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SYS-CON MEDIA Authors: Bart Copeland, Andreas Grabner, Liz McMillan, Dana Gardner, Elizabeth White

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2013-2014 Online Education User Behavior Analysis Report In China

SHANGHAI, Feb. 24, 2014 /PRNewswire/ -- Hujiang.com, with Deloitte, China Business Journal and Sootoo, present their "2013-2014 Online Education User Behavior Analysis Report in China".

Joint Publisher: Hujiang.com, Deloitte, China Business Journal, Sootoo
Data Sources:  Hujiang.com, Sina, Tencent, headin.cn, etc.
Research Time: Jan. 2014
Sample size: 45,162 samples with 86.5% efficiency rate

Read the Chart Version of Report from http://t.cn/8F89Tln.

Region and Age Distribution

The good atmosphere of online education is an advantage for developed areas like Shanghai, Beijing and Guangdong Province; while online education is spreading through regions including Jiangsu, Zhejiang, Hunan and Hubei.

Province

Shanghai

15.3%

Beijing

14.3%

Guangdong

13.7%

Jiangsu

7.3%

Zhejiang

7.0%

Hubei

4.5%

Hunan

3.6%

Sichuan

3.5%

Shandong

2.9%

Others

28.0%

The post-80s and 90s generations, who have grown up in company with Internet, are the main force of online education.

Age

Under 18:

4.4%

19 – 22:

40.8%

23 – 25:

33.7%

26 – 30:

15.7%

31 – 40:

5.2%

41 – 50:

0.3%

Above 51:

0.1%

Academic and Occupational Distribution

People with a bachelor degree are the mainstream of online education users, followed by those with a junior college or a master degree.

Academic Distribution

Bachelor:

65.8%

Junior College:

15.9%

Master:

11.4%

Others:

6.9%

Students and white-collars are the main targets of online education. Meanwhile, more and more groups from other fields are joining this trend.

Occupational Distribution

Students:

42.8%

White-Collars:

29.4%

Public Institutions employees:

6.0%

Technology Professionals:

5.1%

Sales/Service Personnel:

4.8%

Senior Management in Business:

1.5%

Freelancers:

1.4%

Others:

11.9%

Learning Advantages

The most attractive characteristics of online education is the freedom of time and place.

32%

Freedom of TIME

28%

Freedom of PLACE

18%

Cost-Effective

10%

Plentiful Courses

Learning Objectives

The convenience of online education meets people's needs. It has been used increasingly to meet test requirements, enhance professional skills and enrich interests.

Taking exams:

31.0%

Enhancing professional skills:

28.8%

Interests/Hobbies:

17.8%

New attempts/Pursuit of fashion:

12.4%

Job-hopping/Career change:

4.2%

Promotion & Pay rise:

4.0%

Others:

1.8%

Curriculum Favored

Language training takes the lead while interest training is budding. The training for qualification certificate, overseas studying, professional skills, fundamental courses and postgraduate examination has huge potentials, which should be taken into consideration.

25.3%

English

17.4%

Other languages

14.8%

Interests

9.7%

Qualification certificates

7.3%

Overseas studying

6.8%

Professional skills

6.3%

Fundamental courses

5.4%

Postgraduate examination

2.2%

Management

1.9%

Parenting

2.9%

Others

Learning Styles

VOD (Video-On-Demand) is more favored by users, and live interaction is gaining in popularity.

VOD:

29.7%

Courseware:

20.9%

Apps:

18.8%

One-to-many Live:

15.6%

One-to-one Live:

13.3%

Others:

1.7%

Devices for Learning

Most people choose PCs to complete their online tasks. Android users play a great part in mobile learners, taking up 62.8%.

Devices

PC:

51.7%

Mobile phones:

28.8%

Tablets:

19.2%

Others:

0.3%

System of Mobile Phone

Android:

62.8%

iOS:

29.6%

Windows:

6.4%

Others:

1.2%

Places of Learning

Home is the most usual place for online learners. However, the number of people using fragmented time to study is increasing, e.g. on the bus/subway/train, or in workplaces.

