Google think education report: 2012 education trends_through_eyes_learners

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n a fast-changing world, education is still in high demand online. Google looked at internal search query data, Compete clickstream data and commissioned a brand perceptions study with Ipsos OTX to …

n a fast-changing world, education is still in high demand online. Google looked at internal search query data, Compete clickstream data and commissioned a brand perceptions study with Ipsos OTX to understand the 2012 landscape and found:

80% of education search query paths end without a conversion.
1 in 4 education researchers never even look outside the web.
9 in 10 don't know which school they want to attend at the onset of the journey.
2 out of every 3 researchers who use video do so to understand specific features of a school.

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  • 1. Education Trends throughthe Eyes of Your CustomeraTracing the Learner’s Digital Journey 1 Google Confidential
  • 2. Sources UsedEducation Clickstream Study•  Compete, Q3 2011Google Search DataEducation Brand Perceptions Study•  Ipsos OTX, Q3 2011 2 Google Confidential
  • 3. MethodologyGoogle Search DataEducation Clickstream Study (Compete, U.S., Q3 2011)•  Used 2M-person panel to analyze education website visitation, engagement•  Conversion events include apply online, register for an open house, request info, contact us, register a profile•  Additional online survey amongst those who researched or applied to a higher education institution in past 6 months, N=680, (Sept-Oct 2011)Google U.S. Search Data•  Internal search query data, indexedEducation Brand Perceptions Study (Ipsos OTX, U.S., Q3 2011)•  Objective: to understand public perceptions of higher education schools & measure the impact of online advertising on perceptions•  Perceptions measured via online survey, then used test & control groups to analyze impact of online advertising•  n=2,400 US residents (2,0000 prospective students, 400 HR decision makers) 3 Google Confidential
  • 4. Agenda1.  The Online Landscape for Education2.  Tracing the Learner’s Journey3.  Implications 4 Google Confidential
  • 5. In a Fast-Changing World, Education Stillin High Demand OnlineIndexed Search Query Growth, Q1’10-Q1’12 Vocational Textbooks +70% +37% Distance Learning Language Learning +26% +34%Source: US Education Search Analysis, Google Internal Data, 2012 5 Google Confidential
  • 6. 1in 4education researchers never lookto sources outside the Web. Source: Compete, Inc U.S. Custom Education Study, Q3 2011 6 Google Confidential
  • 7. The Web is present at themost critical of moments… 8 out of 10 students apply online.Source: Compete, Inc U.S. Custom Education Study, Q3 2011 7 Google Confidential
  • 8. Demand is slipping through the cracks… 80% of Education search query paths end without a conversion.Source: Compete, Inc U.S. Custom Education Study, Q3 2011 8 Google Confidential
  • 9. Tracing The Learner’s Journey 9 Google Confidential
  • 10. 8 Elements of the Learner’s JourneyLearners embarkearly on. 10 Google Confidential
  • 11. Learners First Meet Your SiteLong Before Decision TimeDistribution of first visits to brand website 72% arrive at least 2 weeks prior to conversion.Source: Compete, Inc U.S. Custom Education Study, Q3 2011 11 Google Confidential
  • 12. The Learner’s Journey Initially, they seek out general knowledge.Learners embarkearly on. 12 Google Confidential
  • 13. They Begin with an Open Mind9 in10of education researchers don’t know which schoolthey want to attend as they initiate their journey. Source: Compete, Inc U.S. Custom Education Study, Q3 2011 13 Google Confidential
  • 14. They Look to Discover What’s Out There 83% of query paths begin with a non-branded term.Source: Compete, Inc U.S. Custom Education Study, Q3 2011 14 Google Confidential
  • 15. Many Journeys End at This Stage Most query paths (74%) end after only 1-2 search queries. 2/3 of these paths are non-branded only. Source: Compete, Inc U.S. Custom Education Study, Q3 2011 15 Google Confidential
  • 16. The Learner’s Journey Initially, they seek out general knowledge.Learners embark They useearly on. multiple devices. 16 Google Confidential
  • 17. Learners are Adopting a 3-Screen ApproachWhich devices did you use to conduct online researchon education? 97% 33% 21%Source: Compete, Inc U.S. Custom Education Study, Q3 2011 17 Google Confidential
  • 18. Mobile Not Just an On-The-Go Device2 in 3Mobile researchers use their mobile deviceat home when researching education. Source: Compete, Inc U.S. Custom Education Study, Q3 2011 18 Google Confidential
  • 19. The Learner’s Journey Initially, they seek out general knowledge.Learners embark They useearly on. multiple devices. Search paves their path. 19 Google Confidential
