The ICEF i-graduate Agent Barometer 2012 by Mr. Rod Hearps. Vice President, ICEF

Copyright © IGI Services 2012

The ICEF i-graduate Agent Barometer

2012

Rod Hearps

Vice President, ICEF

[email protected]


About ICEF

• Market leader, in bringing together educational

institutions and screened agents, since 1991

• 10 ICEF Workshops worldwide, ICEF Monitor,

ICEF Agent Training Course and the ICEF

Education Fund

• In 2012, Workshop participants included …

> 1,600 educational institutions from all sectors

> 2,400 educational agencies from 112 countries www.icef.com


Agent distribution

Over 1000

501 - 1000

251 - 500

101 - 250

51 - 100

1 - 50

16k active agents worldwide


ICEF Qualified Agents

501 - 1000

251 - 500

101 - 250

51 - 100

1 - 50

6,793 agents in 148 countries


An online survey developed in partnership by i-graduate

& ICEF, now in its 6th year

Since the pilot study in 2007, we have collected valuable

data from over 5,500 responses from agents

The 2012 study ran for 6 weeks during September &

October.

1,023 responses were collected from 107 nationalities

An increase of 39% over 2011 and the highest ever

number of responses recorded



Profile of respondents

What services do agents provide?

Student placements by types of study & by destination

Which study destinations are the most attractive?

Where are agents expecting to place more / less

students?

Student mobility: concerns/difficulties in 2012

Key drivers of study selection (for agents and students)

Conclusions



Profile of respondents

Slide 7


India, 7%

Brazil, 7%

Pakistan, 5%

Russian Federation, 5%

China, 4%

Nepal, 4%

Spain, 3%

Nigeria, 3%

Turkey, 3% Ukraine, 3%

Other, 55%

Agent Profile

Slide 8

Count % of total

India 76 7%

Brazil 70 7%

Pakistan 49 5%

Russian Federation 49 5%

China 42 4%

Nepal 42 4%

Spain 35 3%

Nigeria 33 3%

Turkey 33 3%

Ukraine 29 3%

Canada 28 3%

Colombia 28 3%

United Kingdom 25 2%

Saudi Arabia 24 2%

Australia 21 2%

Germany 21 2%

Italy 21 2%

Ghana 17 2%

Mexico 16 2%

USA 16 2%

Other 348 34%

Base:

1023

107 Nationalities represented


How many student counsellors / advisory staff

members work within your organization?

No other counsellors

6%

1-5 47%

6-10 24%

11-15 9%

16-20 5%

21+ 9%

Slide 11 Base: 980


Approximately how many institutions does your

company represent?

2%

20%

17%

12%

7% 7%

4% 3% 3%

2% 3%

14%

2%

5%

0%

5%

10%

15%

20%

25%

1 2-10 11-20 21-30 31-40 41-50 51-60 61-70 71-80 81-90 91-100 Morethan100

Don'tknow

Prefernot tosay

Slide 12 Base: 982


Size of agents – Total placements

7% 6% 7% 5% 5%

20% 20%

9%

6%

4% 5%

3% 3%

0%

5%

10%

15%

20%

25%

N.B. The agents that either indicated no placements or who skipped this question have not been included in the above

chart

1-10 11-20 21-30 31-40 41-50 51-100 101-

200

201-

300

301-

400

401-

500

501-

1000

1001-

2000

2000+

Slide 13 Base: 776

The majority of agents are placing between 51 and 200 students annually.


73%

22%

3% 2%

Yes, always

Yes, sometimes

No

Don't Know

Slide 14 Base: 700

Do you have contracts in place with the

institutions you work with?


Top 20 agent countries by number of placements

Slide 15

Agent country

Number of

placements

China 41,026

Italy 17,992

Spain 13,248

Australia 12,218

Pakistan 10,365

Russian

Federation 10,133

Germany 9,363

India 9,248

Turkey 9,176

Brazil 7,052

USA 6,757

Canada 6,458

UK 6,218

Saudi Arabia 6,215

Ukraine 6,100

Bulgaria 5,642

Nepal 5,298

Mexico 3,938

United Arab

Emirates 3,874

France 3,790


Summary of agent demographics

107 nationalities represented

The largest response comes from India (7%), Brazil (7%), Pakistan (5%),

Russia (5%), China (4%) and Nepal (4%)

The majority of agents (84%) were in small sized companies, with 5 or

fewer counselling staff.

