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Education market research in Brazil - 2013
Education market research in Brazil - 2013
Education market research in Brazil - 2013
Education market research in Brazil - 2013
Education market research in Brazil - 2013
Education market research in Brazil - 2013
Education market research in Brazil - 2013
Education market research in Brazil - 2013
Education market research in Brazil - 2013
Education market research in Brazil - 2013
Education market research in Brazil - 2013
Education market research in Brazil - 2013
Education market research in Brazil - 2013
Education market research in Brazil - 2013
Education market research in Brazil - 2013
Education market research in Brazil - 2013
Education market research in Brazil - 2013
Education market research in Brazil - 2013
Education market research in Brazil - 2013
Education market research in Brazil - 2013
Education market research in Brazil - 2013
Education market research in Brazil - 2013
Education market research in Brazil - 2013
Education market research in Brazil - 2013
Education market research in Brazil - 2013
Education market research in Brazil - 2013
Education market research in Brazil - 2013
Education market research in Brazil - 2013
Education market research in Brazil - 2013
Education market research in Brazil - 2013
Education market research in Brazil - 2013
Education market research in Brazil - 2013
Education market research in Brazil - 2013
Education market research in Brazil - 2013
Education market research in Brazil - 2013
Education market research in Brazil - 2013
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Education market research in Brazil - 2013

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BELTA regularly conducts market research on the international education and exchange market in Brazil, and given that BELTA agencies represent approximately 90% of the global education market in …

BELTA regularly conducts market research on the international education and exchange market in Brazil, and given that BELTA agencies represent approximately 90% of the global education market in Brazil, the findings paint a clear picture of the country's performance.

Mr Carlos Robles, President of BELTA and Director of Intercultural Educational Programs (IEP) shares their latest research results in his presentation and our video interview. Please see our accompanying article ''Brazilian students explore new destinations abroad'' here: http://bit.ly/1uOvhnI.

For more industry news, market intelligence, research and commentary for international student recruitment please visit http://www.icefmonitor.com, subscribe for daily or weekly updates, and follow us on Twitter http://www.twitter.com/icefmonitor.

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  • 1. EDUCATION MARKET RESEARCH  IN BRAZIL ‐ 2013
  • 2. BELTA
  • 3. BELTA • Non‐profit civil society, founded in 1992 • 1st association into the International Education field in Latin America • Congregates 68  members • Covered by Regional Coordinators all over Brazil • New members admission: upon demonstration of integrity before the market and  a conduct in accordance to the Social Statute and association’s Code of Ethics • Associated companies are committed to acquainting, promoting, intermediating  and executing education and exchange program services in Brazil and overseas • Partnership with Embratur and Ministry of Tourism
  • 4. BELTA STM Language Star Awards Winner for five time the Agency  Association by STM (Study  Travel Magazine) Language Star  Awards and  had enter to Hall  of Fame
