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Status:
USA 2006
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The Status survey gathers specific market data about all of the main language teaching markets in the world. Through this initiative, it is now possible to compare world market statistics, a summary of which will be published in the March 2008 issue.
If you would like to see the complete breakdown of data, please visit www.hothousemedia.com/statuszone/ltmstatus/latest.htm where this information is available. Thanks to all the schools that contribute valuable data - confidentially - to help us produce this market information.
| Key points |
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Number of participating organisations in the USA survey: 17
Total number of students at the organisations in 2006: 12,473
Total number of student weeks in 2006, estimated: 249,460
Overall average length of stay in weeks: 20
Average cost of a one-month course, excluding accommodation: US$1,214
Average cost of residential accommodation per week: US$254
Average cost of host family accommodation per week: US$283
Average commission paid on a language course: 17.5 per cent (from 15 to 30)
No institutions paid commission on accommodation
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Means of recruiting students in the USA, 2006
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Intensity of study (hours studied per week) |
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Other means 41% Internet 25% Agents 24%
Local bookings 10%
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From 15 to 25.
Overall average = 22 |
Total marketing spend by sector in %
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Marketing budget by region (overall %)
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Publicity costs 34%
Travel costs 34%
Agency costs 32%
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Asia 52%
Latin America 23%
W Europe 12%
C&E Europe 7%
Middle East 3%
Africa 1%
Australasia 1%
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| Top student nationalities in the UK by student weeks, 2006 |
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Korean 26.9%
Japanese 14.4%
Saudi Arabian 10.9%
Taiwanese 10.6%
Brazilian 7.2%
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Chinese 4.8%
Turkish 3%
Thai 1.9%
Colombian 1.8%
Italian 1.4%
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| Student numbers by age range |
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8-11, 0%
12-15, 5%
16-18, 7%
19-24, 50%
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25-30, 24%
31-50, 13%
51+, 1% |
| Observations |
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• Agent usage as a means of recruiting new students represents almost a quarter of the total recruitment sector. It stands at 24 per cent this year as opposed to 21 per cent in 2005. Meanwhile, agency costs make up 32 per cent of the sector’s total marketing spend, two per cent less than last year.
• The number of 16-to-18 year olds studying in the USA has dropped to just seven per cent.
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• The average cost of a one-month course excluding accommodation, has risen by nearly US$300. Students get more for their money though, as the overall average number of hours studied per week now stands at 22 – two hours more than in 2005.
• Asian students still dominate the market and Korean and Japanese students remain the top nationalities.
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Thank you to the following institutions for taking part in our Status survey:
Aspect, various; Bridge-Linguatec, Denver, CO; Cultural Center for Language Studies (CCLS), Miami, FL; Diplomatic Language Services, Arlington, VA; English Language Academy, Santa Ana College, Santa Ana, CA; English Language Institute, University of Bridgeport, Bridgeport, CT; English Language Institute, Illinois State University, Normal, IL; English Language Institute, Oregon State University, Corvallis, OR; Fulton-Montgomery Community College, Johnstown, NY; Maryville College, Center for English Language Learning, Maryville, TN; Salem State College, Salem, MA; University of California, San Diego Extension, International Programs, La Jolla, CA; University of Pennsylvania English Language Programs, Philadelphia, PA.
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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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