73% of agents were in senior positions within their company (56%

Directors / Owners, 17% Managers)

Over 50% represent between 1 and 30 institutions and 14% represent

over 100

20% of agents placed between 51 and 100 students annually, whilst 20%

placed between 101 and 200 students annually


What services do agents provide?


90% 84%

67% 66%

41% 41%

17%

4% 9%

8% 15%

48%

15%

12%

5% 7%

27% 19%

12%

45%

71%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Promotionalmaterials

(876)

Interviews(869)

Educationexhibitions

(854)

Careercounselling

(859)

Visaprocessing

(876)

Immigrationadvice (855)

Local jobplacement

(823)

Free of charge For a charge We don't provide this service

General Services - free or for a fee?


Student Placements

By type of study

Where are agents placing students?


For which programmes do you recruit students?

81%

73%

70%

63%

63%

55%

52%

37%

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

Language Courses

University: Undergraduate

University: Graduate/Postgraduate

University: Foundation

MBA Programmes

Vocational Diploma/Further Education

Secondary and High School

Work & Travel Programmes

Slide 22 Base: 849

Language courses remain the most common form of

recruitment

Copyright © IGI Services 2011 Created using manyeyes

Placements by type of study

Data visualisation of 2012 figures by type of study

Graduate

/ PG:

31,895

placemen

ts

UG:

33,347

placement

s

Language

Courses (all

course

lengths)

104,530

placements

MBA programmes: 8,031

placements

Foundation: 12,489

placements

Schools: 12,500 placements

Vocational: 15,646

placements

Work and Travel: 19,296

placements

Language courses remain the most common form of

recruitment


Placements by type of study

Note: In 2012 respondents who said they placed students on language courses were then asked to say how many placements by

length of course, shown on subsequent slide

Number of placements Average placements

2012 2011 2010 2009 2008 2012 2011 2010 2009 2008

Secondary Schools 12,500 11,056 17,554 11,897 17,504 31 39 56 33 45

Vocational Education 15,646 12,346 14,782 16,701 20,122 36 43 55 47 51

Foundation 12,489 7,084 8,627 48,904 11,807 25 23 28 132 30

Undergraduate 33,347 20,073 27,643 21,129 22,562 58 53 69 48 43

Graduate/Postgraduate 31,895 19,005 25,228 24,781 19,645 59 50 69 56 40

MBA Programmes 8,031 5,721 8,757 8,262 6,788 17 18 30 23 16

Work & Travel 19,296 24,354 25,688 37,172 56,829 69 110 127 120 162

TOTAL 237,73

4

210,61

5

239,91

5

318,95

4

288,53

4 462 398 399 434 346

The number of placement has increased since 2011 in all but one study type.

Both Graduate and Undergraduate numbers have peaked – and are the largest number of placements in 5 years


Placements

By destination

Where agents are placing students?


Vocational Education

62%

57%

54%

37%

37%

20%

18%

16%

13%

12%

63%

63%

54%

42%

42%

21%

22%

20%

11%

14%

63%

68%

46%

39%

49%

18%

20%

19%

15%

12%

69%

74%

47%

41%

51%

23%

21%

20%

18%

15%

Australia

United Kingdom

Canada

New Zealand

USA

Ireland

Singapore

Switzerland

Italy

Germany

2012 (367)

2011 (252)

2010 (274)

2009 (192)

For full list of countries, click here

Top 10 destination countries

The UK and USA see year-on-year decreases in the

percentage of agents placing student onto vocational

courses whilst other markets see less change.


