Market report Q1 2020 - English UKMarket report Q1 2020 SAMPLE 02 Q1 2020 | QUARTERL INTELLIGENCE...

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Market report

Q1 2020

SAMPLE

Q1 2020 | QUARTERLY INTELLIGENCE COHORT 02

Prepared on behalf of:

English UK47 Brunswick Court, Tanner Street, London SE1 3LH, UK | +44 20 7608 7960www.englishuk.com | [email protected]

Prepared by:

BONARDSalztorgasse 2, 1010 Vienna, Austria | +43 650 612 4527www.bonard.com | [email protected]

Copyright © 2020 ENGLISH UK

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Market insight is crucial for business success, and English UK is committed to supporting members by providing better and faster information.

The Quarterly Intelligence Cohort (QUIC) introduces features not available in our existing annual student statistics reports.

QUIC provides in-depth, quarterly analysis of the UK English language teaching (ELT) industry’s source markets. The full reports are available only to QUIC members, who can use them to benchmark their performance and monitor market trends. An executive summary is made publicly available.

Added value has been achieved through the outsourcing of data processing and subsequent analysis to BONARD (formerly StudentMarketing), an independent market research firm and UNWTO Affiliate Member. BONARD is also a member of ESOMAR World Research. Two-tiered data validation and reporting to international research standards means that the market intelligence is more exact, more precise, and therefore more reliable than ever before. Members can be confident in the robustness of this quarter one (Q1) report and its value in helping them make well-informed, time-critical business decisions just weeks after the quarter’s end.

In addition to the quantitative expansion of the sample, last year we were also implementing a new historical comparative analysis of overall figures and breakdowns by source country, reflecting on feedback from the previous year.

Further enhancements in the provision of sectoral, regional and provider-type breakdowns are shared with QUIC members in the form of the accompanying pivot tables. These are supplied to members in a user-friendly way to offer them more granular intelligence and benchmarks tailored to their organisation.

Note: Data is provided in student weeks, defined as one student taking 10 or more teacher-taught hours in one week. Those studying fewer hours are excluded from the calculations.

Q1 2020Introduction

03

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Q1 2020 | QUARTERLY INTELLIGENCE COHORT

Table 1QUIC region summary

Note: Wales was merged with Central England, as not enough member centres from this region are participating in QUIC at the moment. Similarly, Northern Ireland was merged with Scotland.

LondonSouth and South Eastern EnglandNorthern EnglandSouth West England and The Channel IslandsEastern EnglandScotland and Northern IrelandCentral England and WalesTotal

10553322

30

33%17%17%10%10%7%7%

100.0%

10,0004,0004,5004,0004,0002,0001,500

30,000

33%13%15%13%13%7%5%

100.0%

RegionNo.

of returns Proportion of returns

Total weeks

Market share

Σ

n=29 centres

04

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Q1 2020 Overview

Q1 2019Q1 2020

30,000

35,000

20,000

20,000

10,000

15,000

PeriodTotal

weeksJuniorweeks

Adult weeks

33%

43%

67%

57%

% %

Change -14% +0% +10%

Juniors

Adults

Chart 1Student weeks by age group

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Note: Any students under the age of 18 who are studying on courses for adults are recorded as ‘adult’ (the course type overrides the date of birth of the student).

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n=29 centres

05

Q1 2020 Overview

Individual

Group

Chart 3Student weeks by booking type

Chart 2Student weeks by booking source

Commissionable

Non-commissionable

Q1 2019Q1 2020

PeriodCommissioned

weeksNon-commissioned

weeks

79%

79%

21%

21%



Note: ‘Group’ is defined as at least two students travelling and studying on the same itinerary.

