Education Market Trends & Quora Audience Insights

#GlobalEduMarketTrends

The education market has undergone a significant transformation in recent years, with the ubiquitousness of online learning platforms and e-learning opportunities. As a result, the demand for online education and edtech has skyrocketed, with new players entering the industry and established institutions adapting their offerings to meet the needs of a changing education landscape.

At the other end of the spectrum, well-established postgraduate institutes remain highly sought-after. The premium placed on these prestigious educational institutions has led to fierce competition for admission, making the process increasingly challenging. Consequently, a thriving satellite market for entrance exam preparatory or coaching classes has emerged to support these aspirants.

Global education market statistics & trends

Market research firms have been tracking the explosive growth of education and particularly online learning. Spherical Insights estimates the Global Online Education Market Size will grow to $180.29 billion by 2030, with mobile accounting for the largest segment due to apps and digital components required for online and hybrid coursework. 

According to The Business Research Company, the market for higher education is estimated at $688 billion in 2024 and expected to grow at a CAGR of 9.9% to cross $1 trillion by 2028. In the US alone, the market for higher education is expected to grow at a CAGR of 20.6% to be worth $78.2 billion by 2030.

According to UNESCO, higher education has undergone significant changes over the past few decades, marked by increased enrolment, student mobility, diverse offerings, dynamic research environments, and technological advancements. Currently, approximately 254 million students are enrolled in universities worldwide—a figure that has more than doubled in the last 20 years and continues to grow. Despite this surge in demand, the global enrollment ratio stands at 42%, with significant disparities between countries and regions.

Due to heightened competition in the post-graduate education space and stress related to securing a seat within preferred institutions, the need for tutoring for standardized tests like the SAT, GRE, and GMAT has increased. MarkWide Research notes that growth in the test preparation market has been driven by the increasing number of exams and the growing recognition of the importance of exam scores for academics and career advancement. The market offers a wide range of products and services, including textbooks, online study materials, mobile applications, coaching classes, and personalized tutoring. This subset of education is highly competitive, with numerous players striving to differentiate themselves by offering innovative and effective test preparation solutions.

The market for online coaching has also expanded significantly as it offers convenience and flexibility.  Many exam preparation enterprises now also offer hybrid models combining in-person and online services. This approach provides flexibility and personalization, allowing clients to choose their preferred interaction mode. Online exam preparation platforms support this with features like video conferencing, messaging, and virtual meetings. Additionally, the use of artificial intelligence and data analytics is becoming prevalent in online coaching. Coaches utilize technology to gather insights, track progress, and make data-driven decisions, enhancing the coaching experience. According to Allied Market Research, the online coaching market is projected to reach $11.7 billion globally by 2032, growing at a CAGR of 14% from 2023 to 2032.

Amid the current trends in higher education, exam prep, and online learning, there is a significant opportunity for education marketers to leverage advertising on Quora. With over 400 million monthly active users, Quora provides a unique platform for education marketers to target a highly engaged audience of students, educators, and professionals seeking information and insights in their respective fields. By crafting targeted and relevant ad campaigns, education marketers can effectively reach their desired audience and drive engagement, leads, and conversions in the highly competitive online education market.

#EduMarketOutlookStats

Education advertising market outlook & statistics

Ad spending in the education industry in the US has grown in recent years. While higher ed ad spending declined at the peak of the pandemic, it jumped to $870 million in the first quarter of 2021, according to data analytics and brand consulting company Kantar as cited by The Hechinger Report.

Further, a survey by Simpson Scarborough revealed that when it comes to higher education, institutions in the US spend between $429 and $623 per enrolled student, per year, on marketing. This reflects the commitment of educational institutions to create a positive presence in the higher education space. The higher education advertising industry has become a big business, and schools that can gain a competitive advantage through innovative and effective marketing strategies stand to benefit greatly.

#EduDigitalTrends

Education advertising digital trends

With prospective students spending a substantial portion of their lives in the virtual space, the education advertising market is witnessing a transformation driven by digital strategies. Universities are now employing sophisticated digital marketing campaigns, using data analytics to target students more effectively, and spending large amounts on advertising in new media channels. 

As the internet and social media become the primary sources of information for younger generations, schools need to establish an engaging online presence. Many colleges and universities have greatly expanded their investment in websites, targeted digital campaigns, and social media marketing over the past decade.

Here are some key elements and ad formats to strengthen your education marketing campaigns.

“Polls/questions you want answering”

was the #2 most distinctive content Gen Z posted on social media in the last month.

#QuoraEducationStrategies

Winning strategies for education advertisers on Quora

Quora is essential for education advertisers to influence potential students and professionals seeking honest reviews and reliable information for major career decisions.

Native ads – Quora Promoted Answers for education advertisers

Self-education app Nerdish used Quora Promoted Answers to increase brand awareness and position itself as an enjoyable way to grow knowledge, targeting users interested in self-development. Their engaging content on various topics successfully drove users into the consideration stage by arousing curiosity and demonstrating the ease of learning.