Post on 29-Mar-2015
transcript
International Student Survey
29th September 2011
2
Table of Contents
About EDge Interactive 3About Environics Research Group 4Methodology 5Executive Summary 6Deciding The School 13Deciding The Country 28Media Usage Habits & Behaviour 34Demographics 43Appendix 52
3
About EDge Interactive
At EDge Interactive, our mission is to help students find schools and schools find students. Our community includes 700,000 students, parent, counsellors and agents and more than 200 educational institutions in Canada and around the world. EDge is a privately owned, Canadian company based in Toronto. We have two divisions:
• Our SchoolFinder Group includes Schoolfinder.com, StudyinCanada.com and ScholarshipsCanada.com
• Our ezRecruit™ division provides Internet based customer relationship management (CRM) software to help schools manage relationships with students.
4
About Environics Research Group
Environics is Canada’s leading independent full-service research firm specializing in advanced data collection and analysis for:
•Public affairs•Consumer markets•Multicultural audiences
Environics’ consultants are specialists in all aspects of research design and analysis, with a reputation for accuracy, project management and special interpretative expertise, representing a wide-range of disciplines, including statistics, psychology, sociology, political science, marketing and advertising.
5
Methodology
International students: - intending to enroll in a college/university- currently enrolled in a college/university - already graduated from a college/university
5th August 2011 – 29th August 2011
Total Respondents (n) = 1353 Intending to enroll in college/university (high school) n=441 Currently enrolled in college/university n=492 Already graduated from a college/university n=420
Respondents
Timing
Sample Size
Email invitation to complete a 15 minute online surveyMethod
Media Usage Habits & Behaviour
Executive Summary
Deciding The School
Deciding The Country
Demographics
7
Executive Summary
Demographics• Significant male skew is prevalent among students in the major international
markets surveys – May be due to both cultural and economic reasons– Many have parents who entered higher education
• Note: Respondents from the African continent are more likely to be the first in their family to get higher education
School Selection• It is critical for schools to be on the top three school list
– More than half of the respondents applied to less than three schools
• Keep in mind the cost of education for foreign students– Scholarships, program, cost and academics are ranked highest in importance as
factors in deciding schools
8
Executive Summary
Research and Influence in School Choice• Key influencers in the decision making process are parents, friends, teachers
and professional consultants. – Literature oriented towards parents with information on safety and security etc.
may resonate. – Making alliances with professional consultants in key foreign markets and
providing them with custom promotional material of the university may help in increasing recruitment.
– High school students are more likely to use educational agents.
• School website is the most important source of information. – School’s printed material and current students at the school are also ranked high
in importance. – Create a group of current students who can interact with prospective students
and help them in making their decision.
9
Executive Summary
• Ranking systems (MacLean's) have significant importance and highly regarded.
• Informative websites such as StudyinCanada.com, ScholarshipsCanada.com and StudyCanada.ca are most often used to gather school information.
• Almost half don’t have any preference in terms of university or city size.
• Financial considerations and reputation of the school are the top final determining factor in school selection.
• Correlation between tuition cost and quality of education is an open debate with almost split views.
• Timeline for status updates is either ranked extremely or very important by more than 80% of respondents and two third expect to get the decision within three weeks.
10
Executive Summary
• Cultural background is significantly more important in certain regions such as Western Africa as compared to others. Overall less than a quarter consider it as either extremely or very important.
Selection of Country• Job opportunity, cost of studying and safety/ security are the top
considerations for studying in Canada.
• Almost all respondents believe help is required to settle in Canada and more than half had connections in Canada.
11
Executive Summary
Media and Communication• Overall, internet is the place to be
– Time spent online per week is the highest – Smart phone penetration is significant at 57% among the respondents
• Social media (Facebook) and email are most used methods to keep in touch with classmates & colleagues – Not used significantly to source school information– Facebook is used relatively more than Twitter
• There is strong desire for online services – Ability to apply for scholarship, searchable FAQ about schools or scholarships, – Ability to connect with someone in a specific school and tool to compare costs
between different schools.
Media Usage Habits & Behaviour
Executive Summary
Deciding The School
Deciding The Country
Demographics
13
Deciding the School
• Since more than half of the respondents applied to less than three schools, it is critical to be on the top three school list.
• One third of respondents (college, university & graduated students) applied to only one school.
• The potential of attracting high school students is greater as they are applying to more schools outside their country.
• Keeping in mind the cost of education for foreign students, not surprisingly scholarships, program, cost and academics are ranked highest in importance as factors in determining schools.
