The i-graduate ICEF Agent Barometer 2016 North America

The i-graduate ICEF Agent Barometer 2016 North America

The i-graduate ICEF Agent Barometer Online survey developed in partnership by i-graduate & ICEF Established in 2007, the ICEF Agent Barometer has tracked the opinions of agents across the world for 10 years The 2016 study ran during September - October Overall 1,111 agents responded from 108 countries 8

Today s focus Recruitment/ Management Destination attractiveness Agent Profile ICEF Agent Barometer Scope of Activity Placements Best Study Destination Marketing Student Concerns 3

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Summary of agent demographics 1,111 agents responded from 108 countries 1 India Nepal Brazil Canada 28% 7% Russia Pakistan Vietnam Australia Nigeria China Mexico Italy UK Turkey 3% 3% 3% 3% 3% 3% Saudi Arabia Colombia Ukraine OTHER Spain Bangladesh Kazakhstan 5

Institutions represented 250 200 4 of agents represent between 2-30 institutions 174 172 200 150 135 100 80 79 63 50 19 30 29 11 31 0 1 2-10 11-20 21-30 31-40 41-50 51-60 61-70 71-80 81-90 91-100 More than 100 Base No: 1,073 6

Total students placed 2 2 23% This has increased from 19% in 2015 20% 1 10% 6% 7% 8% 6% 6% 3% 6% 0% Base No: 822 7

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Programme levels University: Undergraduate English Language Programs University: Graduate/Postgraduate MBA Programs University: Foundation Diploma Pre-Masters/Postgraduate Qualifying Program (PQP) Secondary and High School Certificate/Foundation Vocational Diploma/Further Education Work & Study Programs Internships University: Distance Education/Online Learning Work & Travel Programs Other 11% 30% 27% 2 21% 6 61% 60% 57% 53% 53% 48% 79% 7 80% Base No: 1,076 0% 20% 40% 60% 80% 100% 9

Types of language courses General language 79% Language for academic purposes 6 IELTS preparation 57% Business/Professional language 43% TOEFL preparation 28% Cambridge exams preparation Language plus another subject Group study tour Language for High School Language for teachers 19% 16% 16% 1 13% TOIEC preparation Base No: 638 Other 0% 20% 40% 60% 80% 100% 10

Sectors of interest for work & study programs (top 10) Hospitality 57% Tourism 5 Financial Services Software Industry Healthcare 3 31% 3 Service Industry Automotive Aviation Trade and Retail Events and Fairs Base No: 801 23% 20% 19% 18% 16% 0% 20% 40% 60% 80% 100% 11

Degree levels of interest for online learning MBA's 49% Postgraduate taught degrees (MA, MSc.) 41% Undergraduate degrees (BA, BSc, etc.) 3 Foundation Degrees 2 Postgraduate research degrees (PhD, DPhil) 17% Base No: 656 0% 10% 20% 30% 40% 50% 60% 12

Subject areas of interest for online learning Business-related studies 8 Computer Sciences 3 Hospitality/Tourism 27% Engineering 2 Social Sciences 17% Media-related studies 17% Medicine/Healthcare 13% Natural Sciences 8% Base No: 676 Other 6% 0% 20% 40% 60% 80% 100% 13

Number of students placed in last 12 months English Language Programs 109.639 University: Graduate/Postgraduate University: Undergraduate Work & Travel Programs Secondary and High School Diploma MBA Programs Vocational Diploma/Further Education University: Foundation Certificate/Foundation Work & Study Programs Pre-Masters/Postgraduate Qualifying Program (PQP) Internships University: Distance Education/Online Learning 26.720 23.812 9.377 11.436 10.857 9.580 9.728 6.540 4.967 7.178 6.237 3.011 895 0 50.000 100.000 150.000 200.000 14

Number of students placed in the last 12 months: 5 year trend data Number of placements 2016 (897) 2015 (1358) 2014 (912) 2013 (995) 2012 (776) Total 207,727 297,488 360,065 328,877 237,734 Schools 11,436 16,202 39,419 26,523 12,500 Vocational Education 9,728 9,546 16,259 15,978 15,646 Foundation 6,540 8,811 16,080 11,189 12,489 Undergraduate 23,812 32,692 42,923 31,575 33,347 Graduate/Postgraduate 26,720 40,386 46,461 35,879 31,895 MBA Programmes 9,580 11,678 13,209 21,835 8,031 Work & Travel 9,377 20,217 21,861 1,006 19,296 Language Courses 109,639 148,690 145,115 161,402 104,530 Distance education/online learning 895 1,505 1,165 12,780 No data 15

