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 Over 1,000 completed online surveys with students at over 30 institutions Mobile SQUARED provided analysis of mobile usage amongst year group Iconic mobile researched every native app published in HE and FE during 2011

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?

Increased mobile usage within year old market There is a 99% mobile subscription rate amongst the 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

Top line results – free apps in HE and FE sectors

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 th Form Colleges The FE Sector published 77 apps across the stores The majority of these apps were very recruitment focussed

HE Sector - breakdown

Type of app split by sector

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

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’

Students like apps! From our survey, students use their mobile handsets least for making calls or , 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

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

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

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