14
Deciding the School
• Top influencers in the final selection of the school are parents, friends, teachers and professional consultants. We need to develop and provide information to target these groups.
• School website is the most important source of information. School’s printed material and current students at the school are also ranked high in importance.
• StudyinCanada, ScholarshipsCanada and StudyCanada are the most used websites to gather school information.
• Ranking systems have significant importance and many believers. Almost three fourth of the respondents believe in the importance of ranking systems and Canadian ranking (MacLean's) were most used, especially by high school students.
15
Deciding the School
• High school students are more likely to use educational agents and almost half don’t have any preference in terms of university or city size.
• On the other hand, college & university students preferred larger universities and cities.
• Accessibility and safety are the top reasons for city size preference.
• More than 80% respondents consider timeline for status updates either extremely or very important and two third expect to get the decision within three weeks.
• Less than a quarter consider cultural background as either extremely or very important.
• Financial considerations and reputation of the school are the top criteria in school selection.
16
More than half of the respondents applied to less than three schools. One third of respondents (college, university & graduated students) applied to only one school.
High School Students (n=441)
College & University Students (492)
Graduated Students (n=420)
13%
34%
33%
42%
38%
28%
13%
12%
7%
12%
6%
6%
20%
10%
26%
Only 1 2-3 4-5 More than 5 Not sure
# of School Applied to
17
in Canada
in USA
in UK
in Australia
Within my country
Within my city
Other Country
88%
28%
14%
14%
9%
9%
5%
High School students are applying to more schools outside their country.
I will apply/have applied to schools…
High School Students n=441
College & University Students n=492
Graduated Students n=420
59%
11%
7%
4%
29%
33%
6%
47%
16%
11%
8%
26%
24%
12%
18
Scholarships
Cost
Program
Academics
Job Placement Record
Career Services
Location
Accommodation
Overall Ranking
Campus Safety/Security
Community
Religious or Cultural considerations
What my friends & family say
Social Aspects
Co-op
Athletics
School Size
Food
57%
39%
31%
30%
19%
16%
15%
15%
12%
12%
9%
8%
7%
7%
6%
6%
5%
4%
Scholarships, program and cost are ranked most important as factors in determining schools. Location & Overall Ranking are more important to college, university and graduated students.
Important Factors in Determining Schools (Top 3)
41%
40%
43%
37%
15%
9%
27%
9%
24%
6%
6%
5%
12%
7%
7%
4%
6%
3%
53%
35%
40%
37%
19%
20%
17%
13%
16%
8%
8%
6%
6%
8%
4%
3%
4%
3%
High School Students n=441
College & University Students n=492
Graduated Students n=420
19
Parents
Teachers
Professional Consultants
Friends
Guidance Conselors
Siblings
Alumni
Current Students
Extended family
Other
Grandparents
59%
40%
38%
37%
32%
22%
19%
19%
19%
10%
4%
Parents, friends, teachers & professional consultants exert highest influence on school selection.High school students rely more on professional consultants and are more likely to use them.
Decision Influencers (Top 3)
62%
38%
30%
48%
26%
15%
15%
31%
21%
9%
4%
56%
44%
32%
49%
21%
20%
20%
22%
19%
11%
5%
High School Students n=441
College & University Students n=492
Graduated Students n=420
Pay an educational agent 21% 9% 9%
Preferences - Agents
20
School’s Website
School’s Printed Material
Campus Tour
School’s Staff Member
Student at the School
School’s Blog
School’s Facebook Page
School’s Podcasts
School’s YouTube Page
School’s Mobile Application
School’s Twitter Page
Other
71%
37%
36%
34%
34%
23%
22%
10%
10%
10%
9%
4%
School website is the most important source of information, followed by printed material & current student.School’s Facebook Page is most important social media source. Blogs are important for high school students.
Important Sources of School Information (Top 3)
High School Students n=441
College & University Students n=492
Graduated Students n=420
80%
49%
29%
30%
44%
13%
23%
5%
8%
6%
8%
3%
75%
37%
28%
34%
36%
21%
25%
7%
8%
11%
13%
3%
21
StudyinCanada.com
StudyCanada.ca
Canadian Government Websites
SchoolFinder.com
Education fairs/ Exhibitions
GradSchoolFinder.com
CampusStarter.com
Newspapers
Education411.com
Radio/Television
67%59%
54%41%
37%37%35%
21%16%16%15%13%12%12%12%11%10%8%6%5%
StudyinCanada.com, ScholarshipsCanada.com and StudyCanada.ca are the most used websites.Students prefer online sources of information to print mediums.
