December 2003 issue

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Agency Survey
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Status Survey

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Status: USA 2002

The Status survey is a venture by Language Travel Magazine, 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 USA survey: 22

Total no. of students at in 2002: 8,248 students

Total no. of student weeks in 2002, estimated: 123,720 weeks

Overall average length of stay: 15 weeks

Average cost of a one-month course, excluding accommodation: US$798

Average cost of residential accommodation per week: US$188

Average cost of host family accommodation per week: US$200

Average commission paid on a language course: 13.6 per cent (from 0 to 25)

Two institutions paid commission on accommodation (of 10 or 15 per cent)

Means of recruiting students in USA, 2002 Intensity of study (hours studied per week)
Other means 36%
Agents 22%
Internet 22%
Local bookings 20%
From 15 to 72
Overall average = 23

Top student nationalities in USA by student weeks, 2002
Japanese 30.5%
Korean 20.2%
Swiss 6.3%
Taiwanese 5.2%
USA 4.9%
Mexican 3.5%
Brazilian 3.4%
Venezuelan 2.1%
Chinese 1.7%
Italian 1.7%

Student numbers by age range
8-11, 0.1%
12-15, 0.8%
16-18, 6.5%
19-24, 48.3%
25-30, 31.2%
31-50, 10.5%
51+, 2.6%

Japanese and Korean students continue to dominate the nationality spread of students in the US, with similar market share to our 2001 survey.

Swiss students were in number-three position this year, although their market share was only 1% higher than last year, while Brazilians dropped from third-largest nationality to number seven this year, representing just 3.4% of students, from 7.3% in 2001.

Average prices for four weeks of English language tuition dropped slightly on the price in last year's survey by almost US$150, to an average of US$798.

The percentage of students that were recruited by agents decreased from an overall 33 per cent in 2001 to 22 per cent this year. The USA remains one of the markets least reliant on agencies for bookings, according to our Status surveys.

Thank you to the following institutions for taking part in our Status survey:
AF International School of Languages, Los Angeles, CA; American English Institute, University of Oregon, Eugene, OR; Beverley Hills International School of Languages, Los Angeles, CA; Bridge-Linguatec, Denver, CO; California State University, American Culture and Language Program, Los Angeles, CA; Center for English Language Learning, Maryville, TN; College of Marin, Intensive English Program, Novato, CA; Conversa Language Center, Cincinnati, OH; Diplomatic langauge Services, Inc. English Language Institute, Arlington, VA; English Language Institute, Corvallis, OR; English Language Institute of Virginia Tech, Blacksburg, VA; English Language Institute, University of Tennessee, Knoxville, TN; Fulton-Montgomery Community College State University of New York, Johnstown, NY; Intensive English Institute, Urbana, IL; The New England School of English, Boston, MA; North Dakota State University, Fargo, ND; St. Mary's College of California, Moraga, CA; San Francisco Institute of English, San Francisco, CA; Seattle Language Academy, Seattle, WA; Shane Global Village, Honolulu, HI; South Seattle Community College, Seattle, WA; University of California, San Diego, CA.
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