K-12 MARKET PROJECTIONS
K-12 MARKET SIZE AND
PROJECTIONS THROUGH 2016-17
By Dr. Robert Resnick | Education Market Research
A
ccording to Education Market Research’s exclusive data, the K-12 instructional materials market, including textbooks, supplemental materials,
and technology products, totaled $19.430 billion in sales
in the 2012-13 school year. It is projected that sales in
2013-14 will be $20.979 billion, a 7.9 percent increase
compared to the prior year. That very large sum of money is spread each school year among more than 180,000
district administrators, over 115,000 school principals,
and more than 5 million K-12 educators.
K-12 MARKET SIZE BY SEGMENT
The following is an overview of the K-12 market size for the 2006-07 through 2013-14 school years.
Table 2.1 | Total K-12 Market Size: Projections Through 2016-17($ in millions)
Market Segment
06-07
07-08
08-09
09-10
10-11
11-12
12-13
13-14
Avg
Inc.
Technology Products:
Hardware, Software, Internet
6,950
7,089
7,230
7,592
8,025
8,813
9,650
10,712
6.4%
Instructional Materials:
Textbooks
3,185
3,312
3,358
3,404
3,506
3,594
3,666
3,739
3.3%
Instructional Materials:
Supplements
2,140
2217
2270
2320
2406
2483
2,520
2,646
3.1%
Other: Trade Books, Book
Clubs & Fairs, Periodicals,
Tests
2,777
2,994
3,014
3,086
3,271
3,446
3,594
3,882
4.9%
15,052
15,562
15,872
16,402
17,268
18,336
19,430
20,979
4.9%
Total
MARKET SIZE BY GRADE LEVEL
Taking the estimated dollars spent (excluding technology products) in 2013-14, and spreading them by grade level
yields a matrix in which the Pre K-5 market constitutes about 48 percent of the total (based on enrollments and spending patterns), and the secondary market (grades 6-12) is about 52 percent. The following table shows the estimated
market size by grade level for the 2013-14 school year.
Table 2.2 | K-12 Market Estimates By Grade Level, 2013-14 SY (Excluding technology sales)
($ in millions)
Grade Level
Est. % of Total
Text Mkt. Size
Supp. Mkt. Size
Total
Pre K-5
48%
$1,795
$3,133
$4,928
6-8
23%
$860
$1,501
$2,361
9-12
29%
$1,084
$1,894
$2,978
Total
100%
$3,739
$6,528
$10,267
Source: Education Market Research
24 essentials | summer 2014