  • 20. Search is Core to the Journey78% of converters on education websites are influenced by Search.Source: Compete, Inc U.S. Custom Education Study, Q3 2011 20 Google Confidential
  • 21. Learners Attest to the Value of Search search is reported the #2 most used and #3 most useful resource behind school websites and friends and familySource: Compete, Inc U.S. Custom Education Study, Q3 2011 21 Google Confidential
  • 22. They Search Across Devices 1 in 8 EDU searches will be mobile in 2012Source: Google US Education Search Analysis, 2012 22 Google Confidential
  • 23. Influence of Search Continues to Grow 14% increase in year over year search referrals to Education websitesSource: Compete, Inc U.S. Custom Education Study, Q3 2011 23 Google Confidential
  • 24. The Learner’s Journey Initially, they seek out general knowledge.Learners embark They useearly on. multiple devices. Search paves their path. The path spans many sources. 24 Google Confidential
  • 25. Learners Collect Informationfrom Many SourcesResources Most Used by Prospective StudentsDuring Research Process School Website Search Engines Family / Friends Brochures 75% 70% 64% 56% Aggregators Mentor / Counselor Ranking Sites Social Networks 46% 44% 29% 28%Source: Compete, Inc U.S. Custom EducationStudy, Q3 2011 25 Google Confidential
  • 26. The Learner’s Journey Initially, they seek out general knowledge.Learners embark They useearly on. multiple devices. Search paves their path. The path spans many sources. They form perceptions in new ways. 26 Google Confidential
  • 27. To Get to Know a School,Learners Look to Video2 3 out ofof researchers who use video doso to understand specificfeatures of a school Source: Compete, Inc U.S. Custom Education Study, Q3 2011 Google Confidential
  • 28. New Opinions & Perceptions Start to FormLift in metrics/perceptions about a school after video ad exposure% Change in Exposed vs ControlSource: Brand Perceptions in Higher Education, ipsos OTX, commissioned by Google, Fall 2011 (US) 28 Google Confidential
  • 29. Viewing Centers on YouTube, Your WebsiteTop 2 websites used to watch education videosProspective students who watch videos as part of their research process 62% 57% Higher Education Institution WebsitesSource: Compete, Inc U.S. Custom Education Study, Q3 2011 29 Google Confidential
  • 30. The Learner’s Journey Initially, they seek out general knowledge.Learners embark They useearly on. multiple devices. Search paves their path. The path spans many sources. As they near decision, brands They form perceptions matter most. in new ways. 30 Google Confidential
  • 31. Brands Become Priority as Journey Progresses Branded queries more than double from 120 days out to day of a conversion. Source: Compete, Inc U.S. Custom Education Study, Q3 2011 31 Google Confidential
  • 32. They Explore Brands in Various Ways Mobile Education Queries Share of YouTube EDU Searches by Type 7% Brands 31% Programs 62% General Degrees Brand General ProgramSource: U.S. Education Search Analysis 2012; Compete Inc U.S. Custom Education Clickstream Study, Q3 2011 32 Google Confidential
  • 33. They Consider Many Facets of a BrandTop factors considered when applying to ahigher education Institution Affordability Location Flexible Learning Reputation 60% 58% 50% 49% Friend/Family Student Reputable Strong Alumni Attends Culture Professors Network 39% 26% 29% 13% OtherSource: Compete, Inc U.S. Custom Education Study, Q3 2011 7% 33 Google Confidential
  • 34. The Learner’s Journey Initially, they seek out general knowledge.Learners embark They useearly on. multiple devices. Search paves their path. They end highly The path spans informed. many sources. As they near decision, brands They form perceptions matter most. in new ways. 34 Google Confidential
  • 35. They’ve Done the Legwork By Decision TimeJourneys that end in conversion most commonly have: Page Views Conversions Search Queries 16 + 4 10 +Source: Compete, Inc U.S. Custom Education Study, Q3 2011 35 Google Confidential
  • 36. The Journey Has Changed the MindsetConversion Rates by Level of Search ActivitySource: Compete, Inc U.S. Custom Education Study, Q3 2011 36 Google Confidential
  • 37. The Learner’s Journey Initially, they seek out general knowledge.Learners embark They useearly on. multiple devices. Search paves their path. They end highly The path spans informed. many sources. As they near decision, brands They form perceptions matter most. in new ways. 37 Google Confidential
  • 38. What Does This Mean For You?Don’t force every Learner down the same path.•  Tailor ad & landing page messaging to match the mindset•  Extend attribution windows to understand how early engagement leads to conversion•  Create engaging brand experience across all devices•  Leverage the power of video to provide utility and shape perceptions 38 Google Confidential