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National Survey of Interactive Whiteboard Usage 2014

EMR’s New Report on The Interactive Whiteboard Market is Available Now!

Following Education Market Research’s 2011 survey of the IWB market, we were moved to make the following comments: “To say that interactive whiteboards have gained a foothold in the K-12 school market would be a major understatement. Based on EMR’s present findings, the installed base of IWBs in K-12 public schools is already about 1.471 million units.”

In 2014, three years later, we find that the growth of the installed base of IWBs, and of the usage of IWBs for instructional purposes, has continued at a rapid rate:

  • The percentage of educators who claim to be “very experienced/knowledgeable” with respect to using an interactive whiteboard (IWB) has increased from 27.3% in 2011 to 34.1% in 2014. Now it appears that 82.9% of today’s educators have at least some experience using the IWB in the classroom.
  • A very impressive 74.8%, compared to 63.5% three years ago, indicated they have their own IWB which they do not share with any colleagues. Thus the teacher to IWB ratio has improved to 2.5:1 compared to 3.4:1 three years ago.
  • The approximate installed base of IWBs is now estimated at 2 million units, up from 1.47 million units three years ago. That represents a 36% increase in the installed base, or 12% a year over the last three school years.
  • The number of IWBs, of any brand, installed in the average school is now 25.8, up from 19.8 (+30.3%) reported to EMR three years ago. The educators predicted that average would rise to 30.5 per school by 2015-16, another 18.2% increase.
  • A strong majority (70.9%) of the sample said they use an IWB with their students every day. The average usage duration is 4.7 hours per week.
  • According to the survey respondents, there is a strong need for new instructional materials for the IWB at all grade levels, Pre-K - 12, with the highest demand for lessons and activities aligned to Common Core standards.
Survey respondents were also asked about the IWB brands they currently have installed, and their future purchase plans by brand, about their estimated spending on IWB hardware, accessories, and IWB content and tools in the 2013-14 school year, and projected changes in spending in the 2014-15 school year, and about the types of specific activities or lessons the educators want vendors to make available for purchase.

Taken together, the survey data paints a detailed portrait of today’s growth market for IWB hardware, accessories, and associated curriculum products. EMR’s comprehensive report guides the reader through the wants, needs, habits, and preferences of K-12 educators across the U.S.

The IWB market in K-12 classrooms for hardware, accessories, content, and tools is already over $2 billion year, and growing at a strong double-digit rate. It is a market that all school product developers and marketers need to understand, and National Survey of Interactive Whiteboard Usage 2014 is the tool you need to gain that thorough understanding.


