The i-graduate ICEF Agent Barometer 2019...2 Online survey developed in partnership by i-graduate &...

© i-graduate confidential 2019

The i-graduate ICEFAgent Barometer

2019

© i-graduate confidential 2018 1


The i-graduate ICEF Agent Barometer

2

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 12 years

The 2019 study ran during August - September

Overall 2065 agents responded from 119 countries


Agent Profile Scope of Activity & Placements Language Programmes Secondary Education Higher Education Distance Learning / On-line Learning Work & Travel/Study and Cultural Exchange Programmes How Many Students do Agents Expect to Place in the Next 12 Months? Mobility Concerns Country Rankings by Study Type Best Study Destination Alumni Engagement Marketing Training and Accreditation Other Products and Services

Contents


Agent Profile 2019:Profile of Respondents


Summary of agent demographics

2,065 agents responded from 119 countries

55

No. Respondents % No. Respondents %India 315 15.3% Colombia 47 2.3%Nepal 223 10.8% Mexico 47 2.3%Canada 112 5.4% Bangladesh 43 2.1%Nigeria 99 4.8% Ukraine 38 1.8%Brazil 89 4.3% Spain 37 1.8%Pakistan 88 4.3% Kazakhstan 33 1.6%Vietnam 87 4.2% Italy 27 1.3%Australia 71 3.4% United Kingdom 25 1.2%China 54 2.6% Saudi Arabia 22 1.1%Turkey 49 2.4% Other 510 24.7%Russian Federation 49 2.4%


Approximately how many institutions does your company represent?

Institutions represented

48

378

292

196

97 103 113

43 3322

48

294

0

50

100

150

200

250

300

350

400

1 2-10 11-20 21-30 31-40 41-50 51-60 61-70 71-80 81-90 91-100 More than100

6

Base no: 1,667

6


How many students have you sent in the last 12 months?

Total students placed

8% 7% 6%8%

5%

22%20%

7%4% 3%

5%2% 2%

0%

5%

10%

15%

20%

25%

Base no: 1,687

77


Contracts with institutions

Do you have contracts in place with the institutions you work with?

74%

21%

3% 2%

Yes, always

Yes, sometimes

No

Don't know

8

Base no: 1113

8


Compensation Methods

9

Base no: 1206Which compensation method is the most commonly used form for your agency?

8%

13%

19%

89%

0% 20% 40% 60% 80% 100%

Retainer Fee

Advising Fee

Fee per head

Commission based


Scope of Activity


What services does your company provide to students as clients?

Student services (Top 10)

61%

62%

67%

68%

68%

70%

71%

74%

75%

85%

50% 60% 70% 80% 90%

Accommodation arrangements - homestay

Promotional materials

Airport pick-up

Accommodation – on-campus residence

Travel Arrangements

Pre-departure briefing

Health insurance

Career Counselling

Interviews

Visa processing

11

Base no: 1,211


For which programmes do you recruit students?

Programme levels

6%

13%

16%

27%

30%

41%

43%

44%

48%

58%

59%

60%

60%

68%

74%

78%

0% 20% 40% 60% 80% 100%

Other

University: Distance Education/Online Learning

Cultural Exchange Programmes

Work & Travel/Study Programmes

Other Language Programmes

Certificate/Foundation

Vocational Diploma/Further Education

Secondary and High School

Pre-Masters/Postgraduate Qualifying Programme (PQP)

Pathway Programmes

University: Foundation

Diploma

MBA Programmes

English Language Programmes

University: Graduate/Postgraduate

University: Undergraduate

12

Base no: 1,766


What subject area in higher education studies were the students you sent abroad in the last year looking for?)

Subject areas of interest – Higher education

18%

25%

26%

32%

38%

54%

66%

76%

81%

93%

0% 20% 40% 60% 80% 100%

Other

Legal studies

Natural Sciences

Media-related studies

Social Sciences

Medicine/Healthcare

Hospitality/Tourism

Engineering

Computer Sciences

Business-related studies

13

Base no: 1,331


Types of Language Programmes

14

Base no: 953

1%

3%

13%

14%

17%

17%

22%

36%

49%

57%

76%

1%

3%

4%

8%

8%

10%

14%

13%

14%

17%

20%

24%

33%

51%

59%

72%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 55% 60% 65% 70% 75% 80%

Other

Other test preparation

TOIEC preparation

Pearson (PTE) preparation

Language for seniors

Language for teachers

Group study tour

Cambridge exams preparation

Language for high school

TOEFL preparation

Language plus activity

Language for juniors

Business/Professional language

IELTS preparation

Language for academic purposes

General language

2019 (953)

2018 (722)

What types of language programmes do you place students in?


Types of Work & Travel/Study and Cultural Exchange Programmes

Which Work & Travel/Study and Cultural Exchange programmes do you currently send students to?

6%

11%

11%

14%

16%

16%

18%

25%

27%

31%

31%

46%

52%

Other

Community Service

Camp Counsellor

Sports programmes

Gap Year

Volunteering / Community service

Au Pair /Nanny

Job Placement

Work & Travel

Educational exchange

Study Tours

Internship / Work experience

Work & Study

Base no: 1133


Which sectors are most interesting for Work & Travel/Study and Cultural Exchange programmes in your agency?

