understanding generation g -...

16/10/2013

Australian International Education Conference 2013 www.aiec.idp.com 1

Understanding

Generation G

Robert Lawrence

Prospect Research and Marketing

What follows Gen Y?


16/10/2013


Gen Y

All about me, me and meProspect Research and Marketing

UK Sunday Times, August 2012

Or i?


So could Gen Y become Gen MY?

Or why?

16/10/2013


Or G.

Generation G.

Generation GlobalProspect Research and Marketing

Global citizens

One journey is rarely completed

without another one planned

Receptive to challenges, fights

causes, protects the

environment, value family

Influence of multiculturalism in

broadening perspectives.

Gen G caresMany committed to global

humanitarian causes

Socially responsible

They volunteer

Travel has a purpose

Pragmatically and practically

find solutions

Fearless travellers

Create own opportunities

Project nomads

Foods of the world

Classic Generation G

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Portability

Flexibility

Recognition

Practical

Opportunities

Employment

Attitudes

We don’t care so much about money, we care about opportunities

We want to move from one job to another, so we want to collect stepping stones to empower ourselves

We are a more creative generation

There’s real pressure to take opportunities and gather experiences all of the time

All I want is to live out of a suitcase with the bare necessities

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Social conscience is now part of youth culture

We are all engaged with different societies

We’ve grown up in a globalised world

We know what’s going on everywhere, all of the time

Society

We’re hyper-connected

Facebook exposes us to lots of ideas, it’s become a visual novel

We cannot commit anything to memory, we have to photo everything and then download it to achieve one-upmanship

Engagement

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Sample


September 22nd to October 5th 2013

2013

819 Domestic

undergraduates

761 International

undergraduates

312 Domestic PGCW

306 International PGCW

268 Domestic graduates

2011 -2012

293 International

graduates 2011 -2012

Sample

31 universities

117 lines of enquiry

21.9% of DOM aged 17-19

32.5% of DOM aged 20-21

Business / Commerce 18% (29.4%)

Law 12.3% (2.4%)

Health Sciences 11.8% (8.8%)

Arts 10.5% (5.3%)

IT / Computer Science 5.3% (12.9%)

Engineering 3.9% (9.4%)


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Fields of study

0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00%

Business / Commerce

Health Sciences

Information Technology / Computer Science

Arts

Law

Medicine

Engineering

OTHER

Environmental Sciences

Media / Communications

Pharmacy

Design

Management

Natural / Physical Sciences

Education

International Studies / International Relations

Humanities

Languages

Planning

Architecture

Performing Arts

International Students Australian Students

International audiences


16/10/2013


3.6% of students have a

parent who studied for

a degree in Australia

Singapore 10%

Malaysia 7.8%

Indonesia 4.9%

Undergraduates: 5.9%

Family purchase patterns


Average rental per week:

213.44 ($208.17 in 2012)

Average weekly living

costs: $128.15 ($131.35 in

2012)

23.7% own a car

Expenses


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51.6% work part-

time (50.2% in 2012)

Average hours worked: 12.05

Average hourly rate: $22.39

($20.90)

Part-time employment


Father: 3.6%

Mother: 9.1%

Both parents: 16.3%

Average stay 18.3

days

55.9% stayed with student

14.6% stayed in a three to five

star hotel

9.2% stayed in a budget hotel

Visitors in past year


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Gen G for Global

Formulating impressions: Australian

insights



Individual attainments and accomplishments

0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00% 45.00% 50.00%

First aid certificate

School leadership position

Academic scholarship (university)

Community Service recognition / award

Academic scholarship (school)

Duke of Edinburgh Bronze / Silver

University prize

School captain

Duke of Edinburgh Gold

International Baccalaureate Diploma

Australian Students

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Individual attainments and accomplishments

0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00%

First aid certificate

School leadership position

Academic scholarship (university)

Duke of Edinburgh Bronze / Silver

Community Service recognition / award

University prize

Academic scholarship (school)