Undergraduate

71%

61%

58%

54%

33%

22%

21%

21%

17%

16%

76%

70%

61%

54%

37%

24%

22%

24%

21%

18%

72%

67%

54%

53%

35%

20%

22%

19%

19%

14%

78%

65%

50%

51%

32%

22%

18%

20%

20%

15%

United Kingdom

USA

Canada

Australia

New Zealand

Ireland

Switzerland

Germany

Malaysia

The Netherlands

2012 (530)

2011 (348)

2010 (398)

2009 (250)

For full list of countries, click here

Top 10 destination countries

Few year on years trends can be seen in

Undergraduate placements – with the exception of

Australia where slightly less agents are now placing to

this country.


Attractiveness of study destinations


73% 64% 64%

48% 32% 31%

25% 23% 22% 22%

18% 15%

13% 12% 11% 11% 10% 10% 9% 9%

6% 5%

2% 2%

20% 28% 29%

43% 54%

58% 55% 58%

54% 44%

66% 59%

53% 45%

42% 35%

28% 50%

43% 37%

26% 35%

28% 23%

2% 3% 3%

6% 10%

8% 17% 17%

18% 25%

14% 22%

26% 35%

31% 35%

41% 31%

37% 37%

39% 42%

46% 48%

5% 5% 4% 3% 4% 3% 3% 3%

5% 9%

3% 4%

9% 9%

16% 19% 20%

9% 11%

18% 29%

18% 24%

26%

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

USA (670)

Canada (683)

United Kingdom…

Australia (672)

New Zealand (568)

Germany (556)

Ireland (543)

Spain (474)

Switzerland (489)

Malta (460)

France (514)

Italy (474)

The Netherlands…

Japan (423)

Singapore (422)

Malaysia (438)

UAE (392)

China (443)

Denmark (402)

South Africa (435)

India (424)

Russia (409)

South Korea (376)

Thailand (371)

Very attractive Attractive Unattractive Very unattractive

Attractiveness of Study Destinations in 2012

Note: Excludes respondents that indicated they ‘Do not know’

Click here to see breakdown of mean scores by agent location

Traditional markets remain top of ‘attractive’ list


Attractiveness of Study Destinations year on

year

29% 28%

33% 37%

32%

49% 42%

40% 47% 48%

49% 48%

52% 59%

64%

71% 72%

69% 63% 64%

68% 73%

70% 72% 73%

57% 53%

52% 46%

54%

42% 44%

46% 41%

43%

42% 42%

37% 34%

28%

23% 21%

24% 27%

29%

25% 17%

22% 23% 20%

10% 13%

10% 13%

10%

5% 10% 10%

9% 6%

7% 6%

4% 3% 3%

2% 1% 2%

5% 3%

3% 3% 1%

1% 2%

5% 5% 5% 4% 4%

4% 5% 5% 4% 3%

3% 5%

6% 5% 5%

5% 6% 5% 5% 4%

4% 7% 6%

3% 5%

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

New Zealand '08New Zealand '09New Zealand '10New Zealand '11New Zealand '12

Australia '08Australia '09Australia '10Australia '11Australia '12

Canada '08Canada '09Canada '10Canada '11Canada '12

UK '08UK '09UK '10UK '11UK '12

USA '08USA '09USA '10USA '11USA '12


Note: Excludes respondents that indicated they ‘Do not know’

Traditional Markets

Canada continues to se more ‘very attractive’ responses, Australia

continues to recover from the 2009 and 2010 dip, New Zealand goes

down

Copyright © IGI Services 2012 Note: Breakdowns with fewer than 20 responses have not been included