Sectors of interest for work & study programs (top 10)

22%

22%

21%

25%

30%

36%

33%

39%

59%

59%

40%

43%

44%

44%

48%

48%

53%

60%

72%

73%

0% 20% 40% 60% 80% 100%

Events and Fairs

High Tech

Trade and Retail

Service Industry

Art / Design

Financial Services

Healthcare

Software Industry

Hospitality

Tourism

2019 (2065)

2018 (846)

16

Base no: 1061



Number of students placed in last 12 months

2.258

7.816

12.642

17.021

18.983

20.352

24.060

24.466

26.344

28.520

30.374

44.796

61.555

81.324

143.519

0 20.000 40.000 60.000 80.000 100.000 120.000 140.000 160.000


Cultural Exchange Programmes




Pathway Programmes





MBA Programmes

Diploma




17

Base no: 2065



Number of students placed in last 12 months - 2018

18

1.121

4.661

5.508

8.852

9.188

9.980

10.753

19.185

21.811

23.587

25.308

25.637

26.816

200.676

0 50.000 100.000 150.000 200.000 250.000





MBA Programmes


Pathway Programmes

Diploma








Number of students placed in the last 12 months:trend data

19

2019 (2065) 2018 (1026) 2017 (1116) 2016 (897) 2015 (1358) 2014 (912) 2013 (995)

Total 548,607 352,976 224,219 207,727 297,488 360,065 328,877

Secondary Schools 26,344 23,587 10,969 11,436 16,202 39,419 26,523

Vocational Education 24,060 9,980 9,353 9,728 9,546 16,259 15,978

Foundation 17,021 8,852 8,579 6,540 8,811 16,080 11,189

Undergraduate 61,555 25,637 31,241 23,812 32,692 42,923 31,575

Graduate/Postgraduate 81,324 26,816 35,894 26,720 40,386 46,461 35,879

MBA Programmes 30,374 9,188 14,063 9,580 11,678 13,209 21,835

Work & Travel / Study 28,520 21,811 26,445 n/a n/a n/a n/a

English Language Programmes 143,519 200,676 86,988 109,639 148,690 145,115 161,402

Distance education/Online learning 2,258 1,121 687 895 1,505 1,165 12,780

Other Language Programmes 18,983 25,308 n/a n/a n/a n/a n/a

19


14%

23%

47%

24%

52%

43%

46%

15%

23%

40%

21%

46%

43%

47%

10%

20%

37%

23%

40%

43%

45%

17%

24%

44%

27%

48%

42%

55%

25%

28%

46%

42%

48%

50%

59%

0% 10% 20% 30% 40% 50% 60% 70%

Ireland

New Zealand

United Kingdom

EU (excluding UK, Ireland)

USA

Australia

Canada

2019

2018

2017

2016

2015

In which countries do you place students for the following programme levels? (all programme levels, excluding language programmes)

Where are agents sending students?


In which countries do you place students for Secondary and High School?

Placing students in countries – Secondary and High School: Top 10

10%

11%

10%

14%

14%

23%

41%

54%

56%

57%

8%

12%

15%

19%

21%

21%

39%

46%

52%

81%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Spain

Switzerland

France

Germany

Ireland

New Zealand

Australia

UK

USA

Canada

2019 (649)

2018 (518)

2017 (496)

2016 (415)

2015 (522)

21


In which countries do you place students for Vocational Diploma/Further Education?

Placing students in countries – Vocational Diploma/Further Education: Top 10

11%

10%

7%

11%

5%

38%

37%

34%

50%

62%

5%

6%

7%

8%

8%

21%

24%

25%

50%

65%

0% 10% 20% 30% 40% 50% 60% 70%

Malaysia

Singapore

Germany

Ireland

Japan

UK

USA

New Zealand

Canada

Australia

2019 (610)

2018 (412)

2017 (478)

2016 (346)

2015 (590)

22


In which countries do you place students for University: Undergraduate?

Placing students in countries – University: Undergraduate: Top 10

9%

15%

10%

15%

18%

29%

56%

62%

51%

55%

14%

16%

17%

22%

28%

30%

53%

56%

57%

68%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Spain

Malaysia

France

Ireland

Germany

New Zealand

UK

USA

Australia

Canada

2019 (1213)

2018 (777)

2017 (864)

2016 (648)

2015 (970)

23


In which countries do you place students for University: Graduate/Postgraduate?

Placing students in countries – University: Graduate / Postgraduate: Top 10

9%

8%

12%

14%

28%

18%

60%

54%

53%

49%

13%

16%

17%

24%

29%

31%

54%

54%

60%

63%

0% 10% 20% 30% 40% 50% 60% 70%

Spain

Netherlands

France

Ireland

New Zealand

Germany

USA

UK

Australia

Canada

2019 (1134)

2018 (753)

2017 (822)

2016 (565)

2015 (843)

24


In which countries do you place students for MBA Programmes?

Placing students in countries – MBA Programmes: Top 10

10%

8%

9%

13%

22%

11%

62%

52%

52%

42%

11%

13%

18%

20%

24%

25%

51%

52%

52%

56%

0% 10% 20% 30% 40% 50% 60% 70%

Switzerland

Spain

France

Ireland

New Zealand

Germany

USA

UK

Australia

Canada

2019 (869)

2018 (591)

2017 (680)

2016 (433)

2015 (658)

25


In which countries do you place students for Work & Programmes?

Placing students in countries – Work & Travel / Study Programmes: Top 10

6%

3%

7%

7%

22%

22%

30%

43%

44%

44%

11%

11%

14%

12%

18%

29%

30%

39%

35%

41%

11%

15%

16%

17%

21%

28%

33%

43%

44%

51%

0% 10% 20% 30% 40% 50% 60%

Spain

Malta

France

Germany

New Zealand

Ireland

UK

USA

Australia

Canada

2019 (356)

2018 (337)

2017 (323)

26


Language Programmes


28

Language Programme: Challenges

What challenges do you have recruiting for language programmes?

4%

10%

5%

15%

5%

10%

39%

12%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

Other

All the above

Students prefer other Education sectors

Financial

Not enough knowledge about the market/Educators

Little student demand

Visa

No challenges

Base no: 961


Language Programmes: Improvements to help recruitment

29

Base no: 961

7%

7%

14%

21%

21%

27%

0% 5% 10% 15% 20% 25% 30%

Other

Pay faster

Offer agency staff incentives

Offer out of hours/24hr support

Provide leads

Raise commissions

What ONE improvement on the language institutional side would MOST help you recruit more students?


