38%
Africa is Edvoy's largest respondent segment at 38% of the total with Nigeria (37.9%), Rwanda (13.7%) and Kenya (13.4%) leading. This market is both the largest volume opportunity and the most underserved.
Global Student Survey 2026 Insight Report
Edvoy's 2026 Student Survey with 850 prospective international students across core markets, reveals an important reality: while students are researching independently more than ever before, trusted guidance remains a critical part of their decision-making.
The findings suggest the future of international recruitment isn't a choice between digital self-service and human support. The institutions that succeed will be those that combine both.
Nine Things You Need to Know
More than 850 prospective international students across Africa, India, Bangladesh, Pakistan, MENA and South Asia. Here are the most strategically significant findings from this updated dataset.
21%
UK PREFERENCE (GLOBAL)
The UK holds its #1 position globally, but Canada is closing in at 16.4% and leads Africa outright. Canada is the clear #1 destination for the survey's biggest segment.
42%
TUITION IS KING
Tuition costs and scholarships are the #1 decision factor for choosing between universities cited by 2 in 5 students globally, rising to 51% among Bangladesh students and 48% among Pathways.
Italy
THE BREAKOUT DESTINATION
Italy is #1 for Pakistan (21.1%) and #2 for Bangladesh (16.9%). PG Taught students show 10.9% Italy intent a useful signal when targeting Italian university partners toward postgraduate recruitment.
20%
INDIA "NOT LISTED"
India has the highest "not listed" destination rate of any market at 19.7% suggesting demand for emerging study hubs (Netherlands, UAE, Singapore) that Edvoy's India funnel doesn't yet serve.
72%
BACK AI IN ADMISSIONS
Nearly three quarters of students think AI-assisted admissions processing is positive rising to 78% for MENA overall and 79% for Pathway students. Only South Asia (56%) is notably skeptical.
53%
INDIA IS AI-FIRST
India has the highest AI content use of any market (53%), yet the lowest platform discovery rate (9%). A distinct profile: tech-comfortable but still research-first and counsellor-dependent.
42%
PG AI ADOPTION
PG students overall are the most AI-active study level 43% use AI for content and 42% would use it in applications. Within PG, Research students rely on university websites first while Taught students are social-first, a useful channel-targeting split for campaigns.
29%
SOUTH ASIA. COUNSELLOR-LED
Nepal and Sri Lanka students have the highest counsellor reliance at 29.4% nearly 3x the global average. B2B agency partnerships in these markets have outsized impact on conversion.
Where Students Want to Study
The UK retains the #1 position globally but market-level data reveals stark differences. Canada dominates Africa. Italy is a genuine #1 or #2 in two South Asian markets. Germany is consistent across all markets.
Global Destination Ranking (all respondents)
Destination by Market
| Destination | Africa | India | Bangladesh | Pakistan | MENA | South Asia |
|---|---|---|---|---|---|---|
| UK | 23.0% | 21.1% | 18.8% | 12.7% | 21.4% | 29.4% |
| Canada | 29.2% | 5.3% | 7.1% | 5.6% | 12.5% | 11.8% |
| USA | 18.6% | 14.5% | 9.1% | 9.9% | 19.6% | 17.7% |
| Aus/NZ | 11.3% | 10.5% | 15.6% | 18.3% | 8.9% | 17.7% |
| Germany | 5.8% | 9.2% | 14.9% | 15.5% | 7.1% | — |
| Italy | 2.6% | 2.6% | 16.9% | 21.1% | 0.0% | 5.9% |
| Don't Know | 3.7% | 13.2% | 7.8% | 5.6% | 19.6% | 11.8% |
| Not Listed | 3.7% | 19.7% | 3.3% | 4.2% | 3.6% | 5.9% |
MENA combines Gulf (Saudi Arabia, UAE, Kuwait, Algeria) and Non-Gulf (Egypt, Iraq, Turkey). They behave nearly identically across most dimensions. The one meaningful split is decision factors flagged in Section 04.