  • 5. SÃO PAULO (21) ABC International BIL BOS CI Cultural Global Education Abroad EF Experimento Friends in the World Intercâmbio Connexion Intercâmbio Global Just Intercâmbios London Connexion Moinho Traveller Mundial Intercâmbio SIS STB Study N’Travel This Way Upward Yázigi Travel RIO DE JANEIRO (4) AFS CP4 ICCE International Schools ESPÍRITO SANTO (1) IE MINAS GERAIS (11) Beth Coutinho Central do Estudante DMP ETC FIT IEP Intervip Master Exchange Number One True Experience Upgrade SALVADOR (1) BEX SANTA CATARINA (3) Cultural Adventure Intercultural Travelmate CURITIBA (2) Improvement World Study GOIÁS (2) Aiusa/Inter‐Brasil High Connections RIO GRANDE DO NORTE (1) Cia do Intercâmbio CEARÁ (1) International Center PIAUÍ (1) Embarque Educacional MARANHÃO (1) Via Mundo 49 Belta associates Around 600 agencies in Brazil 90% of the Brazilian market
  • 6. BELTA Belta Magazine  (EI! Magazine) •Associate’s Profiles and  Information •30,000 copies distributed  for free  plus online version •Targeted for final clients and  students all over Brazil
  • 7. BELTA Belta Online – www.belta.org.br •35,000 visits per month •31,000 registered users
  • 8. BELTA Feira do Intercambista ‐ 2013 March 02, 03 ‐ 14th edition São Paulo ‐ Brazil
  • 9. INTERNATIONAL CONGRESS OF LANGUAGE TOURISM 4TH EDITION September 29th to October 2nd São Paulo – Brazil FAAP ‐ Fundação Armando Alvares Penteado "Portuguese and Spanish, languages   for mobility and integra on" The value of language as a tourist resource, economic and cultural ORGANIZATION SUPPORT
  • 10. Market Research 2013 Segment of International Education and  Exchange Programs in Brazil SUPPORT: MARCH 2013
  • 11. Metodology and sample METHODOLOGY SAMPLE PERIOD OF DATA COLLECTION  QUANTITATIVE Telephone Call 80 cases 08 to 21 January 2013
  • 12. Profile of the respondent 62,0% 38,0% 66,3% 33,8% 2013 2011 62,6% 37,5% 67,6% 32,4% 2013 2011 6,3% 35,0% 22,5% 15,0% 21,3% 2,8% 32,4% 22,5% 19,7% 22,5% 2013 2011 Work at the agency since 36,3% 28,8% 15,0% 7,5% 12,6% 50,7% 32,4% 12,7% 4% r e r s 2013 2011 Position at the agency Education Level Sex Male Female Graduation Postgraduation Less than 1 year Between 1 and 5 years Between 6 and 10 years Over  than 15 years Between 11 and 15 years Shareholder / Owner Director Manager Coordinator Other Base 2013: 80 Base 2011: 71
  • 13. Sample includes associate and non‐associate Q. Is your agency a Belta member? (SPONTANEOUS AND UNIQUE) Q. In what year did your agency become associated with Belta? 11,3% ALREADY  BEEN  ASSOCIATED  WITH, BUT  ARE NOT  MORE 43,8% NEVER  BEEN  ASSOCIATED Base:80 45,0%  ASSOCIATES There is a balance between associate and non associate agencies. However the number of agencies  becoming a Belta members was low last year . Among the 80 agencies contacted, there were only two new  members associated in 2012. In 2011, 71 agencies were counted, with 56.3% (associate) and 43.7% (not associate).
  • 14. Profile of the Agency Base 2013: 80 Base 2011: 71Q. In what city is your agency located? (SPONTANEOUS AND UNIQUE) 67,7% 17,6% 7,6% 7,5% 74,7% 9,9% 7,0% 5,6% 2,9% e 2013 2011 23,8% 21,3% 21,3% 33,8% 21,1% 18,3% 18,3% 42,3% 2013 2011 Location Years in the market Up to 5 years From 6 to 10 years From 11 to 15 years Over 15 years Southeast South Northeast North Midwest
  • 15. Agencies works with small team Base 2013: 80 Base 2011: 71Q. Currently how many employees work at the agency? (SPONTANEOUS AND UNIQUE) 45% 71,8%* 32,5% Up to 5 employees From 6 to 10 employees 2013 2011 13,8% 14,1%From 11 to 30 employees 8,8% 14,1%More than 30 employees * In the research of 2011, the average of employees was up to 10 employees. In 2013, this average was dismembered.
