Educational application (apps) usage is greatest in growth markets, according to findings by MEF and released in third report of its Global Consumer Insights Series, which focused on mobile education. Four of the five countries with a larger than average market for education apps are India, South Africa, Kenya and Nigeria (the fifth is the US).
Also, the use of educational mobile apps is often mandated in these countries. When asked about “motivations for purchase”, users in Nigeria, India, Kenya and South Africa were most likely to reply: “I had to for my school/college/university.”
Conversely, in developed markets where access to education and the internet is universal, the demand for educational apps is less high. However, consumers in these markets, according to the new report, still display a firm desire for self-improvement, with reference, medical and productivity apps in much higher demand.
The global average demand for these products among mobile media users is still low at just nine percent, but US mobile media users, for example, consume such apps at much higher rates – 15 percent (productivity), 17 percent (medical) and 21 percent (reference).
Many users see education apps as playful or fun rather than just a functional aide to education. When asked what motivated them to buy a mobile app from an educational website, the top answer was ‘entertainment’ (47 percent versus 35 percent of those buying an app from any site).
This can be attributed to the successful gamification of educational apps by developers who have introduced gaming concepts such as quizzes, rewards and competition to the learning process. The report also highlights that educational app users are more engaged with mobile commerce than other users, spending more on mobile-related purchases.
The research shows that 65 percent of the total sample makes some form of purchase from their phones. For educational app users, it’s 72 percent. They are also more likely to spend heavily (46 percent have spent more than $151 on a purchase versus 39 per cent).
Rimma Perelmuter, chief executive officer at MEF, said mobile-first markets are clearly driving the uptake of educational apps. According to him, “this nascent sector has been quick to adopt engagement and business models from other types of app with entertainment and gamification key motivators for consumer uptake.
“A common theme across our Insight Series with reports on Mobile Money and Second Screening is the fact that early adopters are driving mobile commerce across the board. “This theme continues, with educational app users who are more likely than the average mobile media user to purchase via their mobile.”
Ben Uzor Jr