n=29 centres

Q1 2019Q1 2020

PeriodIndividualbookings

Groupbookings

79%

79%

21%

21%

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Q1 2020 Overview

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General English

Summer/Winter Camp

EAP

Chart 4Student weeks by junior course types

General English

Business & Professional English

English Plus

EAP

ESP

One-to-one

Teacher Development

Chart 5Student weeks by adult course types

n= 29 centres

Q1 2019Q1 2020

90,000100,000

6,3007,000

5,8506,500

PeriodGeneral English

Business & Prof. English

EnglishPlus

Change +10% +10% +10%

3,6004,000

2,7003,000

9001,000

EAP ESPOne-to-

One

+10%

450500

TeacherDevelopment

+10%+10% +10%

Q1 2019Q1 2020

10,00020,000

7,00014,000

5,00010,000

PeriodGeneral English

Summer/Winter Camp EAP

Change +100% +100% +100%

Adults

Juniors

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Q1 2020 OverviewChart 6Student weeks by age group and source country (top 20 markets)

Adults

Juniors

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0 4,000 8,000 12,000 16,000 20,000 24,000 28,000

Saudi Arabia

Italy

South Korea

Brazil

China

Japan

Turkey

Spain

France

Switzerland

Kuwait

Oman

Colombia

Argentina

Thailand

Russia

Taiwan

Germany

Chile

Peru

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Q1 2020Age Segments

1234567891011121314151617181920212223242526272829

AlbaniaAlgeriaAngolaArgentinaArmeniaAustraliaAustriaAzerbaijanBahrainBelarusBelgiumBoliviaBosnia and HerzegovinaBrazilBulgariaCambodiaCanadaChileChinaColombiaCosta RicaCroatiaCyprusCzech RepublicDenmarkEcuadorEgyptEstoniaFinland

10 7 3

Table 2Student weeks by source country (ranked by total student weeks) and age group

+5 +4 +1

Table 2 features:• Overall data – performance of source markets based on statistics collected in Q1 2020 from the entire sample of QUIC membership (30);• Like-to-like comparison – year-on-year benchmark for each age segment, based on data from centres reporting in both Q1 2019 and Q1 2020 (29 centres) for a

more accurate assessment of source market performance trends.

Source countryRankTotal

weeksJuniorweeks

Adult weeks

Σ

% % %

Overall data (n=30 centres)Q1 2020

Like-to-like comparison (n=29 centres) Q1 2019 vs. Q1 2020 change

AdultJuniorTotal

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Q1 2020Age SegmentsTable 3Top source countries of junior students by student weeks and their market share

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Rank %

Saudi ArabiaItalySouth KoreaTurkeyChinaFranceBrazilSpainJapanSwitzerlandColombiaRussiaKuwaitArgentinaThailandOmanTaiwanGermanyMexicoPeruOther

20,00020,00018,00014,00010,0008,5008,0006,0006,0005,6005,0004,0004,0003,0002,0002,0001,8001,400400200

2,000

14.1%14.1%12.7%9.9%7.0%6.0%5.6%4.2%4.2%3.9%3.5%2.8%2.8%2.1%1.4%1.4%1.3%1.0%0.3%0.1%1.4%

WeeksSource country

Note: Percentages do not add up to 100% due to rounding.

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Q1 2020Age SegmentsTable 4Top source countries of adult students by student weeks and their market share


15.0%15.0%15.0%15.0%7.5%7.5%4.3%3.0%2.2%2.1%1.5%1.5%1.3%1.3%1.2%1.0%0.7%0.7%0.6%0.6%3.0%

%WeeksSource country

10,00010,00010,00010,0005,0005,0002,9002,0001,5001,4001,0001,000900899800649500456400400

2,000

1234567891011121314151617181920

Rank


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Q1 2020Booking Sources

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Table 5Student weeks by booking source (ranked by total student weeks)

70% 30% 80% 20%

Table 5 displays:• Overall data based on statistics collected in Q1 2020 from the entire sample of QUIC membership (30);• Like-to-like comparison based on data from centres reporting in both Q1 2019 and Q1 2020 (29 centres) for a more accurate assessment of source market

performance trends.

