Current Market Trends
Close to one-in-four parents have already bought a device for their child as a direct result of a school instruction. Of those, nearly eight in ten made a BYOD purchase in the 12 months preceding this research study.
BYOD currently makes up nearly a quarter of the total addressable education market, presenting a sizable opportunity for vendors. And despite device costs shifting from institutions to parents, schools still play an influential role in the nature of the devices purchased.
Almost half of those instructed to purchase a device were told to buy a particular model or specification of laptop or tablet. Windows was the most popular OS specified by schools for laptops, and Android the most popular for tablets.
While HP was the most commonly bought brand of laptop, Apple was in the top two most commonly bought brands of laptops and tablets overall, and is highly favoured by schools and parents alike.
In addition, average spend recommendation for devices was $434, yet parents spent $485. This 12% overspend illustrates another reason why vendors should tap into the BYOD phenomenon. However, to fully leverage the opportunity, they need to adopt a strategy that operates across retail and school-based channels.
This report explores the growing trend in some world markets for a bring your own device (BYOD) approach to school computing equipment. BYOD in schools is a parent-funded purchase, as opposed to a school purchase. While this has been fairly common in private schools for many years, tightening education budgets are fuelling a more widespread movement.
As more schools employ this approach, the trend is beginning to impact how vendors tackle the education market. That’s because the channels used by parents can differ significantly from institutional sales. Equally, parents’ decision-making criteria, and the added value sales opportunity, can provide new opportunities for vendors.
In order to size BYOD in K-12 and the market opportunity for this report, Futuresource surveyed 7,845 parents and 475 schools across the USA, UK, Australia, Germany, India and Japan, between August and September 2021. This is the second wave of the study, following an initial wave in 2020, and focuses on countries or territories where BYOD is currently a prominent activity or rising in significance.
| Comprehensive PDF report
| Executive summary
| Market size and overview
| Device specifications
| Products purchased
| What they would have changed
| Attitudes towards BYOD
| The influence of the COVID-19 pandemic
| BYOD in K-12 classrooms
| Feedback from parents on how they are buying devices for their children to use at school
| Insights into how schools are deploying BYOD, based on interviews with IT decision makers, school principals, curriculum leads and instructional technologists
| Analysis throughout this report brings together a mixture of parent and school data to provide an holistic view of the BYOD landscape
| Advantages and disadvantages of BYOD in schools
Futuresource has been tracking, researching and consulting on the global education technology market for more than 20 years. However, since 2020, the pandemic has placed a spotlight on EdTech and the role it has played in keeping children educated, and Futuresource’s reporting has been ramped up accordingly. This publication is one in a series of highly granular research reports, produced to provide businesses with an expert view of the education market.
Any enterprise operating within the EdTech sector will benefit from this report, particularly:
| Manufacturers and their suppliers
| Resellers and VARs
| Intermediaries and supply chain
| EdTech market strategists, marketing and sales professionals
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