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.
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
21%
UK PREFERENCE (GLOBAL)
Overall, the UK holds its #1 position globally, but Canada is closing in at 16.4%. Indeed, Canada is the clear #1 destination for Africa.
20%
INDIA DESTINATION "NOT LISTED"
The survey included top destinations globally. 19.7% India students selected “not listed” destination, the highest of any market, suggesting demand for emerging study hubs.
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. 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%).”
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.
Student research habits
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 platform-native markets. Students are actively using study abroad apps for research.
INDIA: COUNSELLOR-LED, PLATFORM-RESISTANT
India uses counsellors at 18.2% (nearly 2x global average) while platform use is just 9.1% the lowest.
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%).
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.
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%.
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%). 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%.
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%.