1. Time to hit the books
Insights into education – with the Today Network Audience

2. Education – a hot topic for Australians
Education is always a hot topic in Australia,
with SCA’s recent National Mood Monitor
report showing the ‘quality and availability of
education’ being 3rd on the list of issues
Australians families are very worried about
(coming after affordability of energy and crime
and violence).
While it is widely agreed a good education is
essential in today’s society, there are concerns about
attention received by pupils, and many believe
education in Australia is going downhill.
Let’s take a look at what is to come…
The top concerns of the ‘family flock’ –
people 30-49 with kids.
VERY WORRIED ABOUT
Source: Southern Cross Austereo National Mood Monitor 2013. N=288 (Families). ‘How worried are you about the following things…’ Very Worried Responses

3. Knuckling down what is to come
Southern Cross Austereo Research conducted a study into the opinions Today listeners hold towards education and whether they
plan on hitting the books anytime soon. This presentation will explore two areas;
- Education of children and the different opinions people hold.
- Tertiary education and how many of our listeners intend to return to study.
But first, let’s take a look at the education industry…
Source: Southern Cross Austereo Education Survey 2013. “Education” statements-agree” n=939
Feel a good education is one
of the most important things a
parent can give a child.
From school to university and tutoring to TAFE,
education plays an important role in today’s society.
But what are people’s opinions towards education?
Both for that of their kids and themselves?

4. Education Industry Snapshot
17.3%
33.2%
25.1%
23.4%
1.0%
25+ years
19-25 years
13-18 years
5-12 years
0-5 years
Contribution to industry revenue segmented
by age
56.0%26.4%
9.9%
5.3%1.4%1%0.4%
Contribution to industry revenue
School education University and higher education
Vocational and technical education Arts and non-vocational education
Preschool education Sports instructors
Educational support services
Source: IBISWorld Education and Training. Feb 13

5. Competition and attention are concerns for people
Are concerned about the lack of attention from
school teachers towards pupils.
This jumps to 57% when looking at parents of high school students
Believe there is increasing competition amongst
students in the classroom
This jumps to 66% when looking at parents who send their kids to private schools
Majority of Australians believe there is increasing competition in classrooms – which is even more
prevalent in private schools. This may lead to an increase in private tutoring to ensure students ‘keep
up’. Class sizes also appear to be of concern – with many worried about a lack of attention from
school teachers towards pupils.
55%
45%
Source: Southern Cross Austereo Education Survey 2013. “Education” statements-agree” n=939
But what is the perceived difference between public and private education?

6. Believe there is an inequity between the quality of
private and public education
While most kids are sent to public schools, there is a perceived
inequity between public and private education
63%
76%
26%
Public Private
68%
37%
Public Private
*Parents may not be sending their kids to the same school so percentages are not equal to 100.
Over 3 in 5 Today listeners believe there are differences in the quality of education received by public and private schools. However,
many parents are still choosing to send their kids to public schools. This is most likely due to cost however it is worth noting that many
parents may choose to send their child to a public primary and then a secondary high school.
Source: Southern Cross Austereo Education Survey 2013. “There is an inequity between the quality of private and public education” n=939. n= 248 primary n=158 secondary

7. Australian education is perceived to be going downhill – key reasons being lack of
experience in teachers, manners, funding and not focusing on the basics.
“Schools are
following technology
and more time is
spent on knowledge”
“We seem to be progressing in some
areas but lagging in others because
of these new progresses”
“I think it comes between the children
wanting to learn as well as the teachers
wanting to put in the effort”
“Quality and overall knowledge of educators is declining due to the poor
quality of education given. Most parents only rely in schools to educate
their children an most don't pay enough attention to their children or try
to assist at home.”
“Low funding, let's face it. The
Government keep cutting.”
“Too much importance on computers and less importance on general
reading and writing”
Source: Southern Cross Austereo Education Survey 2013. “Overall - we would like to know whether you believe the quality of education in Australia is going uphill, downhill or is staying the same.The quality
of education in Australia is going...” n=939.

8. There is huge opportunity in the one on one education industry
I believe private one on one tuition is essential if children are having difficulties. It may just be that their
school teacher isn't explaining it the way they are able to understand and being one on one the tutor
would be more inclined to teach it in a less stressful environment and possibly in a different way
- Today listener
of parents have sent their
kids to tutoring
would consider getting private education
for their children in the future
But…
Source: Southern Cross Austereo Education Survey 2013. “You said your child/ren have not had private tutoring in the past. Would you consider getting them private education tuition in the future?.” n=325
With many people feeling as though the education in schools is going downhill, it is not surprising that many parents would
consider private tutoring in the future.
18%
75%

9. So now we understand the opinions of Today
listeners towards school education, let’s now
consider the role of tertiary education in today’s
society.
So, what does the tertiary education industry currently look like?

10. Tertiary Education Snapshot
FACTS
But, how is this revenue segmented in tertiary
education?
Universities account for an estimated 73.1% of
post-school education revenue, and represent
about 27% of total Education and Training division
revenue. Technical and vocational education and
training constitutes nearly 10%.
“In an increasingly knowledge-based
economy, higher education qualifications are
becoming more necessary for employment.”
25.6%
36.3%
The post-school education sector currently
accounts for about 36.3% of industry revenue,
up from the 25.6% a decade ago.
$ $
Source: IBISWorld Education and Training. Feb 13
So, what are Today listeners
thoughts towards further education?