Secondary Education


Secondary Education: Representation & Interest

48%

36%

8%

4%

3%

2%

None

1-10

11-25

26-50

51-100

More than 100

How many secondary / Kindergarten - 12, institutions do you represent?

57%

19%

10%

6%

7%

0%-10%

10%-20%

20%-30%

30%-50%

>50%

What percentage of your clientele is interested in secondary programmes?


Secondary Education: Recruitment Challenges

What are the biggest challenges when recruiting for secondary programmes?

24% 7% 63% 11% 41% 26% 12%0%

10%

20%

30%

40%

50%

60%

70%

Security Other Cost Communication Visa Accommodation Length ofprogramme

Base no: 1309


Secondary Education: Improvements to Help Recruitment

Which ONE improvement on the secondary institutional side would MOST help you recruit more students?

14% 11% 38% 6% 13% 0% 15% 3%0%

5%

10%

15%

20%

25%

30%

35%

40%

Processapplications

faster

Raisecommissions

Offer morescholarships

Other Provide leads/ better leads

Pay faster Visit offices /activelyrecruit

Involvealumni

Base no: 1295


Secondary Education: Benefits

Which is the SINGLE greatest benefit you receive by representing secondary institutions?

4% 32% 38% 11% 16%0%

5%

10%

15%

20%

25%

30%

35%

40%

Other Raises awareness andprestige of our agency

Diversifies our ownbusiness portfolio

Generates morerevenue

Top preference ofour students

Base no: 1280


Secondary Education: Clients’ Interests

Do your clients (students/parents) have an interest in:

6% 38% 22% 66% 7% 59%0%

10%

20%

30%

40%

50%

60%

70%

Preference forboys only

programmes

InternationalBaccalaureate (IB)

Preference for co-ed programmes

Public / Stateschools withhomestay/

guardianship

Preference forgirls only

programmes

Private schoolswith boarding

accommodations?

Base no: 1244


Higher Education


Higher Education Institutions: Number represented

37

Base no: 1210

5%

38%

22%

15%

10%

10%

None

1-10

11-25

26-50

51-100

More than 100

How many higher education institutions do you represent as a contracted agent?


Higher Education: Improvements to help recruitment

38

2%

1%

2%

12%

11%

14%

23%

36%

0% 5% 10% 15% 20% 25% 30%

Other

Involve alumni

Pay faster

Visit offices / actively recruit

Provide leads / better leads

Raise commissions

Process applications faster

Offer more scholarships

Base no: 1207What ONE improvement on the higher education institutional side would MOST help you recruit more students?


Higher Education: benefit of representing

39

Base no: 1204

34%

23%

30%

12%1%

Raises awareness and prestige of ouragency

Diversifies our own business portfolio

Top preference of our students

Generates more revenue

Other

What is the SINGLE greatest benefit you receive by representing higher education universities?


Distance Education / Online Learning


Interest in online learning

41

Base no: 1255

73%

14%

7%

3%

2%

0%-5%

5%-10%

10%-20%

20%-30%

>30%

0% 10% 20% 30% 40% 50% 60% 70% 80%

What percentage of your clientele is interested in online learning?


Reasons why international students study online over studying overseas

42

Base no: 1221

3%

12%

15%

38%

46%

68%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Other reasons

The quality and reputation of the course

The quality and reputation of the institution

Convenience of online

Family/Work/Personal reasons

Lower cost

What are some of the main reasons why international students would consider studying online over studying overseas?


Do students prefer an element of in-country experience

43

Base no: 1236

64%11%

25%

Yes

No

Not sure

Do most of your prospective students indicate a strong preference for some element of in-country experience as part of their education?


Types of students interested in online Post Graduate studies?

44

Base no: 1215

56%

23%

10%

5%

6%

Students working full-time

Students with family responsibilities

Students who have taken online modulesor courses before

Students who went abroad to get a degreefrom a foreign university

Other

Do you think there are specific types of students who are interested in online postgraduate studies?


Which degree levels are most interesting for online learning in your agency?

Degree levels of interest for online learning

19%

17%

20%

47%

54%

29%

0% 10% 20% 30% 40% 50% 60%

Postgraduate research degrees (PhD, DPhil)

Foundation programmes

Undergraduate degrees (BA, BSc, etc.)

MBA's

Postgraduate taught degrees (MA, MSc.)

Vocational Certificate

45

Base no: 1183


Which subject areas are most interesting for online learning in your agency?

Subject areas of interest for online learning

4%

11%

11%

19%

20%

25%

26%

32%

38%

88%

0% 20% 40% 60% 80% 100%

Other

Natural Sciences

Medicine/Healthcare

Legal studies

Engineering

Social Sciences

Media-related studies

Hospitality/Tourism

Computer Sciences

Business-related studies

46

Base no: 525


Interest in establishing agent agreements to refer prospective online students on a referral fee basis

47

Base no: 1219

71%

10%

19%

Yes

No

Not sure

Would your business be interested in establishing agent agreements to refer prospective online students on a referral fee basis?


Work & Travel/Study and Cultural Exchange

Programmes


Work & Travel/Study and Cultural Exchange Programmes: % Interested

What is the percentage of your clientele interested in Work & Study / Cultural Exchange Programmes?

32% 16% 14% 10% 11% 16%0%

5%

10%

15%

20%

25%

30%

35%

0%-5% 5%-10% 10%-20% 20%-30% 30%-50% >50%

Base no: 1216


How Many Students do Agents Expect to Place in the Next 12 Months?


