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

The ICEF i-graduate Agent Barometer
2012
Rod Hearps
Vice President, ICEF
rhearps@icef.com

Copyright © IGI Services 2012

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

16k active agents worldwide

Over 1000
501 - 1000
251 - 500
101 - 250
51 - 100
1 - 50

ICEF Qualified Agents

6,793 agents in 148 countries

501 - 1000
251 - 500
101 - 250
51 - 100
1 - 50



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


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


Agent Profile

Count % of total
107 Nationalities represented
India 76 7%
India, 7% Brazil 70 7%
Pakistan 49 5%
Russian Federation 49 5%
Brazil, 7% China 42 4%
Nepal 42 4%
Spain 35 3%
Pakistan, 5%
Nigeria 33 3%
Turkey 33 3%
Russian Federation, Ukraine 29 3%
5% Canada 28 3%
Colombia 28 3%
Other, 55% China, 4% United Kingdom 25 2%
Saudi Arabia 24 2%
Australia 21 2%
Nepal, 4%
Germany 21 2%
Italy 21 2%
Spain, 3% Ghana 17 2%
Mexico 16 2%
Nigeria, 3%
USA 16 2%
Turkey, 3% Other 348 34%
Ukraine, 3%

Base:
Slide 8
1023 Copyright © IGI Services 2011

How many student counsellors / advisory staff
members work within your organization?

No other
21+ counsellors
9% 6%
16-20
5%

11-15
9%

1-5
47%

6-10
24%

Slide 980
Base: 11

Approximately how many institutions does your
company represent?
25%

20%
20%
17%

15% 14%
12%

10%
7%
7%
5%
5% 4%
3% 3% 3%
2% 2% 2%

0%
1 2-10 11-20 21-30 31-40 41-50 51-60 61-70 71-80 81-90 91-100 More Don't Prefer
than know not to
100 say

Slide 982
Base: 12

Size of agents – Total placements

25%

20% 20%
20%

15%

10% 9%
7% 6% 7% 6%
5% 5% 5%
5% 4% 3%
3%

0%
1-10 11-20 21-30 31-40 41-50 51-100 101- 201- 301- 401- 501- 1001- 2000+
200 300 400 500 1000 2000

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

Slide 776
Base: 13 N.B. The agents that either indicated no placements or who skipped this question have not been included in the above
chart Copyright © IGI Services 2011

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

3% 2%

22%

Yes, always
Yes, sometimes
No
Don't Know

73%

Slide 700
Base: 14

Top 20 agent countries by number of placements

Number of
Agent country placements
China 41,026
Italy 17,992
Spain 13,248
Australia 12,218
Pakistan 10,365
Russian
10,133
Federation
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
Slide 15
United Arab Copyright © IGI Services 2012

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?


General Services - free or for a fee?

100%
5% 7% 12%
90% 4%
9% 27%
19%
80% 45%
15%
70% 8%
48% 71%
60%
50% 15%
90%
40% 84%
66%
67%
30%
12%
20% 41% 41%
10% 17%
0%
Promotional Interviews Education Career Visa Immigration Local job
materials (869) exhibitions counselling processing advice (855) placement
(876) (854) (859) (876) (823)

Free of charge For a charge We don't provide this service © IGI Services 2011
Copyright

Student Placements
By type of study

Where are agents placing students?


For which programmes do you recruit students?

Language Courses 81%

University: Undergraduate 73%

University: Graduate/Postgraduate 70%

University: Foundation 63%

MBA Programmes 63%

Vocational Diploma/Further Education 55%

Secondary and High School 52%

Work & Travel Programmes 37%

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

Language courses remain the most common form of
recruitment
Slide 849
Base: 22

Placements by type of study

Data visualisation of 2012 figures by type of study

MBA programmes: 8,031
placements

Graduate
/ PG: Work and Travel: 19,296
31,895 placements
placemen Language
ts
Courses (all
course Foundation: 12,489
placements
lengths)
104,530
placements
UG:
33,347
placement
s Vocational: 15,646
placements

Schools: 12,500 placements Language courses remain the most common form of
recruitment
Created using manyeyes Copyright © IGI Services 2011

Placements by type of study

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
237,73 210,61 239,91 318,95 288,53
TOTAL 4 5 5 4 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

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 Copyright © IGI Services 2011

Placements
By destination
Where agents are placing students?