School captain

International Baccalaureate Diploma

Duke of Edinburgh Gold

Did NOT articipate in an Overseas Study Tour / Exchange at school

Participated in an Overseas Study Tour / Exchange at school

34% of domestic undergraduates

participated in a study tour /

exchange at school


have lived for more than three

months in another country


have participated in a mobility

programme at university


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Countries where students participated in study tours and

exchanges whilst at school

0.00% 2.00% 4.00% 6.00% 8.00% 10.00% 12.00% 14.00% 16.00% 18.00%

Japan

France

UK

USA

Malaysia

China

Germany

Italy

Canada

South Africa

Sweden

Switzerland

Hong Kong

The Netherlands

India

Indonesia

Greece

Turkey

South Korea

Australian Students


Languages spoken to a reasonable standard

0.00% 2.00% 4.00% 6.00% 8.00% 10.00% 12.00%

French

Cantonese

Mandarin

German

Japanese

Spanish

Vietnamese

Indonesia

Italian

Greek

Korean

Portuguese

Russian

Thai

Australian Students

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Languages which students would be interested in learning

in future

0.00% 5.00% 10.00% 15.00% 20.00% 25.00%

Spanish

French

Mandarin

Japanese

German

Italian

Cantonese

NONE

Arabic

Korean

Portuguese

Indonesia

Russian

Thai

OTHERS



Voluntary activities which students regularly participate in

0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00%

None

Youth work

Sports coaching / assistance

Conservation

Childcare

Red Shield / collections

Homeless / shelters

Lifesaving

Aged care

Libraries

Animal rescue

Meal preparation / delivery

Emergency services

Scouting

St Johns Ambulance


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15.4% of Australian students have

participated in a voluntary activity

abroad

43% Teaching

27% Animals and habitats

21% Orphanages

14% Home constructions

13% Human Rights

10% Development


Mobility programmes


16/10/2013


22% of Australian students in the

survey have participated in a mobility

programme as a university student

Of the remainder. 37.4% of Australian

students and 21.6% of international

students are considering a mobility

programme



Benefits of participating in a mobility programme

0.00% 5.00% 10.00%15.00%20.00%25.00%30.00%35.00%40.00%45.00%50.00%

An opportunity to explore another country

Access to different ways of thinking

Awareness of a different culture

Immersion into a different society

Building new networks / friendship groups

Improved language competency

Improved employment outcomes

Independence

Exposure to a different university environment

Learning in another education system


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The main reasons cited by the rest for NOT participating in a

mobility programme at university

0.00% 10.00%20.00%30.00%40.00%50.00%60.00%70.00%80.00%

Cost

Do not wish to disrupt studies

Employment commitments / do not want to lose job

Separation from partner

No secondary language skills

Accommodation concerns

Family commitments

Different education system

Fear of loneliness

Safety worries

Dependent family

Health issues

Lacking confidence to travel

Don't enjoy travelling



The country which those students considering a mobility

programme would select

0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00%

USA UK

Japan France China

Italy Sweden

Germany

Spain Canada

India

Singapore South Africa

Cambodia

Switzerland Russia

Mexico

The Netherlands Brazil

Colombia

Finland South Korea

Peru

Chile New Zealand

Ireland

Hong Kong Norway Turkey

Indonesia Egypt

Malaysia

Vietnam


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How those students considering a mobility programme

believe they would most personally benefit

0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00%

Exposure to a different way of learning

Improved language skills

Greater understanding of a different culture

A break without deferring studies

Maturity

Self-confidence

Way of standing out from other students

Access to courses not available at home

New friendships / networks

Sense of self-achievement

Something to discuss at job interviews



The countries which students would most like to visit within

five years of graduating

0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00% 45.00% 50.00%

UK

USA

Japan

Germany

France

Canada

Italy

Brazil

New Zealand

Spain

Hong Kong

India

Sweden

China

Norway

Greece

South Africa

Ireland

Argentina

Switzerland

The Netherlands

Egypt

Finland

South Korea

Thailand

Turkey

Mexico

Peru

Singapore

Vietnam

Cambodia


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Previous exposure


37.3% had visited

Australia before

studying (37.1% 2012)

(Singapore 81%, Malaysia 53%,

HK 55%, Indonesia 42%)

Past travel

Holiday with family: 55.1%

Visit family: 22.6%

Visit friends: 13.2%

Study tour: 9.4%

Holiday with friends: 7.5%

Visit places to study: 6.8%

Attend a graduation: 5.3%

During the last visit,

38.1% visited the place

where they are

studying

(2011: 36%)

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18.1% have a sibling

who has studied or is

studying in Australia

(2011 17.6%, 2012 18.5%)

Family purchase patterns

74% of siblings are

studying in the same city


30.7% of siblings are

studying at the same

university

23.8% of students and

29.2% of graduates

have close family

permanently residing

in the destination city

Choosing the university


16/10/2013



High and low levels of importance attributed by Australian

students when choosing their university

0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00%

Reputation for employment outcomes

Courses partly taught by industry professionals

Ranking of the university

Industry / work experience opportunities

The course has a strong practical component

Courses partly taught by industry professionals

Opportunity to participate in an exchange

Impressions of university from Open Day

Closest university to my home

Knowing friends at the university

Impressions of the university gained from Facebook, YouTube, etc.

