Search Result Trends for Destination Markets in the International Education Sector

As part of our 2021 trends report, we highlighted some top emerging source markets from Asia, Africa, and Latin America that will play a pivotal role for the international education sector’s continued growth. These emerging markets include Pakistan, Bangladesh, Indonesia, Nigeria, Kenya, Egypt, Brazil, Colombia, and Mexico. In today’s ApplyInsights, we delve into the search result trends for the four largest English-language destination markets for international students from the top emerging source countries.¹

We found some common trends in the search results across emerging markets over the past four years. Canada remained or overtook the top searched-for destination market in the majority of source markets, but the search volume growth has also slowed or plateaued in many. The UK experienced some of the largest increases in search volume, and could overtake Canada in many source markets in the coming years if the trends continue. Interest for the US also rose in most markets, whereas Australia has declined almost uniformly, likely due to its closed borders during the COVID-19 pandemic.

Let’s dive into how search volume for these destination markets have trended over the past four years, and what this could mean for the future of the international education industry.

Study Abroad Search Results by Emerging Asian Markets

The UK showed massive growth in all emerging Asian markets we looked at. With the chart below, you can toggle between select emerging Asian source markets.

Pakistan

Canada saw a massive 84% search result spike in 2019/20. This was likely helped by students and recruiters familiarizing themselves with Canada’s Student Direct Stream (SDS) which launched in the latter half of 2018. SDS allows eligible international students from 14 countries to expedite the processing of their Canadian study permit. The SDS continues to provide an approval rate advantage for eligible international students, which Pakistani students can utilize.

However, study abroad search results for Canada declined in the two following years, falling below 2018/19 levels in 2021/22. The UK, on the other hand, has seen steady year-over-year gains, growing by more than 30% every year since 2018/19. The 1,320 average monthly searches for study in the UK in 2021/22 was 170% higher than 2018/19 levels.

Australia, the top searched-for destination market in 2018/19, dropped to number three in 2021/22 as search results declined by 38% over the timeframe. After stagnating for several years, the US saw a 48% increase in 2021/22 compared to the previous year.

Bangladesh

Like Pakistani students, Bangladeshi students conducted fewer searches in 2021/22 for Canada and Australia—the top two searched-for destination markets in 2018/19. Searches for Canada dropped by 37% in 2021/22 compared to 2018/19. Australia fell by 33% over the same timeframe, plummeting to fourth place.

Meanwhile, more than four times the number of searches for the US occurred in 2021/22 compared to 2018/19. This vaulted the American market into second place. The UK also saw tremendous growth over this time period, as search results more than tripled.

Indonesia

While other countries saw various growth and decline across destination market searches, Indonesia featured only uptrends. The UK saw the biggest search surge among Indonesians, growing by 80% in 2021/22 compared to 2018/19. Over the same period, Canada grew by 47%. The US and Australia followed with 25% and 24% growth, respectively.

Main Takeaway for Emerging Asian Markets

Four years ago, Canada and Australia dominated search results for English-speaking study abroad destinations by students in emerging Asian markets. But both now face significantly increased competition for attracting student interest, particularly from the UK.

The 84% search result spike Canada saw by Pakistani nationals in 2019/20, which correlates with the implementation of the SDS, highlights the positive impact that new and innovative policies can create.

Study Abroad Search Results by Emerging African Markets

Like the Asian emerging markets, students in the emerging African markets we examined showed significantly increased interest in studying in the UK. With the chart below, you can toggle between select emerging African source markets.

Nigeria

In 2018/19, Nigerian students searched for Canada 56% more than Australia, the US, and the UK combined. But by 2020/21, Canada’s dominant lead had shrunk. Study in Canada searches declined by 18% while the UK grew by a whopping 305% over the four-year period. In 2021/22 alone, searches for the UK more than doubled compared to the previous year.

Australia dropped from the second most searched-for destination market in 2018/19 to fourth in 2021/22, as search results declined 33% over the period. After dropping in 2019/20, the US garnered a 48% increase in searches in 2021/22 compared to the previous year.

See why we believe Nigeria could be the next major source market for international students.

Kenya

Australia was the most searched-for destination market in 2018/19 among Kenyan students. But, in 2021/22, Australia was the only country to be below its 2018/19 levels, dropping 59%. This further highlights the difficulty that Australia’s international education sector has faced due to border restrictions implemented as a response to the COVID-19 pandemic.

