Market Research Logo

The Shift to Digital: 2013

Over the past seventeen years, Education Market Research has conducted dozens of large-scale national surveys of educators, resulting in a longitudinal database of information on teacher habits and preferences with respect to all aspects of K-12 curriculum and instruction.  Typically, EMR’s findings have included many instances where the market appeared to be resisting change.

Most recently, however, EMR has been detecting a significant market shift in the direction of digital.  So much so that we now believe the calendar year 2009 may go into the history books as the year the balance finally shifted from primarily print to primarily digital in the K-12 school market!  

The evidence backing up this bold statement comes from multiple surveys: EMR’s Supplemental Products Market: 2012 survey, conducted in the Summer 2012, and EMR’s most recent Reading Market survey, conducted in the Fall 2011.  Supporting evidence also comes from EMR’s recent surveys of the Science/STEM, Mathematics and Social Studies market segments.  According to all of this recent empirical evidence, digital resources, and the companies producing them, are growing much faster than the K-12 school market as a whole.

For example, among the 110 companies analyzed in EMR’s 2012 supplemental market industrysurvey, the most frequently cited product medium for delivering supplemental products was online/digital delivery (68.5%), followed by print (67.6%), software on CD or DVD (46.3%), interactive whiteboards (29.6%), manipulatives (26.9%), face-to-face (25.9%), video-hard copy (25.0%), e-Reader/mobile devices (20.4%), hardware/equipment/ furniture (20.4%), mixed media (14.8%), and supplies (14.8%).  As the following table illustrates, the frequency of product delivery via online/digital showed big growth spurts on the 2009, 2010 and 2011 surveys, while print also showed a significant gain compared to 2010 and earlier.

Clearly the publishers have been rapidly shifting their product development activities in the direction of digital.  This report provides specifics on that shift in the context of the four core curriculum areas: Science, Reading, Mathematics, and Social Studies.


  • INTRODUCTION: THE COMING OF AGE OF DIGITAL RESOURCES
    • Table Media Used For Delivering Supplemental Products
  • Comparing "High Digital" and "Low Digital" Companies
    • Table Percentage Of Product Development Plan Focused On Digital Resources
    • Table Profile Of "High Digital" And "Low Digital" Sales Success Factors
  • Product Development Plans And Sales Of Digital Products
    • Table Product Development Plans For Digital Products
    • Table Emerging Technologies Of Greatest Immediate Interest To Customers
  • Sizing The Market For Pre-K - 12 Digital Educational Resources
    • Table Comparison of 2010 Ed Tech And 2012 EMR Survey Findings
    • Table Estimated Industry Sales Of Digital Educational Products: 2011
  • The Shift To Digital Resources In The Science Market Segment
    • Mobile Devices
      • Table Science Class Time Allocated To Using Mobile Devices
      • Table Mobile Use By Region
    • Interactive Whiteboards
      • Table Science Class Time Allocated To Using Interactive Whiteboards
      • Table Interactive Whiteboard Use By Region
    • Web Sites for Student and Teacher Use
      • Table Web Sites Used/Recommended For Student Use
      • Table Web Sites Used/Recommended For Teacher Resources
    • New Internet Technologies
      • Table New Internet Technologies Of Greatest Interest
      • Table High-Interest Sub-Groups: "Online Learning Games"
      • Table High-Interest Sub-Groups: "Mobile Devices"
      • Table High-Interest Sub-Groups: "Collaborative Software"
      • Table High-Interest Sub-Groups: "Social Media"
  • The Shift To Digital In The Reading Market Segment
    • Table Reading Class Time Allocated To Using Digital Tools And/Or Digital Content
    • Table Digital Use By Region
    • Mobile Devices
    • Interactive Whiteboards
      • Table Reading Class Time Allocated To Using Interactive Whiteboards
      • Table Interactive Whiteboard Use By Region
    • Web Sites for Student and Teacher Use
      • Table Web Sites Used/Recommended For Student Use
      • Table Web Sites Used/Recommended For Teacher Resources
    • New Internet Technologies
      • Table New Internet Technologies Of Greatest Interest
      • Table High-Interest Sub-Groups: "Online Learning Games"
      • Table High-Interest Sub-Groups: "Mobile Devices"
      • Table High-Interest Sub-Groups: "Collaborative Software"
      • Table High-Interest Sub-Groups: "Social Media"
  • The Shift To Digital In The Mathematics Market Segment
    • Table Mathematics Class Time Allocated To Using Digital Tools And/Or Digital Content
    • Table High-Digital Use Sub-Groups
    • Table Mathematics Class Time Allocated To Using Interactive Whiteboards
    • Table High-Interactive Whiteboard Use Sub-Groups
    • Table Percentage of IWBs Supported By Clickers
    • Web Sites for Student and Teacher Use
      • Table Web Sites Used/Recommended For Student Use
      • Table Web Sites Used/Recommended For Teacher Resources
    • New Internet Technologies
      • Table New Internet Technologies Of Greatest Interest
      • Table High-Interest Sub-Groups: "Online Learning Games"
      • Table High-Interest Sub-Groups: "Mobile Devices"
      • Table High-Interest Sub-Groups: "Collaborative Software"
      • Table High-Interest Sub-Groups: "Social Media"
  • The Shift To Digital In The Social Studies Market Segment
    • Table Social Studies Class Time Allocated To Using Digital Tools And/Or Digital Content
    • Table High-Digital Use Sub-Groups
    • Table Social Studies Class Time Allocated To Using Interactive Whiteboards
    • Table High-Interactive Whiteboard Use Sub-Groups
    • Table Demand For Content Software For Interactive Whiteboards By Grade Level

Download our eBook: How to Succeed Using Market Research

Learn how to effectively navigate the market research process to help guide your organization on the journey to success.

Download eBook

Share this report