According to the Brazilian Association of Franchising (ABF) between 2% and 4% of Brazilians (in a total population of around 220 million) speak English at some level.
At any given time, it is estimated that roughly 1 million people are studying English in Brazil concentrated in the State of São Paulo, followed by the Southeast Region and South Region.
CNA, a traditional franchiser of language schools claims to have around 420,000 students a year in Brazil. But 40% of English language students drop out of their courses within 6 months.
It is a promising market. But … :
Why is there such a high evasion rate? Why are there so many people who don’t study English?
The leading answer is that “English is not for me”. Followed by “Spanish is easier.”
We have a culture of immediacy. Combined with poor performance.
Why do students quit? Most common reasons:
1. No money
2. No time
(However, it may be argued that there is a “save face” attitude. What the students might be actually saying is: what you’re offering actually isn’t worth what I thought it was)
How do students prefer to study languages?
The overwhelming majority of language students (72%) prefer having classes in groups, attending the lessons in a school.
Again, statistics may vary but, it is estimated that 6% within a universe of 40 million Brazilians (200,000) prefer to have private lessons with a private tutor.
5% are enrolled in language teaching programs sponsored by NGOs or religious organisations, such as the English Sabbath School class which teaches the bible in English. You may check their work on Facebook – www.facebook.com/BelievesUnasp
Distance learning, also known as e-learning or online learning (EAD in Portuguese) is a promising segment (still in its infancy at 9%) but there are no reliable figures on the number of students studying English via Skype, FaceTime or using international language platforms or apps such as Global English, Duolingo and iTalki.
25% of Brazilians prefer to study alone. 75% prefer to study in groups.
Worth remembering that the industrial /digital logic does not yield great results in the Education segment (even if called Industry) – we’re still human beings who learn at different paces and manners.
What does the future of Education look like?
The trend is to use an adaptive learning process with a hybrid use of different resources and technologies, combining both physical and digital presences.
The Education professionals, aka teachers, must seek the continuous development of their soft skills: interpersonal (people) skills. These are much harder to define and evaluate. While hard skills are job-specific, most prospective clients and students are looking for soft skills in their teachers, coaches or tutors. Soft skills include communication skills, listening skills, and empathy, among others.
Also we as language professionals must continue to work towards the development of solid knowledge, posture of dialogue and authority set by example.
Happy teaching and towards a bright future.