Attractiveness of Study Destinations year on

year Emerging Markets

11% 11%

10% 8% 10%

15% 12%

11% 12%

10% 10% 9% 9% 11%

10% 8% 10%

7% 9%

12% 10% 9% 8%

11%

6% 3% 3% 3% 2%

48% 48%

40% 53% 50%

51% 46% 51%

45%

34% 26%

35% 35%

35%

37% 40%

44% 41%

37%

45% 38%

46% 46%

42%

17% 21%

23% 19%

23%

32% 34%

38% 32%

31%

27% 32%

30% 35%

35% 45%

39% 35%

35%

37% 38%

33% 36%

37%

26% 33%

29% 27%

31%

47% 50% 46%

50% 48%

10% 7%

12% 7%

9%

7% 10%

8% 9%

22% 19% 18%

21% 19%

16% 13% 13%

16% 18%

17% 19%

16% 19%

16%

30% 26%

27% 28%

26%

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

China '08China '09China '10China '11China '12

Japan '09Japan '10Japan '11Japan '12

Malaysia '08Malaysia '09Malaysia '10Malaysia '11Malaysia '12

South Africa '08South Africa '09South Africa '10South Africa '11South Africa '12

Singapore '08Singapore '09Singapore '10Singapore '11Singapore '12

Thailand '08Thailand '09Thailand '10Thailand '11Thailand '12


Of the six emerging markets China is the

strongest


United Kingdom

USA

Canada

Australia

New Zealand

Best Study Destination for Secondary & High

School

* Rank 2007 based on responses to Agent Barometer 2007, the rank is based on a ratings

of selected study destinations. 2008 rank is based on question which asked respondents to

select the single best study destination for the course type in the respondents opinion Slide 63

% of

Total

Rank

2012

Rank

2011

Rank

2010

Rank

2009 Rank

2008

Rank

2007*

United

Kingdom 30% 1 1 1 1 2 1

USA 24% 2 2 2 2 1 2

Canada 20% 3 3 3 3 3 3

Australia 9% 4 4 4 4 4 4

New Zealand 7% 5 5 5 5 5 6

Base: 591

Only top 5 countries have been labelled

Rankings positions for the top 5 have not changed since

2008


Australia

United Kingdom Canada

USA

New Zealand

Best Study Destination for Vocational

Education




% of

Total

Rank

2012

Rank

2011

Rank

2010

Rank

2009 Rank

2008

Rank

2007*

Australia 30% 1 1 1 2 1 3

United

Kingdom 21% 2 2 2 1 2 1

USA 14% 4 4 3 3 3 2

Canada 17% 3 3 4 4 4 4

New Zealand 5% 5 5 5 5 8 5

Base: 577

Rankings have remained unchanged for 3 consecutive

years. Australia has a strong reputation and is 9

percentage point ahead of the 2nd best study destination

(UK)



USA

United Kingdom

Canada

Australia

Germany

New Zealand

Best Study Destination for Undergraduate




% of

Total

Rank

2012

Rank

2011

Rank

2010

Rank

2009 Rank

2008

Rank

2007*

USA 33% 1 1 1 1 1 1

United

Kingdom 25% 2 2 2 2 2 2

Canada 17% 3 4 3 4 4 3

Australia 13% 4 3 4 3 3 4

Base: 628

Canada and Australia are interchangeable in 3rd and 4th

position over the years, whilst the UK and USA remain

fixed in their positions


USA

United Kingdom

Canada

Australia

Germany

Best Study Destination for

Graduate/Postgraduate




% of

Total

Rank

2012

Rank

2011

Rank

2010

Rank

2009 Rank

2008

Rank

2007*

USA 37% 1 1 1 1 1 1

United

Kingdom 27% 2 2 2 2 2 2

Australia 12% 4 4 3 3 3 4

Canada 13% 3 3 4 4 4 3

Base: 624


Again, Australia and Canada are interchangeable in their

ranking of 3rd and 4th, whilst the USA and the UK remain

1st and 2nd place over 6 consecutive years


“More or Less?”

expected placements in the next 12

months


Expected number of placements to different study

destinations

79% 76%

75% 67% 67% 67% 66% 66% 66% 65%

63% 63% 63% 62%

60% 59%

57% 56% 55% 55%

52% 52%

49% 43%

16% 15% 20%

25% 23% 26%

25% 26%

25% 27% 30% 32% 34%

28% 25%

34% 32% 33%

41% 37%

41% 40%

43% 35%

5% 9%

6% 7%

10% 7%

9% 8%

10% 8% 6% 5% 3%

10% 15%

7% 11% 11%

5% 8% 7% 8% 7%

22%

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

USA (539)

United Kingdom…

Canada (523)

Malaysia (122)

India (88)

UAE (57)

The Netherlands…

Ireland (300)