  • 16. All agencies work with languages course Q. In general, what are the activities of your company? More than anything else? (Spontaneous and multiple) COURSES Language Course 100% 97,2% High School Abroad 77,5% 84,5% Vacation Course 81,3% 76,1% Postgraduate 47,5% 33,8% Graduate 33,8% 29,6% Specialization 40,1% 19,7% Language Course with the possibility of working 10% 14,1% Combined Courses 1,3% 8,5% Professional Courses 17,5% 5,6% Courses for people over 50 years 10% 2,8% Master's degree 2,6% 2,8% Courses for Executives 6,3% Educational Couseling 1,4% WORK Working Abroad 40,1% 36,6% Internship 10% 22,5% Au pair 8,8% 15,5% Voluntary Program 11,3% 2,8% Business Travel 1,4% Corporate Events 1,4% CULTURAL  TRAVELS Vacation Packages 36,3% 49,3% Summer Camp/Holiday 2,8% Cultural Exchange in Brazil (High School) 1,4% TRAVEL  SERVICES Health Insurance for Travel 43,8% 22,5% Purchase and Sale of Foreign Currency 2,6% Issuing of Tickets 41,3% 21,1% Reservation of Acomodation 30% 18,3% Assistance for Visa 27,5% 8,5% Exchange 4,2% 2013 2011 Base 2013: 80 Base 2011: 71 Other with 1 mention:  Car rental / College  preparation course /  Sports / Food / Dance /  Music /:
  • 17. Course language is the main activity of the  agencies Base 2013: 80 Base 2011: 71Q. And which of these is the main activity of the agency? (SPONTANEOUS AND UNIQUE) 63,4% 13,4% 7,3% 7,3% 8,6% 63,4% 22,5% 11,3% 5,6% 4,2% 2,8% 9,8% 2013 2011 Languages Course High School Vacation Course Vacation Package Work Programs Postgraduation Other
  • 18. Increases average time in the period  between 4 and 6 months Base 2013: 80 Base 2011: 71Q. In general, how long, on average, students stay abroad? (STIMULATED AND UNIQUE) 27,5% 37,5% 26,3% 6,3% 2,5% 21,1% 49,3% 15,5% 12,6% 1,4% s s s 2013 2011 There was an increase of 11 percent  for students who stay abroad between 4 and 6 months, whereas the  percentage has fallen to the same degree, those who stay between 1 and 3 months abroad. Up to 1 month From 1 to 3 months From 4 to 6 months More than 6 months Did not know / Did not answer
  • 19. Most students are aged 18 to 30 years Q. And which age range represents the largest share of students? (STIMULATED AND UNIQUE)) The agencies continue sending more students who are the range of 18 to 30 years abroad. Note that the  research of 2011, the survey predicted a higher number of age groups (7), which were shorter. Therefore,  the respondent could not choose a single range and the response that was originally single, became  multiple. Base:80 Base:71 20,0% 73,8% 6,3% 2013 33,8% 87,3% 19,7% 2011 Up 17 years old From 18 to 30  years old From 31 to 50  years old Up 17 years old From 18 to 30  years old From 31 to 50  years old
  • 20. Ranking of destinations remain Q. Currently, what are the 3 main countries that have attracted more interest from students looking for courses abroad? (AND MULTIPLE SPONTANEOUS) The Countries USA, Canada and UK remain among the most favorite of the students. Note that both in 2011  and 2013, the significant interest in the UK is exclusively for England. Main countries of destination for students Base: 80 2013                                                                     2011 Base: 71 91,3% 75,0% 68,8% 18,8% 16,3% 7,5% 6,3% 14,0% 90,1% 69,0% 59,2% 25,4% 23,9% 14,1% 9,8% Canada USA UK Ireland Australia Spain New Zealand Other Canada USA UK Australia Ireland New Zealand Other
  • 21. Malta, South Africa and China:  new destinations in 2012 Q. Compared with 2012 the previous years, you identify the development of new countries to the destinations? (MULTIPLE and SPONTANEOUS) Base :80
  • 22. New Zealand: object of desire of students Approximately 90% of the contacted agencies offer New Zealand as a destination for students. The greatest  demand is for languages course, with almost 70%. There is one feature in particular that this country stands for students. The cost / benefit ratio comes in 1st  place, closely followed by the issue of security and easy visa. Q. What is the most popular course looked by the students traveling to New Zealand? (STIMULATED AND UNIQUE) Q. From the situations which I will quote, which you associate New Zealand in first? And second place? And thirdly? (STIMULATED AND ONE PER LINE) Base: 69 1st place 2nd place 3rd place 33,8% ‐ Cost / benefit 25,0% ‐ Security 23,0% ‐ Easy visa 68,1% 27,5% 4,5% Languages Course High School Other
