Chinese students are heading overseas to study in record numbers, and regardless of the country of interest, they had quite clear preferences for specific universities when searching online. The exciting trend is that although there are universities that are obviously more favoured, Chinese students can be influenced in their interest as a result of more effective digital marketing in China, and education efforts from the universities, and the quick growth of prospective student population. This is reflected in the change of ranking by number of searches on Sogou (China’s 2nd largest search engine) during the first quarter to third quarter period of 2016 compared to 2015.
Although there are universities that are obviously more favoured, Chinese students can be influenced in their interest as a result of more effective marketing and education efforts from the universities, and the quick growth of prospective student population.
So then, what are the highest searched for universities in Australia by Chinese students?
The University of Sydney and the University of Melbourne were the top two choices for those looking to study in Australia. Both universities have experienced a considerable increase in search volume. The University of Sydney had an accelerated growth rate of 62% in the first three quarters of 2016, overtaking Melbourne University as the top search. Melbourne University also saw strong increases of 54% in the same period. The University of New South Wales, Monash University and the University of Queensland complete the top five online search choices by Chinese students, all of which have strong yearly growth by number of searches in first three quarters of 20161.
There was an impressive YoY growth in the volume for smaller or newer universities, too. The recently established Federation University had a massive increase of 185%. The University of Western Sydney search volume grew by 112% and Adelaide University by 98%. They are also in the top three fastest growth list2.
Top 10 Australian universities ranked by number of searches on Sogou
1,2 Sogou Analytics 2016