Assessing the Demand for Skill-based Education in Pakistan: Insights from Google Trends Data

Abstract

This paper looks at the demand for skills training in Pakistan and uses Google Trends to estimate public interest in vocational training. Over 60% of Pakistan's population is believed to be under the age of 30, and faced with substantial youth unemployment, there are legitimate calls for well-planned skills-building programs. Notwithstanding the demand, Pakistan’s TVET system is still in its infancy, as indicated by low participation rates. With digital platforms, and particularly search engine data, there’s a new way to “see” demand. The discoveries illustrate an increase in public interest in upskilling, particularly in the IT and healthcare sectors, following 2020, a period parallel to the global surge in digital learning and remote work. But there are regional differences in search, with urban areas and those with deeper internet penetration much more engaged than rural areas. This study finds an escalation in cyber-search interest alongside a decrease in official enrollment, suggesting a need for targeted support to gain access to and enhance vocational education, especially in poor areas. Policymakers and educators can use the findings to develop more efficient skill-based education packages that meet Pakistan's evolving labor-market needs.