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August 2003 issue

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Agency Survey
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Special Report
Market Report
Course Guide
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City Focus
Status

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Status: Australia 2002

The Status survey is a venture by Language Travel Magazine, in collaboration with the Association of Language Travel Organisations (Alto), which gathers specific market data about all of the main language teaching markets in the world. For the first time, it is possible to compare world market statistics. 

If you would like to see the complete breakdown of data, including marketing spend per region and marketing budget analysis, and you are an agent (or a school that has completed or intends to complete the Status survey), please send us an email containing 'Status survey web address' in the subject heading. We will then forward the web address to you.

Key points
No. of participating organisations in the Australian survey: 25

Total no. of students in 2002: 31,621

Total no. of student weeks in 2002, estimated: 474,315

Overall average length of stay in weeks: 15

Average cost of a one-month course, excluding accomm: AUS$1,038 (US$684)

Average cost of residential accommodation per week: AUS$160 (US$105)

Average cost of host family accommodation per week: AUS$189 (US$124)

Average commission paid on a language course: 20 per cent (from 15 to 22.5)

No institutions paid commission on accommodation


Means of recruiting students Intensity of study (hours studied per week)
Agents 70%
Local bookings 13%
Other means 12.75%
Internet 4.25%
From 20 to 28.75
Overall average = 24

Top student nationalities in Australia by student weeks, 2002
Japanese 20.4%
Chinese
18.3%
Korean
17.6%
Swiss
7.4%
Taiwanese
6.2%
Thai 5.9%
Hong Kong
4.3%
Brazilian
4%
French
1.8%
German
1.7%

Student numbers by age range
8-11, 0.4%
12-15, 2.2%
16-18, 11.9%
19-24, 49.8%
25-30, 28.3%
31-50, 6.9%
51+, 0.5%

Observations
The student weeks estimated across the sample of schools in our survey represent almost one third of the total estimated student weeks for the Australian market in 2002 (see pages 26-30).

Compared with the results of our 2001 Status survey, the average length of stay has increased from 12.9 weeks to 15 weeks.

Prices remain comparable, with just residential

accommodation - at AUS$160 per week - slightly higher than the AUS$122 recorded in 2001.

The percentage of business that came from agents increased from an overall 56 per cent in 2001 to 70 per cent this year.

The spread of business across age ranges was again very similar to last year, with the 25-to-30 year old age group gaining five per cent market share.


Examples of seasonal student intake in Australia by nationality and quarter
Japanese
1-13-40%
14-26-24%
27-39-19%
40-52-17%

Korean
1-13-30%
14-26-23%
27-39-30%
40-52-17%

Taiwanese
1-13-54%
14-26-22%
27-39-15%
40-52-9%

Chinese
1-13-29%
14-26-42%
27-39-14%
40-52-15%

Thai
1-13-34%
14-26-41%
27-39-15%
40-52-10%

Hong Kong
1-13-50%
14-26-13%
27-39-8%
40-52-29%



Thank you to the following institutions for taking part in our Status survey:
ACL, Sydney; Alexander Language School, Perth; Aspect ILA, Sydney; Anutech Education Centre, Canberra; Australian College of English, Sydney; Burleigh Heads Language Centre, Gold Coast; Central Queensland University Language Centre, North Rockhampton; Centre for English Language at the University of South Australia (CELUSA), Adelaide; Clayfield College, Brisbane; Edith Cowan University International English Centre, Claremont; Embassy CES, Brisbane; Geos Melbourne College of English, Melbourne; Geos St Mark's International College, Sydney; La Trobe University Bendigo Language Centre, Bendigo; Macquarie University NCELTR, Sydney; Pacific Gateway International College, Brisbane; Perth International College of English, Perth; Phoenix English Language Academy, Perth; Queensland College of English, Brisbane; SA Adelaide Language Centre, Adelaide; Sydney English Language Centre, Sydney; Sydney West International College (SWIC), Sydney; Tafe NSW Sydney Institute, Sydney; Universal SGV, Sydney; University of Western Australia Centre for English Language Teaching, Perth.
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