To understand what’s driving student decisions in 2025, we’ve combined some insights from Keystone’s applicant research and Studyportals’ behavioural analytics.
Keystone Education Group’s global survey draws on 41,995 responses from students in over 150 countries to understand how motivations, barriers, and preferences are shifting.
Studyportals is a global platform that helps students find international degree programmes and provides real-time data on student search behaviour and demand trends.
U.S. faces decline amid global realignment
The U.S. still leads globally, but this is shifting. Trump’s latest calls for stricter international student rules are already shaking confidence – just as nationwide campus protests and political unrest dominate headlines. For many, the “safe bet” of U.S. study is starting to look a lot less certain.
We can see from this Keystone data that the US percentage of the total has been decreasing each year. Italy and Spain also saw a slight popularity increase this year. And, after making gains at the undergraduate level in 2024, Japan has dropped out of the top 10 study destinations. In its place, South Korea has risen in popularity.
Studyportals data also reveals a dramatic 50% drop in page views for U.S. programmes (Jan–Apr 2025), the lowest since August 2020. Alongside this, the U.S. saw a 30% loss in market share, compounded by a 20.5% drop in domestic student interest in U.S. degrees. The platform’s predictive metrics, which closely correlate with IIE Open Doors data (US Institute of International Education) signal that this downturn will likely lead to a major decrease in international enrolments in the US over the next two years.
Keystone’s data above shows that the UK has firmly established itself as the leading destination for Master’s programmes, with a 50% surge in interest and attracting 24% of all prospective Master’s students.
Courses and outcomes drive choices
Fifty-three per cent of PhD students say the course itself is the first thing they consider – compared to 40% of Bachelor’s students, who focus more on the university. Across all levels, students now prioritise career outcomes like employability and internships over university rankings. There is a rising interest in practical fields such as Computer Science, Business, and Health, with students seeking clear returns on their investment. Technical fields (e.g., Computer Science) attract many undergrads, while Business and Health programmes remain strong across all levels.
Subject interests vary by age and level
Computer Science tops the list for undergraduates, reflecting demand for digital and technical skills. Business & Economics leads across all study levels, while Arts & Humanities remains most popular with students under 18, demonstrating that younger learners are still driven by curiosity and creativity, even in a performance-focused market.
Domestic and international students want different things
International students are often motivated by global career change and the chance for personal growth abroad. For domestic students, however, the appeal lies more in study-life balance, flexibility, and academic challenge. While both groups value future opportunities, they approach higher education with different expectations and constraints.
Cost and complexity still block many
The biggest barrier to studying abroad remains affordability. Fifty-six per cent of students say studying overseas is too expensive, while another third find the process overly complex. Safety concerns are also notable, with 16% of undergraduates saying personal safety makes them hesitant to go abroad.
With costs rising, many students are now working while studying to fund their education. 31% of international and 56% of domestic students say they prefer part-time study. This makes flexible, part-time, and hybrid formats essential, not just for convenience, but for access. A 2025 Educause report found a surge in demand for flexible, hybrid programmes that allow students to balance employment and study (Educause, 2025).
Speed matters: students apply widely and expect quick responses
More than half of students finalise their study plans in under six months. Many apply to multiple universities – especially PhD students, nearly half of whom apply to five or more. With such fast decision cycles, universities must offer clear, accessible information and rapid responses.
Email remains the most popular communication method, preferred by 60% of students, but its dominance is fading – usage dropped by 14% since 2024. Live chat, video calls, and in-person conversations are all growing. A study from Middlesex University saw a sharp rise in demand for messaging apps and live chat, particularly from students in Asia and South America. Speed also matters: 20% of students said a delayed reply negatively affected their application decision. Institutions need to be responsive, friendly and approachable.
Peer influence drives decision-making
Students are placing more trust in each other than in institutional marketing. 82% of international students say reviews influence their decisions. Social media platforms hold considerable sway – with 59% of students saying they’re influenced by them. YouTube is the top channel for undergraduates, while LinkedIn plays a growing role at the postgraduate level. Students aren’t just researching degrees – they’re seeking real-life student voices with unfiltered experiences.
With students researching faster and applying to more institutions than ever, universities need to respond with speed, clarity, and warmth. Delayed replies or impersonal communication can lose a prospective applicant in seconds.
That’s where Hunterlodge comes in; we offer strategic support to universities aiming to attract and retain international students. By developing responsive communication strategies, optimising enquiry handling, and crafting personalised campaign messaging. We create flexible and student-centred recruitment approaches, helping institutions stand out in a competitive global market.
Want to position your university as a global leader? Let’s talk strategy. Get in touch: kim.mclellan@hunterlodge.co.uk