How many students do you expect to place in next 12 months – by Programme

51

20%

22%

19%

21%

23%

20%

17%

20%

15%

19%

15%

17%

11%

12%

77%

70%

76%

74%

68%

74%

77%

76%

83%

72%

81%

77%

87%

87%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Other Language Programmes (505)

Certificate/Foundation (701)

Pre-Masters/Postgraduate Qualifying Programme (PQP) (811)

Secondary and High School (636)

University: Distance Education/Online Learning (225)

University: Foundation (994)

English Language Programmes (1162)

Pathway Programmes (993)

MBA Programmes (1040)

Vocational Diploma/Further Education (733)

Work & Travel/Study Programmes (452)

Diploma (1021)

University: Graduate/Postgraduate (1275)

University: Undergraduate (1377)

Less The same More


Student Mobility Concerns / Difficulties

in 2019


What are the main concerns/questions/complaints students and parents have?

Concerns/Questions/Complaints – BEFORE departing

8%

15%

25%

31%

40%

51%

54%

55%

0% 10% 20% 30% 40% 50% 60%

Other

Difficulty with teaching staff

Difficulty with the programme

Cultural difficulties

Personal safety

Difficulty with accommodation

Difficulty with language

Financial difficulties

53

Base no: 917


55%

54%

51%

40%

31%

25%

15%

39%

39%

47%

23%

59%

43%

37%

0% 10% 20% 30% 40% 50% 60% 70%

Financial difficulties

Difficulty with language

Difficulty with accommodation

Personal safety

Cultural difficulties

Difficulty with the programme

Difficulty with teaching staff

Once overseas Before departing

What are the main concerns/questions/complaints students and parents have?

Concerns/Questions/Complaints – BEFORE & AFTER departing

54

Base no: 870


Which student mobility concerns/difficulties did you encounter in 2019?

Student mobility concerns 2010-2019

55

Base no: 561

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Study visa Financial Global EconomicSituation

Global PoliticalSituation

Work visa Safety Accreditation Other

2019 2018 2017 2016 2015 2014 2013 2012 2011 2010


Which student mobility concerns/difficulties did you encounter in 2019?

Student mobility concerns

5%

7%

21%

17%

24%

23%

36%

72%

4%

10%

21%

13%

18%

17%

35%

80%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 55% 60% 65% 70% 75% 80% 85%

Other

Accreditation

Work visa

Safety

Global Economic Situation

Global Political Situation

Financial

Study visa

2019 (561) 2018 (359)

Base no: 651

56


In which countries did you experience these concerns/difficulties (Work Visa)?

Work Visa concerns

4%5%5%

6%6%6%

7%7%7%

8%9%9%

10%10%10%

11%11%

13%16%

18%18%

20%39%

43%51%

59%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 55% 60% 65%

South AfricaIndonesia

PhilippinesIndia

MalaysiaThailand

RussiaHong Kong SAR

South KoreaSingapore

The NetherlandsSwitzerland

ChinaSpain

UAEItaly

JapanIrelandFranceMalta

GermanyNew Zealand

United KingdomAustralia

CanadaUSA

2019 (99)

57

Base no: 99


In which countries did you experience these concerns/difficulties (Study Visa)?

Study Visa concerns

3%3%

4%4%4%4%4%

5%5%5%5%

7%7%

8%8%8%8%8%

12%13%

20%20%

27%46%

53%65%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 55% 60% 65% 70%

UAEIndonesia

PhilippinesSouth Africa

MalaysiaHong Kong SAR

SingaporeRussia

IndiaThailand

South KoreaChinaJapan

The NetherlandsItaly

SwitzerlandSpainMalta

FranceIreland

New ZealandGermany

United KingdomAustralia

USACanada

2019 (430)

58

Base no: 430


In which countries did you experience these concerns/difficulties (Financial concerns)?

Financial concerns

1%2%2%

3%3%3%3%

4%4%

5%5%5%5%

6%6%

7%9%9%9%

14%16%

22%38%

44%50%

55%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 55% 60%

PhilippinesThailand

RussiaChina

South AfricaSpain

Hong Kong SARIndia

IndonesiaSingapore

MaltaSouth Korea

MalaysiaUAE

JapanItaly

The NetherlandsSwitzerland

FranceGermany

IrelandNew Zealand

United KingdomUSA

CanadaAustralia

2019 (161)

59

Base no: 161


In which countries did you experience these concerns/difficulties (Global Economic situation)?

Global Economic Situation

3%3%

4%4%4%4%4%4%4%

6%6%6%6%6%

7%7%7%7%

10%13%13%

16%19%

34%37%

48%49%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 55%

SwitzerlandIndia

The NetherlandsSingapore

South KoreaJapan

ThailandIndonesia

IndiaSouth Africa

ItalyPhilippines

SpainMalaysia

RussiaMalta

Hong Kong SARUAE

New ZealandChina

FranceIreland

GermanyAustralia

CanadaUSA

United Kingdom

2019 (67)

60

Base no: 67


In which countries did you experience these concerns/difficulties (Global Political situation)?

Global Political Situation

1%

1%

1%

1%

1%

3%

3%

3%

3%

3%

5%

5%

5%

6%

8%

8%

14%

15%

44%

63%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 55% 60% 65% 70%

UAEItaly

ThailandIndonesiaMalaysia

IndiaSouth Africa

MaltaGermany

FranceNew Zealand

IrelandHong Kong

South KoreaRussiaChina

AustraliaCanada

United KingdomUSA

2019 (79)

61

Base no: 79


Which Country is Best…?by type of study


Best study destination for English language courses

United Kingdom31%

Australia27%

Canada25%

USA8%

Ireland3%

Other6%

Language courses (1028)

63

Country Rank 2019

Rank 2018

Rank 2017

Rank 2016

Rank 2015

Rank 2014

Rank 2013

Rank 2012

Rank 2011

United Kingdom 1 1 1 1 1 2 2 1 1Canada 3 2 2 3 3 4 5 4 4Australia 2 3 3 2 2 1 1 2 2USA 4 4 4 4 4 3 3 3 3