  • 23. Investment varies according to the course The average investment of the students varies with the course. The language courses and vacation courses,  as well work and travel, are those that cost less on average compared to the others. The courses with a  longer duration, such as High School, Graduation and Postgraduation are therefore more expensive. Q. Could you tell me what is the average investment per student in VALUES (dollars)? (STIMULATED AND MULTIPLE) Investment of the students  (dollar) Minimum value Maximum value Average Language courses $ 1500,00 $ 16000,00 $ 4868,30 High School $ 4000,00 $ 78000,00 $ 14975,40 Graduation $ 3100,00 $ 70000,00 $ 21764,20 Postgraduation $ 6000,00 $ 120000,00 $ 25238,00 Vacation courses $ 2000,00 $ 50000,00 $ 5823,50 Work programs $ 1500,00 $ 15500,00 $ 6235,80
  • 24. Most agencies send up to 300 students It is noted stability in the amount of students. From the year 2008 until 2012, remains an approximate  average of 70% in sending up to 300 students. When analyzed by associates agencies and not associates  there is no difference in the volume of students. Q. On average, how many students were sent abroad in 2011? And in 2012? 2008 2009 2010 2011 2012 Base 61 Base 61 Base 62 Base 70 Base 73 Up to 100 41,0% 34,4% 30,7% 34,3% 30,1% 101 to 200 24,0% 26,2% 22,6% 20,0% 23,3% 201 to 300 6,6% 13,1% 17,7% 8,6% 11,0% 301 to 500 13,1% 9,8% 11,3% 17,1% 16,4% 501 to 1000 4,9% 8,2% 8,1% 10,0% 9,6% 1001 to 2000 4,9% 3,3% 4,8% 4,3% 2,7% 3001 to 5500 3,3% 3,3% 3,2% 4,3% 5,5% 5. 500 or more 1,6% 1,6% 1,6% 1,4% 1,4%
  • 25. 167.432 U$ 1.159.516.829 Number of students sent InvestmentYEAR 2010 2012 BASE 96 (UNIVERSE) 85.890 U$ 594.814.74871 (SAMPLE) 78.852 U$ 546.074.427 62 (PROVIDED  DATA) 175.763 U$ 1.027.775.06595 (UNIVERSE) 116.565 U$ 681.614.44981 (SAMPLE) 98.617 U$ 576.663.425 74  (PROVIDED  DATA) 1.775 Average of students sent 1.209 1.271 1.870 1.439 1.332
  • 26. Canada wins with languages course, high  school, vacation course and work programs Q. Thinking in the last decade, which country won more students (read each modality type)? (SPONTANEOUS AND  ONLY ONE PER LINE) WORK RELATED PROGRAMS WIN LOST Canada USA Ireland Australia South Africa Do not apply Do not know UK USA Australia Canada Ireland Germany Do not apply Do not know 22,5% 18,8% 21,3% 7,5% 1,3% 6,3% 22,5% 26,3% 20,0% 6,3% 5,0% 5,0% 1,3% 6,3% 29,6% VACATION COURSE WIN LOST Canada UK USA South Africa Ireland Do not apply Do not know USA UK Australia New Zealand Canada South Africa Germany Spain No country Do not apply Do not know 37,5% 26,3% 25,0% 2,5% 1,3% 2,6% 6,3% 32,5% 16,3% 6,3% 5,0% 2,5% 1,3% 1,3% 1,3% 18,8% 1,3% 13,8% LANGUAGES COURSE WIN LOST Canada USA UK Ireland Australia South Africa New Zeland Do not know USA UK Australia New Zealand Canada South Africa Spain Ireland Italy Do not apply Do not know 60,0% 11,3% 10,0% 8,8% 6,3% 1,3% 1,3% 1,3% 38,8% 25,1% 8,8% 6,3% 5,0% 2,5% 2,5% 1,3% 1,3% 2,5% 8,5% HIGH SCHOOL WIN LOST Canada USA New Zealand Australia UK Do not apply Do not know USA Australia UK New Zealand Canada Germany Spain Switzerland Do not apply Do not know 42,5% 25,0% 11,3% 5,0% 2,5% 3,8% 8,8% 46,3% 11,3% 8,8% 5,0% 2,5% 1,3% 1,3% 1,3% 3,8% 18,8% Base: 80
  • 27. USA wins with graduation and  postgraduation Q. Thinking in the last decade, which country won more students (read each modality type)? (SPONTANEOUS AND  ONLY ONE PER LINE) GRADUATION WIN LOST USA Canada UK Australia Spain Switzerland Do not apply Do not know USA UK Canada Australia New Zealand No country Do not apply Do not know 32,6% 11,3% 6,3% 3,8% 1,3% 1,3% 6,6% 36,3% 13,8% 13,8% 3,8% 2,5% 2,5% 10,0% 6,3% 47,5% POSTGRADUATION WIN LOST USA UK Canada Australia Spain Switzerland Do not apply Do not know USA UK Canada Australia France Ireland No country Do not apply Do not know 27,5% 15,0% 8,8% 3,8% 3,8% 2,5% 6,3% 32,6% 18,8% 15,0% 2,5% 2,5% 1,3% 1,3% 10,0% 6,3% 42,5% Base: 80
