Top purposes of Chinese students studying abroad
Chinese students choose to study abroad for many reasons. While some students may study abroad at the request of their parents (12%), the majority do so for an enriched personal experience (64%). Other reasons from a students’ perspective include advanced knowledge (54%), future employment prospects (46%) and language learning (42%)1.
When comparing the main purpose for studying abroad from the students’ and parents’ perspective, the results are particularly telling. Students rated enriched experiences, knowledge, future employment prospects and language skills as their main reasons and they rated these purposes more importantly than their parents did. 24% of parents believed that it was to avoid the entrance exam in higher education, compared to 17% of students. 22% of parents also believed it was to prepare for immigration and working abroad, compared to 18% of students2.
COMPARISON OF THE MAIN PURPOSES FOR STUDYING ABROAD BETWEEN STUDENTS AND PARENTS
The majority of Chinese students study abroad for an enriched personal experience, advanced knowledge, and future employment prospects.
Today more Chinese students are certain about what they want to do once they have completed their studies, with 2016 figures showing only 24% are still unsure compared with 34% in 2015. 42% of the students prefer working in the destination country for a period of time before going back to their home country. Only 15% would like to return immediately after graduation3.
EMPLOYMENT INTENTIONS OF CHINESE STUDENTS AFTER COMPLETING THEIR OVERSEAS STUDIES
Key concerns of Chinese students for oveseas education
It is a significant investment Chinese families make when choosing to send their children overseas for their education. They have several concerns that need to be addressed before making their final decision.
Security, cost and employment prosperity are the top three concerns of students and their parents for overseas education. In 2015, security ranked as the top of all concerns, with the most of students (47%) and parents (55%) worrying about it. This is particularly so for those considering studying in the USA. Security in USA destination was rated as the number one concern among all concerns for all key destinations. Given the unrest around the globe at the moment, this is a major consideration, and Australia could be regarded as one of the safest countries in the world today, working to our advantage4.
Security, cost and employment prosperity are the top three concerns of students and their parents for overseas education.
KEY CONCERNS OF CHINESE STUDENTS AND THEIR PARENTS FOR OVERSEAS EDUCATION
KEY CONCERNS OF CHINESE STUDENTS AND THEIR PARENTS FOR OVERSEAS EDUCATION BY COUNTRY, 2015
The cost in New Zealand is also a highlighted top concern at country level, with the index equalling the concern about security in the USA.
When comparing concerns of students and their parents, students weighted cost and language as much higher concerns than their parents, while parents rated security and effectiveness of study more highly than students did.
When marketing in China, the more marketers understanding the reasons why Chinese students consider travelling overseas for their education and their concerns, the better they can reach them and address their needs before they commence the decision-making process.