Quora Insights

Education Audience Insights

The education market has undergone a significant transformation in recent years, with the advent of online learning platforms and the expansion of e-learning opportunities. However, the COVID-19 pandemic has accelerated this shift, as schools and universities worldwide have been forced to close their doors and switch to remote learning to comply with social distancing guidelines. As a result, the demand for online education has skyrocketed, with millions of students and educators turning to digital platforms to continue their studies. 

We’ve also seen this trend among working professionals seeking online training and upskilling opportunities amid a shift to remote work. This surge in online learning has led to a rapid expansion of the education market, with new players entering the industry and established institutions adapting their offerings to meet the needs of a changing educational landscape.

#EDUTrends

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. 

In the US, the market size for the educational services industry grew faster than the economy overall, according to data from IBIS World. Additionally, they project that in 2023, US consumers will be more willing to pay for private schools, postsecondary institutions, and other discretionary educational services as per capita disposable income increases—representing a growing opportunity for education services and marketers.

We’ve also seen this trend among working professionals seeking online training and upskilling opportunities amid a shift to remote work. This surge in online learning has led to a rapid expansion of the education market, with new players entering the industry and established institutions adapting their offerings to meet the needs of a changing educational landscape.

$7.08 Million

Total education market revenue worldwide in 2022

$180 Million

Paid app revenue in the Education segment worldwide in 2022

4.99 Billion

The number of downloads in the education segment worldwide in 2022

Amid the current trends in education and online learning, there is a significant opportunity for education marketers to leverage advertising on Quora. With over 300 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.
#EDUMarket

Education Advertising Market Outlook & Statistics

The global higher education industry has experienced a significant increase in competition among universities, colleges, and professional development programs to attract students from within their own countries and internationally. This has led to major developments in how schools market and promote themselves.

According to The Hechinger Report, the downturn in college enrollment, which has declined by 13% in the last decade in the US, has forced institutions to adapt to unprecedented competition for students. Spring 2021 saw a 3.5% drop, which National Student Clearinghouse called the “steepest enrollment drop in a decade.” As a result, ad spending in the industry 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.

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. 

$4.20 Million

Global education market advertising revenue worldwide in 2022

$2.2 Billion

Colleges’ collective advertising budget in 2019

$429-623

The amount of higher ed institutions spent per enrolled student per year on marketing in 2019

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.
#EduMarketing

Education Marketing on Quora

Quora is a go-to destination for students, educators, and working professionals alike seeking information on a wide range of topics. With its highly engaged and educated audience, Quora is an attractive platform for education marketers looking to reach their target audience.

Whether promoting educational products or services, or looking to establish thought leadership in a particular field, Quora offers a unique opportunity to connect with a highly engaged and motivated group of learners. 

In this audience insights report, we explore why Quora is an ideal platform for education marketers, and how they can effectively leverage its audience to reach their marketing goals.

#EDUTopics

Popular Education Topics on Quora

Education

28.6M Followers

Master to Business Administration Degrees

741K Followers

Exams and Tests

6.6M Followers

Colleges and Universities

2.3M Followers

E-learning

963.1K Followers

Computer Science Education

1.1M Followers

Learning English

906.2K Followers

Medical School

1M Followers

JEE Preparations

620.8K Followers

Bachelor of Science Degrees

353.8K Followers

Quora is home to year-round learners. The following education and job Topics saw growth spurts in 2022 as Quora’s audience turned to the platform for education and upskilling resources:

 

  • Information Technology Professionals +12.5%
  • Job Market +56.8%
  • Software Engineer Recruitment +29.0%
  • English Language Proficiency Exams +12.0%
  • Student Advice +12.6%
  • Personal Development Self-improvement +13.6%
  • GED +14.4%
  • Bachelor of Technology in Communication Engineering +28.8%
  • AP US History +16.2%
  • Scaler Academy +31.7% 
  • AP Calculus AB +45.4%
  • Medical Examinations +43.7%
  • Course Recommendations +26.5%
  • JEE Advanced 2022 +13%
  • Leveling Up +9.95%
  • Professional Development +11.2%
  • Education Apps +12.09%
  • Colleges and Universities for Master of Business Administration +10.7%
  • Liberal Studies +10.1%

Education and Professional Development Topic Views on Quora Worldwide

#EDUQuestions

Popular Education Questions on Quora Worldwide

Quora’s Global Education Audience Stats

#EDUUS

US Quora Users

29%

attained a university degree

19.5%

attained a postgraduate degree

69%

say learning new skills is important to them

11.4%

are full-time students

47.2%

are full-time workers

53.8%

use the internet for education or study-related reasons

37.4%

 describe themselves as “career-focused”

