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Status:
USA 2008
The Status survey is a venture by Language Travel Magazine that aims to gather specific market data about all of the main language teaching markets in the world. Through our initiative, it is now possible to compare world market statistics.
If you would like to see the complete breakdown of data, please click here. Thanks to all the schools that contribute valuable data - confidentially - to help us produce this market information.
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| Key points |
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• Number of participating organisations in the USA survey: 22
• Total number of students at the organisations in 2008: 20,089
• Total number of student weeks in 2008, estimated: 301,335
• Overall average length of stay in weeks: 15
• Average cost of a one-month course, excluding accommodation: US$1,250
• Average cost of residential accommodation per week: US$259
• Average cost of host family accommodation per week: US$249
• Average commission paid on a language course: 14
• None of the institutions profiled paid commission on accommodation
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| Means of recruiting students in the USA 2008 |
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Intensity of study (hours studied per week) |
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Agents 41%
Local bookings 16%
Internet 16%
Other means 27%
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From10 to 30 hours per week
Average = 20 hours
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Total marketing spend by sector in %
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Marketing budget by region (overall %)
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Agency costs 21%
Travel costs 19%
Publicity costs 60%
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Asia 47%
North America 16.5%
Latin America 13%
W Europe 11%
C&E Europe 6.5%
Middle East 5%
Africa 1%
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| Top student nationalities in the USA by student weeks, 2008 |
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1. Korean 23%
2. Japanese 13%
3. Italian 6%
3. Taiwanese 6%
3. Chinese 6%
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6. Swiss 5%
6. Saudi Arabian 5%
8. Spanish 4%
8. French 4%
8. German 4%
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| Student numbers by age range |
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8-11 1%
12-15 6%
16-18 28%
19-24 39%
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25-30 16%
30-50 7%
50+ 3% |
| Observations |
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• Italian students broke up the Asian contingent this year by stealing into third position with a six per cent share of the nationality mix. However, Koreans (with 23 per cent) and Japanese (with 13 per cent) continune to dominate the proceedings.
• The average cost of a one-month course had risen only very slightly since our previous Status survey of the USA, from US$1,189 to US$1,250. There were three fewer institutions polled in this year’s survey, compared with our previous report. |
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• Surveyed schools reported that a majority of their marketing budget was spent on agency commission (18 per cent) and agent magazines (17 per cent) this year, while 47 per cent of all marketing campaigns were conducted in Asia, followed by North America with 16.5 per cent and 13 per cent on the Latin American market.
• Average length of stay increased from 12.1 weeks to 15 weeks in 2008.
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Thank you to the following institutions for taking part in our Status survey: Avila University, Kansas City, MO; California State University, American Language and Culture Institute, San Marcos, CA; Western Michigan University (CELCIS), Kalamazoo, MI; Central Washington University, Ellensburg, WA; EC Boston, MA; EC San Diego, CA; Eastern Mennonite University, Harrisonburg, VA; English for Internationals, Roswell, GA; English Language Center, Boston, MA; English Language Center, Los Angeles, CA; English Language Institute, San Francisco, CA; The Hun School of Princeton, Princeton, NJ; Rennert, New York, NY; The Language Academy, Fort Lauderdale, FL; University at Albany, Albany, NY; University of California San Diego, La Jolla, CA; University of Kansas Applied English Center, Lawrence, KS; University of Washington, Seattle, WA; Utah State University, Intensive English Language Institute, Logan, UT; San Diego State University, San Diego, CA; University of Illinois at Urbana-Champaign, Urbana, IL; Syracuse University ELI, Syracuse, NY; California State University Bakersfield, Bakersfield, CA; Texas A & M International University, Laredo, TX.
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Contact any advertiser in the this issue now
The following language schools, associations and accommodation providers advertised in the latest edition of Language Travel Magazine. If you would like more information on any of these advertisers, tick the relevant boxes, fill out your details and send.
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