Home:

48.3%

School:

20.3%

Subway/Bus/Train:

11.7%

Workplace:

9.5%

Lining up/Waiting:

5.3%

Others:

4.9%

Learning Period

On workdays, only night is free to learn.

On the weekends, time can be divided into several parts to learn different things.

Workdays

19:01-21:00:

34.0%

21:01-22:00:

24.7%

22:01-24:00:

11.0%

Weekends

9:01-12:00:

16.3%

12:01-14:00:

4.5%

14:01-17:00:

22.9%

17:01-19:00:

8.7%

19:01-21:00:

21.8%

21:01-22:00:

14.9%

22:01-24:00:

7.2%

Daily Studying Time

Fast learning is very popular now, and people have controlled their daily studying time between 16 and 30 minutes. As studying time lasts longer, only 1.8% of the whole group keeps learning.

Less than 15 min (inclusive):

14.9%

16 – 30 min:

30.8%

31 min – 1 h:

29.2%

1 – 1.5 h:

12.9%

1.5 – 2 h:

6.4%

2 – 3 h:

4.0%

Over 3 h:

1.8%

Source of Information

Baidu Search and Social media like Weibo/WeChat are main sources to know about online education.

Weibo/WeChat:

30%

Baidu:

23%

Web Ads:

16%

Interpersonal Circle:

13%

Public Transportation Ads:

8%

Other Sources:

10%

Incentives of Choice

Price is first taken into consideration, followed by the quality of education and the teachers.

Price:

18.4%

Quality of education guaranteed:

16.3%

Faculty:

14.5%

Word of Mouth:

13.8%

Well-made Course:

12.3%

Course Notes can be downloaded:

12.0%

Others:

12.7%

Consuming Willingness of Paying Users

The majority of the PUs are willing to pay less than RMB100 per month. Users willing to pay 101-500 also make up a comparatively large part.

(Unit: Yuan)

Less than RMB100 (inclusive):

58.5%

RMB101 – RMB500:

35.9%

RMB501 – RMB1,000:

3.8%

Over RMB1,000:

1.8%

Learning Concerns

For people who have never received online education, not being able to complete one whole course has been the main reason why they do not participate.

Lack of perseverance:

22%

Lack of time:

12%

Lack of understanding about online studying:

10%

Lack of self-control ability:

9%

Possibility for Future Participation

85.3% of the users say they probably will choose online education in the future. As a new craze in the field of education, its prospect is cheerful.

85.3% of the users:

It's convenient! I'll try it!

14.7% of the users:

Um…anyway

Read the Chart Version of Report from http://t.cn/8F89Tln.

About Hujiang.com

Hujiang.com is the biggest online learning platform in China. Hujiang focuses on providing a professional and effective online interactive platform as well as comprehensive information services for foreign language learning. Besides foreign languages such as English, Japanese, French and Korean, Hujiang also includes a variety of educational resources like K12, vocational education, art and so on.

Hujiang was started in 2006 with just 80,000 Yuan and 8 staff, and since then has grown at an impressive rate of 200%. Today, Hujiang has grown into a large-scale online education enterprise which is valued at 2 billion and has 600 full-time staff, 2000 part time staff, 200 million users, 50 million registered members, and 2 million online students. There are 100 thousand new users that come to visit Hujiang.com every day.

In the market of mobile Internet, Hujiang has a variety of apps. The 10 main apps were installed more than 30 million times which makes Hujiang the industry leader.

The development of Hujiang has been praised as "Leading a Learning Revolution" and has been reported by nearly one hundred media companies such as Xinhua News Agency, Liberation Daily and Dragon TV amongst many others. Hujiang received the awards of "Best Website in Shanghai" in both the 4th and 5th Competition, and a further 10 awards such as "The Best Online Education Organization".

SOURCE Hujiang.com

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