Sources Used/ Plan to Use For Canadian Colleges/ Universities
High School Students n=390
College & University Students n=291
Graduated Students n=199
44%42%
32%19%20%
12%30%
20%18%
27%5%
12%1%
13%10%
3%2%5%
2%11%
72%53%
42%33%
27%21%
38%8%8%15%17%
9%1%6%10%
3%3%6%
2%7%
22
Yes, ranking system is important
Canadian Ranking i.e. Macleans
International Ranking i.e. Times Higher, QS World,
etc
Other ranking systems
0.714285714285715
0.812698412698416
0.273015873015874
0.0317460317460317
Almost three fourth of the respondents believe in the importance of ranking systems and Canadian ranking (MacLean's) were most used, especially by high school students.
Ranking Systems
High School Students n=441
College & University Students n=492
Graduated Students n=420
0.735772357723579
0.660220994475139
0.397790055248619
0.0911602209944752
0.723809523809525
0.651315789473685
0.355263157894737
0.111842105263158
n=315 n=362 n=304
23
Small university (less than 2,500 students)
Medium university (2,500 – 5,000 students)
Large university (more than 5,000 students)
No preference
Small city / town (Less than 50,000)
Medium city / town (50,000 – 250,000)
Large city (More than 250,000)
No preference
6%
24%
23%
47%
6%
25%
25%
44%
Almost half don’t have any preference in terms of university or city size. Medium or large institutions can leverage their location and size.
Preferences – University Size/ City Size
High School Students n=441
College & University Students n=492
Graduated Students n=420
5%
26%
34%
35%
7%
30%
34%
29%
5%
30%
25%
41%
5%
29%
25%
40%
Ideal University Size
Ideal City Size
24
Accessibility i.e. transportation
Safety
Community
Culture i.e. food, events, religion
Entertainment i.e. music, sports, festivals
Same size as my current place of residence
Other
73%
69%
51%
47%
42%
14%
4%
Accessibility and safety are the top reasons for city size preference.
Top 3 Reason for City Size Preference
75%
60%
50%
47%
49%
15%
4%
69%
67%
47%
50%
43%
19%
6%
High School Students n=441
College & University Students n=492
Graduated Students n=420
25
43%
42%
35%
42%
40%
46%
11%
13%
14%
2%
3%
3%
2%
3%
3%
High School Students (n=441)
College & University Students (n=492)
Graduated Students (n=420)
Extremely important Very important Somewhat important Slightly importantNot at all important
19%
15%
13%
29%
24%
26%
23%
26%
22%
14%
22%
24%
15%
13%
15%
1 week 2 weeks3 weeks 4 weeks or moreDoes not matter
More than 80% respondents consider timeline for status updates either extremely or very important and two third expect to get the decision within three weeks.
Importance of Timeline
Timeline for Status Updates Expected Timeline for Decision
26
Financial considerations
Reputation
Conversation with family member or friend
Communication from staff member
Information session/campus tour organized by school
Other
Communication from current student
Conversation with an agent
Communication from alumni
Reception organized by school
30%
22%
17%
8%
6%
6%
4%
2%
2%
2%
Top criteria for final decision are financial considerations and reputation of the school.
Final Determining Factors
College & University Students n=492
Graduated Students n=420
40%
18%
8%
10%
7%
2%
4%
3%
3%
4%
Media Usage Habits & Behaviour
Executive Summary
Deciding The School
Deciding The Country
Demographics
28
Deciding The Country
• Almost all respondents believe help is required to settle in Canada. Most respondents attributed their parents help to get them through this phase.
• Correlation between tuition cost and quality of education is an open debate with almost split views. 53% of high school students believe a positive correlation as opposed to 41% college & university students and 49% of graduated students.
• Connections in a foreign country does help in the settlement process. More than half of the respondents had connections in Canada. Relatively, higher percentage of college and university students had connections in Canada.
• Job opportunity, cost of studying and safety/ security are the top considerations for studying in Canada.
29
53% of high school students believe a positive correlation between tuition cost and quality of education as opposed to 41% college & university students and 49% of graduated students.
Yes53%
No47%
Tuition Cost is Related to Quality of Education
High School Students n=441
College & University Students n=492
Graduated Students n=420
Yes41%
No59%
Yes49%
No51%
30
Family – immediate family
Family – extended family
Friends – from school
Friends – friends of family
Other
None of the above
8%
22%
20%
22%
5%
46%
More than half of the respondents had connections in Canada. Relatively, higher percentage of college and university students had connections in Canada.