Australia (462)

New Zealand (308)

Denmark (63)

Malta (228)

Germany (302)

China (138)

South Korea (40)

Switzerland (187)

Japan (90)

Singapore (120)

Spain (200)

South Africa (122)

France (246)

Italy (193)

Russia (97)

Thailand (37)

More than the last 12 months The same Less than the last 12 monthsThe top 3 remain the same as 2011


Expected number of placements to different study

destinations

67%

62%

57%

56%

55%

25%

28%

32%

33%

37%

7%

10%

11%

11%

8%

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

Malaysia (122)

China (138)

Japan (90)

Singapore (120)

South Africa (122)

More than the last 12 months The same Less than the last 12 months

Emerging markets

Emerging markets are also expected to more placements in the next 12

months - however a large proportion of agents excepted stability rather

than growth


78%

68% 73% 74%

81% 81% 77%

81%

18%

26% 21% 21%

15% 15% 19% 14%

4% 6% 6% 5% 4% 4% 3% 5%

60%

65%

70%

75%

80%

85%

90%

95%

100%

Less

Thesame

More

Expected number of placements for level of study


Student mobility concerns / difficulties in

2012


65%

46% 46%

26%

11% 10%

4%

71%

37%

36%

23%

8% 5%

2%

67%

45%

36%

21% 10%

9% 6%

55%

48%

54%

21%

11% 5% 4%

67%

41%

24%

9% 10% 5%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Study visa Financial GlobalEonomicSituation

Work visa Accreditation Other Insurance

2012 2011 2010 2009 2008

Student mobility concerns/difficulties experienced

year on year

Slide 47 Base: 677

Study visa remains the most important area of concern. All

areas, with the exception of ‘study visa’ have seen an

increase since 2011.


64%

36%

Yes No

VISA regulations and entry requirements in some countries

have changed considerably over the last year. Have these

impacted your recruitment activities?

Slide 48 Base: 662


45% 43% 42%

29% 8% 8%

6% 6% 5% 4% 4% 4% 4% 4% 4% 3% 3% 3% 2% 2% 2% 2% 1% 1%

0% 20% 40% 60%

United Kingdom

USA

Canada

Australia

France

New Zealand

Italy

Germany

Ireland

Spain

Switzerland

China

Denmark

Malaysia

Singapore

India

Japan

The Netherlands

Malta

Russia

South Africa

South Korea

UAE

Thailand

In which destination country did you

encounter these concerns/difficulties?

51% 45%

42% 40%

12% 10%

6% 4% 4% 4% 3% 3% 3% 2% 2% 1% 1% 1% 1% 1% 1% 1% 0% 0%

0% 20% 40% 60%

Canada

United Kingdom

USA

Australia

New Zealand

Germany

Ireland

France

Switzerland

The Netherlands

Italy

China

Spain

Japan

Malaysia

Denmark

India

Malta

Russia

South Korea

South Africa

UAE

Singapore

Thailand

Slide 49

Study Visa

Base: 426

Work Visa

Base: 160


Financial

49% 39%

36% 31%

12% 11%

9% 7% 7% 6% 6% 5% 4% 4% 4% 3% 3% 3% 2% 2% 2% 2% 1% 1%

0% 20% 40% 60%

United Kingdom

Australia

USA

Canada

Ireland

New Zealand

Switzerland

Germany

France

China

Italy

Spain

Denmark

Malta

The Netherlands

India

Japan

Malaysia

South Africa

Russia

UAE

Thailand

South Korea

Singapore

Slide 50



Base: 257

Global Economic Situation 50%

42% 22% 22% 21%

16% 13%

10% 10% 9%

6% 5% 4% 4% 4% 4% 3% 3% 2% 2% 2% 2% 2% 2%

0% 20% 40% 60%

United Kingdom

USA

Australia

Ireland

Canada

Spain

France

Italy

New Zealand

Germany

Malta

Japan

Denmark

Russia

Switzerland

The Netherlands

South Africa

South Korea

India

China

Singapore

UAE

Malaysia

Thailand

Base: 247

Again, the

traditional

markets

dominate the

concerns /

difficulties


Safety

39% 29%

27% 15%

11% 9%

8% 8%

6% 5%

3% 3% 3% 3% 3% 3%

2% 2% 2% 2% 2% 2%

0% 0%

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

USA

Australia

United Kingdom

Malaysia

Canada

India

China

South Africa

Russia

France

Germany

Japan

The Netherlands

New Zealand

South Korea

UAE

Ireland

Malta

Singapore

Spain

Switzerland

Thailand

Denmark

Italy

Slide 51



Base: 66

In 2011, the UK was top of the list with 50%;

