2012 education trends through eyes learners

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Google Confidential Education Trends through the Eyes of Your Customer a Tracing the Learner’s Digital Journey 1

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2012 Education Trends Through Eyes Learners

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Page 1: 2012 Education Trends Through Eyes Learners

Google Confidential

Education Trends through the Eyes of Your Customer a Tracing the Learner’s Digital Journey

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Page 2: 2012 Education Trends Through Eyes Learners

Google Confidential

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Sources Used

Education Clickstream Study •  Compete, Q3 2011 Google Search Data Education Brand Perceptions Study •  Ipsos OTX, Q3 2011

Page 3: 2012 Education Trends Through Eyes Learners

Google Confidential

Methodology

Education Clickstream Study (Compete, U.S., Q3 2011) •  Used 2M-person panel to analyze education website visitation, engagement •  Conversion events include apply online, register for an open house, request

info, contact us, register a profile •  Additional online survey amongst those who researched or applied to a higher

education institution in past 6 months, N=680, (Sept-Oct 2011)

Google U.S. Search Data •  Internal search query data, indexed

Education Brand Perceptions Study (Ipsos OTX, U.S., Q3 2011) •  Objective: to understand public perceptions of higher education schools &

measure the impact of online advertising on perceptions •  Perceptions measured via online survey, then used test & control groups to

analyze impact of online advertising •  n=2,400 US residents (2,0000 prospective students, 400 HR decision makers)

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Google Search Data

Page 4: 2012 Education Trends Through Eyes Learners

Google Confidential

Agenda

1.  The Online Landscape for Education

2.  Tracing the Learner’s Journey

3.  Implications

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Page 5: 2012 Education Trends Through Eyes Learners

Google Confidential

In a Fast-Changing World, Education Still in High Demand Online

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Indexed Search Query Growth, Q1’10-Q1’12

Vocational

+70% Textbooks

+37%

Language Learning

+34% Distance Learning

+26% Source: US Education Search Analysis, Google Internal Data, 2012

Page 6: 2012 Education Trends Through Eyes Learners

Google Confidential

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education researchers never look to sources outside the Web.

1 in 4 Source: Compete, Inc U.S. Custom Education Study, Q3 2011

Page 7: 2012 Education Trends Through Eyes Learners

Google Confidential

The Web is present at the most critical of moments…

8 out of 10

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students apply online.

Source: Compete, Inc U.S. Custom Education Study, Q3 2011

Page 8: 2012 Education Trends Through Eyes Learners

Google Confidential

Demand is slipping through the cracks…

80% of Education search query paths end without a conversion.

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Source: Compete, Inc U.S. Custom Education Study, Q3 2011

Page 9: 2012 Education Trends Through Eyes Learners

Google Confidential

Tracing The Learner’s Journey

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Page 10: 2012 Education Trends Through Eyes Learners

Google Confidential

8 Elements of the Learner’s Journey

Learners embark

early on.

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Page 11: 2012 Education Trends Through Eyes Learners

Google Confidential

Learners First Meet Your Site Long Before Decision Time

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Distribution of first visits to brand website

arrive at least 2 weeks prior to conversion. 72%

Source: Compete, Inc U.S. Custom Education Study, Q3 2011

Page 12: 2012 Education Trends Through Eyes Learners

Google Confidential

The Learner’s Journey

Learners embark

early on.

Initially, they seek out general knowledge.

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Page 13: 2012 Education Trends Through Eyes Learners

Google Confidential

They Begin with an Open Mind

9 in 10 of education researchers don’t know which school they want to attend as they initiate their journey.

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Source: Compete, Inc U.S. Custom Education Study, Q3 2011

Page 14: 2012 Education Trends Through Eyes Learners

Google Confidential

They Look to Discover What’s Out There

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of query paths begin with a non-branded term. 83%

Source: Compete, Inc U.S. Custom Education Study, Q3 2011

Page 15: 2012 Education Trends Through Eyes Learners

Google Confidential

Many Journeys End at This Stage

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Most query paths (74%) end after only

1-2 search queries.

2/3 of these paths are

non-branded only.

Source: Compete, Inc U.S. Custom Education Study, Q3 2011

Page 16: 2012 Education Trends Through Eyes Learners

Google Confidential

The Learner’s Journey

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Learners embark

early on.

Initially, they seek out general knowledge.

They use multiple devices.

Page 17: 2012 Education Trends Through Eyes Learners

Google Confidential

Learners are Adopting a 3-Screen Approach

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Which devices did you use to conduct online research on education?

97% 33% 21% Source: Compete, Inc U.S. Custom Education Study, Q3 2011

Page 18: 2012 Education Trends Through Eyes Learners

Google Confidential

Mobile Not Just an On-The-Go Device

2 in 3 Mobile researchers use their mobile device at home when researching education.

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Source: Compete, Inc U.S. Custom Education Study, Q3 2011

Page 19: 2012 Education Trends Through Eyes Learners

Google Confidential

The Learner’s Journey

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Learners embark

early on.

Initially, they seek out general knowledge.

They use multiple devices.

Search paves their path.

Page 20: 2012 Education Trends Through Eyes Learners

Google Confidential

Search is Core to the Journey

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78% of converters on education websites are influenced by Search.