Source countryRankCommissioned

weeksNon-commissioned

weeks


Like-to-like comparison (n=29 centres) Q1 2019 vs. Q1 2020

NCC C

80%

80%

80%

80%

80%

80%

80%

80%

80%

80%

80%

80%

80%

80%

80%

80%

80%

80%

80%

80%

80%

80%

80%

80%

80%

80%

80%

80%

80%

20%

20%

20%

20%

20%

20%

20%

20%

20%

20%

20%

20%

20%

20%

20%

20%

20%

20%

20%

20%

20%

20%

20%

20%

20%

20%

20%

20%

20%

NC

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Q1 2020Booking SourcesTable 6Top source countries of commissionable bookings by student weeks and their market share

1234567891011121314151617181920

Rank %


10,00010,00010,00010,0005,0005,0002,9002,0001,5001,4001,0001,000900899800649500456400400

2,000

15.0%15.0%15.0%15.0%7.5%7.5%4.3%3.0%2.2%2.1%1.5%1.5%1.3%1.3%1.2%1.0%0.7%0.7%0.6%0.6%3.0%

Source country

Weeks

Note: Figures of student weeks were rounded and do not add up to the total sum of commissionable student weeks.

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Q1 2020Booking SourcesTable 7Top source countries of non-commissionable bookings by student weeks and their market share

1234567891011121314151617181920

Rank %


20,00020,00018,00014,00010,0008,5008,0006,0006,0005,6005,0004,0004,0003,0002,0002,0001,8001,400400200

2,000

14.1%14.1%12.7%9.9%7.0%6.0%5.6%4.2%4.2%3.9%3.5%2.8%2.8%2.1%1.4%1.4%1.3%1.0%0.3%0.1%1.4%

Source country Weeks

Note: Percentages do not add up to 100% due to rounding. Figures of student weeks were rounded and do not add up to the total sum of non-commissionable student weeks.

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Q1 2020Booking TypesTable 8Student weeks by source country (ranked by total student weeks) and booking type

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Table 8 displays:• Overall data based on statistics collected in Q1 2020 from the entire sample of QUIC membership (30);• Like-to-like comparison based on data from centres reporting in both Q1 2019 and Q1 2020 (29 centres) for a more accurate assessment of source

market performance trends.

Source countryRankIndividual bookings

Groupbookings


Like-to-like comparison (n=29 centres) Q1 2019 vs. Q1 2020

GRIND IND

70% 30% 80%80%

80%

80%

80%

80%

80%

80%

80%

80%

80%

80%

80%

80%

80%

80%

80%

80%

80%

80%

80%

80%

80%

80%

80%

80%

80%

80%

80%

80%

20%

20%

20%

20%

20%

20%

20%

20%

20%

20%

20%

20%

20%

20%

20%

20%

20%

20%

20%

20%

20%

20%

20%

20%

20%

20%

20%

20%

20%

GR

20%

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Q1 2020Booking TypesTable 9Top source countries of individual bookings by student weeks and their market share

1234567891011121314151617181920

Rank %


20,00020,00014,00010,0004,0008,0008,5006,0006,0005,6005,0004,0003,5003,0002,00018,0001,8001,400400200

2,000

13.9%13.9%9.8%7.0%2.8%5.6%5.9%4.2%4.2%3.9%3.5%2.8%2.4%2.1%1.4%

12.6%1.3%1.0%0.3%0.1%1.4%

Source country

Weeks

Note: Percentages do not add up to 100% due to rounding. Figures of student weeks were rounded and do not add up to the total sum of individual student weeks.

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Q1 2020Booking TypesTable 10Top source countries of group bookings by student weeks and their market share

1234567891011121314151617181920

Rank %


20,00020,00014,00010,0004,0008,0008,5006,0006,0005,6005,0004,0003,5003,0002,00018,0001,8001,400400200

2,000

13.9%13.9%9.8%7.0%2.8%5.6%5.9%4.2%4.2%3.9%3.5%2.8%2.4%2.1%1.4%

12.6%1.3%1.0%0.3%0.1%1.4%

Source country

Weeks


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Q1 2020Programme Data

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100 40 50 10 9 9

Table 11Student weeks by source country (ranked by total student weeks) and course type

Juniors Adults

Source countryRankEnglish

PlusBusiness &

Prof. EnglishGeneral English

General English

One-to-OneESPEAP

Summer/Winter Camp EAP

80 8 12

Table 11 displays overall data based on statistics collected in Q1 2020 from the entire sample of QUIC membership (30).