Vocational Education

Top 10 destination countries
62%
Australia 63%
63%
69%
57%
United Kingdom 63%
68%
74%
54%
Canada 54%
46%
47%
37%
New Zealand 42%
39%
41%
37%
USA 42%
49%
51%
2012 (367)
20%
Ireland 21%
18%
23% 2011 (252)
18%
Singapore 22%
20%
21%
16%
2010 (274)
Switzerland 20%
19%
20%
11%
13% 2009 (192)
Italy 15%
18%
12%
Germany 14%
12% The UK and USA see year-on-year decreases in the
15%
percentage of agents placing student onto vocational
For full list of countries, click here
courses whilst other markets see less change.© IGI Services 2011
Copyright

Undergraduate

Top 10 destination countries
71%
United Kingdom 76%
72%
78%
61%
USA 70%
67%
65%
58%
Canada 61%
54%
50%
54%
Australia 54%
53%
51% 2012 (530)
33%
New Zealand 37%
35%
32%
22%
24%
2011 (348)
Ireland 20%
22%
21%
22%
Switzerland
18%
22% 2010 (398)
21%
Germany 24%
19%
20%
2009 (250)
17%
Malaysia 21%
19%
20% Few year on years trends can be seen in
16% Undergraduate placements – with the exception of
The Netherlands 18% Australia where slightly less agents are now placing to
14%
15% this country.
For full list of countries, click here

Attractiveness of study destinations


Attractiveness of Study Destinations in 2012

USA (670) 73% 20% 2% 5%
Canada (683) 64% 28% 3%5%
United Kingdom… 64% 29% 3%4%
Australia (672) 48% 43% 6% 3%
New Zealand (568) 32% 54% 10% 4%
Germany (556) 31% 58% 8% 3%
Ireland (543) 25% 55% 17% 3%
Spain (474) 23% 58% 17% 3%
Switzerland (489) 22% 54% 18% 5%
Malta (460) 22% 44% 25% 9%
France (514) 18% 66% 14% 3%
Italy (474) 15% 59% 22% 4%
The Netherlands… 13% 53% 26% 9%
Japan (423) 12% 45% 35% 9%
Singapore (422) 11% 42% 31% 16%
Malaysia (438) 11% 35% 35% 19%
UAE (392) 10% 28% 41% 20%
China (443) 10% 50% 31% 9%
Denmark (402) 9% 43% 37% 11%
South Africa (435) 9% 37% 37% 18%
India (424) 6% 26% 39% 29%
Russia (409) 5% 35% 42% 18%
South Korea (376) 2% 28% 46% 24%
Thailand (371) 2% 23% 48% 26%
0% 20% 40% 60% 80% 100%
Very attractive Attractive Unattractive Very unattractive
Note: Excludes respondents that indicated they ‘Do not know’
Traditional markets remain top of ‘attractive’ list
Click here to see breakdown of mean scores by agent location Copyright © IGI Services 2012

