Search interest in studying at ‘big four’ destinations declines

Fewer prospective students are searching online for information about the ‘big four’ international study destinations while a quarter of social media posts about higher education in these countries is negative, according to a new report.

ApplyBoard found that internet search traffic for studying in Canada, the US, the UK, and Australia has fallen during a period marked by increased restrictions on international students.

The online service company’s analysis of data from software firm Meltwater also showed that English-language media coverage of international education grew between 8 and 20 per cent across these sectors, but the tone varied.

While sentiment remained “relatively stable” for the UK between 2023 and 2024, the proportion of stories which were positive increased to 34 per cent in both the US and Australia.

Around one in 10 news stories were negative for all three of these regions, but in Canada it was much higher. A fifth (19 per cent) of all news stories about studying in Canada were negative with only 21 per cent positive.

This period coincided with a series of caps introduced by the federal government, and a significant drop-off in international student enrolment.

On social media, ApplyBoard found that 27 per cent of posts about Canadian higher education were negative, which was similar to the UK (27 per cent) and Australia (25 per cent).

The US saw the highest share of negative sentiment on X at 36 per cent, though it also recorded the second-highest positive sentiment among the big four at 19 per cent.

ApplyBoard said it was not surprising that sentiment on social media skewed more negative than in traditional media, but institutions must take a more proactive approach to their online presence.

“Engaging authentically on social platforms can help shape the conversation, counter misinformation, and reinforce a strong, positive brand that resonates with prospective students,” it said.

When analysing Google searches, ApplyBoard found that average monthly keyword searches fell by 52 per cent for Canada and by 27 per cent for the US from their post-pandemic peaks in 2022.

Likewise, interest fell by 9 per cent for Australia and by 32 per cent for the UK from their highest point in 2023.

In such a rapidly shifting marketplace, ApplyBoard said institutions must remain attuned to how students in different markets perceive their study options.

“To remain competitive, institutions should focus on the factors that matter most to prospective students: clear career pathways, financial accessibility, and a strong support network for international learners.

“Proactive engagement—whether through digital outreach, transparent messaging on post-graduation opportunities, or strategic partnerships—can help ensure that institutions are reaching and converting students effectively.”

patrick.jack@timeshighereducation.com