Connections in Canada
High School Students n=390
College & University Students n=291
Graduated Students n=199
23%
34%
38%
29%
4%
26%
7%
22%
26%
19%
5%
45%
31
Yes, help required to settle in Canada
Parents
Family
Extended family
Someone you know living in Canada
Contacts at your prospective school
Teachers at your current school
Agents
0.923076923076923
0.666666666666667
0.438888888888889
0.438888888888889
0.427777777777778
0.375
0.338888888888889
0.313888888888889
Almost all respondents believe help is required to settle in Canada and parents were the ones who helped them the most.
Who Helped to Settle in Canada (Top 3)
High School Students n=390
College & University Students n=291
Graduated Students n=199
0.927835051546392
0.466666666666667
0.133333333333333
0.107407407407407
0.144444444444445
0.0777777777777778
0.0407407407407408
0.0296296296296296
0.92462311557789
0.298913043478261
0.119565217391304
0.125
0.135869565217391
0.141304347826087
0.0978260869565217
0.0815217391304348
N=270 N=184N=240
32
Job opportunities
Safety/Security
Country Ranking (i.e. Human Development Index)
Cultural acceptance
Immigration laws
Environmental awareness
Accessibility to the US
Food - diversity, provisions
53%
39%
30%
27%
23%
22%
22%
20%
19%
13%
9%
6%
5%
5%
4%
3%
Job opportunity, cost of studying and safety/ security are the top considerations for studying in Canada.
Top 3 Considerations for Studying in Canada
52%
36%
27%
21%
26%
20%
30%
21%
20%
14%
4%
5%
7%
7%
5%
5%
55%
40%
31%
23%
21%
27%
21%
20%
20%
11%
6%
6%
8%
5%
5%
4%
High School Students n=390
College & University Students n=291
Graduated Students n=199
Media Usage Habits & Behaviour
Executive Summary
Deciding The School
Deciding The Country
Demographics
34
Media Usage Habits & Behaviour
• Internet is the place to be. Time spent online per week is the highest, especially for personal communication and studies/ research / work.
• Smart phone penetration is significant at 57% among the respondents. Most often used for text messages, emails, social media and for browsing the net.
• Laptop/ desktop, Facebook and instant messaging are frequently used (more than once a week).
• Facebook and email are most used methods to keep in touch with classmates & colleagues.
• Ability to apply for scholarship is the most desired online feature.
35
Time spent on the net per week is the highest, especially for personal communication and studies/ research / work. There is limited time spent reading newspapers and magazines.
Online for personal communication, studies/research/work
Reading books
Online for news/entertainment
Texting, surfing, using apps, etc. on your phone
Online for social media
Watching TV
Online for video (YouTube, movies, TV, etc)
Reading newspaper
Listening to the radio
On some form of public transportation
Reading magazines
Play video games
38%
25%
17%
16%
15%
11%
11%
10%
8%
8%
4%
4%
32%
29%
24%
19%
25%
18%
17%
16%
13%
19%
11%
7%
22%
28%
34%
28%
31%
38%
33%
33%
22%
30%
28%
15%
7%
14%
20%
27%
22%
23%
28%
32%
35%
27%
39%
30%
2%
4%
5%
11%
7%
9%
11%
9%
22%
16%
18%
45%
More than 10 hours per week 5 -10 hours per week 1-5 hours per weekLess than 1 hours per week Never
Media Usage & Habits
n=1354
36
Comparatively more time is spent reading books in Western Africa & Southern Asia. Use of internet is marginally lower in Eastern Africa .
Media Usage & Habits by Region
Total Canada Southern Asia Eastern Africa Middle East Western Africa
Bases (1353) (211) (168) (159) (140) (130)
More than 10 hours per week
Online for personal communication, studies/research/work
38% 39% 37% 30% 43% 42%
Reading books 25% 12% 31% 32% 23% 35%
Online for news/entertainment 17% 18% 19% 11% 17% 18%
Texting, surfing, using apps, etc. on your phone
16% 21% 19% 16% 10% 15%
Online for social media 15% 19% 15% 14% 16% 11%
Watching television 11% 9% 15% 10% 11% 15%
Online for video (YouTube, movies, TV, etc)
11% 14% 14% 6% 11% 6%
Reading the newspaper(dailies and weeklies)
10% 5% 14% 13% 9% 16%
Listening to the radio 8% 7% 4% 11% 4% 14%
On some form of public transportation
8% 9% 11% 6% 6% 8%
Reading magazines 4% 2% 2% 8% 4% 8%
Play video games (console, handheld or PC, on or off-line)
4% 4% 5% 3% 2% 5%
37
57% of respondents use a smart phone.
