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January 2004 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: Germany 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 Germany survey: 9

Total no. of students in 2002: 17,616

Total no. of student weeks in 2002, estimated: 193,776

Overall average length of stay in weeks: 11

Average cost of a one-month course, excluding accommodation: U507 (US$582)

Average cost of residential accommodation per week: U113 (US$130)

Average cost of host family accommodation per week: U178 (US$205)

Average commission paid on a language course: 16 per cent (from 0 to 25)

Six institutions paid commission on accommodation (of five to 15 per cent)


Means of recruiting students in Germany, 2002 Intensity of study (hours studied per week)
Agents 35.5%
Local bookings 25.5%
Internet 21%
Other means 18%
From 16 to 27.1
Overall average = 22.3

Top student nationalities in Germany by student weeks, 2002
Italian 9.1%
Chinese 8.9%
Japanese 7%
Spanish 6.6%
Swiss 6%
US 5.2%
Russian 4.7%
French 3.7%
Korean 3%
Polish 2.4%

Student numbers by age range
8-11, 1.4%
12-15, 2.5%
16-18, 10.6%
19-24, 37.5%
25-30, 35.9%
31-50, 10.4%
51+, 1.7%

Observations
The percentage of student enrolments accounted for by 'local bookings' remains quite high across German language schools, at 25.5%. Although this figure is lower than the 50% figure recorded last year, it remains high compared with many other markets.

Germany seems to be one of the most generous markets when it comes to paying commission on accommodation. Two-thirds of our survey respondents offered a commission payment, ranging between five and 15 per cent.

Chinese students figured more prominently this year in the nationality mix, taking second place in the league table. And Italian students occupied the number-one spot, up from position six.

The average length of stay increased from 7 weeks to 11 weeks, possibly due to more long-term Chinese students.



Thank you to the following institutions for taking part in our Status survey:
BSI Private Sprachenschule, Berlin; BWS Germanlingua, Munich; Carl Duisberg Centren, various; Did deutsch institut, various; Die Neue Schule, Berlin; Fremdsprachenforum, Cologne; GLS Sprachenzentrum, Berlin; Horizonte, Regensburg; Anglo-German Institute, Stuttgart.
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