Very low importance Very high importance


High and low levels of importance attributed by international

students when choosing their university

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

Ranking ofthe university

The coursehas a strong

practicalcomponent

Ranking ofthe course

Coursespartly taughtby industry

professionals

Strongrecognition ofthe university

back home

Directpathway intothe university

/ course

Knowingfriends whohave studied

at theuniversity

Friendsstudying at

the university

Impressionsof the

universitygained fromFacebook,You Tube,

etc.

Very high importance Very low importance

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The most attractive pathway into university

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

45.00%

College on thecampus of my

intendeduniversity

College in myhome country

Entirely onlinepathway

programme

Half online andhalf at college in

my home country

Intensivesummer school inmy home country

plus online

Off campuscollege in the

centre of the citywhere I wish to

study

International students


The factors which make a great university to study in

0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% 90.00%

Study facilities

Reputation of academics

Sense of community

International university connections

Central location

Large library

Peaceful environment

Lots of extra-curricular activities

Strong research environment

Events

Recreational facilities

Gardens and landscape

Beautiful buildings

Food courts

On campus accommodation

Central quadrangle


16/10/2013


Sources of information



Where international students FIRST learned about studyin in

Australia

0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00%

Agent

Internet

Friends who studied in Australia

IDP

Exhibition

Family who studied in Australia

Family who live in Australia

Google search

Friends who live in Australia

Newspaper article or advert

Conference

School counsellor

Teacher at school

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Cross referencing secondary information sources:

37.1% Google Maps

34.7% Local accommodation websites

24.7% Google images

20.6% A tourism website

10.6% You Tube clips

12.9% Facebook of existing students in Australia


Overall performance


16/10/2013



How students would rate their own performance against key criteria

(very high)

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

Communicationskills

Evidence ofleadership andorganisational

skills

Technologyskills

Internationaltravel

experiences

High academicresults

Workexperience

Participation inextra-curricular

activities

Secondlanguage

Australian Students International Students


How students would rate their own performance against key criteria

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

90.00%

Internationaltravel

experiences

Communicationskills

Evidence ofleadership andorganisational

skills

High academicresults

Participation inextra-curricular

activities

Workexperience

Technologyskills

Secondlanguage

Participated in a mobility program me at University NOT participated in a mobility programme at University

16/10/2013



For international students, very high and low levels of satisfaction

against a range of criteria

0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00%

Access to university / institution facilities and services

The overall quality of education

Recognition of Australian degrees

The relevance of Australian education to employment

Access to entertainment and leisure options in Australia

The practical nature of Australian education

The overall experience of living in Australia

The community's awareness of international students

Accommodation quality

Future career opportunities in Australia

Access to part-time employment

Very low satisfaction Very high satisfaction

Employability is on

everyone’s lips


16/10/2013



The selection attributes which students believe future

employers consider as very high importance

0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% 90.00%100.00%

Communication skills

Work experience related to your degree

Leadership skills

Evidence of teamwork

Technology skills

General work experience

Academic results

Participation in extra-curricular activities

Subjects studied on the course

Second language

Voluntary work

An international exchange experience



The selection attributes which Australian students believe

future employers consider: EXCHANGE EXPERIENCE

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

Participated inan OverseasStudy Tour /Exchange at

school

Did NOTarticipate in anOverseas StudyTour / Exchange

at school

Lived in anothercountry for more

than 3 months

NOT lived inanother countryfor more than 3

months

Participated in amobility programme at University

NOT participatedin a mobility

programme atUniversity

16/10/2013



The selection attributes which Australian students believe

future employers consider: A SECOND LANGUAGE

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

Participated inan OverseasStudy Tour /Exchange at

school

Did NOTarticipate in anOverseas StudyTour / Exchange

at school

Lived in anothercountry for more

than 3 months

NOT lived inanother countryfor more than 3

months

Participated in amobility programme at University

NOT participatedin a mobility

programme atUniversity


The type of organisation which students most aspire to work in

0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00%

Australian Government entity (e.g. Health, Education)

