ENQUIRY PROSPECTS - Q1 2020 TRENDS - QS Enrolment Solutions
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ENQUIRY
PROSPECTS -
Q1 2020 TRENDS
IMPACT OF COVID-19
To present current trends in new enquirers, QSES:
o Mined first enquiry source data (phone, email
and webform) of new prospective international
students
o Filtered down to the time period between the
1st January – 26th March 2020
o Compared 2020 results to the same time
period in 2019
Message from our CEO, Nunzio Quacquarelli The coronavirus outbreak has sent ripple effects through our global community and will continue to disrupt our way of life for several months yet, reminding us that nations are incredibly interdependent in the 21st century. While there are significant challenges ahead, higher education institutions, and in turn QS, are continuously adapting and learning, focusing on meeting students where they are and finding flexible, innovative solutions to overcome these odds. Lest we forget, before the internationalization of both commerce and education, we did not have the ability to consolidate the world’s best minds to unearth the most cutting-edge research. The same interdependent, global community that has exposed our vulnerability to this virus is also bringing together the best scientific minds from around the world, sharing genomic and clinical data at unprecedented speed, and producing a vaccine in the shortest possible time. Access QS’ COVID-19 Updates and Resources here: https://www.qs.com/covid-19-resources-updates/
2
QUESTION 1:
Has demand for study in ANZ by prospective international students changed since the outbreak of COVID-19?
FINDINGS:
Yes, looking at direct first enquiry channels (phone, email and webform), there is a decrease (albeit slight) compared to
this same period last year.
-8.3%
-7% -20 to
+3%
30%
Overall Direct Enquiries Webform Enquiries Email and Phone Enquiries
are down YOY are up YOY are down YOY3
QUESTION 2:
Can we see any shifts or trends in enquiry markets?
FINDINGS:
Yes, the top 15 Enquiry Markets are consistent YOY, however there is a shift in the onshore market make up.
Top 15 3 new
unchanged
-12% onshore
markets
Top 15 Enquiry Markets are Although unchanged, we have Pakistan and Bangladesh drop out
unchanged from 2019 seen a decrease in volumes of for Brazil, the UK and Colombia to
enquiries from the top 15 YOY move up the top 10 onshore
marketsTop 15 Enquiry Markets
Top 15 Enquiry Markets
(Onshore)
% Variance % Variance
2019 2020 2019 2020
YOY YOY
India India -9.3% India India -23.8%
Australia Pakistan +54.6% Nepal Philippines -27.7%
Pakistan Australia -18.3% Philippines Nepal -34.1%
Bangladesh Nigeria +3.6% China China -23.8%
Nigeria Sri Lanka +5.1% Sri Lanka Sri Lanka +6.9%
Ghana Philippines +71.4% Viet Nam Brazil +15.0%
Sri Lanka Kenya -18.3% Pakistan United Kingdom +22.1%
Kenya Bangladesh -61.1% Brazil Viet Nam -14.3%
Indonesia Indonesia -17.1% Bangladesh Colombia +9.7%
Nepal Papua New Guinea +36.6% United Kingdom Pakistan -17.5%
Philippines Ghana -70.9% Colombia Malaysia -14.3%
Malaysia China -16.7% Nigeria Nigeria +9.7%
China Zimbabwe -17.6% Malaysia Iran -17.5%
Canada Malaysia -28.7% Indonesia Republic of Korea +2.2%
Zimbabwe Nepal -54.0% Republic of Korea USA -13.2%5
QUESTION 3:
What does the data tell us about how we should approach our recruitment and conversion activity for 2021 and beyond?
FINDINGS:
Volume of new enquirers has not dropped at the expected rate considering the global pandemic of COVID-19. Our data
shows that inbound comms volume has actually increased! Universities need to continue lead generation from their top
enrolment markets and consider investing marketing spend to increase interest from growth markets. Your QSES teams
will continue to optimise the best comms channels to engage your students and provide exceptional customer service.
• Periods in May-September is when we traditionally see seasonal upswings in new enquirers.
New Enquirers by Month
•
-8.3%
Increase in webforms is promising because prospective students are directly on your website,
we are capturing critical personal data and we know what they are interested in studying.
• We need to turn the dial up and maximise personalised and targeted nurture programs with
2019
this personal data to engage students with relevant and useful content.
2020
• This personal data also enables us to segment cohorts and run focussed 1-1 outbound
conversion campaigns, with clear messaging and information about courses and USPs.
• Ensure we are leveraging live data in the QSES reporting dashboards to inform our outbound
OCT
NOV
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AUG
activity and to track impact.6 FURTHER ANALYSIS As always, please contact your Senior Account Director to further explore these findings filtered for your prospective students. #InThisTogether
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