Placing students in countries - Language courses USA United Kingdom Canada Australia Ireland New Zealand Malta Germany France Spain 0% 0% 30% 23% 27% 20% 2 16% 21% 30% 36% 37% 40% 3 3 3 3 38% 43% 36% 43% 43% 61% 6 61% 58% 59% 5 5 5 51% 49% 59% 56% 49% 51% 6 70% 6 73% 6 70% 70% 67% 67% 68% 77% 79% 79% 79% 2016 (686) 2015 (1072) 2014 (511) 2013 (591) 2012 (605) 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 16

Placing students in countries Secondary and High School Canada USA United Kingdom Australia New Zealand Ireland Germany France Switzerland Spain 33% 36% 26% 23% 29% 17% 1 29% 3 20% 1 1 31% 28% 20% 13% 10% 26% 27% 16% 9% 11% 29% 29% 19% 7% 10% 19% 2 10% 41% 41% 4 63% 57% 67% 70% 57% 53% 56% 73% 59% 46% 5 70% 67% 61% 50% 49% 77% 2016 (415) 2015 (522) 2014 (303) 2013 (319) 2012 (352) 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 17

Placing students in countries Vocational Diploma/Further Education Australia Canada USA New Zealand United Kingdom Ireland Singapore Switzerland Malaysia Italy 3 37% 37% 3 3 37% 28% 38% 1 11% 29% 40% 20% 9% 10% 2 3 18% 7% 8% 26% 29% 16% 7% 11% 20% 27% 1 16% 23% 13% 6 6 6 49% 50% 66% 5 47% 61% 58% 67% 56% 57% 76% 79% 8 98% 2016 (346) 2015 (590) 2014 (238) 2013 (230) 2012 (367) 0% 20% 40% 60% 80% 100% 120% 18

Placing students in countries University: Undergraduate Canada USA Australia UK New Zealand Germany Ireland Malaysia Switzerland Singapore 30% 29% 33% 18% 18% 29% 21% 1 1 31% 33% 2 1 1 26% 2 17% 10% 13% 30% 28% 21% 10% 9% 2 23% 13% 38% 4 59% 5 67% 58% 57% 6 61% 5 51% 66% 6 5 49% 56% 49% 71% 76% 7 7 7 71% 2016 (648) 2015 (970) 2014 (517) 2013 (563) 2012 (530) 0% 10% 20% 30% 40% 50% 60% 70% 80% 19

Placing students in countries University: Graduate/Postgraduate USA Canada Australia UK New Zealand Germany Ireland Malaysia France Switzerland 1 1 1 11% 13% 9% 1 1 8% 10% 16% 18% 20% 19% 21% 20% 21% 2 19% 28% 28% 3 28% 28% 31% 26% 2 36% 56% 5 49% 5 53% 53% 5 47% 5 4 4 60% 61% 6 61% 6 66% 73% 70% 73% 7 73% 2016 (565) 2015 (843) 2014 (513) 2013 (538) 2012 (493) 0% 10% 20% 30% 40% 50% 60% 70% 80% 20

Placing students in countries MBA Programmes USA Australia UK Canada New Zealand Ireland Germany Malaysia France Singapore 1 9% 10% 8% 9% 7% 9% 1 13% 9% 11% 11% 13% 1 20% 2 26% 28% 27% 18% 27% 2 23% 19% 2 21% 23% 23% 4 4 41% 49% 5 49% 47% 5 46% 46% 56% 56% 59% 57% 6 70% 67% 67% 6 73% 73% 71% 2016 (433) 2015 (658) 2014 (329) 2013 (404) 2012 (420) 0% 10% 20% 30% 40% 50% 60% 70% 80% 21

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Trends in overall attractiveness: emerging markets Japan '16 Japan '15 Japan '14 Japan '13 Japan '12 18% 17% 1 13% 1 5 4 4 4 4 2 31% 3 3 3 9% 8% 7% 9% 9% Malaysia '16 Malaysia '15 Malaysia '14 Malaysia '13 Malaysia '12 13% 11% 9% 9% 11% 37% 39% 38% 38% 3 3 36% 37% 37% 3 1 1 16% 16% 19% Singapore '16 Singapore '15 Singapore '14 Singapore '13 Singapore '12 1 1 11% 1 11% 49% 4 47% 47% 4 26% 28% 31% 28% 31% 13% 13% 1 13% 16% Thailand '16 Thailand '15 Thailand '14 Thailand '13 Thailand'12 7% 27% 2 19% 18% 23% 4 47% 5 51% 48% 2 23% 2 2 26% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Very attractive Attractive Unattractive Very unattractive 23

