How best to work with Brazilian
agents to meet their needs
Market Research 2013
Segment of International Education and
Exchange Programs in Brazil
SUPPORT:
MARCH 2013
Metodology and sample
METHODOLOGY
QUANTITATIVE
Telephone Call
SAMPLE
80 cases
PERIOD OF DATA
COLLECTION
08 to 21 January 2013
Profile of the respondent
Sex
Work at the agency since
Less Menos
than de
1 year
1 ano
33,8%
Male
6,3%
2,8%
Masculino
38,0%
66,3%
Feminino
Female
62,0%
2013
35,0%
5 anos
Between 1 Entre
and 15eyears
32,4%
22,5%
Entre 6 e 10 anos
Between 6 and
10 years
22,5%
15,0%
Between 11Entre
and1115
years
e 15
anos
19,7%
21,3%
Mais 15
de 15
anos
Over than
years
2011
22,5%
2013
Education Level
2011
Position at the agency
62,6%
Graduação
36,3%
Graduation
67,6%
Sócio/Proprietário
Shareholder
/ Owner
50,7%
28,8%
Director
Diretor
37,5%
Postgraduation
Pós Graduação
32,4%
2013
2011
32,4%
15,0%
12,7%
Gerente
Manager
7,5%
Coordinator
Coordenador
Outros
Other
12,6%
4%
Base 2013: 80
2013
Base 2011: 71
2011
Sample includes associate and non-associate
There is a balance between associate and non associate agencies. However the number of agencies
becoming a Belta members was low last year . Among the 80 agencies contacted, there were only two new
members associated in 2012.
In 2011, 71 agencies were counted, with 56.3% (associate) and 43.7% (not associate).
45,0%
ASSOCIATES
Q. Is your agency a Belta member? (SPONTANEOUS AND UNIQUE)
Q. In what year did your agency become associated with Belta?
43,8%
NEVER
BEEN
ASSOCIATED
11,3%
ALREADY
BEEN
ASSOCIATED
WITH, BUT
ARE NOT
MORE
Base:80
Agency profile
Location
67,7%
Southeast
Sudeste
74,7%
17,6%
South Sul
Nordeste
Northeast
Centro
Oeste
Midwest
NorthNorte
Tempo de mercado
23,8%
5 anos
Up to 5 Até
years
21,1%
21,3%
From 6De
to610
years
a 10
anos
9,9%
18,3%
7,6%
From 11 to 15 years
7,0%
21,3%
De 11 a 15 anos
18,3%
7,5%
5,6%
33,8%
Over
15de
years
Mais
15 anos
42,3%
2,9%
2013
2011
2013
2011
Base 2013: 80
Q. In what city is your agency located? (SPONTANEOUS AND UNIQUE)
Base 2011: 71
Agencies works with small team
2013
Up to 5 employees
2011
45%
71,8%*
From 6 to 10 employees
32,5%
From 11 to 30 employees
13,8%
14,1%
More than 30 employees
8,8%
14,1%
* In the research of 2011, the average of employees was up to 10 employees. In 2013, this average was dismembered.