Source: Compete, Inc U.S. Custom Education Study, Q3 2011

Page 21: 2012 Education Trends Through Eyes Learners

Google Confidential

Learners Attest to the Value of Search

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search is reported the

#2 most used and #3 most useful

resource behind school websites and friends and family

Source: Compete, Inc U.S. Custom Education Study, Q3 2011

Page 22: 2012 Education Trends Through Eyes Learners

Google Confidential

They Search Across Devices

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EDU searches will be mobile in 2012

1 in 8

Source: Google US Education Search Analysis, 2012

Page 23: 2012 Education Trends Through Eyes Learners

Google Confidential

Influence of Search Continues to Grow

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14% increase in year over year search referrals to Education websites

Source: Compete, Inc U.S. Custom Education Study, Q3 2011

Page 24: 2012 Education Trends Through Eyes Learners

Google Confidential

The Learner’s Journey

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Learners embark

early on.

Initially, they seek out general knowledge.

They use multiple devices.

Search paves their path.

The path spans many sources.

Page 25: 2012 Education Trends Through Eyes Learners

Google Confidential

Learners Collect Information from Many Sources

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Resources Most Used by Prospective Students During Research Process

Family / Friends

64%

Social Networks

28%

Search Engines

70%

Ranking Sites

29% Mentor / Counselor

44%

Brochures

56% School Website

75%

Aggregators

46%

Source: Compete, Inc U.S. Custom Education Study, Q3 2011

Page 26: 2012 Education Trends Through Eyes Learners

Google Confidential

The Learner’s Journey

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Learners embark

early on. They use multiple devices.

Search paves their path.

The path spans many sources.

They form perceptions in new ways.

Initially, they seek out general knowledge.

Page 27: 2012 Education Trends Through Eyes Learners

Google Confidential

2of researchers who use video do so to understand specific features of a school

To Get to Know a School, Learners Look to Video

out of 3Source: Compete, Inc U.S. Custom Education Study, Q3 2011

Page 28: 2012 Education Trends Through Eyes Learners

Google Confidential

New Opinions & Perceptions Start to Form

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Lift in metrics/perceptions about a school after video ad exposure % Change in Exposed vs Control

Source: Brand Perceptions in Higher Education, ipsos OTX, commissioned by Google, Fall 2011 (US)

Page 29: 2012 Education Trends Through Eyes Learners

Google Confidential

Viewing Centers on YouTube, Your Website

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Top 2 websites used to watch education videos Prospective students who watch videos as part of their research process

62% 57% Higher Education Institution Websites

Source: Compete, Inc U.S. Custom Education Study, Q3 2011

Page 30: 2012 Education Trends Through Eyes Learners

Google Confidential

The Learner’s Journey

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Learners embark

early on.

Initially, they seek out general knowledge.

They use multiple devices.

Search paves their path.

The path spans many sources.

They form perceptions in new ways.

As they near decision, brands matter most.

Page 31: 2012 Education Trends Through Eyes Learners

Google Confidential

Brands Become Priority as Journey Progresses

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Branded queries more than double

from 120 days out to day of a conversion.

Source: Compete, Inc U.S. Custom Education Study, Q3 2011

Page 32: 2012 Education Trends Through Eyes Learners

Google Confidential

They Explore Brands in Various Ways

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Share of YouTube EDU Searches by Type

Source: U.S. Education Search Analysis 2012; Compete Inc U.S. Custom Education Clickstream Study, Q3 2011

Mobile Education Queries

62%

31%

7%

Brand General Program

Brands

Programs

General

Degrees

Page 33: 2012 Education Trends Through Eyes Learners

Google Confidential

They Consider Many Facets of a Brand Top factors considered when applying to a higher education Institution

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Other

7%

Affordability

60%

Reputable Professors

29%

Student Culture

26%

Location

58%

Friend/Family Attends

39%

Strong Alumni Network

13%

Reputation

49% Flexible Learning

50%

Source: Compete, Inc U.S. Custom Education Study, Q3 2011

Page 34: 2012 Education Trends Through Eyes Learners

Google Confidential

The Learner’s Journey

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Learners embark

early on.

Initially, they seek out general knowledge.

They use multiple devices.

Search paves their path.

The path spans many sources.

They form perceptions in new ways.

As they near decision, brands matter most.

They end highly informed.

Page 35: 2012 Education Trends Through Eyes Learners

Google Confidential

They’ve Done the Legwork By Decision Time Journeys that end in conversion most commonly have:

Search Queries

10 + Page Views

16 + Conversions

4

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Source: Compete, Inc U.S. Custom Education Study, Q3 2011

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Google Confidential

The Journey Has Changed the Mindset

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Conversion Rates by Level of Search Activity

Source: Compete, Inc U.S. Custom Education Study, Q3 2011

Page 37: 2012 Education Trends Through Eyes Learners

Google Confidential

The Learner’s Journey

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Learners embark

early on.

Initially, they seek out general knowledge.

They use multiple devices.

Search paves their path.

The path spans many sources.

They form perceptions in new ways.

As they near decision, brands matter most.

They end highly informed.

Page 38: 2012 Education Trends Through Eyes Learners

Google Confidential

What Does This Mean For You?

Don’t force every Learner down the same path. •  Tailor ad & landing page messaging to match the mindset

•  Extend attribution windows to understand how early engagement leads to conversion

•  Create engaging brand experience across all devices

•  Leverage the power of video to provide utility and shape perceptions

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