1、West AfricaFromto the WorldDiscover the preferences of 22,147 students from West Africa looking to study at universities overseas.A report on the QS International Student Survey 20242From West Africa to the WorldKey findingsfrom the 22,000+West African students interested in studying abroad75%of Wes

2、t African students say their biggest worry about studying abroad is the cost of living,followed by the availability of scholarships(70%).65%are also concerned about affordable tuition fees when choosing a course.These students place a high emphasis on up-to-date technology,with 73%believing it refle

3、cts a universitys teaching quality.43%also seek information about the use of AI and tech when researching universities.When selecting a university,64%of respondents indicated that being welcoming to international students is important,compared with the 49%worldwide average.87%of West African student

4、s said environmental sustainability was very or extremely important to them,compared to the global average of 62%.Like most countries,YouTube is the most common channel for researching overseas universities.However,students from West Africa are also likely to use LinkedIn(45%compared with a 33%globa

5、l average)and Facebook(34%compared with 26%).61%of West African students said the ability to ask questions of existing international students is useful when making study decisions the most popular answer.Affordability a top priorityTechnology the top indicator of teaching qualityFeeling welcomed is

6、importantSustainability is important to student decision-makingLinkedIn and Facebook are popular research tools Existing international students are a key source of informationRecommendations As well as using video on YouTube as part of your student recruitment strategy,create engaging visual content

7、 on your LinkedIn and Facebook channels too delivering the messages that are important to them.Focus on affordability,highlighting the availability of scholarships to help with tuition fees,showing lower-cost accommodation alternatives,and detailing how current students live on a budget whilst still

8、 enjoying the full university experience.Create key messages around how welcoming you are to international students,and the use of innovative technology to teach courses,alongside practical tips about accommodation,visas and the application process,which these students value.Make the most of your in

9、ternational students on campus,ensuring theyre present in your marketing materials,and give prospective students a chance to contact them.Show your institutions sustainable impact by using demonstrable,real-world examples of sustainable and social initiatives both on-campus and within the local comm

10、unity and how you support student-led societies.13254West Africa,and Nigeria in particular,continues to be a region of strong demand for international education.However,the current economic climate has intensified affordability concerns.Clear communication about potential graduate earnings and caree

11、r outcomes in various fields remains a significant motivator for students and their families when selecting institutions and countries.Recent policy changes have also shaped student preferences.Its more important than ever that universities respond to West African student needs,should they hope to r

12、ecruit effectively in 2025.Michelle Arikpo Regional Director,Africa,QS354From West Africa to the World146,619 prospective student responses196 countries and territories22,147 from West AfricaMake smart choices,with real student insights The QS International Student Survey is the largest global surve

13、y of its kind,and it has been guiding international recruitment strategies 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 technology and affordability.Identify growth opportunitie

14、s.Refine brand positioning,adapt strategies,and showcase your difference.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.Fro

15、m West Africa to the World76ContentsWhat are the preferences and motivations of 22,147 students from West Africa?Where do West African students want to study?What are West African students concerns about studying abroad?Applying to universityParents role in decision makingSocial media usagePreferred

16、 communication channelsStudent recruitment eventsEmployabilityHigh-quality teachingSustainabilityGenerative AI AppendixDemographic of survey respondentsWhat are the preferences and motivations of prospective students from West Africa?If you partner with us for the QS International Student Survey,you

17、 receive a bespoke report for your institution.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.7 810 1215161920222426283132Fro

18、m West Africa to the World9817%of students said theyre most likely to study in Canada24%of students said theyre most likely to study in the US31%of students said theyre most likely to study in the UK Where do West African students want to study?What are the most important considerations when choosin

19、g a country to study in?English-speaking destination markets dominate West African student preferences7%6%West AfricaGlobal averageUnitedKingdomFranceNetherlandsAustraliaUnitedStatesCanadaFinlandNewZealandGermanySweden49%49%49%45%22%17%9%21%33%21%14%10%Where are you considering studying in the futur

20、e?4%9%8%10%7%7%Source:QS International Student Survey 2024Students could choose up to five optionsThis indicates that although theyre open to studying in a wide variety of destinations,West African students are likely to choose one of the major study destinations.49%It has universities with high-qua

21、lity teaching47%It has an affordable cost of living43%It has a good reputation as a place to study43%It has an affordable cost of studying67%It is welcoming to international studentsFrom West Africa to the World1110What are West African students concerns about studying abroad?Cost of living is the b

