In an interview with the Free Press Journal, ETS India head Sachin Jain noted that 90% of people who take the TOEFL opt to study in the USA. According to Jain:
“Approximately 90% of TOEFL test takers choose to study in the United States, highlighting its status as the most sought-after destination for higher education. The remaining 10% diversify their academic paths by pursuing opportunities in other leading countries, including the United Kingdom, Canada, Australia, and Germany.”
The figure is a bit higher than I supposed it would be. Perhaps efforts to crack the lucrative Canadian and Australian markets remain a work in progress.
With such a high percentage of test takers heading to the USA, the test could be at risk of losing market share to competing products that have gained more acceptance in that country in recent years.
It may be worth mentioning that while the USA is the most sought-after destination for higher education, it is only just barely so. There were 1.1 million international students in the USA in 2023/24, compared to 1.04 million in Canada (2023) and 825,000 in Australia (2024). For testing firms, appealing to students heading to a range of destinations is the key to financial success and security.