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© 2016 Adobe Systems Incorporated. All Rights Reserved.
U.S. Education Benchmark ReportAdobe Digital Insights
© 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
© 2016 Adobe Systems Incorporated. All Rights Reserved.
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
© 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)
© 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
© 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
© 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
© 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
© 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
© 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%
© 2016 Adobe Systems Incorporated. All Rights Reserved.
© 2016 Adobe Systems Incorporated. All Rights Reserved.
Social Conversation Around Education
Education is a year-round topic with spikes in August and January
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© 2016 Adobe Systems Incorporated. All Rights Reserved.
Miscellaneous Appendix Images