South Asia (Nepal + Sri Lanka) is a smaller segment; treat directionally.
“Canada is Africa's #1 destination at 29.2% ahead of UK (23%) and USA (18.6%). For the largest segment in this survey, Canada is not a secondary market. It's the primary one.”
ITALY: BIGGEST PARTNERSHIP GAP
Italy is #1 in Pakistan (21%) and #2 in Bangladesh (17%). Even at the PG level, 7.6% of postgraduate students prefer Italy with Taught students showing notably higher interest (10.9%) than Research students (2.8%). Without Italian university partnerships, this demand cannot be monetised.
CANADA: AFRICA'S DESTINATION
Canada's 29.2% share among African students is not just a lead it's a landslide. Africa is 38% of this survey. Edvoy's Canada partner depth is among the most commercially critical in this dataset.
INDIA: LATENT DEMAND FOR MORE
19.7% of Indian students chose "not listed" the highest of any market. This signals significant appetite for destinations like the Netherlands, UAE, Singapore and Japan that aren't in the standard funnel.
MENA: THE UNDECIDED MARKET
19.6% of MENA students haven't chosen a destination the highest undecided rate of any market. UK and USA are tied as top choices at ~21% each. This is a direct product opportunity: guided destination journeys and personalised recommendation flows would convert this intent.
Destination by Study Level
| Destination | Pathways | UG | PG |
|---|---|---|---|
| UK | 23.3% | 19.9% | 21.2% |
| Aus/NZ | 14.4% | 9.3% | 15.4% |
| USA | 11.1% | 15.7% | 15.1% |
| Canada | 18.9% | 18.1% | 14.2% |
| Germany | 7.8% | 7.8% | 10.8% |
| Italy | 12.2% | 6.8% | 7.6% |
| Don't Know | 7.8% | 8.5% | 5.8% |
| Not Listed | 2.2% | 7.8% | 5.5% |
Italy is the one PG sub-split worth acting on for partnerships. PG Taught students choose Italy at 10.9%, while PG Research students choose it at just 2.8%. When pitching Italian university partners, lead with Masters/MSc recruitment not PhD or research programmes.
How Students Find Edvoy
Social media leads globally as the #1 research channel. But the variation by market is dramatic India is counsellor-led, South Asia is counsellor-and-website-led, Africa is social-and-platform-led. Online platforms rank #3 globally, cementing Edvoy's position in the discovery funnel.
Top Information Sources Global
Top Source by Market
| Source | Africa | India | Bangladesh | Pakistan | MENA | South Asia |
|---|---|---|---|---|---|---|
| Social Media | 35.2% | 20.8% | 30.3% | 27.8% | 41.4% | 17.6% |
| Uni Websites | 23.1% | 35.1% | 21.9% | 25.0% | 31.0% | 35.3% |
| Online Platforms | 22.3% | 9.1% | 21.9% | 13.9% | 12.1% | 11.8% |
| Counsellors | 3.7% | 18.2% | 12.9% | 8.3% | 5.2% | 29.4% |
| Family / Friends | 6.6% | 6.5% | 7.7% | 11.1% | 3.4% | — |
MENA: THE MOST SOCIAL-DEPENDENT MARKET
MENA leads all markets on social media use at 41.4%, with strong university website reliance (31.0%) alongside it. This is consistent across both Gulf and Non-Gulf sub-markets. YouTube, Instagram and TikTok-first strategies are essential to reach MENA students effectively.
AFRICA & BANGLADESH: PLATFORM-NATIVE
Africa (22.3%) and Bangladesh (21.9%) are Edvoy's strongest platform-native markets. Students in both are actively using study abroad apps for discovery Edvoy brand investment pays off directly here.
INDIA: COUNSELLOR-LED, PLATFORM-RESISTANT
India uses counsellors at 18.2% (nearly 2x global average) while platform use is just 9.1% the lowest. B2B counsellor partnerships in India are commercially critical. Platform-to-counsellor journey bridging is the product opportunity.