22、iggest worry for West African students30%20%16%20%15%20%31%37%47%13%56%44%70%75%ClimateFood choicesAbility to meet my familys expectationthat I perform well academicallyI will miss my home,family and friendsSpeaking the local languageCommunicating and studying in EnglishCultural differencesBeing mad

23、e to feel unwelcomeGetting a jobWhether I will do well academicallyFinding accommodationSafetyAvailability of scholarshipsCost of livingWhat worries you most about studying in a different country?Source:QS International Student Survey 202475%of respondents said the cost of living was their biggest w

24、orry when considering studying abroad,with the availability of scholarships coming in second at 70%.However,49%of respondents are funded by scholarships compared to the 29%global average,which explains the high level of importance placed upon them.Not only that,a huge 63%indicated they had a househo

25、ld income of less than$10,000 compared with the global average of 28%.As such,finances and affordability are a major concern.68%also agreed that One of the most important things for me is to study at an affordable university which offers scholarships and is located in a city with a lower cost of liv

26、ing far more than the global average of 40%.This cost sensitivity paired with the increased costs of living and studying in major destination markets such as the UK,US,Canada and Australia means universities must demonstrate a clear return on investment for their West African students.However,its im

27、portant to note that 56%of these students were also worried about finding accommodation,so addressing these concerns should also be a priority.From West Africa to the World1312Students expect quick responses and regular contact Applying to university70%of West African students expect their enquiry t

28、o be acknowledged within 24 hours,which is significantly higher than the global average of 54%.47%also expect a complete and personal response to their enquiry within the same timeframe,compared with the average of 24%.After making an enquiry,45%expect to be contacted weekly,which matches the global

29、 average,but 40%expect to be contacted daily which is double the worldwide average of 20%.When researching a university,West African students feel the experience of international students is the most helpful source of information when making study decisions.Accommodation comes in second,with 53%of s

30、tudents indicating that it is one of their most useful decision-making tools.As mentioned on page 10,accommodation is also their third biggest worry about studying in a different county,which once again highlights its importance.66%46%57%67%52%73%73%1 3 universities4 or more universities34%54%43%33%

31、48%27%27%West Africa studentsConsidering or have already applied to:Global averageWest African students interested in:USACanadaGermanyUKAustralia6%7%17%12%22%50%40%37%34%46%49%53%61%Live videos(e.g.Facebook Live,Instagram Live etc)Photo/video Stories(e.g.SnapchatStories,Instagram Stories etc)Live on

32、line chats with university staffImagery/photographs of the universityVirtual tours of the universityVisa guidanceMeetings with admissions staff atfairs or information sessionsInformation on performancein rankingsPractical tips to help withyour applicationStories about current and formerinternational

33、 studentsInformation about teachings staffsexperience and qualificationsInformation on work placementsand links to industryAccommodation informationThe ability to connect with existinginternational students to ask questionsWhich of the following are most useful to you when making study decisions?51%

34、Source:QS International Student Survey 2024West African students find the ability to ask questions to existing international students the most useful source of information when making study decisions.Slight fluctuations in numbers compared to 2023There has been a slight decrease in the numbers consi

35、dering or applying to one to three universities which was 70%in 2023 and a small increase in the numbers applying to four or more which stood at 30%last year.61%of students say the ability to connect with existing international students to ask questions is importantFrom West Africa to the World1514W

36、est African students are most likely to discuss key study decisions with their parents.Siblings are the next most popular option,with 37%discussing their choice of country with them,and 32%discussing their choice of course and university with them.Advisors at their current education institution are

37、the third most popular option,with 31%talking to them about their choice of course.A quarter of West African students are also discussing study decisions with universities student ambassadors as compared with the global average of 15%,which again demonstrates how important they find this source of i

38、nformation.Parents a key driver in decision making49%Choice of country39%Choice of university41%Choice of course3%None of theseWhat have you discussed with your parents?From West Africa to the World1716Social media usageThe top social media platform when researching universities56%of West African st

39、udents use YouTube to research overseas study45%of West African students use LinkedIn to research overseas studyWhen asked Which five sources of information have you found most useful when researching a university?,50%of students selected social media channels the third most popular option after the

40、 university website and a general online search.53%of West African students use YouTube to research overseas study,which almost matches the global average of 54%.LinkedIn comes a close second at 45%(51%for those interested in the US),which is significantly higher than the 33%global average.They also

41、 use Facebook(34%)and Twitter/X(23%)more than the worldwide average.Interestingly,although 28%use Instagram,this is significantly less than the global average of 48%.Plus TikTok is banned in some West African countries,which may explain its low popularity of just 10%.Theyre also much less likely to

