For Google, the second largest number of queries on education in the world come from India. Not surprising when half the Indian internet population belongs to the age bracket of 18-35 years.
India has moved to No. 2, just behind the US, from rank 8 in 2008. The data was revealed as part of a study tilted 'Students On The Web' compiled by Google India, by combining Google search query patterns and offline research conducted by TNS Australia, on behalf of Google India.
The study revealed that over 60% Indian students, who have access to the internet, use it as their first source to research for information related to educational courses and institutes.
Education related queries on Google in India are growing at over 46% year on year. Out of all such queries, over 40% were for higher education courses and institutes. IT/vocational courses were the most searched courses (44%), followed by engineering courses (40%) and institutes and postgraduate courses with MBA (16%).
Sikkim Manipal was the most searched private institute and IIM-A and IIT-Delhi topped the list in IIMs and IITs respectively, between January and June 2012.
Search queries coming from mobile phones also showed a growth of over 135% year-on-year. It contributed to over 22% of all education-related search queries.
Helps young make people make decisions
Rajan Anandan, vice-president and managing director of Google India said: "With over 60 million internet users in India in the age group of 18-35, education related search queries are exploding on Google. Our core objective behind compiling this study is to understand the impact internet is having on this young population with regard to education-related decision-making by the students. With more users getting online every day, the internet today is the biggest catchment area for youth and we hope this study will help advertisers realize the potential of the digital medium."
On an average, students take 5-6 months to research before finalizing the institute and course. Students said in the offline research that placements (56%) is the most important criteria for selecting a institute and course, followed by faculty (49%), course content (48%), reputation of the institute (43%) and fees (41%).
In a wish list, students wanted to have more mobile-friendly websites as over 66% said they use their mobile phones to access content. Students wanted to watch videos on career options/placements (56%), videos of faculty (44%), videos of existing students and alumni (29%) and videos of classroom sessions (27%) to help them take more informed decisions.
Offline research conducted by TNS Australia covered seven Indian cities -- New Delhi, Mumbai, Pune, Ahmedabad, Kolkata, Hyderabad and Bangalore.
India's most searched
From Jan 2012 to June 2012 (Desktop & Mobile)
1. Sikkim Manipal
4. Lovely Professional
5. Sharda University
1. IIM Ahmedabad
2. IIM Bangalore
3. IIM Indore
4. IIM Calcutta
5. IIM Kozhikode
1. IIT Delhi
2. IIT Chennai
3. IIT Kharagpur
4. IIT Roorkee
5. IIT Kanpur