locally-sourced produce etc.)123Source:QS International Student Survey 2024ChinaGlobal averageHow important is environmental sustainability to you?Not at all

60、 importantSlightly importantModerately importantVery importantExtremely important3%13%30%40%15%3%9%26%39%23%From China to the WorldGenerative AIA majority of Chinese students have used Generative AI technologies The opportunity and disruption caused by Generative AI in higher education is already we

61、ll documented.Regardless of how universities feel about it,their students are using the technology.68%of Chinese students said they have personally used Generative AI technology,with 56%saying theyve used OpenAIs GPT-3,and 43%saying theyve used GPT-4.AI is affecting the study decisions of Chinese st

62、udents at a higher rate than the global average Information about how universities use AI is more highly sought after by Chinese students than the global average.AI is also causing noticeable shifts in student decision making.2829Source:QS International Student Survey 2024Chinese students are more o

63、ptimistic about the impact Generative AI will have on teaching quality.Nearly 50%of the Chinese students surveyed agree or strongly agree it will have a positive impact higher than the global average(45%).It should also be noted that there is an increasing focus on the environmental impact of Genera

64、tive AI.The processors required to train the models and support requests take place in a data centre,and require energy to cool and operate them one assessment from a University of Washington professor estimates the daily energy consumption of Open AI GPT is 1 Gigawatt hour,equivalent to 33,000 US h

65、omes.Universities should consider this when promoting use of Generative AI.AgreeStrongly agreePercentage of Chinese students who agree that AI is causing a change in their study decisions34%16%17%9%3%4%AI is affecting my career choicesAI is affecting where I choose to begin my studiesI have reconsid

66、ered my course choice because of AIFrom China to the WorldSource:China3130Appendix We support institutions across the globe at all stages of the student recruitment journey from initial enquiry to enrolment.QS student recruitment solutions Find and recruit the right studentsFind out how QS can helpY

67、our goalHow can we helpThe QS solution1Build strategy&benchmark performanceInsights analytics&advice2Create brand awareness&generate leadsMarketing&advertisingStudent recruitment eventsPerformance assessment to highlight strengthsIn-market engagement3Convert quality leads&process applicantsExpert co

68、nversion&admission support4Enrol&engage studentsHigh-quality,diverse candidates&enrolment supportQS 360 analytics&advisoryEnquiry management&lead follow-upQS Discover fairsQS StarsOffer conversion servicesIn-country representation servicesQS Advanced ProfilesConsultancy and advisory servicesQS Admis

69、sionsQS Connect eventsBrand AuditCounselled(QS Apply)&independent enrolmentsQS student recruitment eventsSummits and conferencesDisplay advertisingRetargetingStudent insights trackerAdmissions management softwareEmail marketingSponsored content3332Source:ChinaGenderAgeStudy levelMain subjects of int

70、erestHousehold incomeFunding56%26%0%24%6%92%Female17-20Foundation or vocationalBusiness and ManagementLess than$10,000Self-funded39%50%22%21%14%15%10%1%3%18%39%15%16%Male21-24UndergraduateEngineering and Technology$10,001-$25,000$25,001-$50,000$50,001-$75,000LoanScholarship25-31Postgraduate taughtCo

71、mputingOver$75,0004%7%38%5%39%3%Prefer not to say or to self-describe32 or olderPostgraduate researchSubjects allied to medicineDont know/prefer not to sayNot sure/otherDemographic of survey respondentsQS International Survey 2024|Demographic breakdown of Chinese respondentsQS International student

72、survey 2024 Demographic breakdown of Chinese respondentsFrom China to the World3534From China to the WorldWe provide bespoke reports for institutions which partner with us to encourage prospective students to participate in the QS International Student Survey.Benchmark the needs and wants of your prospective students against other universities in the region and across the globe.Register your interest in partnering with us for the QS International Student Survey 2025.Want to delve deeper into what your future students think?