The i graduate ICEF Agent Barometer 2013 ICEF North America Workshop Vancouver May 12, 2014 John Demer Director Americas
The i graduate ICEF Agent Barometer Introduction The ICEF Agent Barometer is now in its 7th year. Online survey developed in partnership by i graduate & ICEF. 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. 1,194 responses were collected from 117 nationalities in this wave. These 1,194 agents collectively sent 330,000 students over the last 12 months
The i graduate ICEF Agent Barometer Content Agent Barometer 2013 Profile of respondents Placements by programme and destination Best destination per education sector Attractiveness of study destination Student mobility concerns/difficulties in 2013 Marketing / Working with institutions Conclusions
Agent Barometer 2013: Profile of respondents
Agent Profile 117 Nationalities represented
Size of agents Total placements 39% of agents are placing between 51 and 200 students annually. Slide 6 Base: 995 N.B. The agents that either indicated no placements or who skipped this question have not been included in the above chart
Placements By programme and destination
For which programmes do you recruit students? Base: 1042 Language courses remain the largest market, followed by University UG and PG degrees.
In the next coming 12 months do you expect to send more/less/the same?
Approximately how many students do you expect to place overall in the next 12 month?
Which study destinations is best for the following programme levels? Language courses (n=703) % of Total 2013 2012 2011 2010 2009 United Kingdom 44% 1 1 1 1 1 Australia 18% 2 2 2 3 2 Canada 13% 3 3 4 4 4 USA 11% 4 4 3 2 3 Germany 4% 5 5 6 7 5 New Zealand 1% 8 5 5 5 9 The UK remains the most popular destination for language courses (44%) and rankings remain relatively fixed across the years especially for 1 st place suggesting an established reputation of the UK
Which study destinations is best for the following programme levels? Secondary and High School (n=567) % of Total 2013 2012 2011 2010 United Kingdom 27% 1 1 1 1 1 USA 26% 2 2 2 2 2 Canada 24% 3 3 3 3 3 2009 Australia 12% 4 4 4 4 4 New Zealand 5% 5 5 5 5 5 The UK and the US remains the most popular destination for Secondary and High School placements ranking positions have not changed since 2009.
Which study destinations is best for the following programme levels? Vocational diploma/further education (n=537) % of Total 2013 2012 2011 2010 2009 Australia 36% 1 1 1 1 2 Canada 21% 2 3 3 4 4 United Kingdom 18% 3 2 2 2 1 USA 10% 4 4 4 3 3 New Zealand 5% 5 5 5 5 5 Australia has a strong reputation for vocational diploma/further education and is 15% ahead of the 2 nd best study destination (Canada).
Which study destinations is best for the following programme levels? University: Undergraduate (n=654) % of Total 2013 2012 2011 2010 2009 USA 28% 1 1 1 1 1 United Kingdom 24% 2 2 2 2 2 Australia 19% 3 4 3 4 3 Canada 19% 4 3 4 3 4 Australia and Canada are interchangeable over the years in 3 rd and 4 th position, whilst the US and the UK remain fixed in 1 st place and 2 nd place respectively.
Which study destinations is best for the following programme levels? University: Graduate/Postgraduate (n=655) % of Total 2013 2012 2011 2010 2009 USA 30% 1 1 1 1 1 United Kingdom 24% 2 2 2 2 2 Australia 19% 3 4 4 3 3 Canada 17% 4 3 3 4 4 Again, Australia and Canada are interchangeable over the years in 3 rd and 4 th position, whilst the US and the UK remain fixed in 1 st place and 2 nd place respectively over 5 consecutive years.
Which study destinations is best for the following programme levels? University: MBA (606) % of Total 2013 2012 2011 2010 2009 2008 USA 41% 1 1 1 1 1 1 United Kingdom 31% 2 2 2 2 2 2 Australia 11% 3 4 3 3 3 3 Canada 8% 4 3 4 4 4 4 The US is a well established destination for MBA courses 10% ahead of the UK (2 nd ) and 30% ahead of third place (Aus)
Overall attractiveness of study destinations
Drivers of study location choice
Drivers of study location choice top 4 agency countries Location Cost of study Admission requirements/flexible entry requirements Language of teaching Easy access to visas Employment prospects Word of mouth/personal recommendation Safety Support for international students Performance in rankings/league tables Accreditation of courses Scholarship and financial aid Lifestyle Students from the same country/province already studying there Transfer of credits policy Links with local institutions Other India China Brazil Russia (45) (26) (32) (27)
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 Chinese Agents Note: Excludes respondents that indicated they Do not know
Overall attractiveness of Study Destinations in 2013 Indian Agents Note: Excludes respondents that indicated they Do not know
Overall attractiveness of Study Destinations in 2013 Brazilian Agents Note: Excludes respondents that indicated they Do not know
Overall attractiveness of Study Destinations in 2013 Russian Agents Note: Excludes respondents that indicated they Do not know
Overall attractiveness of Study Destinations in 2013 Turkish Agents Note: Excludes respondents that indicated they Do not know
