European institutions in tertiary education are at the centre of major political and social changes. The national university markets have become more and more European and digitization is constantly picking up speed, and not just since the Bologna reform. As a result, the behaviour of central university stakeholders has changed. Young people are becoming more and more mobile and as digital natives no longer know a world without the Internet. At the same time, demographic change is already causing a drop in student numbers in the medium term. Consequences of these trends are increased competition among European universities and new demands on the digital offering of an institution.
To be successful in this environment, communication tailored to the target group is crucial. In our digital world, this is primarily done through the online presence of a university. This is where potential new students and scientists are addressed, research results are published and dialogue with the public is established.
But how successfully do institutions operate online, what kind of national differences can be identified?
To answer this question, the online presences of over 2,500 institutions in the tertiary education sector in Europe, the USA and Canada were analyzed. For this purpose, the first 200 pages were examined for over 30 parameters and the major social networks. With over 15 million data points examined, this study provides comprehensive answers.
After the successful two university studies on the DACH market in 2016 and 2017, the new international university study is now following. In cooperation with XOVI GmbH - the specialist for web analysis, Equify - the experts of the Anglo-Saxon education market and Philip Dunkhase - lecturer and researcher on social media activities at universities, the authors have created a compendium of the digital European university landscape.