Base 2013: 80
Q. Currently how many employees work at the agency? (SPONTANEOUS AND UNIQUE)
Base 2011: 71
All agencies work with languages course
COURSES
WORK
CULTURAL
TRAVELS
TRAVEL
SERVICES
Language Course
High School Abroad
Vocation Course
Postgraduate
Graduate
Specialization
Language Course with the possibility of working
Combined Courses
Professional Courses
Courses for people over 50 years
Master's degree
Courses for Executives
Educational Couseling
Working Abroad
Internship
Au pair
Voluntary Program
Business Travel
Corporate Events
Vocation Packages
Summer Camp/Holiday
Cultural Exchange in Brazil (High School)
Health Insurance for Travel
Purchase and Sale of Foreign Currency
Issuing of Tickets
Reservation of Acomodation
Assistance for Visa
Exchange
Q. In general, what are the activities of your company? More than anything else? (Spontaneous and multiple)
2013
100%
77,5%
81,3%
47,5%
33,8%
40,1%
10%
1,3%
17,5%
10%
2,6%
6,3%
40,1%
10%
8,8%
11,3%
36,3%
43,8%
2,6%
41,3%
30%
27,5%
2011
97,2%
84,5%
76,1%
33,8%
29,6%
19,7%
14,1%
8,5%
5,6%
2,8%
2,8%
1,4%
36,6%
22,5%
15,5%
2,8%
1,4%
1,4%
49,3%
2,8%
1,4%
22,5%
21,1%
18,3%
8,5%
4,2%
Other with 1 mention:
Car rental / College
preparation course /
Sports / Food / Dance /
Music /:
Base 2013: 80
Base 2011: 71
Course language is the main activity of the
agencies
63,4%
Languages
Course
Curso
de idiomas
63,4%
13,4%
High School
Highschool
22,5%
7,3%
Vocation Course
Curso de férias
11,3%
7,3%
Vocation Package
Pacotes turísticos
5,6%
Programas de trabalho
4,2%
Work Programs
Pós graduação
Postgraduation
2,8%
8,6%
Outros
Other
9,8%
2013
2011
Base 2013: 80
Q. And which of these is the main activity of the agency? (SPONTANEOUS AND UNIQUE)
Base 2011: 71
Increases average time in the period
between 4 and 6 months
There was an increase of 11 percent for students who stay abroad between 4 and 6 months, whereas the
percentage has fallen to the same degree, those who stay between 1 and 3 months abroad.
27,5%
Up Até
to 1 1month
mês
21,1%
37,5%
Entre11to
e 33 meses
From
months
49,3%
26,3%
From
months
Entre44to
e 6 meses
15,5%
6,3%
More than 6 months
Mais de 6 meses
Não
Did
notsabe/Não
know / Didrespondeu
not answer
12,6%
2,5%
1,4%
2013
2011
Base 2013: 80
Q. In general, how long, on average, students stay abroad? (STIMULATED AND UNIQUE)
Base 2011: 71
Most students are aged 18 to 30 years
The agencies continue sending more students who are the range of 18 to 30 years abroad. Note that the
research of 2011, the survey predicted a higher number of age groups (7), which were shorter. Therefore,
the respondent could not choose a single range and the response that was originally single, became
multiple.
2011
2013
Up 17
old
Atéyears
17 anos
From 18 to 30
Entre 18 e 30 anos
years old
50
EntreFrom
31 e 31
50 to
anos
years old
Up 17
years
old
Até
17 anos
20,0%
73,8%
From 18 to 30
Entre 18 eyears
30 anos
old
From 31 to 50
Entre 31 eyears
50 anos
old
6,3%
Base:80
Q. And which age range represents the largest share of students? (STIMULATED AND UNIQUE))
33,8%
87,3%
19,7%
Base:71
Ranking of destinations remain
The Countries USA, Canada and UK remain among the most favorite of the students. Note that both in 2011
and 2013, the significant interest in the UK is exclusively for England.
Main countries of destination for students
2013
2011
Canada
Canadá
91,3%
Canada
Canadá
Estados Unidos
USA
UK
Reino Unido
68,8%
Ireland
Irlanda
18,8%
Austrália
Australia
Spain
Espanha
New Zealand
Nova Zelândia
Outros
Other
90,1%
75,0%
16,3%
USA
Estados Unidos
69,0%
UK
Reino Unido
59,2%
Austrália
Australia
25,4%
Ireland
Irlanda
7,5%
Nova
NewZelândia
Zealand
6,3%
14,0%
Other
Outros
23,9%
14,1%
9,8%
Base: 80
Q. Currently, what are the 3 main countries that have attracted more interest from students looking for courses abroad? (AND MULTIPLE SPONTANEOUS)
Base: 71
Malta, South Africa and China:
new destinations in 2012
Q. Compared with 2012 the previous years, you identify the development of new countries to the destinations? (MULTIPLE and SPONTANEOUS)
Base :80
New Zealand: object of desire of students
Approximately 90% of the contacted agencies offer New Zealand as a destination for students. The greatest
demand is for languages course, with almost 70%.
There is one feature in particular that this country stands for students. The cost / benefit ratio comes in 1st
place, closely followed by the issue of security and easy visa.