Overall attractiveness of Study Destinations in 2013 Africa Asia Europe Latin America Study Destination Average Base Average Base Average Base Average Base Australia 3.55 119 3.40 367 3.26 174 3.29 55 Canada 3.70 118 3.42 349 3.51 183 3.81 63 China 2.64 78 2.55 198 2.71 136 2.58 43 France 3.22 97 2.81 227 3.06 163 2.79 39 Germany 3.14 96 3.06 257 3.30 164 3.13 46 India 2.06 72 2.16 194 2.03 124 2.48 46 Ireland 3.25 102 2.81 242 3.13 168 3.04 49 Italy 3.13 94 2.69 200 2.98 144 2.66 38 Malaysia 1.89 62 2.60 214 1.99 105 2.90 50 New Zealand 3.29 103 3.19 301 2.98 155 3.02 48 Russia 2.07 72 2.40 176 2.32 117 2.76 46 Singapore 2.03 64 2.79 243 2.49 105 2.34 35 Spain 3.11 93 2.65 198 3.12 153 2.79 38 Switzerland 2.97 92 2.83 222 3.10 145 3.09 44 Thailand 1.92 65 2.01 167 2.06 99 2.23 35 UAE 2.09 57 2.23 171 2.18 100 2.92 49 United Kingdom 3.73 115 3.29 340 3.73 179 3.58 64 USA 3.73 115 3.49 338 3.74 180 3.73 63 Japan 2.59 78 2.65 190 2.55 123 2.54 28 South Korea 1.94 64 2.26 170 1.99 96 2.18 34 North America (US and Canada) is the most attractive study region for Asia and Latin America based agents. Europe and Africa based agents rate the US and the UK as the most attractive study destinations in 2013. Table shows the mean scores calculated from a 4 point scale (4=very attractive, 1= very unattractive)
Overall attractiveness of Study Destinations (traditional markets) by region Canada is the most attractive destination for South American agents. Europe 2013 2012 2011 2010 Aus 3.26 3.28 3.19 3.25 Can 3.51 3.44 3.4 3.15 NZ 2.98 3.06 2.99 3.08 UK 3.73 3.66 3.76 3.59 USA 3.74 3.6 3.71 3.52 UK and US remain the most attractive markets for European agents. South America 2013 2012 2011 2010 Aus 3.29 3.46 3.58 3.63 Can 3.81 3.7 3.63 3.67 NZ 3.02 3.17 3.34 3.33 UK 3.58 3.63 3.66 3.79 USA 3.73 3.72 3.62 3.7 The UK and the US are equally attractive to Africa based respondents. Africa 2013 2012 2011 2010 Aus 3.55 3.09 3 Can 3.7 3.63 3.24 3.62 NZ 3.29 2.88 2.87 UK 3.73 3.52 3.18 3.7 USA 3.73 3.62 3.52 3.68 Asia 2013 2012 2011 2010 Aus 3.4 3.46 3.32 3.1 Can 3.42 3.7 3.48 3.38 NZ 3.19 3.17 3.23 3.17 UK 3.29 3.63 3.32 3.49 USA 3.49 3.72 3.62 3.57 The attractiveness of Canada, the UK and the US decreased amongst Asian agents compared to 2012. Table shows the mean scores calculated from a 4 point scale (4=very attractive, 1= very unattractive) Image sourced from: http://www.flickr.com/photos/blatantworld/5052373414/sizes/m/in/photostream/
Student mobility concerns / difficulties in 2013
Main concerns/questions/complaints students and parents have: Base: 817
Student mobility concerns/difficulties year on year 2009 2013: The majority of the agents think that study visa are an increasing concern in 2013.
Student mobility concerns/difficulties experienced By agent office country (top nationalities) Values India (53) Pakistan (39) Russian Federation (35) Brazil (33) Nepal (30) Study visa 64% 87% 77% 36% 93% Work visa 21% 33% 20% 45% 23% Financial 53% 36% 43% 64% 40% Insurance 2% 5% 3% 3% 7% Accreditation 11% 18% 11% 15% 20% Global Economic Situation 40% 54% 31% 64% 47% Safety 25% 13% 0% 3% 20% Other 19% 8% 3% 6% 10%
In which countries did you encounter concerns/difficulties with visa regulations? The majority of the agents have felt the impact of changing visa regulations particularly in the UK.
In which countries did you encounter these concerns/difficulties? Financial concerns
In which countries did you encounter these concerns/difficulties? Safety
Marketing
Main ingredients in a successful school/agent partnership:
Effective marketing for institutions: ing TOP 10 Top 10 SERVICES Quick response times to enquiries and applications 3.69 1 SERVICES Regular communication updates 3.50 2 SERVICES Agent manual with fees and information 3.49 3 PACKAGES AND OFFERS Financial support schemes, including scholarship/bursary schemes 3.41 4 PACKAGES AND OFFERS Having guaranteed entry to specific education institution programmes 3.34 5 SERVICES Agent training workshops organised in the destination country 3.33 6 PROMOTIONAL MATERIALS AND CAMPAIGNS Individual institution brochures 3.31 7 SERVICES Regular visits to education institution by you or your staff 3.31 8 PACKAGES AND OFFERS PROMOTIONAL MATERIALS AND CAMPAIGNS Making packaged offers which include English language plus institution entry 3.23 9 Participation in education exhibitions in your country 3.21 10 Table shows the mean scores calculated from a 4 point scale (4=very important, 1= very unimportant)
Summary For almost all countries and all education sectors, agents are expecting to place more students in 2014, than they placed in 2013 US (81%), the UK (76%), Canada (73%), Australia (71%) US perceived as the best in undergraduate, graduate, MBA and work & travel UK perceived as the best in language courses, high school, foundation courses USA maintains ranking as the most attractive study destination Canada leapfrogging the UK into 2 nd place for the first time Concerns over student visas has peaked in 2013, with USA now ranked 4 th over these visa concerns 1) UK, 2) Canada, 3) Australia, 4) USA Just as the drivers/concerns of study location choice differ amongst agent countries, so too, should your marketing message Effective communication confirmed as the main ingredient (71%) in successful educator agent partnerships