Trends in overall attractiveness: traditional markets USA '16 USA '15 USA '14 USA '13 USA '12 Australia'16 Australia '15 Australia '14 Australia '13 Australia '12 Canada '16 Canada '15 Canada '14 Canada '13 Canada '12 UK '16 UK '15 UK '14 UK '13 UK '12 New Zealand '16 New Zealand '15 New Zealand '14 New Zealand '13 New Zealand '12 48% 39% 4 3 33% 3 59% 60% 48% 53%58% 67% 73% 77% 77% 73% 6 66% 67% 69% 6 63% 6 63% 6 37% 48% 41% 51% 5 5 33% 31% 43% 37%3 26% 20% 17% 16% 20% 29% 27% 27% 23% 28% 27% 28% 29% 29% 3% 6% 10% 3% 9% 10% 11% 10% 10% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Very attractive Attractive Unattractive Very unattractive 1% 1% 3% 3% 3% 3% 3% 3% 3% 24

Overall attractiveness of Study Destinations in 2016 USA (613) Canada (629) Australia (605) Germany (472) Ireland (447) New Zealand (482) United Kingdom (576) Switzerland (362) Spain (361) Italy (359) France (425) The Netherlands (328) Japan (322) Malta (368) Singapore (307) China (329) Malaysia (310) UAE (279) South Africa (297) South Korea (279) Russia (295) Thailand (251) Hong Kong SAR (245) India (281) Philippines (253) Indonesia (240) 1 2 3 3 3 50% 50% 46% 4 41% 61% 58% 79% 78% 77% 76% 73% 69% 69% 93% 9 9 88% 87% 87% 8 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 25

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Best study destination for English language courses Language courses (602) USA 1 Ireland Other 6% United Kingdom 3 Country Rank Rank Rank Rank Rank Rank Rank 2016 2015 2014 2013 2012 2011 2010 UK 1 1 2 2 1 1 1 Australia 2 2 1 1 2 2 3 Canada 3 3 4 5 4 4 4 USA 4 4 3 3 3 3 2 Canada 21% Australia 2 27

Best study destination for Secondary and high schools Secondary and High School (480) New Zealand 7% Other 8% Country Rank Rank Rank Rank Rank Rank Rank 2016 2015 2014 2013 2012 2011 2010 Canada 1 1 2 3 4 5 5 UK 2 2 4 3 1 1 1 USA 3 3 1 1 2 3 2 Australia 4 4 3 2 3 2 3 New Zealand 5 5 5 5 5 4 4 Australia 11% Canada 3 USA 19% United Kingdom 20% 28

Best study destination for Vocational Diploma/Further Education Vocational diploma / Further education (403) New Zealand Other 10% Country Rank Rank Rank Rank Rank Rank Rank 2016 2015 2014 2013 2012 2011 2010 Australia 1 1 1 1 1 1 1 Canada 2 2 2 2 3 2 3 USA 3 4 3 6 5 5 4 New Zealand 5 5 3 3 4 4 5 United Kingdom 8% Australia 36% USA 8% Canada 33% 29

Best study destination for Foundation Programmes (University) University: Foundation (433) Country Rank 2016 Rank 2015 Rank 2014 Rank 2013 Rank 2012 Rank 2011 Rank 2010 UK 1 1 1 2 1 1 1 Australia 2 2 2 1 2 2 2 Canada 3 4 4 4 4 4 4 USA 1 Other 1 United Kingdom 3 USA 4 3 3 3 3 3 3 Canada 19% Australia 23% 30

Best study destination for Undergraduate Study (University) University: Undergraduate (524) New Zealand Germany 3% Other 8% USA 3 Country Rank Rank Rank Rank Rank Rank Rank 2016 2015 2014 2013 2012 2011 2010 USA 1 1 1 2 1 1 1 Canada 2 2 3 4 4 4 3 Australia 3 3 2 1 2 3 4 UK 4 4 3 3 2 2 2 United Kingdom 1 Australia 16% Canada 2 31