Best study destination for Secondary and high schools

Canada39%

USA17%

United Kingdom16%

Australia14%

New Zealand4%

Other10%

Secondary and High School (949)

64

Country Rank 2019

Rank 2018

Rank 2017

Rank 2016

Rank 2015

Rank 2014

Rank 2013

Rank 2012

Rank 2011

Canada 1 1 1 1 1 2 3 4 5USA 2 2 2 3 3 1 1 2 3United Kingdom 3 3 3 2 2 4 3 1 1Australia 4 4 4 4 4 3 2 3 2New Zealand 5 5 5 5 5 5 5 5 4


Best study destination for Foundation Programmes (University)

Canada25%

United Kingdom

29%

Australia23%

USA10%

Germany4%

Other9%

University: Foundation (898)

65

Country Rank 2019

Rank 2018

Rank 2017

Rank 2016

Rank 2015

Rank 2014

Rank 2013

Rank 2012

Rank 2011

Canada 2 1 2 3 4 4 4 4 4United Kingdom 1 2 1 1 1 1 2 1 1Australia 3 3 3 2 2 2 1 2 2USA 4 4 4 4 3 3 3 3 3


Best study destination for Undergraduate Study (University)

Canada32%

USA22%

United Kingdom14%

Australia20%

Germany4% Other

8%

University: Undergraduate (946)

66

Country Rank 2019

Rank 2018

Rank 2017

Rank 2016

Rank 2015

Rank 2014

Rank 2013

Rank 2012

Rank 2011

Canada 1 1 1 2 2 3 4 4 4USA 2 2 2 1 1 1 2 1 1United Kingdom 4 3 4 4 4 3 3 2 2Australia 3 4 3 3 3 2 1 2 3


Best study destination for Graduate/Postgraduate Study (University)

USA23%

Canada30%

United Kingdom

16%

Australia18%

Other13%

University: Graduate/ Postgraduate (932)

67

Country Rank 2019

Rank 2018

Rank 2017

Rank 2016

Rank 2015

Rank 2014

Rank 2013

Rank 2012

Rank 2011

USA 2 1 2 1 1 1 1 1 1Canada 1 2 1 2 2 4 4 4 4United Kingdom 4 3 4 4 3 3 3 2 2Australia 3 4 3 3 4 2 2 3 3


Best study destination for MBA Programmes

USA32%

United Kingdom20%

Canada20%

Australia15%

Other13%

University: MBA (927)

68

Country Rank 2019

Rank 2018

Rank 2017

Rank 2016

Rank 2015

Rank 2014

Rank 2013

Rank 2012

Rank 2011

USA 1 1 1 1 1 1 1 1 1United Kingdom 3 2 4 2 2 2 2 2 2Canada 2 3 3 4 4 4 4 4 4Australia 4 4 2 3 3 3 3 3 3


Best study destination for Work & Travel / Study Programmes

USA22%

Australia21%

Canada28%

Ireland6%

United Kingdom6%

Other17%

University: Work & Travel / Study Programmes (878)

69

Country Rank 2019

Rank 2018

Rank 2017

USA 2 1 1Australia 3 2 2Canada 1 3 3Ireland 4 4 5United Kingdom 5 5 4

69


Canada34%

United Kingdom19%

Australia27%

USA6%

Other14%

Certificate/Foundation (913)

Best study destination for Certificate/Foundation

70

Country Rank 2019

Rank 2018

Rank 2017

Rank 2016

Rank 2015

Rank 2014

Canada 1 1 1 2 3 3United Kingdom 3 2 3 3 2 5Australia 2 3 2 1 1 2USA 4 4 4 4 4 1


Canada27%

USA23%Australia

14%

United Kingdom

11%

Other25%

Internships (834)

Best study destination for Internships

71

Country Rank 2019

Rank 2018

Rank 2017

Rank 2016

Rank 2015

Rank 2014

Canada 1 1 1 1 2 3USA 2 2 2 2 1 1Australia 3 3 3 3 3 2United Kingdom 4 4 4 4 4 5


Overall attractiveness of study destinations

2014 - 2019


Please give your opinion on the overall attractiveness of the following countries as a study destination for students from your country: Note: Excludes respondents that indicated they ‘Do not know’

Overall attractiveness of Study Destinations in 2019

31%36%36%37%38%

48%51%52%

57%57%

66%70%

76%80%80%81%81%82%

84%90%

92%93%94%95%

Thailand (279)Philippines (477)

Hong Kong SAR (452)India (544)

Russia (531)South Africa (512)

UAE (501)Malaysia (572)

China (613)South Korea (535)Switzerland (604)

The Netherlands (632)Spain (591)Other (169)

Ireland (745)France (722)

Italy (604)Malta (623)

Singapore (566)Australia (1025)

New Zealand (800)United Kingdom (940)

USA (998)Canada (1087)

Very Attractive / Attractive %

73


Trends in overall attractiveness: traditional markets

45%39%39%

55%

63%48%

51%55%

67%69%

73%74%

60%59%

52%51%

77%67%

57%60%

41%48%

49%35%

27%37%

39%39%

27%23%

22%21%

31%33%

41%41%

16%26%

33%33%

10%9%

8%8%

5%10%

8%4%

2%3%

1%2%

4%4%

4%4%

1%2%

7%4%

4%5%3%2%

5%5%

3%2%

5%5%4%4%

4%5%4%4%

5%5%4%3%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

New Zealand '15New Zealand '16New Zealand '18New Zealand '19

UK '15UK '16UK '18UK '19

Canada '15Canada '16Canada '18Canada '19

Australia '15Australia'16Australia '18Australia '19

USA '15USA '16USA '18USA '19

Very attractive Attractive Unattractive Very unattractive

74


Overall attractiveness of Study Destinations in 2019 (Indian Agents)