Regular cell phone39%
iPhone11%
BlackBerry12%
Android8%
Windows Phon
e 71%
Other smart phon
e 25%
No cell phone4%
Phone Ownership
Total (n=1353)
38
Cell phones are most often used for text messages, emails, social media and for browsing the net. Nearly half of respondents never search or download an application.
Send & receive text
Send and receive email
Use social media
Browse websites
Open links received in e-mail
Sign up for offers using text
Search for an app made by the school you want to attend or currently attending
Watch video
Play games
Search for an app made by a brand you like
Download a new app
Online Banking
67%
35%
33%
32%
22%
15%
13%
9%
9%
8%
8%
4%
17%
14%
17%
17%
15%
10%
11%
12%
13%
10%
7%
7%
9%
10%
11%
12%
11%
11%
12%
15%
17%
15%
17%
10%
4%
8%
7%
8%
9%
14%
13%
14%
21%
18%
24%
14%
4%
33%
32%
31%
43%
50%
51%
51%
40%
49%
44%
65%
More than once a day Once a day Once a week Once a month Never
Phone Usage Habits
n=1354
39
Laptop/ desktop, Facebook and instant messaging are frequently used (more than once a week). Facebook and email are most used methods to keep in touch with classmates & colleagues.
Heavy Users of Technology
Total (n=1353)
Laptop or desktop com-
puter
WiFi enabled devices
(e.g.iPod)
Netbook
WiFi gaming consoles
Tablets
94%
15%
11%
8%
6%
Instant messaging
Online education forums (gmatclub)
Other Social Media Site
Groupon, Living social etc.
None of the above
Tumblr
Foursquare
Yelp
84%
65%
20%
17%
15%
7%
7%
3%
3%
2%
1%
Text messaging
Meeting up in person
Skype
Google, Yahoo, MSN groups
Alumni events
Alumni emails or newsletters
Smart Phone App
Other
84%
77%
59%
42%
42%
37%
13%
11%
7%
3%
3%
Use More Than Once a Week
Methods Used to Keep in Touch with Classmates & Colleagues
Use More Than Once a Week
40
Ability to apply for scholarship is the most desired online feature.
Usefulness of Online features
Ability to apply for scholarships online
Searchable FAQ about schools or scholarships of interest
Ability to connect with someone in a specific school or program of interest to you
Tool to compare the costs between different schools
Tool to compare the costs between different cities/countries
Summary of official rankings of a school or program
Online ratings and reviews from students
76%
58%
54%
54%
49%
47%
40%
16%
29%
31%
30%
32%
35%
41%
4%
9%
9%
10%
14%
12%
12%
2%
3%
3%
3%
4%
4%
4%
Very Useful Somewhat Useful Not Very Useful Not Useful at All
n=1354
41
Fewer respondents in Canada consider receiving text messages useful as compared to other major international markets. This could be attributed to the cost involved with receiving these messages in Canada.
Usefulness of Text Messages
Receive text messages regarding deadlines or offers from colleges and universities
Receive text messages regarding offers from companies
52%
38%
26%
28%
4%
9%
2%
3%
Very Useful Somewhat Useful Not Very Useful Not Useful at All
n=1354
Top 2 Box Total Canada Southern Asia Eastern Africa Middle East Western AfricaBases (1353) (211) (168) (159) (140) (130)
Receive text messages regarding deadlines or offers from colleges and universities 79% 64% 88% 87% 77% 90%Receive text messages regarding offers from companies 65% 44% 79% 75% 66% 83%
Media Usage Habits & Behaviour
Executive Summary
Deciding The School
Deciding The Country
Demographics
43
Skew towards male and older students (25+ years).
Demographics
38% 62%
17 and under 18 to 21 22 to 24 25 + Over 5,000,000
2,000,000 – less than 5,000,000
500,000 – less than
2,000,000
250,000 – less than 500,000
Under 250,0005%
27% 23%
45%
28% 24% 22%12% 14%
Age Population of City of Residence
Gender
n=1354
Significant male skew in major international markets possibly due to cultural and economic reasons.
Nearly half of respondents are aged 25+ years:
- Students graduate at higher age - There are more mature college
and university students
44
Significant male skew in major international markets.