42、use Reddit(3%vs 14%).4%16%14%12%48%26%38%33%54%4%10%21%23%28%34%36%45%53%YoukuWeiboSnapChatWeChat(Weixin)PinterestRedditOtherFacebookX/TwitterTikTokLinkedInInternet Forums(e.g.The Student Room)YouTubeInstagramWhich of the following types of social media do you use for researchwhen making decisions a

43、bout studying overseas?14%3%2%2%0%1%15%1%9%0%West AfricaGlobal averageSource:QS International Student Survey 2024From West Africa to the World1918Email and WhatsApp are the preferred communication channelsMost West African students prefer to communicate with prospective universities via email(91%).H

44、owever,WhatsApp is also very popular,with 66%indicating they would like to use this channel to communicate with a university,compared with 46%globally.Phone calls are the third most popular,with 41%of students saying they like this communication method much higher than the global average of 30%.Whic

45、h of these would West African students use to communicate with a university theyre studying at?Here,we can see the largest differences between West African students and the global average.-9%6%6%11%20%EmailWhatsAppReal time Chat/messaging with the university websiteSnapchatTelephoneMore likely Less

46、likelyCommunication channelsSource:QS International Student Survey 20242120Student recruitment events continue to provide a valuable opportunity for prospective students.46%of West African students have attended a student recruitment fair just below the 50%global average with a significant 62%attend

47、ing in-person.46%of West African students said a university fair was among their most useful information sources when researching a university higher than the global average of 34%,and the fourth most popular answer behind the university website,general online searches,and social media channels.68%c

48、hose to attend a student recruitment event to see the range of universities and courses on offer,and 61%attended to have personal interactions with university representatives.Other popular reasons included speaking with universities the students had already researched,and speaking to universities th

49、at were new to them.Student recruitment eventsAlmost half of West African students have been to a student recruitment event46%of West African students have attended a student recruitment fairSpeaking directly to a university influenced the decision of almost half of prospective studentsFrom West Afr

50、ica to the WorldA fair amountof influenceNot very much influence38%12%3%48%23%4%How much did speaking directly to universities influence your decision-making about your studies?West AfricaGlobal average24%A lot ofinfluenceNoinfluenceat all47%Source:QS International Student Survey 2024From West Afric

51、a to the World23Employability and graduate outcomes a key focus53%of West African students indicated that a high graduate employment rate is important when choosing a course,which is significantly higher than the 40%global average.When asked for their top three most important measures when thinking

52、about graduate outcomes,68%of West African students identified a high graduate employment rate,which is higher than the 57%global average.The second most popular answer was how quickly students find employment after graduating(60%).50%also agreed that One of the most important things for me is to st

53、udy at a university with proven graduate outcomes and a good record for getting students into the careers they want which closely aligns with the global average of 52%.Its important to highlight graduate employment rates and earnings on a course basis where possible to help West African students wit

54、h their decision making.Top three career considerations for West African students when choosing a course at university Employability62%It will help me to build a professional network Global average 48%56%It will give me international experience Global average 49%55%It allows me to learn new skills G

55、lobal average 58%Ensure you embed networking into your curriculum and consider how you can show this in marketing collateral.22From West Africa to the World2524High-quality teaching a high priority for West African studentsHigh-quality teachingHigh quality teaching is the most popular reason student

56、s from West Africa choose a course(54%),the second most popular reason for choosing a country(49%)and the third most popular reason for choosing a university(50%).This is slightly below the global average,but nevertheless,demonstrates it is one of their highest priorities.Up-to-date technology was t

57、he most significant indicator of a universitys teaching quality at 73%far higher than the global average of 56%.Although interestingly,good online learning options ranked relatively low at 27%.Technology is closely followed by whether it has received recognition of its teaching quality via a country

58、-wide measurement scheme(70%),and as such,this should be clearly visible.A high graduate employment rate ranked third at 61%Students from West Africa place less emphasis on overall independent rankings than the global average(53%vs 64%)and teaching staff(49%vs 60%)when it comes to teaching quality,a

59、lthough theyre still important factors.Which factors are most important to you when assessinga universitys teaching quality?73%The university has received recognition of its teachingquality via a country-wide measurement scheme61%The university is ranked well overall in independent ratings56%A high

60、graduate employment rate53%The university organises work placementsas part of its courses49%The universitys teaching staff44%The university responds quickly to my enquiries/emails41%High graduate starting salaries27%Good online learning options22%High volume of face-to-face teaching hours70%Up-to-da

61、te technology31%34%43%56%49%44%38%39%43%50%64%64%It offers a specific course I am interested inIt has a good careers serviceand links with employersIt is welcoming to international studentsIt offers high quality teachingIt offers scholarshipsIt has a high graduate employment rateWhat is most importa