9%9%9%9%9%11%

12%15%

18%20%

22%22%

24%25%

28%33%

39%50%

56%58%

85%

30%24%

31%31%

52%22%

35%53%

23%69%

63%43%

46%67%63%59%

57%57%

56%35%

57%55%

44%39%

33%9%

38%50%

42%47%

30%51%

31%26%

41%18%

22%28%

27%13%

14%9%

17%16%15%

22%7%

2%1%

3%6%0%

30%21%21%

16%10%

19%25%

12%27%

4%4%

16%12%

3%9%

4%3%4%

15%3%3%

5%3%

4%6%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

SA (63)Hong Kong SAR (62)

Philippines (67)Malaysia (77)

Malta (82)China (81)

South Korea (68)Russia (77)

Thailand (66)Spain (85)

Italy (94)UAE (81)

Japan (82)France (119)

Singapore (111)Other (32)

The Netherlands (95)Switzerland (92)

Ireland (112)India (65)

New Zealand (133)Germany (132)Australia (165)

USA (145)United Kingdom (141)

Canada (170)Very attractive Attractive Unattractive Very unattractive

75


country:

Overall attractiveness of Study Destinations in 2019 (Chinese Agents)

8%8%

13%15%

18%20%20%

25%30%31%

36%40%

42%50%

78%

0%25%

67%20%

18%9%

31%50%

56%71%

23%42%

75%63%

77%71%

60%40%

69%57%

46%36%

40%46%

38%13%

64%50%

25%70%

82%55%

62%50%28%

21%46%

50%8%

8%

7%27%

0%0%

7%

0%

36%25%

8%

0%36%

0%11%

0%8%

6%0%

12%

13%

13%8%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

SA (11)UAE (8)

Spain (12)Malta (10)

Philippines (11)India (11)

Thailand (13)Other (2)

South Korea (18)The Netherlands (14)

Russia (13)Malaysia (12)

Italy (12)New Zealand (16)

Switzerland (13)Singapore (17)

France (15)Ireland (15)

Germany (16)Australia (23)

China (13)Hong Kong SAR (11)

Japan (15)Canada (26)



76


Overall attractiveness of Study Destinations in 2019 (Russian Agents)

0%8%9%9%9%9%11%12%

17%18%19%

23%25%

29%32%

41%44%

60%65%65%

79%

10%

93%0%

33%100%

54%36%

9%36%

27%22%

65%58%

55%69%62%

50%64%

47%59%

44%30%

29%30%

11%

50%18%

0%50%

22%0%

31%36%

73%27%

36%44%

18%8%

18%6%

15%17%

7%16%

0%

5%

0%

40%27%

7%50%

44%

18%9%

27%27%

22%6%

17%

0%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

SA (10)UAE (11)Italy (15)

India (10)Thailand (9)

Other (1)Japan (13)

South Korea (11)Malaysia (11)

Hong Kong SAR (11)Philippines (11)

Russia (9)Australia (17)

Singapore (12)China (11)Malta (16)

New Zealand (13)France (12)

Spain (14)Ireland (19)

Switzerland (17)The Netherlands (16)United Kingdom (20)

Germany (17)Canada (20)

USA (19)Very attractive Attractive Unattractive Very unattractive

77


Overall attractiveness of Study Destinations in 2019 (Brazilian Agents)

3%3%

7%9%10%

14%15%15%15%16%

22%23%

30%33%33%

49%49%50%

55%59%

70%90%

27%25%

23%

9%37%

36%55%

30%21%

71%22%

55%65%

59%55%

56%65%

33%40%

44%45%

39%36%

23%6%

39%44%

43%39%

41%40%

25%30%

37%45%

15%33%

24%

20%23%

12%

0%12%

4%

7%2%

33%31%

33%12%

47%20%

32%6%

23%21%

0%30%

6%10%

0%0%

2%0%

33%

2%

2%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Malaysia (33)Russia (32)

Philippines (30)South Korea (33)

India (32)China (30)

UAE (28)Japan (33)

Hong Kong SAR (30)Thailand (29)

Italy (41)Singapore (27)

The Netherlands (33)Switzerland (31)

France (41)Germany (40)

SA (43)Spain (40)Other (3)

Malta (43)New Zealand (45)

United Kingdom (44)Ireland (44)

USA (44)Australia (47)


78


Overall attractiveness of Study Destinations in 2019 (Nepalese Agents)

9%10%11%11%12%

15%16%

18%20%21%

36%38%

43%60%61%

66%

54%53%

74%43%

75%30%

22%32%

53%28%

44%63%

69%69%

66%73%

71%67%

60%57%

60%53%

36%33%

29%

35%40%

22%48%

17%50%

53%48%

36%51%

34%20%

19%18%19%

10%9%

3%14%

5%2%

4%

3%4%

6%2%

0%5%

1%11%

16%11%

2%11%12%

1%0%

1%1%

10%4%

1%1%

3%3%

1%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Thailand (48)Singapore (47)

Spain (46)UAE (42)

Ireland (77)Hong Kong SAR (46)

SA (45)Russia (44)China (64)

Malaysia (53)Philippines (50)

Malta (65)Italy (54)

India (85)Switzerland (59)

The Netherlands (70)France (77)Other (30)

South Korea (70)Japan (94)

New Zealand (104)United Kingdom (114)

Australia (128)Canada (123)

USA (119)Very attractive Attractive Unattractive Very unattractive

79


Overall attractiveness of Study Destinations in 2019 (Nigerian Agents)

10%11%12%

14%14%15%

17%17%18%

20%21%21%22%23%

25%31%

43%48%

52%59%

92%

26%48%

41%65%

47%39%

52%18%

10%63%

53%9%

46%63%

29%57%

44%66%

70%67%

51%41%

46%32%

3%

59%42%

44%24%

33%43%

27%45%

71%20%

27%43%

29%15%

43%0%

30%9%

3%2%

5%0%

0%

11%3%

9%

10%

5%2%

7%3%

7%21%

3%

0%4%

5%2%

7%5%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

India (27)China (33)

