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Trends & Policies Shaping the U.S. Market

Trends & Policies Shaping the U.S. Market . Topics: Part 1: U.S. Education by the Numbers Part 2: Size & Scope of the U.S. Market Part 3: Teacher Attitudes on IM & Digital Trends. Jay Diskey – presenter. U.S. Market –Trends & Policies. U.S. K-12 Enrollment : 55 million Race/ Ethnicity

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Trends & Policies Shaping the U.S. Market

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  1. Trends & Policies Shaping the U.S. Market Topics: Part 1: U.S. Education by the Numbers Part 2: Size & Scope of the U.S. Market Part 3: Teacher Attitudes on IM & Digital Trends Jay Diskey – presenter

  2. U.S. Market –Trends & Policies U.S. K-12 Enrollment: 55 million Race/ Ethnicity 2010 K-12 Race Ethnicity 52% White 23% Latino 16% African American 5% Asian 1% Native American  2020 Projected Ethnicity 48% White 25% Latino 16% African American 6% Asian 1% Native American U.S. Market by the Numbers

  3. U.S. Market –Trends & Policies K-12 Public School Teachers: 3.2 million K-12 Public Schools: 98,817 School Districts: 13,809 U.S. Market by the Numbers

  4. U.S. Market –Trends & Policies Characteristics of School Districts: Three states—California, Florida, and Texas—account for 45 out of the 100 largest public school districts. The 100 largest public school districts represent less than 1% of all U.S. school districts. They are responsible for the education of 22% of all public school students. U.S. Market by the Numbers

  5. U.S. Market –Trends & Policies Characteristics of School Districts: Majority of students in the 100 largest districts were Hispanic or Black (63 percent). In 2008, expenditures per pupil in the 100 largest districts ranged from lows of $6,363 in the Granite District, Utah, to highs of $23,298 in Boston and $22,071 in the New York City Public Schools. U.S. Market by the Numbers

  6. U.S. Market –Trends & Policies 10 Largest School Districts: 1. New York City Schools 981,690 2. Los Angeles Unified 687,534 3. Puerto Rico Dept of Education 503,635 4. City of Chicago Schools 421,430 5. Miami-Dade Co. Schools 345,525 6. Clark Co. Schools (Las Vegas) 312,761 7. Broward Co. Schools (Fort Lauderdale FL) 256,351 8. Houston ISD 200,225 9. Hillsborough Co. Schools FL 192.007 10. Hawaii Dept. of Education 179,478 U.S. Market by the Numbers

  7. U.S. Market –Trends & Policies Total K-12 Expenditures in 2011: $526B Or, $11,421 per pupil U.S. Market by the Numbers

  8. U.S. Market –Trends & Policies K-12 Public Funding Sources

  9. Spending on Public K-12 Education by Function 61% Salaries & Benefits 10% Operations & Maintenance 8% Administrative Costs 5% Instructional Staff Services (e.g. training, libraries) 5% Student Support Services (e.g. guidance, health, speech) 4% Student Transportation 4% Food Services 3% Other Support Services (e.g. research, evaluation) >1% Instructional Materials (e.g. textbooks, digital content) U.S. Market –Trends & Policies IM Spending

  10. Who/What Purchases IM: States (adoption vs. non-adoption states) Schools Districts Schools Not the Federal government, but some Federal education funds can be used to purchase IM U.S. Market –Trends & Policies IM Spending

  11. Market Drivers of IM Purchases: Enrollment increases Changes in academic/curriculum standards State/Local adoption cycles Legal requirements (e.g. equity) Presence of digital infrastructure Federal or state accountability initiatives Availability of funding! U.S. Market –Trends & Policies IM Spending

  12. U.S. Market –Trends & Policies Sales of K-12 Instructional Materials 2013 est. Textbooks & Core Programs: $3.66 billion Supplemental Materials: $2.52 billion Tests, Periodicals, School Trade: $3.59 billion Total: $9.77 billion Source: Education Market Research IM Spending

  13. U.S. Market –Trends & Policies Instructional Materials as a % of School Budgets 1990: 1.17% 1995: 1.00% 2000: 1.25% 2005: 1.60% 2010: .93% 2012E: .75% Source: Piper Jaffray Estimates IM Spending

  14. U.S. Market –Trends & Policies Projected Costs to Implement Common Core State Standards Testing Costs: $1.24 billion Professional Development: $5.26 billion Instructional Materials: $2.46 billion Technology: $6.86 billionTotal: $15.82 billion Source: Pioneer Institute Public Policy Research 2012 IM Spending

  15. U.S. Market –Trends & Policies One out of every five teachers surveyed said their classrooms are insufficiently resourced with textbooks and other printed resources. One out of every three teachers said their classrooms are insufficiently resourced with digital instructional materials. One out of two teachers said their classrooms are insufficiently resourced with classroom computers, netbooks, or tablets. Source: AAP survey, 2011 Teacher Attitudes Toward IM

  16. U.S. Market –Trends & Policies 87% of teachers surveyed said that it is very important that school districts and states adequately fund instructional materials for every classroom. 93% of teachers surveyed said that it is very important that students have instructional materials for use in class. 89% of teachers said it is very important that teachers are trained to use instructional materials. Teacher Attitudes Toward IM

  17. U.S. Market –Trends & Policies 48% of teachers surveyed said they were insufficiently trained to use digital materials. Half of teachers cited equipment reliability as a barrier to their use of digital instructional materials in classroom teaching. 68% of the teachers surveyed said that it is “very important” that they select instructional materials for use in their classes. Another 28% said it “somewhat important” that they select materials. (Total 96% “very important” and “somewhat important). Teachers Attitudes Toward IM

  18. U.S. Market –Trends & Policies Digital instructional materials will totally replace printed learning resources within five years. To a great extent: 11% To some extent: 56.5% Not at all: 33% Digital Transitions (AAP survey)

  19. U.S. Market –Trends & Policies In five years time digital instructional materials and printed materials will co-exist as they currently do in the classroom. To a great extent: 25% To some extent: 62% Not at all: 13% Digital Transitions (AAP survey)

  20. U.S. Market –Trends & Policies Digital instructional materials and printed materials will co-exist in the classroom but in different ways in five years time. To a great extent: 41% To some extent: 54% Not at all: 5% Digital Transitions (AAP survey)

  21. U.S. Market –Trends & Policies Digital Engagement: 74% of school administrators report that digital content increases student engagement and 50% report that it helps to personalize instruction. (Source: Speak Up 2011) Use of Digital Media: 62% of teachers make some use of digital media in the classroom. (Source: T.H.E. Journal) Tablets vs. Laptops: When asked “what new technology solutions are administrators using to solve the budget situation” 42 percent said their schools are using tablets rather than laptops. (Source: Speak Up 2011) Digital Transitions (AAP survey)

  22. U.S. Market –Trends & Policies Evaluation of Digital Content: 41% of school administrators report that one of the challenges in bringing more digital content into the classroom is the difficulties involved in evaluating it. (Source: Speak Up 2011) Online Professional Development: 64% of teachers have taken an online course for professional development, continuing education, or a degree program (Source: MDR) Digital Transitions (AAP survey)

  23. 2013 CIC Global Markets Forum Jay Diskey, jdiskey@publishers.org www.publishers.org/school Contact

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