Teacher Development

1

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Rank

Chart 7Junior and adult student weeks by region

Q1 2020Regional Analysis

SCOTLAND AND NORTHERN IRELAND

SOUTH WEST ENGLAND AND THE CHANNEL ISLANDS

NORTHERN ENGLAND

SOUTH AND SOUTH EASTERN ENGLAND

LONDONCENTRAL ENGLAND

AND WALES

EASTERN ENGLAND

20%80%

20%80%

20%80%

20%80%

20%80%

20%80%

20%80%



8,0002,000

8,0002,000

8,0002,000

8,0002,000

8,0002,000

8,0002,000

8,0002,000

Shares

%%#

#

Total weeks

JuniorsAdults

Note: Figures of student weeks were rounded and do not add up to the total sum of student weeks per region in Table 1.

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%

Q1 2020Regional Analysis

Chart 8Commissionable and non-commissionable student weeks by region



SCOTLAND AND NORTHERN IRELAND

SOUTH WEST ENGLAND AND THE CHANNEL ISLANDS

NORTHERN ENGLAND

SOUTH AND SOUTH EASTERN ENGLAND

LONDONCENTRAL ENGLAND

AND WALES

EASTERN ENGLAND

20%80%

20%80%

20%80%

20%80%

20%80%

20%80%

20%80%

8,000 2,000

8,000 2,000

8,000 2,000

8,0002,000

8,0002,000

8,0002,000

8,0002,000

Shares

%%#

#

Total weeks

CommissionableNon-commissionable

Note: Figures of student weeks were rounded and do not add up to the total sum of student weeks per region in Table 1.

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Q1 2020Programme DataTable 13Top source countries by junior course type, student weeks and their market share

12345678910

Rank

Saudi ArabiaItaly

South KoreaTurkeyChinaFranceBrazilSpainJapan

SwitzerlandOther

18.7%18.7%13.1%9.3%3.7%7.5%7.9%5.6%5.6%5.2%4.7%

%

Saudi ArabiaItaly


SwitzerlandOther

20,00020,00014,00010,0004,0008,0008,5006,0006,0005,6005,000

18.7%18.7%13.1%9.3%3.7%7.5%7.9%5.6%5.6%5.2%4.7%

WeeksGeneral English %WeeksSummer/Winter Camp

20,00020,00014,00010,0004,0008,0008,5006,0006,0005,6005,000

%

Saudi ArabiaItaly


SwitzerlandOther

20,00020,00014,00010,0004,0008,0008,5006,0006,0005,6005,000

18.7%18.7%13.1%9.3%3.7%7.5%7.9%5.6%5.6%5.2%4.7%

WeeksEAP

Note: Percentages do not add up to 100% due to rounding. Figures of student weeks were rounded and do not add up to the total sum of student weeks by course type in Table 11.

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Q1 2020Programme DataTable 14Top source countries by adult course type, student weeks and their market share