14%

have purchased study programs or learning materials online

28.3%

 are decision-makers at work

48.5%

attained a university degree or higher

64.8%

say learning new skills is important to them

15.7%

are full-time students

48.2%

are full-time workers

49.3%

use the internet for education or study-related reasons

33.4%

 describe themselves as “career-focused”

15%

have purchased study programs or learning materials online

26.2%

 are decision-makers at work

40.5%

attained a university degree or higher

54.9%

say learning new skills is important to them

12.5%

are full-time students

55%

are full-time workers

40.5%

use the internet for education or study-related reasons

33.3%

 describe themselves as “career-focused”

18.6%

have purchased study programs or learning materials online

26.6%

 are decision-makers at work

57.4%

attained a university degree or higher

66%

say learning new skills is important to them

13.9%

are full-time students

50.2%

are full-time workers

49.6%

use the internet for education or study-related reasons

34%

 describe themselves as “career-focused”

13.2%

have purchased study programs or learning materials online

31.3%

 are decision-makers at work

Quora users are 50.7% more likely to attain a university degree

Quora users are 51% more likely to attain a postgraduate degree

76.4%

say learning new skills is important to them

25.4%

are full-time students

42.2%

are full-time workers

63.8%

use the internet for education or study-related reasons

60.9%

 describe themselves as “career-focused”

24.7%

have purchased study programs or learning materials online

35.2%

used a recruitment or job search site in the past month

Quora users are 31.3% more likely to attain a university degree

77.4%

say learning new skills is important to them

22.6%

are full-time students

37.1%

are full-time workers

61.6%

use the internet for education or study-related reasons

53.5%

 describe themselves as “career-focused”

Quora users are 72.3% more likely to purchase study programs or learning materials online

30.6%

used a recruitment or job search site in the past month

32%

attained a university degree

Quora users are 41.9% more likely to attain a postgraduate degree

67.4%

say learning new skills is important to them

22.6%

are full-time students

46%

are full-time workers

50.4%

use the internet for education or study-related reasons

34.7%

 describe themselves as “career-focused”

Quora users are 107.2% more likely to purchase study programs or learning materials online

31.7%

used a recruitment or job search site in the past month

Strong visibility on Quora contributes to reaching a new audience for BSBI who appreciates and consumes content, consequently, generating applications and sales. The channel has great potential for more lead generation activities in the future.

Marko Manojlovic

Marketing Director
Berlin School of Business & Innovation

#EDUChecklist

Your Education Marketing Strategy on Quora

Education Marketing: January-May

School is in full swing and people—students and educators alike—tend to finalize budgets and plans for the following academic year in the spring. Shift focus away from providing general awareness information and more towards conversions and results. If you’re looking to attract continuing education and upskilling prospects, this is a great time to get in front of them when they’re fresh off of making New Year’s Resolutions for self-improvement.

To-do’s:
Launch conversion campaigns to reach mid- to bottom-funnel users doing research
Ensure you have clear CTAs that compel people to take action
Make sure your conversion campaign pixel is implemented and working
Monitor all campaigns to optimize for success
Scale up spend on your top performing campaigns
Run any last minute promotions

Education Marketing: June-July

Summer can be a great time to connect with students and educators because they’re not distracted by the hustle and bustle of the school year. For working professionals as well, a summer slowdown could provide the opportunity to look into courses or upskilling programs. Focus on refining your value proposition and becoming top of mind for them as they research solutions.

To-do’s:
Launch awareness campaigns with Image Ads and/or Text Ads for brand visibility
Decide your goals and where you want to drive users on your site
Brainstorm ad ideas and potential questions for a Promoted Answers campaign
Prioritize your budget

Education Marketing: August-December

Students and administrators may have already made major decisions for the year, but you can start guiding them into the next buying season. Focus on providing educational content, such as detailed Promoted Answers or informational videos to establish thought leadership and guide consideration throughout the year.

To-do’s:
Write answers for a Promoted Answers campaign
Launch a Video Ad to generate brand awareness
Create a backlog of 2-3 pieces of creative to refresh on your Image Ads
Write copy alternatives to run tests and optimize throughout the school year

Quora’s academic users love to read, be curious, and be knowledgeable, which is a perfect audience for Nerdish. Promoted Answers is an absolute killer feature. It’s a great ad format not available on other channels, which is why it’s important to develop it carefully, test different types of questions, and customize answers.

Yulia Kurkina

CEO & Founder
Nerdish.io

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