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

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

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?

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

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?

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

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.

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 %

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?

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?

Education is essential in today’s society

Source: Southern Cross Austereo Education Survey 2013. “Education” statements-agree” n=939

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 %

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?

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?

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

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.

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.