Multinational

Small to medium sized Australian enterprise

Large Australian corporation

Don't know

OTHER

My own start-up business

Asian corporation

Small to medium sized foreign enterprise

Family business


16/10/2013



The strongest two attributes which students can offer a future employer

0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00%

High academic standards

Interpersonal communications

Teamwork

Creative / lateral thinking

Work experience

Leadership

Written communications

Global perspective

Intercultural communications

Customer-facing skills

Travel experiences

Multi-tasking

Presentation / public-speaking skills

Technology skills

Project management

Community service

Debating



The strongest two attributes which students can offer a future employer

0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00%

Interpersonal communications

Global perspective

Intercultural communications

Travel experiences

High academic standards

Written communications

Leadership

Creative / lateral thinking

Teamwork

Work experience

Multi-tasking

Presentation / public-speaking skills

Project management

Customer-facing skills

Community service

Technology skills

Debating

NOT participated in a mobility programme at University

Participated in a mobility program me at University

16/10/2013



When determing future career outcomes, the factors awarded a very

high level of importance

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

90.00%

100.00%

Passion forthe field

Make adifference to

the world

Long-term jobsecurity

InternationalopportunitieS

High earningpotential

Opportunitiesto build

internationalnetworks

Highlychallengingsituations

Studiousresearch

environment

Familypreferences

A corporateenvironment

Australian Students International Students

55.7% of Australian students want to work in Australia

after they graduate and 24.6% want to work in another

country.


16/10/2013



Those who said another country the country they would choose

0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00% 45.00%

UK

USA

Germany

Canada

Japan

The Netherlands

China

France

Hong Kong

Singapore

Spain

Cambodia

India

South Korea

Thailand

Argentina

Brazil

Chile

Indonesia

Italy

New Zealand

Vietnam

Malaysia



Confidence in securing various graduate outcomes:

GRADUATE EMPLOYMENT

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

AustralianStudents

InternationalStudents

Not at allconfident

Not confident

Neutral

Reasonablyconfident

Extremelyconfident

16/10/2013




HIGH ACADEMIC RESULTS

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Australian Students InternationalStudents

Not at allconfident

Not confident

Neutral

Reasonablyconfident

Extremelyconfident



MAXIMISING MY STUDY EXPERIENCE

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

AustralianStudents


Not at allconfident

Not confident

Neutral

Reasonablyconfident

Extremelyconfident

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AN INTERNSHIP OR INDUSTRY PLACEMENT

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

AustralianStudents


Not at all confident

Not confident

Neutral

Reasonablyconfident

Extremelyconfident



FINDING A CAREER I WILL ENJOY

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

AustralianStudents


Not at all confident

Not confident

Neutral

Reasonablyconfident

Extremely confident

16/10/2013




OBTANING PRACTICAL WORKPLACE SKILLS THROUGH MY STUDIES

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

AustralianStudents


Not at allconfident

Not confident

Neutral

Reasonablyconfident

Extremelyconfident



CREATING AN ATTRACTIVE AND DIVERSE RESUME

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

AustralianStudents


Not at allconfident

Not confident

Neutral

Reasonablyconfident

Extremelyconfident

16/10/2013




HAVING A DEGREE THAT EMPLOYERS WILL RECOGNISE

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

AustralianStudents


Not at allconfident

Not confident

Neutral

Reasonablyconfident

Extremelyconfident



OBTAINING USEFUL WORK EXPERIENCE

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

AustralianStudents


Not at allconfident

Not confident

Neutral

Reasonablyconfident

Extremelyconfident

16/10/2013




0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

90.00%

Having aqualification

thatemployers

will recognise

Maximisingmy study

experience

Creating anattractive anddiverse CV /

resume

Achieving highacademic

results

Finding acareer I will

enjoy

Obtaininguseful workexperience

Obtainingpractical

workplaceskills through

my studies

Findingsuitablegraduate

employment

Securing aninternship or

industryplacement

Participated in a mobility program me at University NOT participated in a mobility programme at University


Willingness to support future promotiional activities

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Join your institution's alumni association

Act as a mentor for newly arriving students in your city

Provide assistance at pre-departure briefings in your homecountry

Act as a city ambassador back in your home countr

Provide support at Australian promotional events whereyou are now living

Definitely yes Yes Maybe No Definitely no

16/10/2013


Generation G

One journey never completed without another one planned

They are actively engaged in travel, voluntary work etc.

Their perspectives are global

The word is portability

Life is a kitbag of experiences, opportunities and

capabilities

Conclusions


From mid-November

research.com.au

[email protected]

understanding generation g -...

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