SOUTH ASIA & PG: WEBSITE-FIRST AUDIENCE
South Asia (35.3%) makes university websites its #1 source. PG students overall sit at 26.7% but within PG, Research students are notably website-first (31.5%) while Taught students skew social-first (34.7%). SEO-optimised university profiles are non-negotiable for South Asia and PG recruitment.
What Actually Moves the Decision
When choosing between universities with similar courses, tuition and scholarships dominate everywhere except MENA Gulf, where ranking is the #1 priority. Post-study work rights matter most to India and all PG students.
Decision Factors Global
Decision Factors by Market
| Factor | Africa | India | Bangladesh | Pakistan | MENA | South Asia |
|---|---|---|---|---|---|---|
| Tuition / Scholarships | 46.3% | 30.3% | 50.7% | 38.9% | 29.3% | 35.3% |
| Higher Ranking | 14.0% | 21.1% | 11.0% | 8.3% | 22.4% | 17.7% |
| Post-Study Work | 9.2% | 18.4% | 12.3% | 9.7% | 19.0% | 17.7% |
| Industry Links | 14.3% | 15.8% | 15.6% | 18.1% | 10.3% | 23.5% |
| Lower Entry Requirements | 5.3% | 5.3% | 7.1% | 11.1% | 10.3% | 5.9% |
The one genuine MENA split worth acting on: Gulf students (Saudi Arabia, UAE, Kuwait) make ranking their #1 factor at 25.7%, with tuition a distant third at 20%. Non-Gulf students (Egypt, Iraq) flip this tuition is #1 at 43.5%. Combined MENA figures smooth this. Use them for general sizing; use the sub-split when creating Gulf vs Non-Gulf campaign creative.
Decision Factors by Study Level
| Factor | Pathways | UG | PG |
|---|---|---|---|
| Tuition / Scholarships | 47.7% | 47.5% | 36.5% |
| Higher Ranking | 15.9% | 13.1% | 17.1% |
| Industry Links | 13.6% | 14.9% | 15.4% |
| Post-Study Work | 5.7% | 7.8% | 17.1% |
| Lower Entry Requirements | 8.0% | 6.0% | 5.2% |
SCHOLARSHIPS ARE THE CONVERSION LEVER
Bangladesh (51%), Africa (46%) and Pathways/UG students (48%) all make tuition the decisive factor. Scholarship prominence, affordability filters and cost comparison tools should be front-and-centre in discovery flows for all three.
MENA: THE ONE GENUINE SPLIT PRESTIGE VS COST
MENA is the only market where ranking rivals tuition (22.4% vs 29.3% combined). Within MENA, Gulf students (Saudi, UAE, Kuwait) make ranking their #1 at 25.7%, while Non-Gulf (Egypt, Iraq) make tuition #1 at 43.5%. Use prestige messaging for Gulf sub-campaigns; use cost messaging for Non-Gulf. This is the one place the sub-split matters.
INDIA & PG: POST-STUDY WORK IS CRITICAL
India (18.4%) and PG students (17.1%) strongly value post-study work rights far above UG (7.8%) and Pathways (5.7%). UK Graduate Route, Australia's post-study visa and Canada's PGWP should be featured prominently in all content targeting these segments. Tuition sensitivity drops to 36.5% for PG ranking and career outcomes carry more weight than for UG.
PAKISTAN: ACCESSIBILITY MATTERS
Pakistan has the highest lower-entry-requirements priority of any market at 11.1%. Products that surface accessible pathways and foundation programmes especially for Italy-bound Pakistani students will significantly improve conversion.
Students & Artificial Intelligence
Students are broadly positive about AI in admissions and that mandate has strengthened. But usage for personal content creation is still a minority behaviour, with India leading and Africa trailing. The type of AI support students approve varies significantly by study level.
