VN Education insights

1. Education. Insights.

2. What are Education Clients Trying to Achieve?
How do customers hear
about their business for
the first time?
Word of mouth, TV,
social, search, blogs, etc.
Awareness
Do they have competition and
what factors help consumers
choose?
Online research, in-store
browsing, expert blogs,
YouTube demo videos, etc.
Consideration
Where does sales
happen?
Online, offline, phone,
lead gen?
Sales Loyalty
Do they leverage loyalty
programs or social for
advocate programs?
Email, social, CRMs,
programs, clubs, etc.
Think with Google
Education Path to
Purchase

3. 1 in 4 education researches use online sources exclusively.
The learner’s journey - Education trends in the eyes of the web

4. Nearly half
(47%) of prospective students are
using Smartphones to research where
to get an education
1 in 4
would prefer to research on a mobile
device over a PC
Today, mobile is intrinsic to
EDU decisions

5. Looking Forward: Identify the Full Value of
Mobile, From Discovery to Enrollment
Google & Nielsen Mobile Education
Research
84%
take further non-mobile
action
after researching
Education
on their smartphone
Q21 What are some actions that you have taken as a
result of looking up information on your Smartphone?
Do a mobile search
for “bachelor’s
degree”
Click on your
mobile search ad
Watch your
sample lecture
video on
YouTube on
their PC
Visit your
mobile
Facebook
page
Apply on
their PC
Do another
mobile search
and click-to-call
your school

6. 1 in 3 Prospective Students Use Video to
Research Schools
Campus tours/overview Student testimonials/reviews
#1
choice
#2
choice

7. Today consumer is
easier to reach but they
have become harder to
influence
Research
Reviews
Experiences
Demonstrations
Active evaluation of what product or service to purchase

8. Traditional 3-Step Mental Model of Marketing
Education fairs
Career counsellors

9. The New Mental Model
Winning the Zero Money of Truth in
Asia
Education fairs
Career counsellors
/ Search Engines
/ Websites of schools / institutions /
university
/ Online portals specialises in
education
/ Social networking sites
/ General knowledge portals
/ Online blogs
/ Online videos
/ Friends/families
/ Job fairs
/ Education agents

10. Course is Key Factor When Deciding to Study
TNS Education Path to Purchase
2013, Australia
Search is an important tool in the
research process
64%
35%
29%
Used search engines when
researching their course
Used a search engine as a
source of information
Used a search engine to
reach sites

11. 300 Million
Education Queries
in Vietnam
MBA courses
2014
Google Internal

12. Reflecting in Faster Growth in Education
Searches
Vietnam: Year on Year Query Growth as of Dec 2014
Google Internal

13. Seasonality Differs for Higher & Early Education
Google Internal