Websites Score High Marks at School
Note: This category includes all products related to education, including online courses, learning management systems, language lessons, study resources, continuing education and adult learning lessons, upskilling services and virtual skill coaching.
For some sectors, websites are predominantly the go-to tool. Students appear to rely heavily on websites for education-related software. While cellphones are often frowned upon in class, laptops are increasingly distributed as tools for learning.
In January 2020, 83% of all MAUs accessing educational tools did so via websites, compared to 17% on apps. The popularity of the web only continued to grow among the education sector. By December 2021, 87% of MAUs accessing educational tools were doing so via websites, vs 13% via apps.
The spring of 2020 brought a burst of users to web-based educational tools, but the bump was not as extreme as in other sectors, such as online food shopping and B2B SaaS products. The growth of MAUs on web rose to 34% in March and 33% in April before dropping back down to 7% growth in June against January 2020. Meanwhile, apps kept a more stable growth spurt, hitting 15% growth of MAUs in March, 18% April, then dropping to 14% in June 2020 against January of that year.
Seasonal trends are well established in the educational sector, and our data shows lulls in summer months and over winter holidays. The two deepest dips in website growth occur in July: in July 2020, MAUs on web dropped to -2%, and a year later (July 2021) the summer dip translated to 37% growth against the January 2020 benchmark. Apps also experienced relative lows in July: growth of MAUs on apps dropped to 10% in July 2020 and 20% in July 2021.
In December 2020, the number of MAUs on web dropped to 63% growth against January 2020, flanked by peaks of 116% in October 2020 and 141% in March 2021. By December 2021, website usage on educational products had grown substantially; the winter holiday dip dropped to a still-strong 115% growth against January 2020. The dip in the growth of MAUs on apps was most evident at the end of 2021, where growth dropped from 70% in November to 55% in December, against January 2020.
Our data shows two interesting takeaways: first, the school year beginning in 2021 shows more growth than the prior school year, and second, the growth of MAUs on web peaks in March and October twice in a row. The March 2020 peak of web growth may be related to the pandemic, but it’s not a one-hit wonder. Between August 2020 and July 2021, the number of MAUs on web tracked 116% higher in October 2020, and 141% higher in March 2021 against January 2020. In the fall of 2021, we see our highest peak in the education sector, at 169% growth in MAUs on web in October against January 2020 numbers.
App use has a similar pattern as that of web use, with peaks in March and November, but with less volatility. Looking at the growth of MAUs on apps between August 2020 and July 2021, we see a bump up to 45% in November 2020 and a peak of 51% in March 2021. The fall of 2021 brings us the peak of 70% growth in November 2021 against January 2020.