  • EXECUTIVE SUMMARY
  • INTRODUCTION
  • METHOD
    • Table Interactive Whiteboard Survey Sample Matrix
  • ANALYSIS OF RESULTS
    • Response Rates
      • Table Survey Responses By Grade Level
    • Educators' Experience With/Access To IWBs
      • Table "Very Experienced" IWB Users
    • Current Ratio of Teachers to IWBs
      • Table Ratio Of Teachers To IWBs
    • IWB Brand Recognition/Market Shares
      • Table IWB Installed Brands/Market Shares
      • Table Installed IWB Units By Brand
    • Purchase Plans By IWB Brand
      • Table IWB Purchase Plans
    • IWB Penetration By School Level
      • Table Number Of IWBs, Of Any Brand, Per School
    • Predicted IWB Penetration By School Level: 2015-16
      • Table Number Of IWBs, Of Any Brand, Per School Two Years From Now
    • Student Response Devices/Clickers
      • Table Percentage of IWBs Supported By Student Response Devices/Clickers
    • Progress Implementing The New Common Core Standards And Assessments
      • Table CCSS Implementation Level
      • Table Implementation Of CCSS By Region
      • Table Degree Of Change In Teaching Methods And Materials Due To CCSS
      • Table Administration Plans For Common Core Assessments
    • Spending On IWB Hardware And Content/Market Size
    • IWB Hardware Spending/Market Size
      • Table Spending On IWB Hardware And Accessories: 2013-14*
    • IWB Content Spending/Market Size
      • Table Spending On IWB Content And Tools: 2013-14*
    • Teacher Habits And Preferences: Time Spent With IWBs
      • Table Frequency Of Use Of IWBs With Students
      • Table Frequency Of Use Of IWBs With Students Two Years From Now
      • Table Duration Of Use Of IWBs With Students
    • Teacher Habits And Preferences: Subjects And Grades For IWB Usage
      • Table Frequent IWB Use By Subject: Grades Pre-K - 2
      • Table Frequent IWB Use By Subject: Grades 3-5
      • Table Frequent IWB Use By Subject: Grades 6-8
      • Table Frequent IWB Use By Subject: Grades 9-12
    • IWB Instructional Materials Needs by Subject/Grade
      • Table Need For New IWB Instructional Materials By Subject: Grades Pre-K - 2
      • Table Need For New IWB Instructional Materials By Subject: Grades 3-5
      • Table Need For New IWB Instructional Materials By Subject: Grades 6-8
      • Table Need For New IWB Instructional Materials By Subject: Grades 9-12
      • Table Need For New IWB Instructional Materials By Grade: Teacher Perspective
    • Favorite Ways Of Using IWBs In The Classroom
      • Table Rankings And Ratings Of "Most Important" IWB Uses In The Classroom
    • Sources For Instructional Resources To Use With The IWB
      • Table Leading Sources For Instructional Materials For The IWB
    • Time Spent Creating IWB Lessons and Activities
      • Table Time Spent Creating Lessons And Activities For The IWB
    • Web Sites and Independent Providers of IWB Resources With the Best Products
      • Table Popular Web Sites And Independent Providers Of IWB Instructional Resources
    • Specific IWB Activities Or Lessons Educators Need
      • Table Specific IWB Activities Or Lessons Educators Need
    • Technology Infrastructure: Pace Of The Shift To Digital
      • Table Access To Reliable And Fast Internet Connectivity
      • Table Access To Computing Devices
    • Effectiveness of IWB Technology
  • SUMMARY AND CONCLUSIONS
    • Table Overview Of The IWB Market In K-12
    • Table IWB Installed Brands/Market Shares
    • Table Installed IWB Units By Brand
    • Table IWB Purchase Plans