40%
HAVE USED AI TO CREATE CONTENT
38%
WOULD USE AI IN THEIR APPLICATION
72%
THINK AI ADMISSIONS IS POSITIVE
AI Content Use By Market
Would Use AI in University Application?
| Market | Yes | No | Don't Know |
|---|---|---|---|
| Pakistan | 45.8% | 34.7% | 19.4% |
| India | 42.9% | 35.1% | 22.1% |
| South Asia | 40.0% | 40.0% | 20.0% |
| MENA | 37.7% | 38.7% | 23.6% |
| Africa | 37.2% | 42.3% | 19.7% |
| Bangladesh | 32.7% | 42.7% | 24.7% |
AI Admissions Approval By Market
Where Students Welcome AI in Admissions (among those who approve)
| Stage | All | UG | PG | Pathways |
|---|---|---|---|---|
| Compliance Docs & Financial | 53.5% | 52.2% | 55.0% | 51.9% |
| Interviews English Skills | 48.9% | 50.0% | 48.7% | 46.8% |
| Welcome Webinars Arrivals | 46.5% | 46.1% | 47.6% | 45.5% |
PG students lead on document compliance AI approval (55.0%), which aligns with their heavier administrative application burdens (research proposals, reference letters, financial documentation). MENA Non-Gulf leads on English interview AI at 65.0%.
Market-by-Market Snapshots
Each market has a distinct identity. These profiles consolidate the most commercially relevant signals for each region.
Africa
38% of survey
Nigeria · Rwanda · Kenya · Ghana
#1 Destination
Canada (29.2%)
#2 – #3
UK 23% · USA 18.6%
Italy Interest
Very low at 2.6%
Top Decision
Tuition (46.3%)
Info Channel
Social (35.2%), Platform (22.3%)
Platform Use
22.3% joint highest
AI Content Use
28.7% lowest
AI Admissions
69.7% below average
Study Mix
UG 47.7%, PG 39.3%
Opportunity
Canada volume, Edvoy brand, social-first campaigns
India
10.8% of survey
Multi-city · PG-dominant
#1 Destination
UK (21.1%)
Standout Finding
Not Listed: 19.7% highest
Top Decision
Ranking (21.1%), Tuition (30.3%)
Post-Study Work
18.4% highest of any market
Info Channel
Uni Websites #1 (35.1%)
Counsellor Use
18.2% highest market
Platform Use
9.1% lowest market
AI Content Use
53.2% highest market
Study Mix
UG 33%, PG 58%
Opportunity
Emerging destinations, post-study work content, counsellor B2B
Bangladesh
23.4% of survey
Dhaka · Chittagong · Sylhet
#1 Destination
UK (18.8%)
Breakout Finding
Italy #2 at 16.9% unique
Germany Interest
14.9% very strong
Top Decision
Tuition (50.7%) extreme
Info Channel
Social (30.3%), Platform (21.9%)
AI Apps Use
Yes 32.7% most hesitant
AI Admissions
74.5% above average
Study Mix
UG 37%, PG 48%
Opportunity
Italy + Germany partnerships, scholarship-first messaging
Pakistan
9.9% of survey
Karachi · Lahore · KPK
#1 Destination
Italy (21.1%) unique #1
#2 Destination
Australia/NZ (18.3%)
Germany Interest
15.5% strong
Top Decision
Tuition (38.9%), Industry (18.1%)
Lower Entry Priority
11.1% highest market
AI in Apps
45.8% Yes most open
AI Admissions
76.1% above average
Study Mix
UG 28%, PG 60%
Opportunity
Italian partnerships, accessible pathways, AI tools messaging
MENA
8.3% of survey
Gulf: SA/UAE/KW · Non-Gulf: EG/IQ/TR
#1 Destination
UK (21.4%) tied with USA (19.6%)
Undecided Rate
19.6% highest of any market
Italy Interest
0.0% no demand at all
Top Decision (Combined)
Tuition 29.3%, Ranking 22.4%
Key Sub-Split
Gulf: Ranking #1 · Non-Gulf: Tuition #1
Info Channel
Social media (41.4%) leads all markets
AI Content Use
61.0% highest of any market
AI Admissions
78.2% well above average
Study Mix
PG 53%, UG 32%, Pathway 15%
Opportunity
