Not All International Students are the Same: Understanding Segments, Mapping Behavior
World Education News & Reviews, Vol. 25, No. 7, August 2012
5 Pages Posted: 22 Dec 2012
Date Written: August 1, 2012
International students aiming to study abroad form a highly heterogeneous group. Differences in academic preparedness and financial resources translate into differences in what information students look for and where they look for it during their college search. Based on the survey response of nearly 1,600 prospective international students from 115 countries collected October 2011 through March 2012, we segment international students into four distinct groups: highfliers, strivers, explorers and strugglers. We find significant difference in their information needs and use of information channels. It suggests that higher education institutions need to gain a better understanding differences of international student profiles so as to prioritize their outreach strategies. In particular, debates about the use of agents and social media should be grounded in an understanding of which segments use those channels and whether the institution is interested in recruiting those segments. Comprehensive report available for download from WENR link.
Keywords: international recruitment, segmentation, information search behavior, international student mobility
JEL Classification: N30, I20, I21, J00
Suggested Citation: Suggested Citation