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Status:
USA 2009
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 US survey: 11
• Total number of students at the organisations in 2009: 15,241
• Total number of student weeks in 2009, estimated: 193,560
• Overall average length of stay in weeks: 12.7
• Average cost of a one-month course, excluding accommodation: US$1,236
• Average cost of residential accommodation per week: US$165
• Average cost of host family accommodation per week: US$184
• Average commission paid on a language course: 14
• One of the institutions profiled paid commission on accommodation
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| Means of recruiting students in the USA 2009 |
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Intensity of study (hours studied per week) |
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Agents 23%
Internet 19%
Local bookings 11%
Other means 47%
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From 16.5 to 25 hours per week
Average = 21 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 28%
Publicity costs 57%
Travel costs 15%
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Asia 40%
Latin America 21%
W Europe 13%
C&E Europe 9%
North America 8%
Middle East 8%
Africa 1%
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| Top student nationalities in the USA by student weeks, 2009 |
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1. Japanese 21%
2. Korean 21%
3. Saudi Arabian 9%
4. Thai 5%
5. Chinese 5%
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6. Mexican 4%
7. Turkish 3%
8. Brazilian 3%
9. Spanish 3%
10. Taiwanese 3%
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| Student numbers by age range |
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8-11 0%
12-15 2%
16-18 9%
19-24 38%
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25-30 43%
30-50 7%
50+ 1% |
| Observations |
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| • The institutions that took part in our Status Survey on the USA for 2009 reported a greater number of students between the ages of 25 and 30 years, when compared with last year’s survey (see LTM, August 2009, page 52). In 2009, 43 per cent were in this age bracket whereas previously, 16 per cent fell into this category.
• The number of Japanese students at US institutions increased this year making up 21 per cent of the total student body, compared with 13 per cent previously. This figure meant that Japanese students were joint top with the Koreans. It should also be noted that Libyans and Colombians were well represented making up three per cent each alongside, Turkish, Brazilian, Spanish and Taiwanese students.
• Agents accounted for just 23 per cent of student recruitment in our current survey, a decrease on last year’s 41 per cent. However, agency costs had increased from 21 per cent of the marketing budget to 28 per cent.
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Thank you to the following institutions for taking part in our Status survey:
ALPS Language School, Seattle, WA; Ashland University, Ashland, OH; Auburn University Intensive English Program, Auburn, AL; California State University San Marcos, American Language and Culture Institute, San Marcos, CA; Interlink Language Centers, Golden, CO; Julian Krinsky Camps & Programs (Haverford College), King of Prussia, PA; Geos North American Language Schools, various; Language Consultants International, Denver, CO; Bridge English, Denver, CO; University of Maryland, English Language Center, Baltimore, MD; University of Pittsburgh, English Language Institute, Pittsburgh, PA.
Status Survey statistics are based on figures supplied by a selection of individual schools. Not all survey respondents answered every question in the survey. Figures are, in some cases, rounded up or down to the nearest whole. All information is treated with the strictest confidence.
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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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