Demographics by Region
Total CanadaSouthern
AsiaEastern Africa
Middle EastWestern Africa
Bases (1353) (211) (168) (159) (140) (130)
GENDERMales 62% 37% 79% 77% 75% 86%
Females 38% 63% 21% 23% 25% 14%
AGE
17 and under 5% 10% 2% 3% 3% 2%
18 to 21 27% 50% 22% 18% 14% 17%
22 to 24 23% 13% 30% 25% 29% 21%
25 + 45% 27% 46% 54% 55% 60%
Community
Over 5,000,000 28% 14% 38% 19% 29% 42%
2,000,000 – less than 5,000,000
24% 19% 15% 34% 26% 30%
500,000 – less than 2,000,000
22% 33% 14% 30% 24% 15%
250,000 – less than 500,000
12% 18% 14% 11% 7% 5%
Under 250,000 14% 17% 18% 7% 14% 8%
45
High School Students (n=441)
College & University Students (492)
Graduated Students (n=420)
32%
36%
34%
39%
41%
41%
28%
22%
23%
1%
1%
2%
Top 5% of class Above average of class Average of class Below average of class
More or less equal split between high school, college & university and graduated students. One third of the respondents are A+ students.
28%
5%
31%
6%
31% Planning on enrolling in a universityPlanning on enrolling in a collegeCurrently enrolled in a universityCurrently enrolled in a col-legeGraduated from a college or university
Academic Performance
Education Status
46
More than half of the respondents reside in Canada, Southern Asia, Eastern or Western Africa and Middle East and live in two million plus cities.
Canada
Southern
Asia
Eastern
Afri
ca
Middle East
& W.C. A
sia
Weste
rn A
frica
South A
merica
South-east
Asia
Northern
Afri
ca
Eastern
Asia
Caribbean &
Bermuda
Central A
merica
Northern
Europe
Central A
frica
North A
merica
Weste
rn Euro
pe
Eastern
Europe
Southern
Europe
Southern
Afri
ca
Oceania
16%
12% 12%10% 10%
7%5% 5%
4%3% 3%
2% 2% 2% 2% 2%1% 1%
0%
Country of Residence*
*Region definitions are available in the full report n=1354
47
More than half of the respondents reside in Canada, Southern Asia, Eastern or Western Africa and Middle East.
Country of Residence
TOTAL High School Students
College & University Students Graduated Students
Bases (1353) (441) (492) (420)
Source Country*
Canada 16% 8% 32% 5%Southern Asia 12% 16% 9% 12%Eastern Africa 12% 17% 5% 14%West Central Asia & Middle East
10% 11% 8% 13%
Western Africa 10% 12% 5% 12%South America 7% 7% 7% 9%South-east Asia 5% 6% 5% 5%Northern Africa 5% 4% 2% 10%Eastern Asia 4% 3% 6% 2%Caribbean & Bermuda 3% 5% 2% 2%Central America 3% 3% 4% 3%Northern Europe 2% 0% 4% 2%Central Africa 2% 3% 1% 3%North America 2% 1% 3% 1%Western Europe 2% 1% 2% 2%Eastern Europe 2% 1% 1% 3%Southern Europe 1% 1% 1% 2%Southern Africa 1% 1% 1% 0%Oceania 0% 0% 0% 1%
*Region definitions are available in the appendix
48
More than half of the respondents reside in two million plus cities.
Demographics
TOTAL High School Students
College & University Students Graduated Students
Bases (1353) (441) (492) (420)
GENDERMales 62% 67% 50% 71%
Females 38% 33% 50% 29%
AGE
17 and under 5% 13% 2% 0%
18 to 21 27% 26% 47% 5%
22 to 24 23% 17% 24% 28%
25 + 45% 44% 28% 67%
Community
Over 5,000,000 28% 28% 24% 32%
2,000,000 – less than 5,000,000
24% 24% 23% 24%
500,000 – less than 2,000,000
22% 20% 23% 23%
250,000 – less than 500,000
12% 13% 13% 10%
Under 250,000 14% 15% 17% 11%
49
Parents of two third of respondents attended college or university. The percentage is lower in the African continent.
Attended College/
University64%
Didn't At-tend Col-
lege/ Univer-
sity36%
Parents Attended College or University
Total (n=1353)
Total Canada Southern Asia Eastern Africa Middle East Western Africa
Bases (1353) (211) (168) (159) (140) (130)
Attended College/ University 64% 74% 68% 52% 69% 54%
50
Contact:
Robin Brown
Senior Vice President
Consumer Insights Division
Environics Research Group33
Bloor Street East, Suite 900
Toronto, Ontario M4W 3H1Tel:
416-920-9010
Fax: 416-920-3299
Chris Wilkins - cwilkins@edgeip.com Faeza Afzal - faeza.afzal@edgeip.comIan Ray Barcarse – ian.barcarse@edgeip.com
EDge Interactive67 Mowat Avenue, Suite 533Toronto, Ontario M1W 2S7Toll Free: 1-800-211-5577info@edgeip.com
Appendix
52
Questionnaire
1 – GENERAL QUESTIONS1.1 Are you a Canadian citizen?1.2 What country do you live in?1.3 Tell us a bit about you.1.4 How old are you? 1.5 Gender?1.6 What is the population of the city/town where you live? 1.7 Did either of your parents or guardians attend college or university?1.8 Please select the statement that best describes you.