SA (32)Russia (34)Malta (30)

Italy (28)Malaysia (33)Thailand (22)

Philippines (21)France (41)

Spain (30)Hong Kong SAR (23)

South Korea (28)UAE (40)

Japan (28)Other (14)

Singapore (27)Switzerland (35)

The Netherlands (40)New Zealand (36)

Ireland (47)Australia (56)Germany (52)

USA (59)Canada (59)


80


Overall attractiveness of Study Destinations in 2019 (Vietnamese Agents)

6%7%8%9%9%

12%13%13%14%14%15%

19%20%20%21%

25%25%26%

29%30%

32%33%

58%67%

73%

44%64%

45%36%

71%25%

40%57%

54%71%

10%70%

75%60%

50%58%

67%67%

60%60%

38%30%

25%

19%29%

46%36%

27%18%

25%47%

29%36%

31%10%

50%10%

4%15%

25%16%

5%4%

8%7%

31%

31%9%

27%

38%

14%

20%

4%2%2%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

China (16)Malta (14)India (13)

Russia (11)Hong Kong SAR (11)

France (17)SA (8)

Malaysia (15)Spain (14)

Thailand (14)Italy (13)

Germany (21)UAE (10)

The Netherlands (20)Singapore (28)

Philippines (20)Other (4)

Switzerland (19)South Korea (21)

New Zealand (27)Japan (25)

United Kingdom (30)Australia (45)

Canada (46)USA (44)


81


Overall attractiveness of Study Destinations in 2019 (Ukrainian Agents)

9%12%

13%14%14%15%16%

18%25%25%

27%43%43%

48%83%

40%

50%36%

25%9%

90%10%

42%11%

45%

33%67%

43%80%

68%68%

60%75%

59%48%

39%43%

8%

40%38%

30%27%

25%25%

36%5%

30%25%

44%36%

35%

14%21%

11%9%

5%

5%

4%

20%63%

20%36%

50%55%

5%60%

33%44%

9%

20%5%

21%5%5%5%

10%

9%9%

13%9%8%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

South Korea (10)SA (8)

UAE (10)Malaysia (11)

Russia (12)Hong Kong SAR (8)

Philippines (11)Italy (20)

India (10)Japan (12)

Thailand (9)Singapore (11)

Australia (17)China (15)

France (21)New Zealand (14)

Spain (20)Malta (19)

Ireland (22)Switzerland (20)

Other (4)The Netherlands (22)United Kingdom (23)

Germany (23)USA (23)


82


Overall attractiveness of Study Destinations in 2019 (Turkish Agents)

10%13%13%

17%18%

20%22%

25%31%

33%38%

62%67%

68%80%

22%13%

14%

45%

56%

100%60%

50%18%

0%33%

67%38%

50%44%

38%33%

27%20%

33%63%

29%67%

50%55%

83%33%

71%

30%25%

50%33%

55%60%

33%8%

31%17%

19%

44%25%

57%33%

50%

17%11%

29%

25%38%

9%20%

11%

5%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

China (9)UAE (8)

Malaysia (7)Hong Kong SAR (6)

Philippines (6)France (11)

Singapore (6)Japan (9)

Thailand (7)Other (2)

Spain (10)SA (8)

India (8)Switzerland (12)

New Zealand (11)South Korea (5)

Russia (9)Italy (12)

Malta (16)The Netherlands (12)

Australia (16)Canada (21)Ireland (18)



83


Alumni Engagement(Agents Recruiting Undergraduate

and Graduate/Postgraduate)


Please tell us how often you and your colleagues…

Follow up with Students and Alumni

85

23%

25%

27%

41%

45%

65%

25%

29%

34%

37%

32%

26%

40%

37%

34%

20%

20%

8%

11%

9%

5%

3%

Follow up with your students more than 2 years after theyhave completed their studies (1014)

Follow up with families of students that have finished theirstudies (1038)

Follow up with your students 1 - 2 years after they havefinished their studies (1035)

Follow up with your students at the time of graduation(1059)

Follow up with families of currently enrolled students (1047)

Follow up with currently enrolled students (1049)

Always Quite often Just occasionally Never


Please tell us the how often your higher education institutional clients…

HE Clients – Follow up with Alumni

22%

18%

32%

28%

37%

38%

8%

17%

Independently contact your studentclients once they have completed

their studies (1066)

Collaborate with you to contactalumni (1049)

Always Quite often Just occasionally Never

86


Does your organization keep a contact database of alumni? (i.e. contact details of students that have finished their studies

Alumni Database

87

89%

11%

Yes

No

Base no: 1034


How interested are you in working with higher education institutional clients to…

Interest in Working with HE clients

88

37%

47%

47%

43%

35%

37%

3%

2%

2%

16%

15%

14%

Improve their alumni database (i.e. find “lost” alumni) (1002)

Organise career events (1017)

Organise prospective student events (1037)

Very interested Interested Uninterested Very uninterested


Marketing


Please tell us how important the following criteria are (or could be) in terms of marketing for institutions:

Marketing for institutions (top 10)

90%

91%

91%

92%

92%

92%

93%

93%

94%

95%

80% 85% 90% 95% 100%

24 hours turnaround / acknowledgement of receipt on enquiries(1042)

Participation in education exhibitions in your country (1067)

Marketing and visits to local schools/colleges (1053)

Participation in an Agent Incentive scheme (1047)

Familiarization Tours (1052)

Availability of an online application service (1056)

Financial support schemes, including scholarship/bursaryschemes (1050)

Agent manual with fees and information (1063)

Prompt payment of commissions (1066)

Quick response times to enquiries and applications and regularcommunication updates (1070)

