The ICEF i-graduate Agent Barometer 2013 ASIA Report NOTE: in 2014 to be called The ICEF Agent Pulse Gavin Hopper ICEF Asia Pacific
The ICEF i-graduate Agent Barometer Introduction The ICEF Agent Barometer is now in its 7th year. Since the pilot study in 2007, we have collected valuable data from over 6,500 responses. The 2013 study ran for 6 weeks during September and October 2013. 1,194 responses were collected from 117 nationalities in this wave The Asia report includes responses from agents based in Vietnam, China, Indonesia, Thailand, Japan, Taiwan, Philippines, Hong Kong, Malaysia, Myanmar, Singapore and Mongolia. Responses from agents based in India (11%) are excluded. Online survey developed in partnership by i-graduate & ICEF
The ICEF i-graduate Agent Barometer Notes: Participation in the survey was entirely voluntary. Not all questions required a response before moving onto the next question therefore fluctuations in base numbers occur. Where questions are multiple choices, the total may add up to over 100%. Within this report, percentages have been rounded to the nearest whole number or are to one decimal place.
Agent Barometer 2013: Profile of respondents
Agent Profile 117 Nationalities represented in the full report Base: 1194
Placements
Who do you primarily place? (Asian resp. only) Base: 126
Do you primarily place in: (Asian resp. only) Base: 130
For which programmes do you recruit students? (Asian resp. only) Base: 115
How many students have you sent in the last 12 months? (Asian resp. only)
Which study destination is best for the following programme levels? (Asian resp. only) Language courses (n=84) Country % of total United Kingdom 27.38% Australia 26.19% USA 22.62% Canada 11.90% Singapore 5.95% I don't know/no opinion 4.76% France 1.19% The United Kingdom is the most popular destination for language courses (27%)
In which countries do you place students for Language courses? Top 10 (Asian resp. only) N=61
Which study destination is best for the following programme levels? (Asian resp. only) Secondary and High School (n=78) Country % of total USA 36% Australia 23% United Kingdom 15% Canada 10% New Zealand 8% Singapore 5% France 1% Germany 1% USA is considered to be the best destination for Secondary and High School programmes (36%).
In which countries do you place students for Secondary and High School? Top 10 (Asian resp. only) N=63
Which study destination is best for the following programme levels? (Asian resp. only) Vocational diploma/further education (n=68) Country % of total Australia 62% United Kingdom 9% Canada 7% USA 7% New Zealand 6% Singapore 4% China 1% France 1% Malaysia 1% Australia is considered to be the best destination for Vocational education (62%).
In which countries do you place students for Vocational Diploma/Further Education? Top 10 (Asian resp. only) N=43
Which study destination is best for the following programme levels? (Asian resp. only) University: Undergraduate (n=79) Country % of total USA 52% Australia 22% United Kingdom 19% New Zealand 3% Singapore 3% Canada 1% France 1% USA is considered to be the best destination for Undergraduate programmes (52%).
In which countries do you place students for University: Undergraduate? (Asian resp. only) Top 10 N=55
Which study destination is best for the following programme levels? (Asian resp. only) University: Graduate/Postgraduate (n=78) United Kingdom; 27% Australia; 22% New Zealand; 5% Canada; 4% Country % of total USA 40% United Kingdom 27% Australia 22% New Zealand 5% Canada 4% France 1% Singapore 1% USA; 40% France; 1% Singapore; 1% USA is considered to be the best destination for Graduate / Postgraduate programmes (40%).
In which countries do you place students for University: Graduate/Postgraduate? Top 10 (Asian resp. only) N=70
Which study destination is best for the following programme levels? (Asian resp. only) University: MBA (79) Country % of total Canada 1% France 1% New Zealand 1% Singapore 1% Australia 18% United Kingdom 27% USA 44% The US is a well-established destination for MBA courses.
In which countries do you place students for MBA Programmes? Top 10 (Asian resp. only) N=51
Which study destination is best for the following programme levels? (Asian resp. only) Distance education/online learning (n=35) Country % of total USA 54.29% Australia 25.71% United Kingdom 8.57% Canada 2.86% France 2.86% New Zealand 2.86% Thailand 2.86% The USA is considered to be the best for distance education / online learning (54%).
Overall attractiveness of study destinations
Overall attractiveness of Study Destinations in 2013 Note: Excludes respondents that indicated they Do not know Traditional markets remain top of attractive list
Year-on-Year: Traditional markets Canada s constant growth stagnated in 2013 levelling off at 64%. Australia continues recovering from the 2009 and 2010 dip. USA remains most attractive country overall.
Overall attractiveness of Study Destinations in 2013 (Asian destinations) Japan (n=435) 13% 45% 34% 9% Singapore (n=462) 12% 47% 28% 13% China (n=474) 9% 53% 30% 8% Malaysia (n=446) 9% 38% 37% 16% India (n=451) 8% 25% 43% 25% Korea (n=379) 6% 26% 44% 24% Thailand (n=378) 5% 18% 51% 25% % 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Very attractive Attractive Unattractive Very unattractive Note: Excludes respondents that indicated they Do not know
Year-on-Year: Emerging markets
Student mobility concerns/difficulties in 2013
Main concerns/questions/complaints students and parents have (Asian resp. only) : Base: 96
In which countries did you encounter concerns/difficulties with visa regulations? (all agents) The majority of the agents have felt the impact of changing visa regulations particularly in the UK.
Marketing and communication
Marketing communication What kind of marketing communication do you use to reach out to clients? (Asian resp. only) Base = 85 Did not use Reach out to students Reach out to parents Market a programme Communicate with your educator partners Application process for a programme Expect your partner educators to supply Facebook 21.18% 61.18% 35.29% 47.06% 17.65% 5.88% 9.41% Linkedin 52.94% 11.76% 8.24% 12.94% 27.06% 5.88% 8.24% Twitter 60.00% 21.18% 14.12% 15.29% 4.71% 1.18% 3.53% Youtube 41.18% 34.12% 20.00% 23.53% 8.24% 2.35% 5.88% Other social media 48.24% 24.71% 12.94% 16.47% 7.06% 3.53% 4.71% Facebook is the most popular channel of communication particularly to reach out to students, whereas Linkedin is more used to communicate with education partners.
Do you have contracts in place with the institutions you work with? (Asian resp. only) Base: 83
Main ingredients in a successful school/agent partnership:
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