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The Mobile Report

Research into the usage of mobile amongst students in HE and FE sectors - An insight into the changing behaviour of young people towards mobile . The Mobile Report. Research Partners. 360 Education conducted telephone interviews and online surveys with over 50 institutions

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The Mobile Report

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  1. Research into the usage of mobile amongst students in HE and FE sectors-An insight into the changing behaviour of young people towards mobile The Mobile Report

  2. Research Partners • 360 Education conducted telephone interviews and online surveys with over 50 institutions • Over 1,000 completed online surveys with students at over 30 institutions • Mobile SQUARED provided analysis of mobile usage amongst 15-24 year group • Iconic mobile researched every native app published in HE and FE during 2011

  3. Our objectives • To review all the student focussed mobile activity aimed at students through the stores • Ascertain the level of further investment from Universities and Colleges during 2012 and beyond • Do students know these apps exist and if yes, do they use them, like them and how do they feel they improve their student experience?

  4. Increased mobile usage within 15 -24 year old market • There is a 99% mobile subscription rate amongst the 15-24 group, with 2,621,830 subscribers in 2011 • Smartphone ownership rose from 5.6 million in 2010 to 9.3 million at the end of 2011, a 40% increase • Android became the handset of choice within this age group with over 30% market share • Mobile SQUARED predict smartphones will have a 75% market penetration in this age group by 2015

  5. Top line results – free apps in HE and FE sectors

  6. Free apps published Higher Education • We surveyed 161 HEIs • Nearly 50% of all HEIs published a free student mobile app during 2011, compared to only 6 published during the whole of 2010 • Mix of engagement and recruitment Further Education • We surveyed 321 FE Colleges and 111 6th Form Colleges • The FE Sector published 77 apps across the stores • The majority of these apps were very recruitment focussed

  7. HE Sector - breakdown

  8. Type of app split by sector

  9. Functionality and ratings Higher Education • Student engagement apps • Campus Maps, Place finder, Timetables, Staff Directory, News • Library Loans, PC availability, Moodle, Friend locator • Average rating of 3.5 stars on iPhone Further Education • Student recruitment apps • Course search, Open Days, Campus Maps • Pocket Guide • Student Life • Very little integrated functionality • Average rating of 4 stars on iPhone

  10. Do Universities and Colleges want to engage more on mobile? • We asked marketers in HE and FE what their objectives were for mobile • Without doubt, institutions wants to integrate mobile into student life in a seamless fashion • They have embraced apps, but in 2012 there was a big shift to responsive design to enable more optimised mobile experience • ‘Write the Pr brief for your mobile app before developing it’

  11. Students like apps! • From our survey, students use their mobile handsets least for making calls or email, but use them most for text and apps • Two thirds of University students had downloaded their institution app with only just over half in the College sector • 80% had visited the app more than once • More than half the students surveyed didn’t know their institution had an app where one already existed

  12. Summary • Similarities between HE and FE sectors • Smartphone usage is rising rapidly amongst both sectors • Students have a culture of using their handsets for texting, surfing the web and downloading apps • They currently see their experience of using the University or College website on mobile as satisfactory • If they were aware an app was available, only two thirds have downloaded it even though it is free

  13. Summary • Both College and University students would welcome more communication via mobile at ALL stages of their application process, even before joining the institution • University and College students tend to use the Facebook app rather than the mobile site • University students tend to be larger purchasers of smartphones • 62% of College students hope to go to University, so their habits on mobile can be expected to change through their student life experience

  14. In Conclusion • Interestingly for Graduate recruiters, there is already a culture emerging for students to embrace ‘branded’ corporate apps, from their institution • User experience is vital. A bad student experience will lead to the app being deleted • Think hard about what your app will deliver and how you introduce your company brand to the target market • If they know it is there, students will download it and engage with it

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