Canada experienced a 33% drop in 2020/21 compared to the previous two years, but returned to 2018/19 levels in 2021/22.

The UK experienced the largest search result growth in 2021/22 compared to 2018/19, growing by 50%. The US followed with 25% growth over the same period.

Egypt

Egyptian students increased their study abroad searches for three of the four destinations in 2021/22 compared to 2018/19. Searches for the US increased by 170% over this period, while searches for the UK also more than doubled. Canada, the top-searched destination market, grew by 48%. Australia was the only market not to grow.

Main Takeaway for Emerging African Markets

If Nigeria proves to be the next major market for international students, then the UK could be well-poised to take advantage of its massive 123% increased search interest over the past year. The multi-year momentum for English destinations by Egyptians is also exciting to see.

Study Abroad Search Results by Emerging Latin American Markets

Unlike in the regions above, the UK’s search interest among students in emerging Latin American markets has lagged behind its competition. With the chart below, you can toggle between select emerging Latin American markets.

Brazil

Brazilian student interest for studying in the four major English markets has either declined or stagnated since 2018/19. In 2021/22, search results for Australia and the UK were at 2018/19 levels. Over the same timeframe, results for the US dropped by 33% and results for Canada dropped by 21%.

However, when using Portuguese, the study in Portugal keyphrase received nearly three times the level of volume as the four English destinations combined.³ But, overall, the study in Portugal keyphrase was down 47% in 2021/22 compared to 2018/19, falling from 3,600 average monthly searches to 1,900.

Colombia

Search interest for studying in Canada among Colombian students has steadily increased over the past four years. The 290 monthly average searches in 2021/22 was 93% higher than 2018/19 levels. Search interest for the US and Australia has grown by 33% and 25% over the past four years, respectively, while the UK has stagnated.

As with Brazil, search interest for the English destination markets falls well below the search interest for Spain when using Spanish. In 2021/22, the monthly average Spanish searches for study abroad in Spain was nearly double the English volume for all four English destination markets combined. And, the 1,000 average monthly Spanish searches for studying in Spain was 39% higher in 2021/22 than 2018/19’s levels.

Mexico

In Mexico, search interest for Canada is up 7% in 2021/22 compared to 2018/19 levels, but fell by 23% compared to 2020/21. Search interest for the US and the UK has stagnated over the four year period, whereas searches for Australia fell by 20%.

Interestingly, when we looked at Spanish searches for studying in Spain, we did not find the home language as impactful as the previous two Latin American countries. The monthly average Spanish searches for studying in Spain was 390 in 2021/22, the same as 2018/19 levels, and only 30% higher than the English searches for Canada.

Main Takeaway for Emerging Latin American Markets

The home language search results show how language familiarity impacts a destination market’s competitiveness for students. Canada expanded the SDS to include seven Latin American markets in 2021—including Brazil and Colombia. This should be a great step for attracting more students in emerging Latin American markets.

Looking Forward

Search results can, at times, be a leading touch stone of future trends. For example, search results for studying in the UK exploded in many emerging markets over the past four years, and the UK just had a record-breaking year for international enrollment in 2020/21. The trends we’ve seen suggest that Canada may experience increased competition for attracting international students from emerging markets, particularly as the UK’s recent policy changes drive its booming enrollment, Australia rebounds after reopening its borders, and the US continues to restore its international reputation among students.

Additionally, the traction that Portugal and Spain received in the home language of emerging Latin American countries highlights the importance of community and familiarity for international students. If English destination markets hope to increase interest among Latin American students, finding or creating innovative ways to bridge the language barrier could be a key component for growing their appeal and competitiveness.

At ApplyBoard, we look forward to continuing to monitor these trends, as we believe this data can help our partner institutions keep their fingers on the pulse of international student interests and demands.

About the ApplyInsights Team

FOOTNOTES:

1. We used Google search data to create an average monthly search volume in each country for the terms “study in [destination country]” and “study abroad in [destination country].” Note that this provides English-only results, except where otherwise stated, for only Canada, the US, the UK, and Australia. Also note that while the term “study abroad” is more associated with exchange programs within the UK, the term still highlights interest for a UK-based study experience within the source markets utilizing that search term.

2. Time frames are from May-April. For instance, 2021/22 is May 2021 to April 2022.

3. When using Portuguese, the search results for the four English destinations received very low or negligible traction.