The latest report from Adobe Digital Insights (ADI) focuses on the digitization of Education websites, including K-12 and post-secondary schools. Key insights include year-round interest in education, especially for post-secondary schools and shifts in summer spending budgets as the Back-to-School timeframe approaches.

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U.S. Education Benchmark Report
Adobe Digital Insights

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Adobe
Acrobat
Methodology
Analysis based on aggregated and anonymous data from the Adobe Marketing Cloud
 2.5 billion visits from 110+ U.S. companies and institutions from January 2013 through June 2016
 Segments reported include:
 K-12: Primary and secondary fee-based college preparatory schools
 Post-secondary: Career, community, baccalaureate and post-graduate institutions
 Product questionnaire of 1.8 million registered users of Adobe Acrobat relating to area of
study and anticipated graduation year between 2013 and 2021
 12+ million Twitter mentions from May 2015 through July 2016
Adobe
Analytics
Adobe
Social

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Key Insights
1. Interest in education is year-round
2. Education lags in the mobile space and the pace isn’t picking up
3. Computers and kids’ clothes drive back -to-school retail
4. Digital tool usage is increasing in non-technical fields

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1 / Interest in Education Is Year-Round
Online & part-time options make post-secondary
education a year-round activity:
 38% of college students attend part -time (Source: NCES)
4
Masters degrees have increased 34%
(Source: NCES 2004-2014)
 Most awarded is Business
 Women make up 58% of graduate programs (NCES)

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Unemployment Rates Affecting Digitization Progress
5
Public-Private schools: Visits up 3% (since 2013)
 Online offerings are improved
For-Profit schools: Visits down 1% (since 2013)
 Dipped in 2015: Gainful employment rulings were
announced
Education websites aren’t growing:
 K-12: Site visits down 8% YoY in Q2
 Post-secondary: Down 1% YoY in Q2
 Decreased unemployment means little incentive
to return to school

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2 / Education Lags Behind in the Shift to Mobile
Desktop share has only decreased 3% YoY
 Other industries moving at similar or faster rates (e.g. travel: -5% & shopping: -3%)
 Smartphone usage spikes: beginning & end of the school year and post-holidays
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3 / Back-to-School Retail Drivers
Electronics:
 Spending shifts toward computers and printers
and away from tablets
7
Clothing:
 Budgets shift from Women’s to Kid’s

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Most Engaged in Social Conversation
8
Gender: Women with 64% of social commentary“Future CMOs”: Stanford receives the most mentions

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Most Engaged in Social Conversation
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State: Washington DC
 Followed by Western & Southern states
Sentiment: Generally positive
 Most Positive: Northeast & Western states

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Digital Tools Growing in Non-Technical Fields
Acrobat is growing among students in non-technical fields:
 61% of students graduating 2021 have indicated non-technical majors – an increase of 13% over 2013 (Acrobat Usage
Survey)
10
Acrobat Usage Technical Fields
Non-Technical
Fields
2013 45.4% 54.5%
2021 54.5% 61.4%

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Social Conversation Around Education
Education is a year-round topic with spikes in August and January
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Miscellaneous Appendix Images