It is not easy to assess the size of the AST industry, let alone onli...
2020-02-17 67 ENGLISH REPORTS
Three years of UBS Evidence Lab surveys reveal that Chinese parents across city tiers are turning more open to online, but for different reasons.The survey reveals that teacher quality and schedule flexibility are the top two factors that parents consider when choosing between online vs offline AST products. We note that in lower-tier cities, more parents believe online provides better teachers than offline there, likely a key driver behind the high online preference there. The results echo our view that online AST provides a good mechanism for connecting lower-tier cities’ unmet need for good teachers with the talented teachers living in higher-tier cities.
Interestingly, although the majority of surveyed parents preferred some form of offline AST, we note that in terms of parent satisfaction, we do not see a clear divide for online and offline. On average, the major online and offline AST brands delivered similar levels of customer satisfaction. We note that a brand’s content and teaching staff quality could play a bigger role in parents’ satisfaction than whether the class is held online or offline. We highlight TAL as a standout outperformer, ranked No.1 in online and No.3 in offline, performing strongly in both formats.
标签： ENGLISH REPORTS