US Higher Education survey shows growth continuing, agent usage increasing

The Spring 2024 Snapshot on International Education Exchange report by IIE is based on the responses of 662 higher education institutions in the USA.

IIE found that 53 per cent of institutions have experienced an increase in international applications for the 2024/25 academic year compared with the previous year, while a further 30 per cent indicated that applications are steady.

The findings indicate something of a levelling off from the post-pandemic boom: in the previous two surveys the ratio of institutions indicating an increase was 65 per cent (for 2022/23) and 61 per cent (for 2023/24).

Application trends in the last five years. Source – IIE.

The authors said that associated colleges/community colleges had the most positive outlook for 2024/25, with 61 per cent noting an increase in international applications for 2024/25, followed by master’s institutions (58).

Doctoral institutions were the most likely to indicate a decrease in applications (26 per cent), and the authors highlighted that doctoral universities host the largest proportion of international students nationwide.

Markets: Ghana was a particularly prominent growth market, with 62 per cent of institutions experiencing an increase from this source country, while Nepal (53 per cent), India (47), Nigeria (46), and Bangladesh (40) were also cited as markets providing an increase in applications.

Recruitment methods: At both undergraduate and postgraduate level, 58 per cent of higher education institutions surveyed said they were using agents for recruitment of international students, a notable increase compared with 53 per cent (undergraduate) and 51 per cent (postgraduate) in the previous spring survey.

For undergraduate recruitment, 70 per cent of institutions utilize current students as a recruitment tool, while 63 per cent use international partnerships, 63 per cent use social media, 57 per cent attend in-person student fairs, and 56 per cent utilize alumni networks to help recruitment.

The authors found that 85 per cent of institutions are committing at least the same funding or more than the previous year for international student recruitment.

India, which has overtaken China as the largest source of student visa holders in the USA, was the most common priority market for educators.

At undergraduate level, 72 per cent indicated India as a priority market, with the same proportion also targeting Vietnam, followed by China (60), Canada (53), South Korea (53), Brazil (52), and Japan (50).

For postgraduate recruitment, India was cited as a priority by 66 per cent of institutions, followed by China (44), Vietnam (36), Nigeria (34) and South Korea (32).

International students already at high school in the USA were also a prominent recruitment channel for higher education institutions, with 87 per cent of respondents highlighting this as a priority.

Study abroad: IIE also questioned institutions about study abroad, and 74 per cent expect to send more students overseas on study abroad programs in the 2024/25 academic year.

The UK remains the most popular destination for study abroad programs with 82 per cent due to send students there, followed by Italy and Spain (both 80), France (78) and Japan (76). The authors noted that participation rates for China (34) and Israel (10) are much lower than typical pre-pandemic levels, citing geopolitical issues.

Recruitment methods cited for undergraduate recruitment. Source – IIE.