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Student Attitudes Toward Content in Higher Education - Tech Forum 2014 - Len Vlahos

"Student Attitudes Toward Content in Higher Education" - Len Vlahos (BISG) at BookNet Canada's Tech Forum - March 6, 2014.

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Tech Forum | March 6, 2014
#TechForum
@BISG
Student Attitudes Toward Content in
Higher Education, Volume 4
Hello.
My name is:
Len Vlahos
Executive Director, BISG
#TechForum
@BISG
#TechForum
@BISG
UNDERSTANDING
THE STUDENT
CONSUMER
#TechForum
@BISG
Ongoing, twice-annual survey of US
college students
Includes two-year, four-year, private,
public, and for-profit institutions
Featuring four years of trend data,
from 2010-2013
Accompanied by a survey of higher ed
faculty in Spring 2012 and 2013
#TechForum
@BISG
Thanks to our sponsors!
#TechForum
@BISG

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Student Attitudes Toward Content in Higher Education - Tech Forum 2014 - Len Vlahos

  • 1. Tech Forum | March 6, 2014 #TechForum @BISG Student Attitudes Toward Content in Higher Education, Volume 4
  • 2. Hello. My name is: Len Vlahos Executive Director, BISG #TechForum @BISG
  • 5. Ongoing, twice-annual survey of US college students Includes two-year, four-year, private, public, and for-profit institutions Featuring four years of trend data, from 2010-2013 Accompanied by a survey of higher ed faculty in Spring 2012 and 2013 #TechForum @BISG
  • 6. Thanks to our sponsors! #TechForum @BISG
  • 7. The Fate of the Textbook 0% 10% 20% 30% 40% 50% 60% 70% 80% Fall 2010 Spring 2011 Fall 2011 Spring 2012 Fall 2012 Spring 2013 Fall 2013 #TechForum @BISG
  • 8. Required Course Materials 0% 10% 20% 30% 40% 50% 60% 70% Other Open educational resources used Materials assembled in course pack One or more textbooks recommended Materials provided through ILS No formal course materials One or more textbooks required Fall 2013 #TechForum @BISG
  • 9. Required Course Materials 0% 20% 40% 60% 80% Other Open educational resources used Materials assembled in course pack One or more textbooks recommended Materials provided through ILS No formal course materials One or more textbooks required Fall 2013 Fall 2012 Fall 2011 #TechForum @BISG
  • 10. WHAT DO FACULTY THINK? Required Course Materials 0 0.2 0.4 0.6 0.8 1 Other Open educational resources used Materials assembled in course pack One or more textbooks recommended Materials provided through ILS No formal course materials One or more textbooks required STUDENTS FACULTY 0% 20% 40% 60% 80% 100% #TechForum @BISG
  • 11. Students Prefer Print 56% 16% 15% 6% 7% Print textbook Digital textbook Print textbook including online supplements Digital textbook including online system No preference #TechForum @BISG
  • 12. Why Print? 0% 20% 40% 60% 80% 100% Poor experience with digital Privacy concerns Can share/copy Don't have device Can keep at end of semester Buyback options Ease of bookmarking/highlighting Prefer look/feel of print Fall 2013 #TechForum @BISG
  • 13. Acquisition Process 0% 10% 20% 30% 40% 50% Try to get by without it Buy digital book Rent digital book Rent physical book Buy physical book and sell it back Buy physical book and keep it after semester ends Fall 2013 Fall 2012 #TechForum @BISG
  • 14. Acquisition Process 0% 10% 20% 30% 40% 50% 60% 70% 80% Supplemental materials Availability/in stock Delivery speed Condition Delivery cost Price #TechForum @BISG
  • 15. 63% of students who purchased a digital text were satisfied with the price they paid… compare that with 43% of print textbook purchasers. #TechForum @BISG
  • 16. Going Digital 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Fall 2010 Spring 2011 Fall 2011 Spring 2012 Fall 2012 Spring 2013 Fall 2013 Digital Textbook Purchases (Past 2 Years) #TechForum @BISG
  • 17. Going Digital 0% 10% 20% 30% 40% 50% 60% 70% Has taken a course using McGraw-Hill… Has taken a course using Cengage MindTap Has taken a course using Wiley Plus Has taken a course using Pearson Mastering Has taken a course using Pearson MyLab Prefers online courses Pays for most of own course materials MBA student Senior/4th year student Junior/3rd year student Attending 4-year college or university SURVEY AVERAGE #TechForum @BISG
  • 18. Device Ownership 0% 10% 20% 30% 40% 50% 60% 70% 80% Fall 2011 Spring 2012 Fall 2012 Spring 2013 Fall 2013 Laptop/netbook Smartphone Desktop computer iPad Kindle Fire #TechForum @BISG
  • 19. Device Usage 0% 10% 20% 30% 40% 50% 60% 70% 80% Spring 2012 Fall 2012 Spring 2013 Fall 2013 Laptop/netbook Desktop computer Tablet #TechForum @BISG
  • 20. Purchase Sources 0% 10% 20% 30% 40% 50% 60% Fall 2011 Spring 2012 Fall 2012 Spring 2013 Fall 2013 Campus bookstore (on-site or website) Other bookstore (on-site or website) Amazon All other sources #TechForum @BISG
  • 21. Textbook Rental 0% 5% 10% 15% 20% 25% Spring 2012 Fall 2012 Spring 2013 Fall 2013 Rent physical book Rent digital book #TechForum @BISG