90



Marketing – Promotional materials and campaigns

29%

28%

30%

32%

42%

42%

47%

49%

43%

48%

45%

43%

45%

44%

44%

42%

24%

18%

20%

21%

10%

9%

6%

6%

5%

5%

6%

4%

4%

5%

4%

3%

Editorial or Advertorial in local newspapers or magazines(1025)

Regular e-newsletters or e-zines sent to students (1017)

Giveaways (e.g. pens, keyrings, mouse pads, etc.) (1036)

Institution profiles on commercial websites/websitesavailable in your native languages (1032)

School/College profiles in your own agency brochure orhandbook (1058)

Individual institution brochures in English and your ownlanguage (1068)

Marketing and visits to local schools/colleges (1053)

Participation in education exhibitions in your country(1067)

Very important Important Unimportant Very unimportant

91



Marketing – Packages and Offers

40%

47%

53%

59%

46%

42%

37%

34%

8%

7%

4%

2%

6%

4%

6%

5%

Making packaged offers which include Englishlanguage/ELICOS plus institution entry (1015)

An online application form which guarantees meVIP service (provided all supporting documents

have been received) (1009)

24 hours turnaround / acknowledgement ofreceipt on enquiries (1042)

Financial support schemes, includingscholarship/bursary schemes (1050)


92



Marketing – People and Staff

32%

31%

36%

44%

47%

40%

38%

45%

36%

42%

22%

24%

14%

14%

8%

7%

7%

5%

7%

4%

Marketing and Recruitment staff who speak thelocal language (1041)

Authority from institution for you to sign lettersof offer (992)

Regular visits to your office(s) by representatives(1062)

A local representative office to provide supportto your recruitment activities (1059)

Student leads provided to you by institutions(1024)


93



Marketing – Services

45%

52%

52%

55%

63%

51%

69%

45%

38%

40%

38%

31%

41%

26%

6%

4%

4%

3%

2%

4%

1%

4%

4%

3%

4%

4%

4%

4%

Regular visits by you and/or your staff to theeducation institution (1055)

Participation in an Agent Incentive scheme (1047)

Availability of an online application service (1056)

Agent manual with fees and information (1063)

Prompt payment of commissions (1066)

Familiarization Tours (1052)

Quick response times to enquiries and applicationsand regular communication updates (1070)


94


What type of marketing communication do you use to reach your clients?

Social Media marketing communication

95

52%

4%

26%

5%

9%

2% 3%

20%

25%

17%

25%

9%

2% 2%

27%

40%

17%

7%5%

2% 2%

37%

22%

26%

4% 5%3% 3%

51%

11%

25%

6%

3% 2% 2%

0%

10%

20%

30%

40%

50%

60%

Reach out tostudents

Do not use Market aprogramme

Communicate withyour educator

partners

Reach out toparents

Expect yourpartner educators

to supply

Application processfor a programme

Facebook (1091)

LinkedIn/Xing/other professional networking sites (1002)

Twitter (957)

YouTube (1001)

Other social media (e.g. Googleplus, Instagram, pintrest, Tumblr)(1033)


Do you pay for online advertising?

96

Base no: 1109

82%

18%

Yes No


Combined annual spend on online advertising

97

Base no: 1090

4%

5%

10%

18%

21%

41%

Over $20,000

$10,000-$20,000

$5000-$10,000

$2000-$5000

$1000-$2000

$0-$1000

How much is your combined annual spend on these channels? (Google Adwords, Google display ads, Facebook, Twitter, LinkedIn, Bing ads)


Training and Accreditation


Training and Accreditation: Training Needs

99

Base no: 1087In which areas do you see training needs?

2%

64%

33%

40%

44%

38%

56%

69%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Other

Marketing skills & Customer relations

Programme-specific training: Language Programmes andLanguage Exams

Programme-specific training: Pathways

Programme-specific training: Vocational Diploma andHigher Education

Programme-specific training: Secondary and High School

Destination-specific information

Visa


Training and Accreditation: Certification

100

Base no: 647Have you completed and received certification for any of the following agent training programmes?

24%

9%

27%

33%

7%

3%

23%

7%

27%

Other

US Course Graduate (USCG)

Qualified Education Agent Counsellor (QEAC)

ICEF Trained Agent Counsellor (ITAC)

Irish Course Graduate (ICG)

China ICEF Trained Agent Counsellor (CITAC)

Canada Course Graduate (CCG)

British Council Advanced Agents Certificate (BCAAC)

British Council Trained Agent (BCTA)


Other Products and Services


Other Products and Services: Service Providers - Resell

102

Base no: 1058

Which type of service providers would you be interested to meet at ICEF Events to receive information and/or buy services or products from? To resell and market to students

44%

45%

46%

52%

63%

66%

68%

82%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Logistics & Supplies

Software, Multimedia & Telecommunications

Emergency Response & Support

Testing & Accreditation

Tourism & Transportation

Consultancy (Immigration, Visa, Marketing)

Insurance & Financial Services

Accommodation & Hosting Services


Other Products and Services: Service Providers - Internal

103

Base no: 810

Which type of service providers would you be interested to meet at ICEF Events to receive information and/or buy services or products from? For your own internal administration / purpose

44%

47%

48%

53%

53%

53%

55%

66%

Tourism & Transportation

Accommodation & Hosting Services

Testing & Accreditation

Logistics & Supplies

Software, Multimedia & Telecommunications

Insurance & Financial Services

Emergency Response & Support

Consultancy (Immigration, Visa, Marketing)


For further information about the Agent Barometer, please contact Tiffany Egler([email protected])

For further details of any of i-graduate research services, please contact a member of the i-graduate Research Team ([email protected])

Contact

Thank you!

A copy of this presentation will be available after the event – for easy access and download

www.i-graduate.org

104

mailto:[email protected]

The i-graduate ICEF Agent Barometer 2019...2 Online survey developed in partnership by i-graduate &...

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Transcript of The i-graduate ICEF Agent Barometer 2019...2 Online survey developed in partnership by i-graduate &...