1st place
Languages
Curso deCourse
Idiomas
HighHighscool
School
Outros
Other
33,8% - Cost / benefit
68,1%
27,5%
4,5%
25,0% - Security
3rd place
Base: 69
Q. What is the most popular course looked by the students traveling to New Zealand? (STIMULATED AND UNIQUE)
Q. From the situations which I will quote, which you associate New Zealand in first? And second place? And thirdly? (STIMULATED AND ONE PER LINE)
2nd place
23,0% - Easy visa
Investment varies according to the course
The average investment of the students varies with the course. The language courses and vocation courses,
as well work and travel, are those that cost less on average compared to the others. The courses with a
longer duration, such as High School, Graduation and Postgraduation are therefore more expensive.
Investment of the students
(dollar)
Minimum value
Maximum value
Average
Language courses
$ 1500,00
$ 16000,00
$ 4868,30
High School
$ 4000,00
$ 78000,00
$ 14975,40
Graduation
$ 3100,00
$ 70000,00
$ 21764,20
Postgraduation
$ 6000,00
$ 120000,00
$ 25238,00
Vocation courses
$ 2000,00
$ 50000,00
$ 5823,50
Work programs
$ 1500,00
$ 15500,00
$ 6235,80
Q. Could you tell me what is the average investment per student in VALUES (dollars)? (STIMULATED AND MULTIPLE)
Most agencies send up to 300 students
It is noted stability in the amount of students. From the year 2008 until 2012, remains an approximate
average of 70% in sending up to 300 students. When analyzed by associates agencies and not associates
there is no difference in the volume of students.
2008
2009
2010
2011
2012
Base 61
Base 61
Base 62
Base 70
Base 73
Up to 100
41,0%
34,4%
30,7%
34,3%
30,1%
101 to 200
24,0%
26,2%
22,6%
20,0%
23,3%
201 to 300
6,6%
13,1%
17,7%
8,6%
11,0%
301 to 500
13,1%
9,8%
11,3%
17,1%
16,4%
501 to 1000
4,9%
8,2%
8,1%
10,0%
9,6%
1001 to 2000
4,9%
3,3%
4,8%
4,3%
2,7%
3001 to 5500
3,3%
3,3%
3,2%
4,3%
5,5%
5. 500 or
more
1,6%
1,6%
1,6%
1,4%
1,4%
Q. On average, how many students were sent abroad in 2011? And in 2012?
YEAR
BASE
62
(PROVIDED
DATA)
2010
71
(SAMPLE)
96
(UNIVERSE)
74
(PROVIDED
DATA)
2012
81
(SAMPLE)
95
(UNIVERSE)
Number of
students sent
Average of
students sent
Investment
78.852
1.271
U$ 546.074.427
85.890
1.209
U$ 594.814.748
167.432
1.775
U$ 1.159.516.829
98.617
1.332
U$ 576.663.425
116.565
1.439
U$ 681.614.449
175.763
1.870
U$ 1.027.775.065
Canada wins with languages course, high
school, vocation course and work programs
HIGH SCHOOL
LANGUAGES COURSE
WIN
60,0%
11,3%
10,0%
8,8%
6,3%
1,3%
1,3%
1,3%
Canada
USA
UK
Ireland
Australia
South Africa
New Zeland
Do not know
WIN
LOST
USA
UK
Australia
New Zealand
Canada
South Africa
Spain
Ireland
Italy
Do not apply
Do not know
38,8%
25,1%
8,8%
6,3%
5,0%
2,5%
2,5%
1,3%
1,3%
2,5%
8,5%
Canada
USA
New Zealand
Australia
UK
Do not apply
Do not know
Canada
USA
Ireland
Australia
South Africa
Do not apply
Do not know
WIN
LOST
22,5%
18,8%
21,3%
7,5%
1,3%
6,3%
22,5%
UK
USA
Australia
Canada
Ireland
Germany
Do not apply
Do not know
42,5%
25,0%
11,3%
5,0%
2,5%
3,8%
8,8%
USA
Australia
UK
New Zealand
Canada
Germany
Spain
Switzerland
Do not apply
Do not know
46,3%
11,3%
8,8%
5,0%
2,5%
1,3%
1,3%
1,3%
3,8%
18,8%
