- 5 月至 6 月，高等教育领域的广告支出猛增 19
- 在争夺新生的竞争中，社交媒体主导广告支出
- 揭示广告支出最多的教育机构
Sydney – August 7, 2024 – Nielsen has released its most recent Ad Intel 和 Consumer and Media View (CMV) data on the tertiary education sector in Australia, revealing a significant increase in the number of people looking to pursue higher education and the institutions spending big to attract them.
According to Nielsen CMV, the percentage of Australians (aged 16 and above) expressing an intention to study at TAFE or University in the next 12 months has risen dramatically. In 2019 the number was just 7%, more than doubling to 15% in 2023, before rising to 22% in 2024.
Additionally, 尼尔森Ad Intel data shows that Australian tertiary education providers are spending big to attract new students, with a combined ad spend topping $175.5 million between July 2023 and June 2024. Notably, there was an increase of 19% from May to June this year alone.
社交媒体占机构广告总支出的 60%，普通显示屏也被大量用于广告组合。
可以预见的是，有意在未来一年内接受高等教育的最大群体是 16 至 17 岁的高中毕业生，但老一代人也希望能够进入大学学习。
打算在未来 12 个月内接受高等教育的学生的年龄分布：
16-17: 49%
18-24: 18%
25-39: 22%
40-54: 17%
55+: 4%
数据还显示，希望在下一年继续接受高等教育的人中有 75% 目前有工作，其中 44% 从事全职工作，31% 从事兼职工作，18% 从事临时工作，这表明他们希望提升技能和提高学历。
此外，54%的求学者为人父母或家中有子女。其中，20%的人至少有一个 5 岁以下的孩子，27%的人至少有一个 5-12 岁的孩子，另有 27%的人至少有一个 13-17 岁的孩子。
Nielsen Ad Intel’s Australia Commercial Lead, Rose Lopreiato, said: “This sector is so important – for the institutions, the students, and the country as a whole – and that’s reflected in the ad spend numbers. They demonstrate the difficulty of attracting students as they consider their TAFE or university options in such a competitive market and highlight the need for education providers to reach the right demographics, in the right places, at the right time – and nothing does that better than Ad Intel”.
Glenn Channell, Nielsen’s Pacific Head of Advanced Analytics added: “High school graduates aside, more and more Australians are considering tertiary education, so it’s never been more crucial for tertiary institutions to offer educational opportunities and career advancement to an increasingly diverse range of people, especially those with family commitments. Nielsen CMV allows them to do that – viewing potential Tertiary Education customers through an advanced audience lens, delivering a more holistic picture of behaviours, preferences, and lifestyle habits unmatched in the market.”
说到广告，希望在未来 12 个月内接受高等教育的澳大利亚中学生对在线广告做出反应的可能性比普通人高出 75%，点击视频广告的可能性是普通人的 2.5 倍，点击横幅广告的可能性几乎是普通人的 2.8 倍。此外，32% 的人认为，如果根据他们的兴趣量身定制，在线和移动广告是有用的，这比普通人群高出 48%。
*Source: Nielsen CMV, July 2019 – June 2020, July 2022-June 2023, July 2023 – June 2024, base: All People 16+ and;
Nielsen Ad Intel, July 2023 – June 2024
关于尼尔森
Nielsen shapes the world’s media and content as a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviours across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their audiences – now and into the future. Nielsen operates around the world in more than 55 countries.
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媒体联系方式
丹-查普曼
尼尔森亚太区传播副总监
dan.chapman@nielsen.com
+61 404 088 462
