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ADI U.S. Education Benchmark Report

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The latest report from Adobe Digital Insights (ADI) focuses on the digitization of Education websites, including K-12 and post-secondary schools. Key insights include year-round interest in education, especially for post-secondary schools and shifts in summer spending budgets as the Back-to-School timeframe approaches.

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ADI U.S. Education Benchmark Report

  1. 1. © 2016 Adobe Systems Incorporated. All Rights Reserved. U.S. Education Benchmark Report Adobe Digital Insights
  2. 2. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Acrobat Methodology Analysis based on aggregated and anonymous data from the Adobe Marketing Cloud  2.5 billion visits from 110+ U.S. companies and institutions from January 2013 through June 2016  Segments reported include:  K-12: Primary and secondary fee-based college preparatory schools  Post-secondary: Career, community, baccalaureate and post-graduate institutions  Product questionnaire of 1.8 million registered users of Adobe Acrobat relating to area of study and anticipated graduation year between 2013 and 2021  12+ million Twitter mentions from May 2015 through July 2016 Adobe Analytics Adobe Social
  3. 3. © 2016 Adobe Systems Incorporated. All Rights Reserved. Key Insights 1. Interest in education is year-round 2. Education lags in the mobile space and the pace isn’t picking up 3. Computers and kids’ clothes drive back -to-school retail 4. Digital tool usage is increasing in non-technical fields
  4. 4. © 2016 Adobe Systems Incorporated. All Rights Reserved. 1 / Interest in Education Is Year-Round Online & part-time options make post-secondary education a year-round activity:  38% of college students attend part -time (Source: NCES) 4 Masters degrees have increased 34% (Source: NCES 2004-2014)  Most awarded is Business  Women make up 58% of graduate programs (NCES)
  5. 5. © 2016 Adobe Systems Incorporated. All Rights Reserved. Unemployment Rates Affecting Digitization Progress 5 Public-Private schools: Visits up 3% (since 2013)  Online offerings are improved For-Profit schools: Visits down 1% (since 2013)  Dipped in 2015: Gainful employment rulings were announced Education websites aren’t growing:  K-12: Site visits down 8% YoY in Q2  Post-secondary: Down 1% YoY in Q2  Decreased unemployment means little incentive to return to school
  6. 6. © 2016 Adobe Systems Incorporated. All Rights Reserved. 2 / Education Lags Behind in the Shift to Mobile Desktop share has only decreased 3% YoY  Other industries moving at similar or faster rates (e.g. travel: -5% & shopping: -3%)  Smartphone usage spikes: beginning & end of the school year and post-holidays 6
  7. 7. © 2016 Adobe Systems Incorporated. All Rights Reserved. 3 / Back-to-School Retail Drivers Electronics:  Spending shifts toward computers and printers and away from tablets 7 Clothing:  Budgets shift from Women’s to Kid’s
  8. 8. © 2016 Adobe Systems Incorporated. All Rights Reserved. Most Engaged in Social Conversation 8 Gender: Women with 64% of social commentary“Future CMOs”: Stanford receives the most mentions
  9. 9. © 2016 Adobe Systems Incorporated. All Rights Reserved. Most Engaged in Social Conversation 9 State: Washington DC  Followed by Western & Southern states Sentiment: Generally positive  Most Positive: Northeast & Western states
  10. 10. © 2016 Adobe Systems Incorporated. All Rights Reserved. Digital Tools Growing in Non-Technical Fields Acrobat is growing among students in non-technical fields:  61% of students graduating 2021 have indicated non-technical majors – an increase of 13% over 2013 (Acrobat Usage Survey) 10 Acrobat Usage Technical Fields Non-Technical Fields 2013 45.4% 54.5% 2021 54.5% 61.4%
  11. 11. © 2016 Adobe Systems Incorporated. All Rights Reserved.
  12. 12. © 2016 Adobe Systems Incorporated. All Rights Reserved. Social Conversation Around Education Education is a year-round topic with spikes in August and January 12
  13. 13. © 2016 Adobe Systems Incorporated. All Rights Reserved. Miscellaneous Appendix Images

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