62、nt to you when choosing a university?West AfricaGlobal averageSource:QS International Student Survey 2024Source:QS International Student Survey 2024Technology and recognition indicate teaching quality2726From West Africa to the WorldEnvironmental sustainability is more important to West African stud

63、ents than the global averageSustainability87%of West African students said environmental sustainability was very or extremely important to them.On-campus initiatives and working with the local community are important measures of sustainability73%of students indicate that on-campus initiatives such a

64、s recycling and using locally-sourced produce are the most important measures of sustainability.Working with the local community on sustainable and social justice initiatives ranked almost equal at 72%.Supporting student-led projects and societies,and a universitys sustainable research output are gi

65、ven as the next two most important factors.Not importantat allSlightlyimportantModeratelyimportant1%3%26%45%39%42%23%How important is sustainability to you?West AfricaGlobal average4%9%9%VeryimportantExtremelyimportantSource:QS International Student Survey 2024From West Africa to the WorldGenerative

66、 AIMany West African students are interacting with Generative AIThe potential Generative AI has to revolutionise higher education is already well documented.With a majority of prospective students already interacting with Generative AI,universities should expect students to use it in their academic

67、work,as well as personal statements and application data entry.55%of West African students have personally used or interacted with Generative AI technologies,which is slightly less than the global average of 65%.OpenAIs ChatGPT is the most widely used platform,with 58%having used either GPT-3 or GPT

68、-4.20%also indicated they have used Google Colab and Bing AI.West African students relate technology to teaching quality Significantly,73%of West African students regard up-to-date technology as a factor in assessing a universitys teaching quality.43%also seek information about how higher education

69、institutions are using AI and technology when researching universities,which is 8%higher than the global average.As such,universities should promote the technology they use when engaging with West African students.Over half(53%)also agree or strongly agree that generative AI will have a positive imp

70、act on teaching quality,which is higher than the global average(45%).However,it should be noted that there is an increasing focus on the environmental impact of Generative AI.The processors required to train the models and support requests take place in a data centre,and require energy to cool and o

71、perate them.One assessment from a University of Washington professor estimates the daily energy consumption of Open AI Gigawatt hour,equivalent to 33,000 US homes.As such,universities should consider this when promoting use of generative AI,particularly when communication with such sustainability-co

72、nscious students.53%of West African students agree or strongly agree that generative AI will have a positive impact on the teaching quality of the university73%view up-to-date technology as a factor in assessing a universitys teaching quality55%of West African students have personally used or intera

73、cted with Generative AI technologies 18%of West African students agree or strongly agree that AI is affecting their career choice16%of West African students agree or strongly agree that they have reconsidered their course choice because of AI 2829From West Africa to the World3130Appendix We support

74、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 helpYour goalHow can we helpThe QS solution1Build strategy&benchmark performanceInsights analytics&

75、advice2Create brand awareness&generate leadsMarketing&advertisingStudent recruitment eventsPerformance assessment to highlight strengthsIn-market engagement3Convert quality leads&process applicantsExpert conversion&admission support4Enrol&engage studentsHigh-quality,diverse candidates&enrolment supp

76、ortQS 360 analytics&advisoryEnquiry management&lead follow-upQS Discover fairsQS StarsOffer conversion servicesIn-country representation servicesQS Advanced ProfilesConsultancy and advisory servicesQS AdmissionsQS Connect eventsBrand AuditCounselled(QS Apply)&independent enrolmentsQS student recruit

77、ment eventsSummits and conferencesDisplay advertisingRetargetingStudent insights trackerAdmissions management softwareEmail marketingSponsored content3332From West Africa to the WorldGenderAgeStudy levelMain subjects of interestHousehold incomeFunding35%8%3%19%63%38%Female17-20Foundation or vocation

78、alBusiness and ManagementLess than$10,000Self-funded58%16%20%13%11%4%2%4%49%41%48%9%1%1%1%Male21-24UndergraduateEngineering and Technology$10,001-$25,000$25,001-$50,000$50,001-$75,000LoanScholarship25-31Postgraduate taughtComputing$75,000-$100,000$100,000-$100,000More than$150,0006%36%29%9%18%9%Pref

79、er not to say or to self-describe32 or olderPostgraduate researchSubjects allied to medicineDont know/prefer not to sayNot sure/otherDemographic of survey respondentsWeve used the UN definition of West Africa to define the nationalities used in the analysis for this report.Find out more.From West Af

80、rica to the World3534We 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?