Education Trends throughthe Eyes of Your CustomeraTracing the Learner’s Digital Journey                                   ...
Sources UsedEducation Clickstream Study•  Compete, Q3 2011Google Search DataEducation Brand Perceptions Study•  Ipsos OTX,...
MethodologyGoogle Search DataEducation Clickstream Study (Compete, U.S., Q3 2011)•  Used 2M-person panel to analyze educat...
Agenda1.  The Online Landscape for Education2.  Tracing the Learner’s Journey3.  Implications                             ...
In a Fast-Changing World, Education Stillin High Demand OnlineIndexed Search Query Growth, Q1’10-Q1’12                    ...
1in 4education researchers never lookto sources outside the Web.   Source: Compete, Inc U.S. Custom Education Study, Q3 20...
The Web is present at themost critical of moments…  8 out of 10  students apply online.Source: Compete, Inc U.S. Custom Ed...
Demand is slipping                               through the cracks…                               80% of Education search...
Tracing The Learner’s Journey                                               9                                Google Confid...
8 Elements of the Learner’s JourneyLearners embarkearly on.                                                        10     ...
Learners First Meet Your SiteLong Before Decision TimeDistribution of first visits to brand website     72%                ...
The Learner’s Journey        Initially, they seek out          general knowledge.Learners embarkearly on.                 ...
They Begin with an Open Mind9 in10of education researchers don’t know which schoolthey want to attend as they initiate the...
They Look to Discover What’s Out There     83%                               of query paths begin with a non-branded term....
Many Journeys End at This Stage             Most query paths (74%)                 end after only           1-2 search que...
The Learner’s Journey        Initially, they seek out          general knowledge.Learners embark                          ...
Learners are Adopting a 3-Screen ApproachWhich devices did you use to conduct online researchon education?     97%        ...
Mobile Not Just an On-The-Go Device2 in 3Mobile researchers use their mobile deviceat home when researching education.   S...
The Learner’s Journey        Initially, they seek out          general knowledge.Learners embark                          ...
Search is Core to the Journey78%                                      of converters on education                          ...
Learners Attest to the                                         Value of Search                                            ...
They Search Across Devices                                                    1 in 8                                      ...
Influence of Search Continues to Grow                                                            14%                       ...
The Learner’s Journey        Initially, they seek out          general knowledge.Learners embark                          ...
Learners Collect Informationfrom Many SourcesResources Most Used by Prospective StudentsDuring Research Process School Web...
The Learner’s Journey        Initially, they seek out          general knowledge.Learners embark                          ...
To Get to Know a School,Learners Look to Video2 3          out ofof researchers who use video doso to understand specificfe...
New Opinions & Perceptions Start to FormLift in metrics/perceptions about a school after video ad exposure% Change in Expo...
Viewing Centers on YouTube, Your WebsiteTop 2 websites used to watch education videosProspective students who watch videos...
The Learner’s Journey        Initially, they seek out          general knowledge.Learners embark                          ...
Brands Become Priority as Journey Progresses                                                                     Branded q...
They Explore Brands in Various Ways            Mobile Education Queries                                                   ...
They Consider Many Facets of a BrandTop factors considered when applying to ahigher education Institution  Affordability   ...
The Learner’s Journey        Initially, they seek out          general knowledge.Learners embark                          ...
They’ve Done the Legwork By Decision TimeJourneys that end in conversion most commonly have:               Page Views     ...
The Journey Has Changed the MindsetConversion Rates by Level of Search ActivitySource: Compete, Inc U.S. Custom Education ...
The Learner’s Journey        Initially, they seek out          general knowledge.Learners embark                          ...
What Does This Mean For You?Don’t force every Learner down the same path.•  Tailor ad & landing page messaging to match th...
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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 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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Transcript of "Google think education report: 2012 education trends_through_eyes_learners"

  1. 1. Education Trends throughthe Eyes of Your CustomeraTracing the Learner’s Digital Journey 1 Google Confidential
  2. 2. Sources UsedEducation Clickstream Study•  Compete, Q3 2011Google Search DataEducation Brand Perceptions Study•  Ipsos OTX, Q3 2011 2 Google Confidential
  3. 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. 4. Agenda1.  The Online Landscape for Education2.  Tracing the Learner’s Journey3.  Implications 4 Google Confidential
  5. 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. 6. 1in 4education researchers never lookto sources outside the Web. Source: Compete, Inc U.S. Custom Education Study, Q3 2011 6 Google Confidential
  7. 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. 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. 9. Tracing The Learner’s Journey 9 Google Confidential
  10. 10. 8 Elements of the Learner’s JourneyLearners embarkearly on. 10 Google Confidential
  11. 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. 12. The Learner’s Journey Initially, they seek out general knowledge.Learners embarkearly on. 12 Google Confidential
  13. 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. 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. 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. 16. The Learner’s Journey Initially, they seek out general knowledge.Learners embark They useearly on. multiple devices. 16 Google Confidential
  17. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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
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