Education Audience Insights
Table of Contents
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
#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
#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
#EDUEMEA
Europe Quora Users
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
Germany Quora Users
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
UK Quora Users
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
#EDUAPAC
APAC Quora Users
India Quora Users
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
Southeast Asia Quora Users
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
Australia & New Zealand Quora Users
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.
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.
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.
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
Nerdish.io
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