Education Market Information Use Habits, Preferences, and Satisfaction

Author: Roger Strouse, Affiliate Analyst

Education is an important target market for information publishers and providers. Outsell estimates global purchasing of information by higher education libraries at $3.9 billion and by school libraries at $9.8 billion, both in 2008. Additionally, millions are spent annually for institutional content including instructional materials, testing, and assessment materials. Though individual-level buying power is low among students and faculty, a lot of money is spent supporting those individuals’ information needs through libraries. This report helps publishers tap into the huge education market through an understanding of end-users in education and their consumption and spending patterns. It contains:

- An overview profile of information users in the education segment, including top information types used and satisfaction levels with major vendors and products;
- Data and analysis of education users’ information habits and unmet needs;
- A detailed look at this group’s use of interactive media;
- Data and analysis of education users’ information spending and purchasing – the money flow;
- Essential actions for publishers and information providers serving the education market.