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Student Survey An insight to the technology preferences and buying decisions of driving students Author:

Daniel Hill

Published on: 15.04.2014 Version:

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MyDriveTime Student Survey Version 1 / April 2014

Contents Foreword ......................................................................................................................................................................................................................................................... 3 About the survey............................................................................................................................................................................................................................................ 4 At what stage of the learning process are you currently? ....................................................................................................................................................................... 5 If you were searching for a driving instructor today, which of the following methods would be the most likely way you would find one? ................. 6 When choosing a driving instructor, which attribute do you consider most important?................................................................................................................ 7 Which type of device do you use most to access the Internet? ............................................................................................................................................................. 8 Which mobile operating system does your favoured device run on?.................................................................................................................................................. 9 Which communication methods do/did you use to contact your driving instructor? ................................................................................................................... 10 If an instructor provided you with online access to your information, would you be more likely to choose them to teach you? .................................. 11 Conclusion ..................................................................................................................................................................................................................................................... 12 About MyDriveTime .................................................................................................................................................................................................................................... 14 Copyright notice .......................................................................................................................................................................................................................................... 15

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MyDriveTime Student Survey Version 1 / April 2014

Foreword by Daniel Hill All too often, those tasked with delivering a software solution fail because they focus on what can be built, rather than what should be. This is often because those designing the software don’t take the time to understand the needs of the end user and assume they know best. My 18 years of experience in business analysis and software design suggests that they often don’t… Technology undoubtedly has the power to transform peoples’ work and lives – to create, protect and improve things – but it must be handled with care. We’re building MyDriveTime to help forward-thinking people in the driver tuition industry, including instructors, students, schools, suppliers and associations, make the most of that power. Part of the responsibility we have in doing this, lies in listening to, and learning from those that will ultimately benefit from it – the end user. This survey was created to help us understand the world of driving students, focussing on their technology preferences, tuition buying habits and future expectations. The responses gathered from 42 participants form part of our research into the most effective ways to help students and instructors during the tuition process, which will shape the solutions we develop. It is with sincere thanks to the ADIs who have supported our research by asking their students to take part, that we present these results. Where relevant, we also provide some possible interpretations on the data, and welcome you to provide your own thoughts by email to daniel.hill@mydrivetime.co.uk or via our Facebook group at www.facebook.com/groups/mydrivetime. Thank you. 3


MyDriveTime Student Survey Version 1 / April 2014

About the survey We launched this survey on the 6th March 2014 and received 42 responses, the last of which was received on the 3 rd April 2014. It consists of 10 questions, two of which are to gather qualitative responses (i.e. free form opinions) which have been provided confidentially and will not be shared. Whilst an important survey for MyDriveTime, it must not be considered scientific. Its primary purpose is to help us to shape the solutions we develop in the future and, to that end, the questions and available answers are designed accordingly. We will exclude some results from this survey where publication might result in MyDriveTime losing competitive advantage, but are happy to discuss this with you on an individual basis if you email me at daniel.hill@mydrivetime.co.uk or call 01252 757 314. If you do decide to use these results in your own reports or website, we will not charge you, but would be grateful if you could attribute the source to MyDriveTime with a link to www.mydrivetime.co.uk Please note that this report is issued to you strictly for your information only. How you choose to interpret the results is entirely your responsibility. You may view the full survey by visiting www.mydrivetime.co.uk/studentsurvey.html

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MyDriveTime Student Survey Version 1 / April 2014

Q

At what stage of the learning process are you currently?

PASSED LEARNING PLANNED

Notes This question is designed to profile the students, to establish at what point of their journey they are currently. Given that participants were sourced through instructors, we are satisfied that they are highly likely to have completed their tuition within the last 3 years, making their input valid for our purposes.

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MyDriveTime Student Survey Version 1 / April 2014

Q

If you were searching for a driving instructor today, which of the following methods would be the most likely way you would find one?

SEARCH ENGINE RECOMMENDATIONS LOCAL ADS

Notes This question helped us to confirm our

FACEBOOK

belief that the majority of students

VOUCHER SITE

prefer to source their instructor through

OTHER

recommendations, with 88% likely to use this method. 10% opted for search engines and only 2% relying on local advertising. It must be stressed that this question asks for the most likely method, not the only method.

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MyDriveTime Student Survey Version 1 / April 2014

Q

When choosing a driving instructor, which attribute do you consider most important?

PRICE REPUTATION OTHER QUALIFICATIONS CAR

Notes A follow-on to the previous question. We see that price is a factor for 12% of the students surveyed, but reputation is by far the most important attribute at 81%. Interestingly, no student considered an ADI’s qualifications as most important. The one ‘other’ answer submitted cited ‘patience and understanding’ as being most important. Two students (5%) considered the tuition vehicle as the most important factor; one male, one female.

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MyDriveTime Student Survey Version 1 / April 2014

Q

Which type of device do you use most to access the Internet?

DESKTOP

LAPTOP

Notes

TABLET

Understanding how students access

PHONE

online services is of paramount

NO ACCESS

important to us when considering how best to serve them. With calls, texts, emails and internet access all being available through a phone these days, this is as we expected. This question establishes that 98% of our respondents access the internet. Of these, 71% will use their mobile smartphone most of all, 17% use a laptop, 7% use a desktop computer and 5% use a tablet device.

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MyDriveTime Student Survey Version 1 / April 2014

Q

Which mobile operating system does your favoured device run on?