Guided destination journeys; Gulf = prestige, Non-Gulf = cost
South Asia
NEW2.3% of survey
Nepal 77% · Sri Lanka 24%
#1 Destination
UK (29.4%) clear leader
#2 – #3 Tied
USA + Aus/NZ (17.7%)
Top Decision
Tuition (35.3%), Industry (23.5%)
Info Channel
Uni Websites #1 (35.3%)
Counsellor Use
29.4% highest of all markets
AI Content
46.7%
AI Admissions
56.3% lowest market
Study Mix
UG 35%, PG 59%
Opportunity
B2B counsellor network, UK-focused content, website SEO
Note: South Asia (Nepal + Sri Lanka) is included for strategic awareness; treat directionally. MENA Gulf and Non-Gulf are combined throughout this report. The only dimension where the sub-split materially matters is decision factors Gulf students prioritise ranking first, Non-Gulf prioritise tuition first — flagged in Section 04.
Four Distinct Student Profiles
Three clearly distinct student profiles. PG students are combined here they share similar destination preferences, AI attitudes and decision factors. The two meaningful internal PG splits (info channel and Italy interest) are called out as footnotes where they affect targeting decisions.
| Metric | Pathways | UG | PG |
|---|---|---|---|
| Survey Share | 12.4% | 39.6% | 47.9% |
| #1 Destination | UK (23.3%) | UK (19.9%) | UK (21.2%) |
| Italy Share | 12.2% | 6.8% | 7.6% |
| Germany Share | 7.8% | 7.8% | 10.8% |
| Not Listed | 2.2% | 7.8% | 5.5% |
| Top Decision Factor | Tuition (47.7%) | Tuition (47.5%) | Tuition (36.5%) |
| Ranking Priority | 15.9% | 13.1% | 17.1% |
| Post-Study Work Priority | 5.7% | 7.8% | 17.1% |
| #1 Info Source | Social (32.2%) | Social (31.6%) | Social (30.4%) |
| Platform Use | 18.9% | 21.3% | 15.7% |
| Counsellor Use | 12.2% | 9.9% | 9.3% |
| AI Content Use | 37.5% | 36.4% | 42.6% |
| AI in Applications (Yes) | 35.2% | 34.8% | 41.9% |
| AI Admissions Approval | 79.3% | 71.0% | 71.2% |
Two PG sub-splits worth acting on: (1) Info channel PG Taught students are social-first (34.7%) while PG Research students are university-website-first (31.5%): run social ads for Taught recruitment and invest in SEO/website presence for Research. (2) Italy PG Taught shows 10.9% Italy intent vs Research at 2.8%: pitch Italian partners on Masters/MSc cohorts, not doctoral programmes.
PATHWAYS: COST-DRIVEN, UK-BOUND
Pathway students are the most tuition-sensitive (48%), strongly favour the UK (23%), and have notable Italy appetite (12%). They want affordable entry routes into respected Anglophone universities. Scholarship clarity and Italy pipeline are both priorities.
PG: CAREER-FOCUSED, AI-READY
PG students prioritise post-study work rights far more than UG (17.1% vs 7.8%) and are the most open to AI in applications (42%). They have the highest AI content use (43%) of any study level. Career ROI messaging salary outcomes, visa pathways, employer connections resonates most strongly with this group.
UG: PLATFORM DISCOVERY MODE
UG students use online platforms more than any other level (21.3%) and are the most discovery-oriented. They're highly influenced by social media and are Canada-positive (18.1% nearly matching UK at 19.9%). App-based recommendation flows will land best here.
The future of international education will not be defined by technology, social media or AI alone. It will be shaped by how effectively institutions balance digital engagement with human support.