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The Mobile Report

This research report explores the evolving usage of mobile technology among students in Higher Education (HE) and Further Education (FE) sectors, following a comprehensive analysis of over 1,000 student surveys and interviews with more than 50 institutions. Key findings reveal a rapid rise in smartphone ownership and app downloads, with significant demand for improved mobile engagement by universities and colleges. The report highlights student preferences for communication via mobile, the functionality of educational apps, and the importance of user experience in advancing mobile strategies for educational 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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