  • 22. Textbook Rental 0% 5% 10% 15% 20% 25% 30% 35% 40% Fall 2011 Spring 2012 Fall 2012 Spring 2013 Fall 2013 Chegg Campus AND other local bookstores B&N.com Amazon.com #TechForum @BISG
  • 23. Integrated Learning Systems “…adapts to the needs and styles of individual students using learning-based algorithms, simulations, and discovery exercises. An ILS blends traditional textbook content with online resources and makes extensive use of assessments to measure learning outcomes.” #TechForum @BISG
  • 24. Integrated Learning Systems Don’t know N/A Helpful Online homework Blackboard Useful Annoying Supplements Tools Great E-Books MyMathLab Website Extras Online stuff WASTE OF MY MONEY! Useless Google Software Digital book ECompanion Mastering Wiley Plus Study Aids Course pack Work Aplia Frustrating ? Class site OK #TechForum @BISG
  • 25. Over half of students surveyed have now taken at least one course using an ILS. #TechForum @BISG
  • 26. Integrated Learning Systems 0% 10% 20% 30% 40% 50% 60% 70% To what extent did it help improve your grade? To what extent did it help your studying? To what extent have you used the ILS? To a large extent Somewhat Not much #TechForum @BISG
  • 27. Faculty Influence 31% 50% 19% How likely would you be to purchase digital course materials if the instructor recommended them and provided URL? Very Likely Likely Unlikely #TechForum @BISG
  • 28. The majority of faculty members (56%) indicate they are solely responsible for selecting materials for their classes. #TechForum @BISG
  • 29. WHAT DO FACULTY THINK? Course Material Selection 0% 20% 40% 60% 80% 100% Use of an Integrated Learning System (e.g., WileyPlus, Pearson… Availability of online quizzing, tutoring, self-assessments… Service provided by the publisher Good teaching aids for instructors Low cost to students Pedagogy within the textbook Experience with a previous edition June 2013 Feb. 2012 #TechForum @BISG
  • 30. WHAT DO FACULTY THINK? Integrated Learning Systems 0% 20% 40% 60% 80% 100% Not sure No, I am not likely to teach a course using an ILS within the next year Yes, I am likely to teach a course using an ILS within the next year Yes, I have taught a course making extensive use of an ILS No, I have not taught a course making extensive use of an ILS #TechForum @BISG
  • 31. Illicit Acquisition Behaviors 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Fall 2011 Spring 2012 Fall 2012 Spring 2013 Fall 2013 Photocopied/scanned content from other students Downloaded digital content from other students Acquired content from pirate website Acquired international versions of texts #TechForum @BISG
  • 32. WHAT DO FACULTY THINK? Illicit Acquisition Behaviors 0% 10% 20% 30% 40% Downloading digital textbook content from other students Downloading other course material from other students Downloading course materials from a Website not specifically authorized by… Buying or acquiring international versions of textbooks Buying or acquiring textbooks from a pirate Website Photocopying or scanning chapters of textbooks from other students June 2013 Feb. 2012 #TechForum @BISG
  • 33. Attitudes Toward Copyright 0% 10% 20% 30% 40% 50% 60% Other books Textbooks Television Film Games Music Not at all To a limited extent To a large extent #TechForum @BISG
  • 34. Attitudes Toward Copyright 0% 20% 40% 60% 80% 100% Acquired international versions of texts Acquired content from pirate website Downloaded digital content from other students Photocopied/scanned content from other students "Not at all" Survey Average #TechForum @BISG
  • 35. Illicit Acquisition Behaviors 0% 10% 20% 30% 40% 50% Family member Newspaper article Instructor A website Another student Friend or roommate #TechForum @BISG
  • 36. Illicit Acquisition Behaviors 0% 10% 20% 30% 40% My parents can't pay for books My friends do it Student loans are too high Instructor doesn't use book enough Have low income/budget for books New textbooks are too expensive #TechForum @BISG
  • 37. Price & Value 55% 40% 5% Textbook prices are reasonable, considering their value Disagree Agree Don't know #TechForum @BISG
  • 38. Price & Value 69% 25% 6% I'm willing to get textbooks at the lowest cost, even if it means purchasing older editions Agree Disagree Don't know #TechForum @BISG
  • 39. Price & Value 78% 14% 8% I would spend money on learning solution that improves my results by 1 letter grade or more. Agree Disagree Don't know #TechForum @BISG
  • 40. Price & Value 73% 18% 9% I would spend money on a learning solution that reduces my study time by 25%. Agree Disagree Don't know #TechForum @BISG
  • 41. Students are willing to spend… on products they perceive as having value. #TechForum @BISG
  • 42. For students, value = increased studying efficiency or improved grades. #TechForum @BISG
  • 43. Thanks for listening! Len Vlahos Executive Director, BISG len@bisg.org

