The document summarizes the results of a survey of over 9,000 people across 179 countries regarding their information sources, awareness, and preferences for communication about higher education opportunities. Key findings include that the top three information sources are websites, email, and online prospectuses. Teaching quality is the most important factor in choosing a university. Students prefer weekly email communication and are highly engaged on social media platforms like Facebook. The results will help optimize marketing channels and strategies.

1. Insight program 2013/2014
Fabian Marrone
VP Marketing
29 November 2013
Private and confidential.

2. Survey framework
9237 people responded
179 countries
184 nationalities
331 lines of enquiry
2
Private and confidential.

3. Survey framework
Demographics and study interests
Information sources and influences
Awareness and engagement
Communication preference and frequency
Final report can be split by:
- aggregated result (domestic, international and total cohort)
- region
- country and nationality
- other groupings (BRICS).
3
Private and confidential.

4. Student engagement —
marketing channel optimisation
Private and confidential.

5. Establishing the most powerful
combination of marketing channels
based on student behavior and
marketplace
5
Private and confidential.

6. Why marketing optimisation?
Lack of strategy and direction
Australia behind the curve (UK, US and Canada)
Legacy channels are hard to measure
Digital marketing— in-depth reporting and data
Big data
6
Private and confidential.

7. Demographics
Private and confidential.

8. 48% of respondents have a
household income of less than
$USD25k
8
Private and confidential.

9. 14% access information about
an institution on a mobile
device
9
Private and confidential.

10. 18% of international students
are interested in distance
learning and 38% in part-time
study
10
Private and confidential.

11. MOOCs
MOOCs
Very interested
Country/region
Africa
Americas
Asia
Europe
Oceania
Total
11
Very interested
19.00%
% very interested
18.11%
25.50%
17.48%
17.56%
21.47%
19.03%
Which country do
you currently live in Response
Philippines
Indonesia
China (PRC)
Vietnam
India
Singapore
Malaysia
Private and confidential.
Very
interested
39.71%
26.42%
25.26%
19.09%
14.02%
13.82%
13.24%

12. Information sources
Private and confidential.

13. Web, email and online
prospectus and are the
top three sources of
information
13
Private and confidential.

14. Sources of information
Hard-copy prospectus
/brochure
3%
The rest
20%
website
38%
Social media
6%
Electronic prospectus
/brochure
7%
0%
14
Email communication
26%
Private and confidential. For internal use only.

15. Teaching quality,
subjects available,
and academic reputation are
the most important (top three)
factors when selecting a
university
15
Private and confidential.

16. Scholarships,
teaching quality and
academic reputation are the
most important (top three)
factors when choosing between
two universities
16
Private and confidential.

17. Teaching quality is the most
(#1)important factor when
selecting an institution
17
Private and confidential.

18. Engagement and awareness
Private and confidential.

19. Student awareness
1. Website
2. Social media
3. Email
19
Private and confidential.

20. 43% are following you on social
media
20
Private and confidential.

21. 60% of students use three or more
forms of social media
21
Private and confidential.

22. Almost half of Facebook users
also used Google+
22
Private and confidential.

23. Nearly three-quarters of all
Chinese respondents were Sina
Weibo users, but half also had
Facebook
23
Private and confidential.

24. Radio, TV and billboard
perform poorly as a touch-point
— spend on these channels
may be better transferred to
other channels
24
Private and confidential.

25. Twice as many people (17.29%)
engage with social media
{events and fairs at 8.17%}
25
Private and confidential.

26. Latin Americans are more likely
to communicate via social
media than any other
nationality or country
26
Private and confidential.

27. India has the highest use of
social media
27
Private and confidential.

28. Communication and frequency
Private and confidential.

29. Throughout their
‘journey’, students want
institutions to get in touch via
email at a weekly frequency
29
Private and confidential.

30. Communication
Events, 3% The Rest, 3%
Social Media, 4%
Text message, 4%
Letter (Direct Mail), 9%
Phone, 9%
Email
69%
30
Private and confidential. For internal use only.

31. Thank you
Private and confidential.