adi u.s. education benchmark report

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U.S. Education Benchmark ReportAdobe Digital Insights


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


Key Insights

1. Interest in education is year-round2. Education lags in the mobile space and the pace isn’t picking up3. Computers and kids’ clothes drive back -to-school retail4. Digital tool usage is increasing in non-technical fields


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)

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Masters degrees have increased 34%(Source: NCES 2004-2014)

Most awarded is Business Women make up 58% of graduate programs (NCES)


Unemployment Rates Affecting Digitization Progress

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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


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

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3 / Back-to-School Retail Drivers

Electronics: Spending shifts toward computers and printers

and away from tablets

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Clothing: Budgets shift from Women’s to Kid’s


Most Engaged in Social Conversation

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Gender: Women with 64% of social commentary “Future CMOs”: Stanford receives the most mentions


Most Engaged in Social Conversation

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State: Washington DC Followed by Western & Southern states

Sentiment: Generally positive Most Positive: Northeast & Western states


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)

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Acrobat Usage Technical Fields Non-Technical Fields

2013 45.4% 54.5%

2021 54.5% 61.4%


Social Conversation Around Education

Education is a year-round topic with spikes in August and January

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Miscellaneous Appendix Images