Educational software publishers could do better at school
Lucrative market in electronic materials emerging outside traditional channels
LONDON, 28 APRIL 2006.
Publishers targeting the home market for educational software may benefit from ramping up their efforts to reach parents through schools, according to new research from educational consultancy Shift Media.
While parents use the Internet heavily to research educational software, they purchase most often through computer stores. But a quarter turn to information provided by schools and teachers and nearly half (44.6%) of parents would be prepared to buy directly from their school in future.
Jane Powell, director of Shift Media, said the research revealed that a bouyant market was opening up to publishers and content developers able to harness non-traditional routes to market, in particular schools, which are highly trusted by parents.
"Parents are buying these products to help boost their childrens’ educational performance, so it’s only natural that they see schools as an important source of advice,” said Powell. “What’s remarkable that so many would also be prepared to buy through the school, given the low level of sales currently going through this channel.”
Shift Media found that traditional publishers and retail channels, such as book shops, are being bypassed by parents. “It is possible that bookshops are missing a trick here.” said Powell. “Uncertainty regarding the level of demand is preventing booksellers from stocking electronic titles and giving computer retailers an opportunity to grab that business.”
ENDS
Notes for Editors
About the Reaching The Home Market report
Reaching The Home Market from Shift Media is the most comprehensive and
up-to-date survey of the home market for educational software in the UK.
It is based on door-to-door interviews conducted with 537 parents at 50
sampling points across the UK, selected to give a representative socio-demographic
sample. Telephone interviews were also conducted with suppliers. The findings
are available from Shift Media and the research is the latest piece of
Shift Media Syndicated Business Intelligence.
About Shift Media
Shift Media is a consultancy that specialises in education and learning.
It conducts market research and analysis, develops business strategy and
creates multimedia materials for publishing companies, corporate universities
and the public sector. Its clients include BT, BBC Worldwide, Thomson
Learning, Collins Education, and Oxford University Press.
For more information, please contact Jane Powell at jane.powell@shift-media.co.uk
or 020 7253 8959.