APPLE

ANDROID BLACKBERRY WINDOWS PHONE OTHER NO DEVICE

Notes We wanted to understand the split of students using devices that ran on the iOS (Apple) operating system, and those that used Android devices. The results indicate that there is little to divide Android (38%) and Apple (55%) users, with 5% using Windows phone and one user not owning a device. Over the next 3 years, we predict that Android and Apple will swap places, with a greater market share being earned by Microsoft’s Windows offering.

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MyDriveTime Student Survey Version 1 / April 2014

Q

Which communication methods do/did you use to contact your driving instructor?

Notes 40

This question helps us to understand

35

how students typically contact their

30

instructor.

25

The overwhelming majority of students and instructors used SMS text messages

20

to communicate (93%) with 55% also 15

using phone calls and only 14% using

10

emails. 7% used Facebook as a communication method.

5

0 CALLS

TEXT

EMAIL FACEBOOK

OTHER

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MyDriveTime Student Survey Version 1 / April 2014

Q

If an instructor provided you with online access to your information, would you be more likely to choose them to teach you?

YES NO

Notes A simple yes/no question to help us establish whether or not an instructor furnished with superior data-related services would have an advantage over instructors that do not. 55% of students claimed that they’d be more likely to opt for an instructor that could provide these services.

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MyDriveTime Student Survey Version 1 / April 2014

Conclusion We’re working hard to develop a range of user interfaces that will make it simple for MyDriveTime users, of all types, to make the most from the data we store. When catering for the needs of the students of MyDriveTime subscribing instructors, this survey helps us ensure we provide the right kind of tools that help the student and make the instructor a more appealing option. The results we’ve gained have been a combination of confirming our expectations and throwing up some interesting insights. Other than the responses provided to the one question we’re not sharing, the most important result is that of the final question; that 55% of students are more likely to opt for an instructor that utilises technology and provides their students with access to various online functions. Given that most students consider recommendation a vital factor, we might conclude that an instructor that provides these functions is more likely to be recommended than an instructor that doesn’t. Or, it may be the deciding factor between two recommended instructors if one offers such features and the other doesn’t. What is clear, is that many students use their smartphones for virtually everything they do. Providing a link to your students through their smartphone therefore seems sensible, for both instructor and student. Can an instructor afford not to, if others are providing this service? Finally, we’ll consider the roles of advertising pillars. Given that 88% of students rely on recommendations, that leaves only 12% of students sourcing instructors through other means. For instructors without a long history of students and a reputation that wins them new business, targeting this 12% is vital.

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MyDriveTime Student Survey Version 1 / April 2014

The majority of these prospects head to the likes of Google to find a local instructor. A compelling website, strong Search Engine Optimisation (SEO) and a targeted Adwords campaign are highly likely to help instructors attract a share of these potential customers. However, the quality of websites, in my opinion, is typically very poor across the industry with the vast majority of websites not being mobile optimised. This is not surprising, given the expectations of most instructors when it comes to the cost of developing cutting-edge websites. Suffice to say you get what you pay for, and most websites reflect this. Mobile optimisation is fundamental. If 7/10 potential customers utilise search engines via their Smartphone, we would highly recommend creating a web presence that works well on these smaller screens. It will make all the difference. Our upcoming integrated web presence will help those that are looking for an alternative to a conventional website. There is also a belief that Facebook may hold the key to unlocking vast amounts of potential business. Our findings suggest that is unlikely, although given the relatively low cost of Facebook Ads advertising, I’m not prepared to rule this out. However, this will become more expensive as more instructors cotton onto its potential which will ultimately rule it out for many. I believe students use Facebook for connecting with their friends, not searching for instructors. They may ‘Like’ your page while learning, but will remove this when they no longer care about the messages you send. It should be used to promote deals and last minute availability, rather than simply posting pictures of people passing their test, to make the most of Facebook’s power. We hope you have found this report interesting, and would be delighted to discuss your own interpretation of the results.

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MyDriveTime Student Survey Version 1 / April 2014

About MyDriveTime In 2008, Daniel Hill’s partner, Joanne, qualified as an Approved Driving Instructor. Faced with paper diaries, Excel-based accounting records and a lack of professional-grade software services available, he set about using his 18 years of business analysis & software design experience to create a brand new solution for the driver training market. MyDriveTime is for any self-employed driving instructor, whether independent or franchised. It consolidates the key admin functions into a single, easy-to-use system that can be securely accessed globally, and out on the road when no internet connection is available. It’s the next generation of software solution, designed exclusively for the driver training industry and crafted by a collection of experienced software development professionals. For those looking to reduce hassle, save time, win more business, increase profits, protect their data and use it more effectively, MyDriveTime is perfect choice. And that’s just the beginning. To find out more about us, our vision, what MyDriveTime does and how to sign up in preparation for our launch in May 2014, please visit www.mydrivetime.co.uk.

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MyDriveTime Student Survey Version 1 / April 2014

Copyright notice Copyright in this document remains vested in May Stanley Limited, developers and owners of MyDriveTime. Copies may be freely circulated without prior permission, however no publication of any content may be published independently of this document without written consent, which may be sought by email to daniel.hill@maystanley.co.uk, or accreditation to MyDriveTime alongside a link to our website at www.mydrivetime.co.uk.

Š May Stanley Ltd: 2014

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MyDriveTime Student Survey April 2014