Attractiveness of Study Destinations year on
Traditional Markets
year
USA '12 73% 20% 2% 5%
USA '11 72% 23% 1%3%
USA '10 70% 22% 1% 6%
USA '09 73% 17% 3% 7%
USA '08 68% 25% 3% 4%
UK '12 64% 29% 3% 4%
UK '11 63% 27% 5% 5%
UK '10 69% 24% 2% 5%
UK '09 72% 21% 1% 6%
UK '08 71% 23% 2% 5%
Canada '12 64% 28% 3% 5%
Canada '11 59% 34% 3% 5%
Canada '10 52% 37% 4% 6%
Canada '09 48% 42% 6% 5%
Canada '08 49% 42% 7% 3%
Australia '12 48% 43% 6% 3%
Australia '11 47% 41% 9% 4%
Australia '10 40% 46% 10% 5%
Australia '09 42% 44% 10% 5%
Australia '08 49% 42% 5% 4%
New Zealand '12 32% 54% 10% 4%
New Zealand '11 37% 46% 13% 4%
New Zealand '10 33% 52% 10% 5%
New Zealand '09 28% 53% 13% 5%
New Zealand '08 29% 57% 10% 5%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%


Canada continues to se more ‘very attractive’ responses, Australia
continues to recover from the 2009 and 2010 dip, New Zealand goes
Note: Excludes respondents that indicated they ‘Do not know’ Copyright © IGI Services 2012

Attractiveness of Study Destinations year on
Emerging Markets
year
Thailand '12 2% 23% 48% 26%
Thailand '11 3% 19% 50% 28%
Thailand '10 3% 23% 46% 27%
Thailand '09 3% 21% 50% 26%
Thailand '08 6% 17% 47% 30%

Singapore '12 11% 42% 31% 16%
Singapore '11 8% 46% 27% 19%
Singapore '10 9% 46% 29% 16%
Singapore '09 10% 38% 33% 19%
Singapore '08 12% 45% 26% 17%

South Africa '12 9% 37% 37% 18%
South Africa '11 7% 41% 36% 16%
South Africa '10 10% 44% 33% 13%
South Africa '09 8% 40% 38% 13%
South Africa '08 10% 37% 37% 16%

Malaysia '12 11% 35% 35% 19%
Malaysia '11 9% 35% 35% 21%
Malaysia '10 9% 35% 39% 18%
Malaysia '09 10% 26% 45% 19%
Malaysia '08 10% 34% 35% 22%

Japan '12 12% 45% 35% 9%
Japan '11 11% 51% 30% 8%
Japan '10 12% 46% 32% 10%
Japan '09 15% 51% 27% 7%

China '12 10% 50% 31% 9%
China '11 8% 53% 32% 7%
China '10 10% 40% 38% 12%
China '09 11% 48% 34% 7%
China '08 11% 48% 32% 10%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%


Of the six emerging markets China is the
Note: Breakdowns with fewer than 20 responses have not been included Copyright © IGI Services 2012

Best Study Destination for Secondary & High
School
Only top 5 countries have been labelled

United Kingdom

New Zealand

% of Rank Rank Rank Rank Rank Rank
Total 2012 2011 2010 2009 2008 2007*
Australia United
30% 1 1 1 1 2 1
Kingdom
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

Canada Rankings positions for the top 5 have not changed since
2008

USA
* 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
Slide 591
Base: 63 select the single best study destination for the course type in the respondents opinion

Best Study Destination for Vocational
Education

Australia
New Zealand
Total 2012 2011 2010 2009 2008 2007*
Australia 30% 1 1 1 2 1 3
United
21% 2 2 2 1 2 1
USA Kingdom
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

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
Canada United Kingdom (UK)

Slide 577

Best Study Destination for Undergraduate

New Zealand
Germany USA

Australia % of Rank Rank Rank Rank Rank Rank
Total 2012 2011 2010 2009 2008 2007*
USA 33% 1 1 1 1 1 1
United
25% 2 2 2 2 2 2
Kingdom
Canada 17% 3 4 3 4 4 3
Australia 13% 4 3 4 3 3 4

Canada
Canada and Australia are interchangeable in 3rd and 4th
position over the years, whilst the UK and USA remain
fixed in their positions
United Kingdom
Slide 628

Best Study Destination for
Graduate/Postgraduate

Germany
USA

Australia
Total 2012 2011 2010 2009 2008 2007*
USA 37% 1 1 1 1 1 1
United
27% 2 2 2 2 2 2
Kingdom
Australia 12% 4 4 3 3 3 4
Canada Canada 13% 3 3 4 4 4 3