FUTURE STUDENTS – COLLEGE & UNIVERSITY INTENDERS2 – SCHOOL INFORMATION2.1 Please indicate your curriculum (i.e. course type) 2.2 In what year of study are you? 2.3 Please indicate which group best describes your academic performance
3 – DECIDING ON WHICH SCHOOLS3.1 How many schools are you considering applying to? 3.2 Please select those that apply to you. 3.3 Select the 3 most important factors in determining which schools you consider? 3.3.1 Of the remaining factors, which are also important in determining which schools you consider? 3.4 Who are the 3 most important groups of individuals influencing your decision to apply?3.5 Select the 5 most important sources of school information in determining your school selection?3.6 Which of the following do you plan to use to obtain information on Canadian colleges and/or universities? 3.7 Are ranking systems important for your school decision?3.7.1 If Yes, which ones?
53
Questionnaire
3.8 Do you plan to pay an educational agent to help you find and apply to a school? 3.9 What is the ideal university size for you?3.10 What is your ideal class size? 3.11 What is the ideal city size for your university studies? 3.11.1 Choose the top 3 reasons you prefer this city size: 3.12 How important is it to attend a school with people who have a similar cultural background (i.e. from hometown, ethnicity,
religion, etc.)?3.13 How important is it to know the timeline for status updates throughout your application process? 3.13.1 How quickly would you expect a school to make a decision on your application status (in weeks)?
4 – DECIDING ON WHICH COUNTRY4.1 Do you agree with the statement “tuition cost is related to the quality of education”?4.2 Do you have any connections in Canada? 4.3 Rank your top 3 most important considerations for studying in Canada4.4 Is it important to have help and support getting settled in Canada? 4.4.1 If so, who are the top 3 people helping you prepare for going to a new country? COLLEGE & UNVERSITY STUDENTS/GRADUATES5 – SCHOOL INFORMATION5.1 Are {Did} you studying at a school in Canada? 5.2 What type of degree are {were} you enrolled for?5.3 You are a? {Were you a} 5.4 Please indicate which group best describes your academic performance 5.5 What is your current living situation?
54
Questionnaire
6 – DECIDING ON WHICH SCHOOLS6.1 How many schools did you apply to?6.2 Please select those that apply to you. 6.3 Select the 3 most important factors in determining which schools you considered?6.3.1 Of the remaining factors, which were also important in determining which schools you considered? 6.4 Who were the 3 most important groups of individuals influencing your decision to apply?6.5 Select the 5 most important sources of school information in determining your school selection?6.6 Which of the following did you use to obtain information on Canadian colleges and/or universities? 6.7 Were ranking systems important for your school decision? 6.7.1 If Yes, which ones? 6.8 Did you pay an educational agent to help you find and apply to a school? 6.9 What is the ideal university size for you?6.10 What is your ideal class size?6.11 What is the ideal city size for your university studies? 6.11.1 Choose the top 3 reasons you prefer {preferred} this city size: 6.12 How important was it to attend a school with people who have a similar cultural background (i.e. from hometown, ethnicity,
religion, etc.)?6.13 How important was it to know the timeline for status updates throughout your application process? 6.13.1 How quickly did you expect a school to make a decision on your application status (in weeks)? 6.14 What was the final determining factor in your acceptance to your {school} current school?
55
Questionnaire
7 – DECIDING ON WHICH COUNTRY7.1 Do you agree with the statement “tuition cost is related to the quality of education”?7.2 Do you have any connections in Canada? 7.3 Rank your top 3 most important considerations for studying in Canada?7.4 Is it important to have help and support getting settled in Canada?7.4.1 If so, who are the top 3 people who helped you prepare for going to a new country?
MEDIA USAGE AND BEHAVIOUR8 – ONLINE ACTIVITIES: USAGE & HABITS8.1 How much time do you spend doing the following activities?8.2 What cell phone do you use?8.3 How often do you use your phone to:8.4 What other connected devices do you use more than once a week? 8.5 Which of these websites or online services do you use more than once a week? 8.6 Which of the following do you use to keep in touch with past classmates and school colleagues?