Best study destination for Graduate/Postgraduate Study (University) University: Graduate/ Postgraduate (492) Germany 3% Other Country Rank Rank Rank Rank Rank Rank Rank 2016 2015 2014 2013 2012 2011 2010 USA 1 1 1 1 1 1 1 Canada 2 2 4 4 4 4 3 Australia 3 4 2 2 3 3 4 UK 4 3 3 3 2 2 2 New Zealand 3% United Kingdom 1 USA 37% Australia 18% Canada 21% 32

Best study destination for MBA Programmes University: MBA (466) Country Rank 2016 Rank 2015 Rank 2014 Rank 2013 Rank 2012 Rank 2011 Rank 2010 USA 1 1 1 1 1 1 1 UK 2 2 2 2 2 2 2 Australia 3 3 3 3 3 3 3 Canada 4 4 4 4 4 4 4 Other 10% Canada 1 USA 41% Australia 1 United Kingdom 20% 33

Best study destination for Work & Study Programmes Work and Study Programmes (378) Germany 3% Other 10% New Zealand United Kingdom 6% Canada 28% Country Rank 2016 Rank 2015 Rank 2014 Canada 1 1 3 Australia 2 3 2 USA 3 2 1 UK 5 5 5 New Zealand 6 6 4 Ireland 9% USA 17% Australia 2 34

Best study destination for Certificate/Foundation Certificate/Foundation (416) Country Rank 2016 Rank 2015 Rank 2014 Australia 1 1 2 Germany New Zealand USA 11% Other 7% Australia 27% Canada 2 3 3 UK 3 2 5 USA 4 4 1 New Zealand 5 5 4 United Kingdom 2 Canada 27% 35

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How many students expect to place in next 12 months by Programme Work & Study Programs (225) 3% 1 83% University: Graduate/Postgraduate (572) 3% 1 8 University: Undergraduate (610) 16% 8 Diploma (425) 3% 19% 78% Secondary and High School (399) 6% 17% 77% MBA Programs (469) 3% 20% 77% Internships (192) 20% 7 English Language Programs (670) 6% 19% 7 Work & Travel Programs (149) 6% 20% 7 University: Foundation (431) 2 73% Vocational Diploma/Further Education (325) 3% 2 73% Pre-Masters/Postgraduate Qualifying Program (PQP) (401) 2 7 University: Distance Education/Online Learning (129) 2 70% Certificate/Foundation (349) 2 69% 0% 20% 40% 60% 80% 100% Less The same More 37

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Study Visa concerns Canada USA United Kingdom Australia New Zealand Germany Ireland France Italy Russia Malta Spain Switzerland The Netherlands Malaysia Singapore Japan India China South Africa Philippines South Korea UAE Thailand Indonesia Hong Kong SAR 8% 7% 7% 6% 3% 10% 10% 1 2 0% 10% 20% 30% 40% 50% 60% 39% 4 48% 5 Base No: 128 39

Financial concerns USA United Kingdom Australia Canada New Zealand Ireland Germany Switzerland Russia Spain The Netherlands Italy France China UAE South Korea Malaysia Japan India Hong Kong SAR Singapore South Africa Philippines Malta Indonesia 6% 6% 1% 1% 1% 1% 1% 11% 11% 10% 2 26% 0% 10% 1 20% 2 30% 3 40% 4 50% 5 3 39% Base No: 82 40

Global Economic Situation United Kingdom USA Canada Australia Ireland Russia Spain New Zealand Germany France China UAE Switzerland Japan Italy Singapore South Korea Thailand South Africa Philippines Malta Malaysia India Hong Kong SAR The Netherlands Indonesia 9% 7% 6% 6% 6% 6% 3% 3% 1% 1% 1% 1% 1% 1% 1% 0% 0% 1 13% 11% 21% 0% 10% 1 20% 2 30% 3 40% 4 50% 5 33% Base no: 70 41

Global Political Situation United Kingdom USA Australia Russia Germany France Canada New Zealand Malaysia Spain The Netherlands Japan Ireland Hong Kong SAR China 10% 8% 6% 6% 6% 31% 37% Base no: 51 0% 10% 1 20% 2 30% 3 40% 4 50% 5 In which countries did you experience these concerns/difficulties (Global Political situation)? 42

Main concerns/questions/complaints - BEFORE departing 70% 60% 50% 58% 5 4 4 Base No: 712 40% 30% 20% 10% 29% 2 1 0% 43