Editor's Notes

  1. Since the study began, we’ve seen a steady, but very slow, decline in textbooks being required as course materials – or so say students. Hold that thought.
  2. Discuss and advance to next slide.
  3. You can see that instances of a textbook being required for a course are on the decline, while no formal use of course materials is on the rise.
  4. Interestingly, and not surprisingly, faculty takes a slightly different view. As noted earlier, we also do a study of faculty attitudes. Not same schools or courses, but same semester and same survey. Here we see that faculty is more likely to state the course materials are required.
  5. Students still prefer print over other formats, but this has also been slowly eroding over time.
  6. When asked why student prefer print, you can see that the leading responses – prefer the look and feel, ease of bookmarking, buyback options – are based more on established habits and conventions than on any rejection of new technologies. Yes, some students did report a bad experience with digital content, but as a reason for preferring print, it was at the bottom of the list.
  7. When asked how they acquire course materials, a plurality still buy the book and sell it back at the end of the semester. But that group is shrinking. The biggest gainer is rental, specifically renting physical books.
  8. What motivates students in terms of acquisition? Money.
  9. This is an important concept. In the U.S., digital course materials have a higher perceived value than do print course materials. Students tell us again and again in this report that they believe textbook prices are too high.
  10. The number of students in the U.S. who have had experience with digital textbooks has been pretty consistently on the rise.
  11. When we cross-tabbed responses about which students had used digital with other answers, we can see that those most likely to have used digital are upper classmen and grad students, those who pay for their own course materials, and those who prefer online courses.
  12. Laptops are still dominant, but all mobile devices are on the rise.
  13. While students increasingly have tablets, they’re not using them for cousrework.
  14. Campus bookstores are actually trending up (when we consider both in person and online purchases), and – perhaps surprisingly – Amazon is trending down in terms of textbook purchases
  15. Textbook rentals have started to catch on over the past few surveys. Almost 19% of students now indicate that they prefer rental over purchase; 22% say they rent a physical textbook most often for their classes, and 5% now most often rent a digital text.
  16. When it comes to rentals, we’re seeing the opposite trend from the purchase sources we looked at. Amazon has taken off since getting into the rental game and continues to grow quickly.While rental is a clear current and future trend in acquisition, now let’s discussion the clearest current and future trend in format: Integrated Learning Systems.
  17. When students were asked to identify what this is, there was no consensus.
  18. While we know it as an Integrated Learning System, the survey results suggest there is a branding problem.
  19. What’s interesting here is that students who have used and ILS believe, at least somewhat, that it’s a format that helps improve studying and evening letter grades.
  20. Faculty’s influence on student purchases are clearly felt. More than 80% of respondents are either Very Likely or Likely to purchase digital course materials if the instructor is recommending and facilitating the purchase of such content.
  21. With faculty having such huge decision-making powers, as well as strong influence over purchasing decisions, let’s examine some of their motives for choosing course materials. As you can see, familiarity with the material is important.
  22. Not surprisingly, faculty that have used and ILS are much more likely to use one again in the future.
  23. Let’s turn our attention to illicit behavior. Here we’re focusing on students who acquire content through photocopying a friend’s textbook, downloading non-sanctioned content, or buying international versions of texts. Such behavior has been on the rise consistently from our very first report. We’ll examine why in a moment. Here we’re looking at students who say they engage in this behavior at least “occasionally.”
  24. Faculty are slightly less aware of this behavior, but they are indeed aware.
  25. In the most recent report, we asked this question for the first time: As you may know, "copyright protection" gives the creator of an original work exclusive rights to it, usually for a limited time and limits how the work can be distributed (e.g., copied). In your opinion, to what extent should the creators of each type of content below be protected by copyright from unauthorized distribution of the creator's work?As you can see, students generally agree that copyright protection should be extended to a “limited extent,” with film getting the most support of any media.
  26. As you would expect, those who said copyright protection should be extended “not at all” were far more likely to engage in illicit behavior.
  27. When asked who suggested one of the aforementioned illicit behaviors, it’s very interesting to note that faculty showed up approximately 15% of the time!
  28. What drives illicit behavior? As you would expect, money. The top two reasons are related to price. Books would have to be <$50 to get students to purchase instead of copying or downloading. Most are looking for a price around the $20-40 range.
  29. Examining price more closely, students don’t see the value in textbooks, though while those who think they are expensive form a majority, it’s not an overwhelming majority.
  30. Students are overwhelmingly willing to buy an older edition to save money.
  31. Here are what I think are the two most important questions in the survey – First, the vast majority of students would pay more if they felt that materials would improve their results by at least one letter grade.
  32. And second, they would also overwhelmingly spend more if they believed that it would save them time. In other words…