    • Table Leading Sources For Instructional Materials For The IWB
    • Table Popular Web Sites And Independent Providers Of IWB Instructional Resources
    • Table Specific IWB Activities Or Lessons Educators Need
  • DATA TABLES
    • Table STATE OF RESIDENCE
    • Table REGION
    • Table Q.1 - WHICH OF THE FOLLOWING MOST CLOSELY DESCRIBES YOUR POSITION?
    • Table Q.2 - WITHIN WHICH OF THE FOLLOWING GRADE RANGES DO YOU TEACH/SUPERVISE?
    • Table Q.3 - HOW MANY YEARS OF TEACHING/SUPERVISORY EXPERIENCE DO YOU HAVE?
    • Table Q.4 - IN WHAT TYPE OF AREA DO YOU WORK?
    • Table Q.5 - WITH WHICH TYPE OF STUDENTS DO YOU PRIMARILY WORK?
    • Table Q.6 - IF YOU SPECIALIZE IN A PARTICULAR SUBJECT AREA, WHICH SUBJECT DO YOU TEACH?
    • Table Q.7 - HOW WOULD YOU DESCRIBE YOUR OWN EXPERIENCE LEVEL WITH RESPECT TO USING AN INTERACTIVE WHITEBOARD (IWB) IN A K-12 SCHOOL SETTING?
    • Table Q.8 - DO YOU CURRENTLY HAVE ACCESS TO AN INTERACTIVE WHITEBOARD OF YOUR OWN?
    • Table Q.9 - WHICH OF THE FOLLOWING INTERACTIVE WHITEBOARD (IWB) BRANDS ARE IN USE IN YOUR SCHOOL OR DISTRICT?
    • Table Q.10 - IF YOU WERE IN THE MARKET FOR NEW IWB EQUIPMENT, WHICH BRAND WOULD YOU BE MOST LIKELY TO PURCHASE?
    • Table Q.11 - APPROXIMATELY HOW MANY IWB'S, OF ANY BRAND, ARE INSTALLED IN YOUR SCHOOL NOW?
    • Table Q.12 - HOW MANY IWB'S, OF ANY BRAND, WOULD YOU EXPECT TO FIND IN YOUR SCHOOL TWO YEARS FROM NOW?
    • Table Q.13 - IN YOUR SCHOOL, APPROXIMATELY WHAT PERCENTAGE OF IWB'S ARE SUPPORTED WITH STUDENT RESPONSE DEVICES (CLICKERS)?
    • Table Q.14 - TO WHAT DEGREE WOULD YOU SAY THE NEW COMMON CORE CHANGES THE WAY YOUR TEACHERS TEACH AND/OR THE CURRICULUM MATERIALS THEY USE?
    • Table Q.15 - WHERE WOULD YOU SAY YOUR SCHOOL OR DISTRICT STANDS IN TERMS OF IMPLEMENTING THE NEW COMMON CORE STATE STANDARDS (CCSS)?
    • Table Q.16 - HOW DOES YOUR DISTRICT PLAN TO HANDLE THE ADMINISTRATION OF THE NEW COMMON CORE ASSESSMENTS?
    • Table Q.17 - ABOUT HOW MUCH WILL YOUR SCHOOL SPEND ON IWB HARDWARE AND ACCESSORIES THIS (2013-14) SCHOOL YEAR?
    • Table Q.18 - WHAT KIND OF INCREASE IN SPENDING ON IWB HARDWARE AND ACCESSORIES DO YOU ANTICIPATE FOR NEXT (2014-15) SCHOOL YEAR?
    • Table Q.19 - ABOUT HOW MUCH WILL YOUR SCHOOL SPEND ON IWB CONTENT AND TOOLS THIS (2013-14) SCHOOL YEAR?
    • Table Q.20 - WHAT KIND OF INCREASE IN SPENDING ON IWB CONTENT AND TOOLS DO YOU ANTICIPATE FOR NEXT (2014-15) SCHOOL YEAR?
    • Table Q.21 - ON AVERAGE, HOW FREQUENTLY DO YOU USE YOUR IWB WITH STUDENTS?
    • Table Q.22 - ON AVERAGE, HOW MANY HOURS PER WEEK DO YOU USE YOUR IWB WITH STUDENTS?
    • Table Q.23 - TWO YEARS FROM NOW, HOW FREQUENTLY DO YOU EXPECT TO BE USING YOUR IWB WITH STUDENTS?
    • Table Q.24 - FOR WHICH SUBJECT AREAS DO YOU USE YOUR IWB ON A FREQUENT BASIS (AT LEAST 2 - 3 TIMES A WEEK)?
    • Table Q.25 - IN WHICH SUBJECT AREA IS THERE THE MOST NEED FOR NEW INSTRUCTIONAL MATERIALS FOR THE IWB?
    • Table Q.26 - AT WHAT GRADE LEVEL IS THERE THE MOST NEED FOR NEW INSTRUCTIONAL MATERIALS FOR THE IWB?
    • Table Q.27 - ABOUT WHAT PERCENTAGE OF CLASS TIME IS SPENT USING IWB'S IN EACH OF THESE MODES: TEACHER PRESENTING CONTENT TO WHOLE CLASS?
    • Table Q.27 - ABOUT WHAT PERCENTAGE OF CLASS TIME IS SPENT USING IWB'S IN EACH OF THESE MODES: STUDENTS WORKING INDEPENDENTLY AT IWB, E.G., IN CENTERS?
    • Table Q.27 - ABOUT WHAT PERCENTAGE OF CLASS TIME IS SPENT USING IWB'S IN EACH OF THESE MODES: STUDENTS WORKING COLLABORATIVELY AT IWB, E.G., ON PROJECTS?
    • Table Q.27 - ABOUT WHAT PERCENTAGE OF CLASS TIME IS SPENT USING IWB'S IN EACH OF THESE MODES: OTHER?
