The UK’s higher education sector has faced dark clouds recently. Policy changes – both proposed and already implemented – have elicited concern from corners of the UK HE market about the continued appeal of the UK as a premier study destination for international students.
But what do international students think of these proposed policy changes, and to what extent is it really having an impact on their interest in studying in the UK?
At UniQuest and FindAUniversity, we work across all stages of the student journey as part of Keystone Education Group. This means we’re able to offer a uniquely joined-up perspective on the behaviours, decision-making and volume of international applicants to UK universities.
This data helps our university partners to better understand the impact that policy-based developments are having upon applicant interest.
Together with other parts of Keystone, FAU produce a range of audience insights. These include an always-on ‘Pulse’ survey, with over 8,000 prospective students, as well as unique ‘Share of Search’ data, tracking shifting subject and destination preferences across a range of search and discovery platforms.
Recent Pulse insight shows the impact that hypothetical changes to the Graduate Route post-study work visa, such as reducing the duration from two years to six months, would have.
The findings show that these changes would have a substantial impact on PGT (masters) interest, with 34% of respondents stating a reduction to six months would make them “much less likely” to consider studying in the UK.
With the impact of these proposed changes further compounded by recent adjustments to visa requirements, such as the restrictions on the number of accompanying dependants together with substantial fee increases, it is unsurprising that a growing number of international students are widening their net when it comes to considering international study destinations.
We can see this in action when examining region-specific interest towards the UK for postgraduate study. Almost two-thirds – some 60% – of respondents from Africa say the Graduate Route is “very important” to the UK’s study appeal, followed by 48% of South Asian students and 27% of European students.
Interestingly, 25% of European students say the Graduate Route is “not at all important” to their UK study intentions – possibly reflecting the different policy situation for some of these audiences.
It’s important to place these potential changes and their impact in a wider context. For example, Pulse data shows that even a substantial cut to the Graduate Route would have little to no impact for around 32% of prospective PGT students.
Other FAU audience data reveals that, although the UK’s overall ‘Share of Search’ has dropped substantially since immigration policy changes were effectively implemented in September 2023, the impact varies substantially across different regions. For example, interest from East Asia and Europe is proving much more robust.
Despite the persistent challenges that exist, interest in UK postgraduate study still remains
So, despite the persistent challenges that exist, interest in UK postgraduate study still remains.
The remarkable aspect isn’t that dissuasive policies might deter some international students – it’s that significant interest persists despite these obstacles, and that there are numerous opportunities for universities to diversify and develop new and additional audiences.
UniQuest is able to contextualise this interest by analysing data from thousands of prospective international student enquiries across all study levels. This provides clear insights into the latest applicant trends, to better inform the actions of its vast UK partner network.
The data here reveals a year-on-year growth in offer holders for the September 2024 intake, from key markets like China – 38% – and the USA – 19%. We’re also seeing offer holders in more diverse markets like Thailand, Kenya, and Saudi Arabia rising by at least 10%, underlining the importance of market diversity in informing recruitment strategies.
This increase in offer-holders is mirrored in the growth we’re seeing for specific subjects. Design and arts lead the charge with a 17% year-on-year increase in offer holders, while research courses have seen a 40% jump in applications, fuelled by interest from India, Pakistan, Nigeria, and Bangladesh.
This isn’t to downplay the challenging period that the UK HE sector is currently navigating, but to provide reassurance that appetite to study in the UK is very much still there.
Insights from UniQuest’s partner network provide an understanding of the general sentiment expressed by applicants prior to enrolment. For instance, the number one FAQ and blocker to enrolment across all markets, such as India, Nigeria and China, relates to admissions, closely followed by finance.
Against the backdrop of mass inflation and contracting economies around the globe, students need clear sight of the real cost of study.
To allay financial concerns and build trust with prospective students, financial packages and scholarships must be agreed and communicated early in the application cycle to have maximal impact on the chances of enrolment.
In fact, applicant engagement on the whole has become more important than ever before in the face of shrinking pipelines. It’s vital that universities remain quick, yet personalised and targeted in their approach.
Ultimately, the UK HE sector boasts a rich heritage and continues to attract ambitious students from across the globe. While policy changes may create short-term uncertainty, the data presents some optimism: significant international student interest persists – and, in some cases, is growing.
As a result, it’s vital that admissions teams across the UK continue to take proactive steps to ensure the long-term health of their international cohorts. By embracing data-driven decision making and prioritising clear communication to address applicant concerns head-on, admissions teams across the UK can continue to prosper.
About the authors: Mark Bennett is the director of audience and insight at FindAUniversity and Jenni Parsons is chief market and partnerships officer at UniQuest