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

United Kingdom
Slide 624

“More or Less?”
expected placements in the next 12
months


Expected number of placements to different study
destinations

USA (539) 79% 16% 5%
United Kingdom… 76% 15% 9%
Canada (523) 75% 20% 6%
Malaysia (122) 67% 25% 7%
India (88) 67% 23% 10%
UAE (57) 67% 26% 7%
The Netherlands… 66% 25% 9%
Ireland (300) 66% 26% 8%
Australia (462) 66% 25% 10%
New Zealand (308) 65% 27% 8%
Denmark (63) 63% 30% 6%
Malta (228) 63% 32% 5%
Germany (302) 63% 34% 3%
China (138) 62% 28% 10%
South Korea (40) 60% 25% 15%
Switzerland (187) 59% 34% 7%
Japan (90) 57% 32% 11%
Singapore (120) 56% 33% 11%
Spain (200) 55% 41% 5%
South Africa (122) 55% 37% 8%
France (246) 52% 41% 7%
Italy (193) 52% 40% 8%
Russia (97) 49% 43% 7%
Thailand (37) 43% 35% 22%
0% 20% 40% 60% 80% 100%
More than the last 12 months The same Less than the last 12 months
The top 3 remain the same as 2011

Expected number of placements to different study
destinations

Emerging markets

Malaysia (122) 67% 25% 7%

China (138) 62% 28% 10%

Japan (90) 57% 32% 11%

Singapore (120) 56% 33% 11%

South Africa (122) 55% 37% 8%

0% 20% 40% 60% 80% 100%
More than the last 12 months The same Less than the last 12 months
Emerging markets are also expected to more placements in the next 12
months - however a large proportion of agents excepted stability rather
than growth

Expected number of placements for level of study

100%
4% 6% 6% 5% 4% 4% 3% 5%
95%
Less
90% 15%
18% 15% 19% 14%
85% 21%
21%
80% 26%
The
75% same
70% 78% 81% 81% 81%
74% 77%
65% 73%
68%
60% More


Student mobility concerns / difficulties in
2012


Student mobility concerns/difficulties experienced
year on year

Study visa remains the most important area of concern. All
areas, with the exception of ‘study visa’ have seen an
80% increase since 2011.
71%
70% 65% 67%67%

60% 55% 54%
50% 48% 46%
46% 45%
41%
40% 37% 36%
36% 26%
30%
23% 24%
21%
20% 21% 10%
11%
10% 8%11% 10% 9% 10%
9%
5% 5% 4% 6% 5%
2% 4%
0%
Study visa Financial Global Work visa Accreditation Other Insurance
Eonomic
Situation

Slide 677
Base: 47 2012 2011 2010 2009 2008 Copyright © IGI Services 2012

VISA regulations and entry requirements in some countries
have changed considerably over the last year. Have these
impacted your recruitment activities?

36%

Yes No

64%

Slide 662
Base: 48

In which destination country did you
encounter these concerns/difficulties?

Study Visa Work Visa
Canada 51% United Kingdom 45%
United Kingdom 45% USA 43%
USA 42% Canada 42%
Australia 40% Australia 29%
New Zealand 12% France 8%
Germany 10% New Zealand 8%
Ireland 6% Italy 6%
France 4% Germany 6%
Switzerland 4% Ireland 5%
The Netherlands 4% Spain 4%
Italy 3% Switzerland 4%
China 3% China 4%
Spain 3% Denmark 4%
Japan 2% Malaysia 4%
Malaysia 2% Singapore 4%
Denmark 1% India 3%
India 1% Japan 3%
Malta 1% The Netherlands 3%
Russia 1% Malta 2%
South Korea 1% Russia 2%
South Africa 1% South Africa 2%
UAE 1% South Korea 2%
Singapore 0% UAE 1%
Thailand 0% Thailand 1%
0% 20% 40% 60% 0% 20% 40% 60%
Slide 426
Base: 49 Base: 160


