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.
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
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.
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.
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