VOCATION COURSE
WORK RELATED PROGRAMS
WIN
LOST
26,3%
20,0%
6,3%
5,0%
5,0%
1,3%
6,3%
29,6%
Base: 80
Q. Thinking in the last decade, which country won more students (read each modality type)? (SPONTANEOUS AND
ONLY ONE PER LINE)
Canada
UK
USA
South Africa
Ireland
Do not apply
Do not know
LOST
37,5%
26,3%
25,0%
2,5%
1,3%
2,6%
6,3%
USA
UK
Australia
New Zealand
Canada
South Africa
Germany
Spain
No country
Do not apply
Do not know
32,5%
16,3%
6,3%
5,0%
2,5%
1,3%
1,3%
1,3%
18,8%
1,3%
13,8%
USA wins with graduation and
postgraduation
POSTGRADUATION
GRADUATION
WIN
USA
Canada
UK
Australia
Spain
Switzerland
Do not apply
Do not know
WIN
LOST
32,6%
11,3%
6,3%
3,8%
1,3%
1,3%
6,6%
36,3%
USA
UK
Canada
Australia
New Zealand
No country
Do not apply
Do not know
13,8%
13,8%
3,8%
2,5%
2,5%
10,0%
6,3%
47,5%
Base: 80
Q. Thinking in the last decade, which country won more students (read each modality type)? (SPONTANEOUS AND
ONLY ONE PER LINE)
USA
UK
Canada
Australia
Spain
Switzerland
Do not apply
Do not know
LOST
27,5%
15,0%
8,8%
3,8%
3,8%
2,5%
6,3%
32,6%
USA
UK
Canada
Australia
France
Ireland
No country
Do not apply
Do not know
18,8%
15,0%
2,5%
2,5%
1,3%
1,3%
10,0%
6,3%
42,5%
Canada, France and Spain still being the
preference for learning languages
66,3%
60,6%
Canadá
Canada
17,5%
21,1%
15,0%
15,5%
Estados USA
Unidos
Reino Unido
UK
Australia
Austrália
1,3%
Irlanda
Ireland
2,8%
2013
2011
82,5%
76,1%
França
France
Canadá
Canada
Do notNão
know
sabe
13,8%
16,9%
3,8%
7,0%
2013
2011
65,0%
71,8%
Espanha
Spain
Argentina
Argentina
Chile
Chile
Do not know
Do nottrabalha
work
Não/Sabe/Não
Chile
Peru
Comparing the data from
2011 and 2013, the three
countries most wanted to
learn English, French and
Spanish, remain the
same.
23,8%
19,7%
1,3%
2,8%
8,8%
1,3%
2013
2011
Q. Today, what is the main destination for students who want to study English? / Q. And what is the main destination for those who want to learn French? /
Q. And who wants to learn Spanish? (SPONTANEOUS AND UNIQUE)
Class C: new market opportunity
Today
the Cclass
C looking
for education
programs
abroad
Hoje
a classe
procura
programas
de educação
no exterior
Concorda
totalmente
Totally
agree
76,3%
92,0%
Partially
agree
Concorda
parcialmente
Discorda parcialmente
Partially disagree
Discorda totalmente
Disagree
Do not
Nãoknow
sabe
16,3%
2,5%
3,8%
1,3%
Hoje os programas de intercâmbio esão mais acessíveis para a classe C
Today the exchange programs are more accessible to class C
Concorda
totalmente
Totally
agree
70,0%
88,8%
Concorda
parcialmente
Partially
agree
18,8%
Discorda
parcialmente
Partially
disagree
Discorda totalmente
Disagree
8,8%
2,5%
Q. To finish I will read a few sentences and I would like you say if you agree or disagree with each one. (STIMULATED AND ONLY IN LINE)
Base:80
Internet expands the access
A internet facilitou o acesso direto dos estudantes para realizar
The internet has facilitated
the direct access of students
intercâmbio
to perform an exchange program
When asked about the easy offer by
the internet to the students interested
in planning an exchange program, over
95% of the respondents realized this
scenario (strongly agree + partially
agree).