Main concerns/questions/complaints BEFORE AND AFTER departing 70% 60% 58% Base No: 712 5 50% 4 4 40% 36% 39% 30% 20% 26% 20% 1 29% 2 23% 1 21% 10% 0% Financial difficulties Difficulty with language Personal Safety Difficulty with accommodation Cultural difficulties Difficulty with the program Difficulty with teaching staff 44

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Marketing for institutions (top 10) Quick response times to enquiries and applications and regular communication updates (582) 93% Agent manual with fees and information (572) 91% Prompt payment of commissions (565) 90% Agent training workshops organised in the destination country (545) Financial support schemes, including scholarship/bursary schemes (545) Availability of an online application service (542) 87% 87% 87% Participation in an Agent Incentive scheme (534) Having guaranteed entry to specific education institution programs (533) Regular visits by you and/or your staff to the education institution (529) An online application form which guarantees me VIP service (provided all supporting documents have been 8 8 8 83% 80% 8 90% 9 100% 46

Marketing Promotional materials and campaigns Participation in education exhibitions in your country (618) 8% 38% 49% Marketing and visits to local schools/colleges (612) 6% 6% 43% 46% Individual institution brochures in English and your own language (627) 10% 4 43% School/College profiles in your own agency brochure or handbook (616) 6% 10% 47% 38% Institution profiles on commercial websites/websites available in your native languages (598) 7% 19% 41% 33% Regular e-newsletters or e-zines sent to students (599) 7% 18% 48% 27% Giveaways (e.g. pens, keyrings, mouse pads, etc.) (597) 8% 2 4 2 Editorial or Advertorial in local newspapers or magazines (590) 7% 2 46% 23% 0% 20% 40% 60% 80% 100% Very unimportant unimportant important Very important 47

Marketing Packages and Offers Financial support schemes, including scholarship/bursary schemes (623) 6% 7% 30% 57% Having guaranteed entry to specific education institution programs (603) 7% 37% 51% 24 hour turnaround on admissions documents (606) 7% 8% 3 51% An online application form which guarantees me VIP service (provided all supporting documents have been received) (607) 6% 9% 36% 49% Making packaged offers which include English language/elicos plus institution entry (588) 7% 1 43% 38% 0% 20% 40% 60% 80% 100% Very Unimportant Unimportant Important Very Important 48

Marketing People and Staff Student leads provided to you by institutions (594) 6% 8% 40% 46% A local representative office to provide support to your recruitment activities (621) 9% 21% 28% 4 Regular visits to your office(s) by representatives (618) 7% 16% 4 3 Marketing and Recruitment staff who speak the local language (615) 9% 26% 33% 31% Authority from institution for you to sign letters of offer (585) 11% 2 3 30% 0% 20% 40% 60% 80% 100% Very Unimportant Unimportant Important Very Important 49

Marketing Services Quick response times to enquiries and applications and regular communication updates (623) 6% 1% 20% 7 Prompt payment of commissions (618) 6% 3% 29% 6 Agent manual with fees and information (624) 6% 30% 6 Agent training workshops organised in the destination country (627) 6% 7% 3 5 Availability of an online application service (622) 6% 7% 36% 51% Participation in an Agent Incentive scheme (603) 6% 39% 49% Agent training courses via the internet (616) 11% 39% 4 Regular visits by you and/or your staff to the education institution (622) 9% 4 43% 0% 20% 40% 60% 80% 100% Very Unimportnt Unimportant Important Very Important 50

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How many U.S. institutions do you represent as a contracted agent? 8% 7% None 1-10 13% 11-25 26-50 47% 20% 51-100 More than 100 Base No: 459 52

How many U.S. institutions do you provide other services for, e.g. fairs, rep offices, advertising, etc.? 6% 3% None 11% 3 1-10 11-25 26-50 51-100 Base No: 401 4 More than 100 53

Estimated total revenue (US$) from the US market 9% Less than US$100K $101-250K 23% $251-500K 6 $501-1M More than US$1M Base No: 392 54

What ONE improvement on the US institutional side would MOST help you recruit more students? 6% 3% 1% Offer more scholarships Process applications faster 7% 3 Visit offices / actively recruit Raise commissions 13% Provide leads / better leads Other, please specify Base No: 403 17% 21% Pay faster Involve alumni 55

Greatest Single Benefit Received by Representing US Universities 7% 1% Top preference of our students 33% Diversifies our own business portfolio 27% Raises awareness and prestige of our agency Generates more revenue Other Base No: 403 3 56