  • 28. Canada, France and Spain still being the  preference for learning languages Q. Today, what is the main destination for students who want to study English? / Q. And what is the main destination for those who want to learn French? /  Q. And who wants to learn Spanish? (SPONTANEOUS AND UNIQUE) Comparing the data from  2011 and 2013, the three  countries most wanted to  learn English, French and  Spanish, remain the  same. 65,0% 23,8% 1,3% 8,8% 1,3% 71,8% 19,7% 2,8% 2013 2011 82,5% 13,8% 3,8% 76,1% 16,9% 7,0% 2013 2011 66,3% 17,5% 15,0% 1,3% 60,6% 21,1% 15,5% 2,8% 2013 2011 France Canada Do not know Canada USA UK Australia Ireland Spain Argentina Chile Do not know / Do not work Chile
  • 29. Class C: new market opportunity Q. To finish I will read a few sentences and I would like you say if you agree or disagree with each one. (STIMULATED AND ONLY IN LINE) 76,3% 16,3% 2,5% 3,8% 1,3% 70,0% 18,8% 8,8% 2,5% 92,0% 88,8% Today the class C looking for education programs abroad Totally agree Partially agree Partially disagree Disagree Do not know Today the exchange programs are more accessible to class C Totally agree Partially agree Partially disagree Disagree Base:80
  • 30. Internet expands the access Base:80 70,0% 26,3% 1,3% 2,5% When asked about the easy offer by  the internet to the students interested  in planning an exchange program, over  95% of the respondents realized this  scenario (strongly agree + partially  agree). The internet has facilitated the direct access of students  to perform an exchange program Totally agree Partially agree Partially disagree Disagree
  • 31. The business for the next years will be  successful Base:80Q. Thinking about the future, how is the development of business in the international education market? (MULTIPLE AND SPONTANEOUS) 75,0% POSITIVE ASPECTS 31,3% NEGATIVE ASPECTS 7,5% NEUTRAL ASPECTS
  • 32. Positive and negative aspects Base:80Q. Thinking about the future, how it is the development of business in the international education market? (MULTIPLE AND SPONTANEOUS) Investment in professional  career Increase in demand for  language courses Popularization of the  exchange programs Economic stability Purchasing power  of the class C The internet can disrupt the  market Market stability
  • 33. Conclusions • The market of the educational and cultural travel organizers in Brazil remains  concentrated , a limited number of agencies are responsible in a large part of  sending students abroad. • With the information collected is estimated that the market moved  U$1,027,775,065 in 2012. • Most exchange agencies are formed by micro and small companies, with up to 10  employees. • The class C has a growing market share, is the new public of the exchange agencies. • The predominant age range of the exchange students is 18 to 30 years old. • Canada appears as the most preferred destination of students and as the country  that won in various types of courses
  • 34. Conclusions • There is a traditional choice when the student choose a country to learn a  language. Canada, France and Spain dominate in preference • Malta, South Africa and China were the new countries of destination of students in  2012 • Course language is the most popular, and according to the data collected, it can  expand its market share • The internet can be combined as a way to publicize the agencies, but can also  threatens the services offered by the companies due to facilitate the access of  students to conduct their own travels. • The perspectives for the market are positive and promise an increase in business  for the exchange agencies.
  • 35. More information BELTA offers some Marketing Tools for the promotion of your institution. Tools for all needs. These will increase the visibility of your institution in Brazil. We also offer a Market Research about the Brazilian Market  including all important information you need. For further information please contact: Maria Eglantine Gabarra – mgabarra@belta.org.br Renato Iwata – renato@belta.org.br
  • 36. THANK YOU Carlos Robles President presidencia@belta.org.br www.belta.org.br +55 11 2638‐9663

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