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Futuresource K-12 BYOD

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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. 

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