admission table The finicky and fickle behavioral patterns of Gen M DULEEP DEOSTHALE, PhD Co- Founder and Vice President International Education admissiontable.com duleepd@admissiontable.com
Changing Trends
Did you know children below 2 years.. 81% have digital profiles
Did you know children below 2 years.. 7% have an email
Did you know children below 2 years.. 23% have Sonograms uploaded
Did you know children below 2 years.. 33% have pictures uploaded on net
Dropping Attention Span
Informal Formal Bill: Hi, wntmrw? Ken: @ 2 Bill: Kool, Cu Bill: Hello Ken, when are you coming tomorrow? Ken: I will be there at 2pm Bill: ok.. See you
Visual vs the written word
The gamification generation: Are you ready? What Why When Where How
Students live on mobile Nomophobia: Fear of not being connected due to a lack of battery power, signal or loss of ones mobile phone 53% 66% 74% 2008 2012 2014 Proportion of respondents who confess to nomophobia
when they are shopping
or waiting for a sub
or in the bed
or in shower or in the restroom
Time spent on mobile by students 5% 3% 5% 6% Apps Text Messaging Browser Social Network 11% 56% Call Others Email 13%
Why the Indian Market?
Number of Universities 677 Number of Colleges 37,204 Degree Granting Institutions 700+ Student Enrolment 20 Million (approx) Undergraduate 86% Graduate 12% Research 1% Diploma 1%
Largest education opportunity in the world is driven by rising middle class
Key Challenges
Unmet Demand
Poor Quality of Teaching = Low Employability
Constraints on Research and Innovation
Q u a l it y A n d / Or? Q u a n t I t y
Present Methods of engaging with students Education Fair Agents Email
Is that working?
Education Fair Number of Students in each fair: 150 (DAAD Delhi,2014) Number of locations covered: 2 Total students covered : 300
AGENTS #of Agents : 660 (approx.) Average #of students in a well known consultancy: 250 (approx.) Average # of students in a small consultancy: 100 (approx.)
Key influencers in selecting any university Review & Ranking University Website Social Network Education Fair 45% 43% 37% 26% AT survey 2015
Key influencers in selecting any university (cont.) Peer Group Family Pressure Education Fair 27% 23% 26% AT survey 2015
Preferred methods of communication Social Media WhatsApp Meet in person 35% 27% 22% AT survey 2015
Behavioral Patterns
Affordability Options Chosen to pay the fees 8% 3% 2% 0-$10,000 $10,000- $20,000 25% 62% $20,000- $30,000 $30,000- $40,000 >$40,000 54% 53% 46% 38% Education loan Part time work scholarship Family support
Gender 80 70 60 50 40 30 20 10 0 13-17 18-24 25-34 Men Women
When are posts seen?
Universities NOT leveraging mobile + social Surveyed 162 universities 50% responded 15% gave relevant response 0 followed up
29,624 DELHI 33,224 CALCUTTA 21,667 MUMBAI 25,829 BANGALORE 63,315 HYDERABAD 40,062 CHENNAI TIER I CITIES
5,496 CHANDIGARH 2,988 NOIDA 29,624 DELHI 2,612 DEHRADUN 2,162 GHAZIABAD 987 JAIPUR 789KOTA 3,473 LUCKNOW 930 PATNA 460 JABALPUR 894 RANCHI 33,224 CALCUTTA 6,259AHMEDABAD 1,851 NAVI MUMBAI 21,667 MUMBAI 10,062 PUNE 698 NAGPUR 5,496 BHUBANESHWAR 25,829 BANGALORE 354 UDUPI 1,387 COCHIN 2,086 SECUNDERABAD 63,315 HYDERABAD 40,062 CHENNAI TIER I CITIES TIER II CITIES
5,496 CHANDIGARH 2,988 NOIDA 29,624 DELHI 2,612 DEHRADUN 2,162 GHAZIABAD 987 JAIPUR 2,237 KANPUR 789KOTA 3,473 LUCKNOW 1,354 FARIDABAD 332 BHOPAL 1,684 GREATER NOIDA 930 PATNA 460 JABALPUR 894 RANCHI 1,963 VADODARA 2,210 HOWRAH 33,224 CALCUTTA 6,259AHMEDABAD 698 NAGPUR 1,851 NAVI MUMBAI 21,667 MUMBAI 10,062 PUNE 203 RAIPUR 5,496 BHUBANESHWAR 1,482 THANE 25,829 BANGALORE 354 UDUPI 2,133 MYSORE 1,387 COCHIN 2,086 SECUNDERABAD 63,315 HYDERABAD 1,121 FARIDABAD 40,062 CHENNAI TIER I CITIES TIER II CITIES TIERIII CITIES
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Prospects
Road Map to Admission: The Impediments 60 40 20 Preparation Tutoring for SAT, GRE, GMAT
Road Map to Admission 60 40 Selection Find and connect with short-listed universities 40 20 Preparation Tutoring for SAT, GRE, GMAT
Road Map to admission 60 60 40 Selection Find and connect with short-listed universities 40 Motivation Peer Group 20 Preparation Tutoring for SAT, GRE, GMAT
Road Map to Admission Financial Q&A - Scholarship, Fin Aid, Loan 80 60 60 40 Selection Find and connect with short-listed universities 40 Motivation Peer Group 20 Preparation Tutoring for SAT, GRE, GMAT
Road Map to Admission Financial Q&A - Scholarship, Fin Aid, Loan 80 100 Application 24x7 Chat on Mobile App 60 60 40 Selection Find and connect with short-listed universities 40 Motivation Peer Group 20 Preparation Tutoring for SAT, GRE, GMAT
Behavioral Patterns of Indian Prospects Keen to exit 6 for 1 vs 1 for 6 Comparison Shopping Branding / Ranking Slow in decision making Strike a Deal Search for scholarship: Bragging Rights Beyond the degree Career (salary) Prospects Rooted in Reality
Takeaways Changing Trends: Engagement Understanding Behavior: Culture Bound Mobile Generation: Their Terms Effectiveness of Recruitment Strategies Road Map to Admission
Whatsapp&Religion: Times of India, July 3, 2015 Tech & Ramzan: Gen Y posers baffle clerics "Is it alright to play mobile or online games to pass the time when we observe Roza? (age 20)
How do the clerics answer these questions? With great care! "Playing games to pass the time is wrong because the aim of observing Rozais to remember God, pray and help the needy,