possibly due to the August 2011 London riots.

In 2012 the UK is in 3rd place with 27%, a

decrease of almost half.

US and Australian percentages remain relatively

similar to last year (less then 10 percentage

point difference), suggesting these concerns /

difficulties are reoccurring.


Key Drivers (for students / for agents)


Key study choice drivers for students (724)

Slide 53

87%

85%

63%

63%

61%

58%

55%

54%

54%

51%

50%

47%

40%

38%

27%

14%

6%

87%

87%

60%

59%

57%

52%

56%

52%

55%

47%

47%

47%

41%

36%

30%

13%

5%

Location

Cost of study

Admission requirements/Flexible entry requirements

Language of teaching

Easy access to visas

Support for international students

Employment prospects

Safety

Word of mouth/personal recommendation

Accreditation of courses

Scholarship and financial aid

Performance in rankings/league tables

Lifestyle

Students from the same country/province already studying there

Transfer of credits policy

Links with local institutions

Other

2012 2011

2012 Base:

724

2011 Base:

487

The largest difference between 2011

and 2012 data are: Easy access to

visas and Support for international

students which see an increase of 5

and 6 percentage points respectively


Top 10 drivers for agents

Ran

k

Importan

ce

SERVICES 1 Quick response times to enquiries and applications 3.67

SERVICES 2 Regular communication updates 3.54

SERVICES 3 Agent manual with fees and information 3.50

SERVICES 4 Agent training organized in the destination country 3.38

PROMOTIONAL

MATERIALS AND

CAMPAIGNS

5 Educator participation in education exhibitions in origin country 3.35

SERVICES 6 Regular visits to education institution by agency staff 3.32

PROMOTIONAL

MATERIALS AND

CAMPAIGNS

7 Individual institution brochures (in English) 3.30

PACKAGES AND

OFFERS 8

Having guaranteed entry to specific education institution

programmes 3.28

PACKAGES AND

OFFERS 9 Scholarship/bursary schemes 3.26

PROMOTIONAL

MATERIALS AND

CAMPAIGNS

10 Visits and presentations to local schools/colleges 3.25


USA is the most attractive study destination (73% of agent preference),

Canada and the UK tied for second (64%), Australia ranks third (48%) and

New Zealand is fourth (32%) just ahead of Germany (31%)

US is perceived to be the best in terms of UG, Graduate, MBA and Work &

Travel, UK for ESL, secondary schools and foundation courses and Australia

for vocational

Canada has gained significant ground on its competitors, now taking joint

second place with the UK (up 15% on 2008 -> US +5%, UK -7%, Australia -

1%, NZ +3%)

HE is growing in popularity, with Undergraduate and Graduate figures up

considerably and 8 out of 10 agents expecting further growth in 2013

Location & cost remain most important drivers, but access to visas and int´l

student support have risen – 64% of agents said changes in visa regulations

have affected their activity over the past year

Barometer conclusions


Perceptions drive student choices and agent preferences. Thailand needs to

change student and agent perceptions in order to secure a larger market

share.

Enrolment growth in emerging markets is strong. Thailand can benefit from

this growing trend.

Market Thailand, your region / city, then your institution

Receiving students is 1 thing. Graduating brand advocates is another.

Student support services are critical.

Institutions should not get on the starting blocks until they are ready. You

won’t get a second chance to make a good first impression with agents.

National education brands can be damaged and can take a long time to

recover.

Thailand is a wonderful country. Go out and tell the world !!

Conclusions for Thailand


Thank you

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