11. Education is essential in today’s society
Source: Southern Cross Austereo Education Survey 2013. “Education” statements-agree” n=939

12. Further education is essential in today’s society
Of Today listeners agree that a tertiary education
is important to get a good job in today’s society
Parents who send their kids to private schools were 19% more likely to feel this.
Would consider doing further
study to help advance their career or
improve job prospects in the future
63%
61%
With such a strong opinion towards the role of tertiary education in today’s
society, it is not surprising many Today listeners want to brush up on their skill
sets or have already engaged in tertiary study.
Source: Southern Cross Austereo Education Survey 2013. “Education” statements-agree” n=939
Of Today listeners have done
further study to improve their job
prospects or advance career
78%

13. Over 1 in 3 have a degree under their belts
8%
16%
17%
18%
23%
34%
36%
Postgraduate degree
Industry short course
Private institution short course
Industry course
TAFE Short course
TAFE Diploma
Undergraduate degree
What they have studied
Source: Southern Cross Austereo Education Survey 2013. “You mentioned that you had done previous study before. What type(s) of study did you undertake??” n=736
The Today audience is an educated
bunch with many holding some form of
qualification.
However, with an ever changing workplace and
the need for more skilled workers, many of these
people may be looking to brush up their skills in
the coming years. Whether this be through
postgraduate education or short courses.
So, did they find this study beneficial?

14. People feel further education gives them a competitive advantage
Found further study beneficial
Today listeners understand the value of further study having seen the
benefits that come from knuckling down and studying hard.
86%
Source: Southern Cross Austereo Education Survey 2013. “did you find this further study beneficial?” n=736
Gives me an advantage over other people who might compete with me for a job in that area
I needed a degree to work where I do. The short courses assist with my professional development
I gained knowledge and was then able to capitalise on opportunities when they arose.
Helped me advance myself and became more knowledgeable and opened up a lot more doors after I did the courses
What they said about their studying experiences…
So, what are they planning to study in the future?

15. Short courses and diplomas are favoured for further study
19%
21%
23%
25%
27%
33%
37%
Industry course
Private institution short course
Industry short course
Undergraduate degree
Postgraduate degree
TAFE Diploma
TAFE Short course
Further study they would undertake
As mentioned previously, almost 8 in 10
Today listeners have already done some
further study so it comes as no surprise
that short courses are favoured by
listeners to brush up on their skills.
So whether you are a uni, TAFE or short course
provider, Today is the perfect platform for those looking
to return to study.
Source: Southern Cross Austereo Education Survey 2013. “You mentioned that you are thinking about futher study. What type(s) of study would you like to undertake?” n=839

16. Key Points
Education is always a hot topic in Australia, with SCA’s 2013 Mood Monitor showing Education was 3rd on the
list of issues Australians in families are very worried about (coming after affordability of energy and crime and
violence). As recently as March 2014 Australia’s 5 leading Universities slipped down the international rankings
for reputation – appearing to reflect Australia’s diminished investment in higher education, as well as the steady
rise of institutions from our Asian neighbours.
Parents of younger kids also appear to be concerned about attention in the classroom, while the perceived
inequity between public and private schools may also be of concern. This Today Network Education study has
shed light on different opinions of the Australian Education industry to find:
K E Y P O I N T S
- 92% feel an education is one of the most important things a parent can give a child
- 52% believe education in Australia is going downhill
- 75% of parents would consider getting private education for their children in the future
- 78% of Today listeners have done further study to improve their job prospects or advance their career and 61% would
consider doing further study to help advance their career or improve job prospects in the future.

17. How the research was conducted
The results of this survey are “INDICATIVE” ONLY.
The survey was conducted by Southern Cross Austereo using its online national panel, as well as external respondents.
The Southern Cross Austereo panel is obtained from our radio networks database under the labels of ‘Today VIP’ on the TODAY Network and ‘Music Jury’ on the MMM
Network. All members of these databases would be considered listeners to these stations.
The database contains about 246,000 members.
The is split between the Today database and the Triple M database. All Rate the Hits members of this community in metro markets were invited to complete the survey,
and over 900 did so.
Certain questions asked for an ‘essay’ or ‘verbatim’ type of response OR brands/words that first came to mind.
A keyword search was used to sort and rank the responses to these questions.
The results are an un-weighted sample, but are reflective of the Austereo audience. Austereo brands reach approximately 40% of the 10+ population and approximately
46% of the 25-54 population in the five metropolitan markets in Australia, suggesting it would be reasonable to consider these results to be a fair if not fully balanced
representation of the opinions in these marketplaces.
Furthermore, as it is an online survey, the respondents would also be skewed towards being ‘early adopters’ for technology, ‘trend setters’ in general and likely to be a
good early indication of brand leaders, trend setters and early adopters in general.
These research surveys conducted by Southern Cross Austereo are done so to provide a general understanding of the opinions, interests and attitudes of the metropolitan
marketplaces only.