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Status:
South Africa 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 South Africa survey: 7
• Total number of students at the organisations in 2008: 3,615
• Total number of student weeks in 2008, estimated: 36,873
• Overall average length of stay in weeks: 8.3
• Average cost of a one-month course, excluding accommodation: R4,655 (US$635)
• Average cost of residential accommodation per week: R1,165 (US$159)
• Average cost of host family accommodation per week: R1,362 (US$186)
• Average commission paid on a language course: 11
• Four of the institutions profiled paid commission on accommodation
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| Means of recruiting students in South Africa 2008 |
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Intensity of study (hours studied per week) |
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Internet 11%
Agents 53%
Local bookings 27%
Other means 9%
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From 18 to 30 hours per week
Average = 23.5 hours
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Total marketing spend by sector in %
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Marketing budget by region (overall %)
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Publicity costs 33%
Agency costs 29%
Travel costs 38%
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W Europe 19%
C&E Europe 17%
Asia 16%
Middle East 10%
Latin America 23%
Africa 15%
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| Top student nationalities in South Africa by student weeks, 2008 |
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1. Brazilian 14%
2. Korean 14%
3. German 10%
4. Swiss 8%
5. Saudi Arabian 6%
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6. Chinese 5%
7. Turkish 5%
8. Angolan 4%
9. French 3%
10. Mozambizan 2%
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| Student numbers by age range |
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8-11 0.2%
12-15 0.8%
16-18 10%
19-24 41%
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25-30 27%
30-50 18%
50+ 3% |
| Observations |
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| • Brazilian students zoomed up the nationality stakes this year, in our survey which actually canvassed two fewer schools than last year. They went from seventh position to first position this year, while previous top-spot holders, the Germans, were in third position. Koreans were second-most populous this year while Chinese slipped down the league table.
• There was a higher average intensity of study recorded this year; 23.5 hours per week up from 19.7, while the overall average length of stay remained consistent with last year, 8.3 weeks compared with 8.1 weeks.
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• The proportion of students by age range remained very similar year on year, with slightly more 19-to-24 year olds, up to 41 per cent.
• Student recruitment via agencies remained important, up from 50 per cent to represent 53 per cent of total student intake. Local bookings remained the second-most important source of referrals.
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Thank you to the following institutions for taking part in our Status survey:
EC, Cape Town; Interlink School of Languages, Cape Town; Nelson Mandela Metropolitan University, Port Elizabeth; South African School of English, Cape Town; Good Hope Studies, Cape Town; Wits Language School, Johannesburg; LAL Cape Town, Cape Town.
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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