12345678910

Saudi ArabiaItaly


SwitzerlandOther

18.7%18.7%13.1%9.3%3.7%7.5%7.9%5.6%5.6%5.2%4.7%

20,00020,00014,00010,0004,0008,0008,5006,0006,0005,6005,000

Saudi ArabiaItaly


SwitzerlandOther

18.7%18.7%13.1%9.3%3.7%7.5%7.9%5.6%5.6%5.2%4.7%

20,00020,00014,00010,0004,0008,0008,5006,0006,0005,6005,000

Saudi ArabiaItaly


SwitzerlandOther

20,00020,00014,00010,0004,0008,0008,5006,0006,0005,6005,000

18.7%18.7%13.1%9.3%3.7%7.5%7.9%5.6%5.6%5.2%4.7%

Rank %WeeksEAP %WeeksESP %WeeksOne-to-One

Saudi ArabiaItaly


SwitzerlandOther

18.7%18.7%13.1%9.3%3.7%7.5%7.9%5.6%5.6%5.2%4.7%

20,00020,00014,00010,0004,0008,0008,5006,0006,0005,6005,000

%WeeksTeacher

Development

12345678910

Saudi ArabiaItaly


SwitzerlandOther

18.7%18.7%13.1%9.3%3.7%7.5%7.9%5.6%5.6%5.2%4.7%

20,00020,00014,00010,0004,0008,0008,5006,0006,0005,6005,000

Saudi ArabiaItaly


SwitzerlandOther

18.7%18.7%13.1%9.3%3.7%7.5%7.9%5.6%5.6%5.2%4.7%

20,00020,00014,00010,0004,0008,0008,5006,0006,0005,6005,000

Saudi ArabiaItaly


SwitzerlandOther

20,00020,00014,00010,0004,0008,0008,5006,0006,0005,6005,000

18.7%18.7%13.1%9.3%3.7%7.5%7.9%5.6%5.6%5.2%4.7%

Rank %WeeksGeneral English %WeeksBusiness & Prof. English %WeeksEnglish Plus


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Table 15Top source countries by region and their market share (student weeks)

Q1 2020 Regional Analysis

12345678910

Rank

South and South Eastern England

Saudi ArabiaItaly


SwitzerlandOther

18.7%18.7%13.1%9.3%3.7%7.5%7.9%5.6%5.6%5.2%4.7%

%

London %

Saudi ArabiaItaly


SwitzerlandOther

18.7%18.7%13.1%9.3%3.7%7.5%7.9%5.6%5.6%5.2%4.7%

Northern England %

Saudi ArabiaItaly


SwitzerlandOther

18.7%18.7%13.1%9.3%3.7%7.5%7.9%5.6%5.6%5.2%4.7%

12345678910

Saudi ArabiaItaly


SwitzerlandOther

Rank

Eastern England

18.7%18.7%13.1%9.3%3.7%7.5%7.9%5.6%5.6%5.2%4.7%

%

South West England and The Channel Islands %

Saudi ArabiaItaly


SwitzerlandOther

18.7%18.7%13.1%9.3%3.7%7.5%7.9%5.6%5.6%5.2%4.7%

Scotland and Northern Ireland %

Saudi ArabiaItaly


SwitzerlandOther

18.7%18.7%13.1%9.3%3.7%7.5%7.9%5.6%5.6%5.2%4.7%

Central England and Wales %

Saudi ArabiaItaly


SwitzerlandOther

18.7%18.7%13.1%9.3%3.7%7.5%7.9%5.6%5.6%5.2%4.7%


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Q1 2020 Regional AnalysisTable 16Student weeks by region and course type and their market share

Juniors

Region

LondonSouth and South Eastern EnglandNorthern EnglandSouth West England and The Channel IslandsEastern EnglandScotland and Northern IrelandCentral England and Wales

Adults

Region

LondonSouth and South Eastern EnglandNorthern EnglandSouth West England and The Channel IslandsEastern EnglandScotland and Northern IrelandCentral England and Wales

General English

50,00040,00043,0008,0007,0006,0001,000

Business & Prof. English

9002004005001005030

EAP

2,0003,0001,000

5070

100300

ESP

500300430200100100100

Teacher Development

90807060405030

EnglishPlus

40030050

20010050

100

One-to-One

1001703040601010

General English

4,0003,4002,0001,7002,000800500

EAP

40405020302020

Summer/Winter Camp

80050030020050010050

0.2%

0.2%

0.2%

0.7%

0.5%

0.8%

1.9%

0.2%

0.4%

0.1%

0.4%

0.8%

0.2%

0.6%

0.9%

0.7%

1.0%

2.2%

1.3%

1.6%

6.4%

3.7%

6.8%

2.2%

0.6%

0.9%

1.6%

19.1%

0.7%

0.7%

0.1%

2.2%

1.3%

0.8%

6.4%

1.7%

0.5%

0.9%

5.5%

1.3%

0.8%

1.9%

92.6%

90.8%

95.6%

88.4%

93.7%

94.3%

63.7%

0.8%

1.0%

2.1%

1.0%

1.2%

2.2%

3.5%

16.5%

12.7%

12.8%

10.4%

19.8%

10.9%

8.8%

82.6%

86.3%

85.1%

88.5%

79.1%

87.0%

87.7%


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Q1 2020QUIC participants

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