9 – ONLINE FEATURES9.1 How useful would each of the following online features be in your decision to apply to a school?
56
Region Definition
AmericaNorth America Caribbean and BermudaGreenland AnguillaSaint Pierre and Miquelon Antigua and BarbudaUnited States ArubaCentral America BahamasBelize BarbadosCosta Rica BermudaEl Salvador Cayman IslandsGuatemala CubaHonduras DominicaMexico Dominican RepublicNicaragua GrenadaPanama GuadeloupeSouth America HaitiArgentina JamaicaBolivia MartiniqueBrazil MontserratChile Netherlands AntillesColombia Puerto RicoEcuador Saint Kitts and NevisFalkland Islands (Malvinas) Saint LuciaFrench Guiana Saint Vincent and the GrenadinesGuyana Trinidad and TobagoParaguay Turks and Caicos IslandsPeru Virgin Islands, BritishSuriname Virgin Islands, United StatesUruguayVenezuela
57
Region Definition
EuropeNorthern Europe Eastern EuropeIreland, Republic of (Eire) BulgariaScandinavia Czech RepublicDenmark Slovakia.Finland HungaryIceland PolandNorway RomaniaSweden Baltic Republics, Former SovietUnited Kingdom EstoniaSouthern Europe LatviaAlbania LithuaniaAndorra BelarusGibraltar Moldova, Republic ofGreece Russian FederationItaly UkraineMalta Union of Soviet Socialist RepublicsPortugal Western EuropeSan Marino AustriaSpain BelgiumVatican City State FranceBosnia and Herzegovina GermanyCroatia LiechtensteinMacedonia LuxembourgSlovenia MonacoYugoslavia Netherlands
Switzerland
58
Region Definition
AfricaNorthern Africa Western Africa Eastern AfricaAlgeria Benin BurundiEgypt Burkina Faso ComorosLibya Cape Verde DjiboutiMorocco Côte d'Ivoire EritreaSudan Gambia EthiopiaTunisia Ghana KenyaWestern Sahara Guinea MadagascarSouthern Africa Liberia MalawiBotswana Mali MauritiusLesotho Mauritania MayotteNamibia Niger MozambiqueSouth Africa, Republic of Nigeria RéunionSwaziland Saint Helena RwandaCentral Africa Senegal SeychellesAngola Sierre Leone SomaliaCameroon Togo TanzaniaCentral African Republic UgandaChad ZambiaCongo ZimbabweEquitorial GuineaGabonSao Tome and PrincipeZaire
59
Region Definition
Asia OceaniaWest Central Asia and the Middle East Eastern Asia American SamoaAfghanistan China, People's Republic of AustraliaCyprus Hong Kong Cook IslandsIran Japan FijiMiddle East Korea, North French PolynesiaBahrain Korea, South GuamIraq Macau KiribatiIsrael Mongolia Marshall IslandsJordan Taiwan MicronesiaKuwait South-east Asia NauruLebanon Brunei Darussalam New CaledoniaOman Cambodia New ZealandPalestine/West Bank/Gaza Strip Indonesia PalauQatar Laos Papua New GuineaSaudi Arabia Malaysia PitcairnSyria Myanmar SamoUnited Arab Emirates Philippines Solomon IslandsYemen Singapore TongaTurkey Thailand TuvaluKazakstan Viet Nam VanuataKyrgyzstan Southern Asia Wallis and FutunaTajikistan BangladeshTurkmenistan BhutanUzebekistan IndiaArmenia MaldivesAzerbaijan NepalGeorgia Pakistan
Sri Lanka
60
Number of International Students in Canada
Foreign students present on December 1st by province or territory
2006 2007 2008 2009 2010
Newfoundland and Labrador 1,202 1,377 1,514 1,522 1,698
Prince Edward Island 404 476 517 653 729
Nova Scotia 5,465 5,434 5,794 6,608 7,911
New Brunswick 3,177 3,225 3,256 3,283 3,513
Quebec 25,839 27,000 27,920 30,566 32,209
Ontario 63,719 65,398 65,666 72,925 85,253
Manitoba 5,137 5,251 4,864 5,381 5,706
Saskatchewan 3,485 3,520 3,645 3,959 4,336
Alberta 12,931 13,823 14,370 15,557 16,281
British Columbia 48,426 50,142 50,141 55,449 60,460
Territories 85 93 84 69 60
Total 169,870 175,746 177,772 195,973 218,161
Source: Citizenship and Immigration Canada