The report elaborated by topuniversities.com on global trends in students’ online usage draws on a survey of more than 2,200 prospective students worldwide.
One of the most interesting findings of the report (Students Online: Global Trends 2014 by Top Universities: How important is social media when researching universities and courses?) is the variation we see among different world regions for social media usage among prospective students. A majority of respondents across every age group and world region said they used social media to at least some extent during their higher education research.
In Africa and Latin America, respondents were more than twice as likely to view social media as essential to their higher education research than those in the US and Europe. This suggests that targeting students of these regions specifically through social media may well be easier than targeting students elsewhere.
In general, however, respondents were most likely to place social media somewhere in between. Across Africa, Asia and Europe, the most-selected category was “quite important”. The top choice for respondents in the US and Canada was “not so important”, while those in Latin America were at the other end of the spectrum, with a majority classing social media as “very important”.
In the context of higher education research, respondents most commonly perceived social media as a way to “get ideas and inspiration”, and this was fairly consistent across all age groups and regions. In most world regions, the second most common usage was to compare universities, with the key exception of Latin America, where respondents selected information about courses as the second most important function for social media.
We hope you find this infographic useful. We highly recommend you to take into consideration the facts mentioned before about how important is social media when researching universities and courses, when planning the student recruitment strategy for the next intake to ensure the success of it.