Financial Global Economic Situation
United Kingdom 49% United Kingdom 50%
Australia 39% USA 42%
USA 36% Australia 22%
Canada 31% Ireland 22%
Ireland 12% Canada 21%
New Zealand 11% Spain 16%
Switzerland 9% France 13%
Germany 7% Italy 10%
France 7% Again, the New Zealand 10%
China 6% traditional Germany 9%
Italy 6% markets Malta 6%
Spain 5% dominate the Japan 5%
Denmark 4% concerns / Denmark 4%
Malta 4% difficulties Russia 4%
The Netherlands 4% Switzerland 4%
India 3% The Netherlands 4%
Japan 3% South Africa 3%
Malaysia 3% South Korea 3%
South Africa 2% India 2%
Russia 2% China 2%
UAE 2% Singapore 2%
Thailand 2% UAE 2%
South Korea 1% Malaysia 2%
Singapore 1% Thailand 2%
0% 20% 40% 60% 0% 20% 40% 60%

Slide 257
Base: 50 Base: 247


Safety
USA 39%
Australia 29%
United Kingdom 27%
Malaysia 15%
Canada 11%
India 9%
China 8%
South Africa 8%
Russia 6%
France 5%
Germany 3%
Japan 3%
The Netherlands 3%
New Zealand 3% In 2011, the UK was top of the list with 50%;
South Korea 3% possibly due to the August 2011 London riots.
UAE 3% In 2012 the UK is in 3rd place with 27%, a
Ireland 2% decrease of almost half.
Malta 2% US and Australian percentages remain relatively
Singapore 2% similar to last year (less then 10 percentage
Spain 2% point difference), suggesting these concerns /
Switzerland 2% difficulties are reoccurring.
Thailand 2%
Denmark 0%
Italy 0%
0% 10% 20% 30% 40% 50% 60% 70%
Slide 51
Base: 66

Key Drivers (for students / for agents)


Key study choice drivers for students (724)

Location 87%
87%
Cost of study 85%
87%
Admission requirements/Flexible entry requirements 63%
60%
Language of teaching 63%
59%
Easy access to visas 61%
57%
Support for international students 58%
52%
Employment prospects 55%
56%
Safety 54%
52%
Word of mouth/personal recommendation 54%
55%
Accreditation of courses 51% 2012 2011
47%
Scholarship and financial aid 50%
47%
Performance in rankings/league tables 47%
47%
Lifestyle 40%
41%
Students from the same country/province already studying there 38%
36% largest difference between 2011
The
27% and 2012 data are: Easy access to
Transfer of credits policy
30% visas and Support for international
Links with local institutions 14% students which see an increase of 5
2012 Base: 13% and 6 percentage points respectively
724
Slide 53 Other 6%
5%
2011 Base: Copyright © IGI Services 2012

Top 10 drivers for agents

Ran Importan
k 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 5 Educator participation in education exhibitions in origin country 3.35
CAMPAIGNS
SERVICES 6 Regular visits to education institution by agency staff 3.32
PROMOTIONAL
MATERIALS AND 7 Individual institution brochures (in English) 3.30
CAMPAIGNS
PACKAGES AND Having guaranteed entry to specific education institution
8 3.28
OFFERS programmes
PACKAGES AND
9 Scholarship/bursary schemes 3.26
OFFERS
PROMOTIONAL
MATERIALS AND 10 Visits and presentations to local schools/colleges 3.25
CAMPAIGNS Copyright © IGI Services 2012

Barometer conclusions

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 visaCopyright © IGI Services 2012
regulations

Conclusions for Thailand

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 !! Copyright © IGI Services 2012

Thank you

• To receive a copy of this presentation
email rhearps@icef.com or pass me
your name card with “TIEE seminar”
written on the back

• Feel free to take brochures with you eg.
“Professional Advice for Educators”

Thank you for attending

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

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