    • Table Q.28 - ARE THERE ANY TYPES OF SPECIFIC ACTIVITIES OR LESSONS THAT YOU'VE BEEN LOOKING FOR OR CREATING ON YOUR OWN THAT YOU WISH THE CONTENT PROVIDERS WOULD MAKE AVAILABLE FOR PURCHASE?
    • Table Q.29 - HOW WOULD YOU RATE EACH OF THE FOLLOWING WAYS OF USING IWB'S IN THE CLASSROOM: SAVE LESSONS FOR LATER USE OR FOR ABSENT STUDENTS?
    • Table Q.29 - HOW WOULD YOU RATE EACH OF THE FOLLOWING WAYS OF USING IWB'S IN THE CLASSROOM: CREATE VIDEO FILES TO TEACH A LESSON OR AS A REVIEW?
    • Table Q.29 - HOW WOULD YOU RATE EACH OF THE FOLLOWING WAYS OF USING IWB'S IN THE CLASSROOM: SHOW PRESENTATIONS CREATED BY STUDENT OR TEACHER?
    • Table Q.29 - HOW WOULD YOU RATE EACH OF THE FOLLOWING WAYS OF USING IWB'S IN THE CLASSROOM: DIGITAL STORYTELLING?
    • Table Q.29 - HOW WOULD YOU RATE EACH OF THE FOLLOWING WAYS OF USING IWB'S IN THE CLASSROOM: BRAINSTORMING?
    • Table Q.29 - HOW WOULD YOU RATE EACH OF THE FOLLOWING WAYS OF USING IWB'S IN THE CLASSROOM: TEACH WHOLE GROUP LESSONS?
    • Table Q.29 - HOW WOULD YOU RATE EACH OF THE FOLLOWING WAYS OF USING IWB'S IN THE CLASSROOM: GROUP GAMES?
    • Table Q.29 - HOW WOULD YOU RATE EACH OF THE FOLLOWING WAYS OF USING IWB'S IN THE CLASSROOM: COLLABORATIVE LEARNING BY SMALL GROUPS OF STUDENTS?
    • Table Q.29 - HOW WOULD YOU RATE EACH OF THE FOLLOWING WAYS OF USING IWB'S IN THE CLASSROOM: HAVE STUDENTS COME UP AND WRITE ON THE BOARD?
    • Table Q.29 - HOW WOULD YOU RATE EACH OF THE FOLLOWING WAYS OF USING IWB'S IN THE CLASSROOM: REINFORCE SKILLS BY USING INTERACTIVE WEB SITES?
    • Table Q.29 - HOW WOULD YOU RATE EACH OF THE FOLLOWING WAYS OF USING IWB'S IN THE CLASSROOM: CREATE A PROJECT CALENDAR OR TIME LINE?
    • Table Q.29 - HOW WOULD YOU RATE EACH OF THE FOLLOWING WAYS OF USING IWB'S IN THE CLASSROOM: TEACH STUDENTS HOW TO NAVIGATE THE INTERNET?
    • Table Q.29 - HOW WOULD YOU RATE EACH OF THE FOLLOWING WAYS OF USING IWB'S IN THE CLASSROOM: WRITE AND ILLUSTRATE A BOOK AS A CLASS?
    • Table Q.29 - HOW WOULD YOU RATE EACH OF THE FOLLOWING WAYS OF USING IWB'S IN THE CLASSROOM: DIAGRAMMING OR GRAPHING ACTIVITIES?
    • Table Q.29 - HOW WOULD YOU RATE EACH OF THE FOLLOWING WAYS OF USING IWB'S IN THE CLASSROOM: TEACH THE STEPS TO SOLVE A PROBLEM?
    • Table Q.29 - HOW WOULD YOU RATE EACH OF THE FOLLOWING WAYS OF USING IWB'S IN THE CLASSROOM: HAVE STUDENTS SHARE THEIR PROJECTS?
    • Table Q.29 - HOW WOULD YOU RATE EACH OF THE FOLLOWING WAYS OF USING IWB'S IN THE CLASSROOM: DISPLAY STUDENT RESPONSES TO TEST ITEMS OR OPINION POLLS?
    • Table Q.29 - HOW WOULD YOU RATE EACH OF THE FOLLOWING WAYS OF USING IWB'S IN THE CLASSROOM? (SUMMARY OF AVERAGES)
    • Table Q.30 - WHERE DO YOU GET THE MAJORITY OF THE INSTRUCTIONAL RESOURCES YOU USE WITH YOUR IWB?
    • Table Q.31 - IF YOU ARE CREATING YOUR OWN ORIGINAL LESSONS AND ACTIVITIES FOR THE IWB, HOW MUCH TIME PER WEEK DO YOU SPEND ON THAT?
    • Table Q.32 - IF YOU ARE GETTING IWB INSTRUCTIONAL MATERIALS FROM WEB SITES AND INDEPENDENT PROVIDERS, WHICH ONES DO YOU THINK HAVE THE BEST PRODUCTS?
    • Table Q.33 - DO STUDENTS AND STAFF IN YOUR SCHOOL(S) HAVE ACCESS TO RELIABLE AND FAST INTERNET CONNECTIVITY?
    • Table Q.34 - IS THERE ADEQUATE ACCESS TO COMPUTING DEVICES FOR BOTH TEACHERS AND STUDENTS?
    • Table Q.35 - HAS THE USE OF IWB TECHNOLOGY IMPROVED STUDENT OUTCOMES IN WAYS THAT ARE MEASURABLE?
    • Table Q.36 - DO STUDENTS, TEACHERS, AND ADMINISTRATORS ENJOY USING THE IWB TECHNOLOGY?

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