Totally
agree
Concorda
totalmente
70,0%
Concorda
parcialmente
Partially
agree
26,3%
Partially
disagree
Discorda
parcialmente
1,3%
Discorda totalmente
Disagree
2,5%
Base:80
The business for the next years will be
successful
75,0%
POSITIVE
ASPECTS
31,3%
NEGATIVE
ASPECTS
Q. Thinking about the future, how is the development of business in the international education market? (MULTIPLE AND SPONTANEOUS)
7,5%
NEUTRAL
ASPECTS
Base:80
Positive and negative aspects
Investment in professional
career
Increase in demand for
language courses
Popularization of the
exchange programs
The internet can disrupt the
market
Market stability
Economic stability
Purchasing power
of the class C
Q. Thinking about the future, how it is the development of business in the international education market? (MULTIPLE AND SPONTANEOUS)
Base:80
Conclusions
• The market of the educational and cultural travel organizers in Brazil remains
concentrated , a limited number of agencies are responsible in a large part of
sending students abroad.
• With the information collected is estimated that the market moved
U$1,027,775,065 in 2012.
• Most exchange agencies are formed by micro and small companies, with up to 10
employees.
• The class C has a growing market share, is the new public of the exchange agencies.
• The predominant age range of the exchange students is 18 to 30 years old.
• Canada appears as the most preferred destination of students and as the country
that won in various types of courses
Conclusions
• There is a traditional choice when the student choose a country to learn a
language. Canada, France and Spain dominate in preference
• Malta, South Africa and China were the new countries of destination of students in
2012
• Course language is the most popular, and according to the data collected, it can
expand its market share
• The internet can be combined as a way to publicize the agencies, but can also
threatens the services offered by the companies due to facilitate the access of
students to conduct their own travels.
• The perspectives for the market are positive and promise an increase in business
for the exchange agencies.
BELTA
BELTA
•
Non-profit civil society, founded in 1992
•
1st association into the International Education field in Latin America
•
Congregates 72 members
•
Covered by Regional Coordinators all over Brazil
•
New members admission: upon demonstration of integrity before the market and
a conduct in accordance to the Social Statute and association’s Code of Ethics
•
Associated companies are committed to acquainting, promoting, intermediating
and executing education and exchange program services in Brazil and overseas
•
Partnership with Embratur and Ministry of Tourism
BELTA
STM Language Star Awards
Winner for five time the Agency
Association by STM (Study
Travel Magazine) Language Star
Awards and had enter to Hall
of Fame
MARANHÃO (1)
Via Mundo
PIAUÍ (1)
Embarque Educacional
RIO GRANDE DO NORTE (1)
Cia do Intercâmbio
CEARÁ (1)
International Center
MINAS GERAIS (10)
Beth Coutinho
Central do Estudante
DMP
ETC
FIT
IEP
Intervip
Master Exchange
Number One
Upgrade
SALVADOR (1)
BEX
ESPÍRITO SANTO (1)
IE
RIO DE JANEIRO (4)
AFS
CP4
ICCE
International Schools
GOIÁS (2)
Aiusa/Inter-Brasil
High Connections
48 Belta associates
Around 600 agencies in Brazil
90% of the Brazilian market
SANTA CATARINA (3)
Cultural Adventure
Intercultural
Travelmate
CURITIBA (2)
Improvement
World Study
SÃO PAULO (21)
ABC International
BIL
BOS
CI
Cultural Global
Education Abroad
EF
Experimento
Friends in the World
Intercâmbio Connexion
Intercâmbio Global
Just Intercâmbios
London Connexion
Moinho Traveller
Mundial Intercâmbio
SIS
STB
Study N’Travel
This Way
Upward
Yázigi Travel
BELTA
Belta Magazine
(EI! Magazine)
•Associate’s Profiles and
Information
•30,000 copies distributed
for free plus online version
•Targeted for final clients and
students all over Brazil
BELTA
Belta Online – www.belta.org.br
•35,000 visits per month
•31,000 registered users
BELTA
Feira do Intercambista - 2013
March 02, 03 - 14th edition
São Paulo - Brazil
THANK YOU
Carlos Robles
[email protected]
www.belta.org.br
+55 11 2638-9663
Descargar

Slide 1