2021
0
China E-Learning Market Report 2021
2022-02-11T03:04:55+00:00
OX1050129
3695
147852
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Report
en_GB
“Adult e-learning market experiences accelerated development when the “Double Reduction Policy” puts an end to K-12 tutoring, forcing most of the education service providers shift business focus to adult education.

China E-Learning Market Report 2021

£ 3,695 (Excl.Tax)

Report Summary

“Adult e-learning market experiences accelerated development when the “Double Reduction Policy” puts an end to K-12 tutoring, forcing most of the education service providers shift business focus to adult education. Consumers’ demand of online education mainly focuses on career and self-improvement. Courses and content to improve competence in workplace are highly welcomed, followed by personal interests’ development. E-learning providers should dedicate on more practical contents that can help consumers better equipped both for career and lives. Though quality content comes first, platforms/tools enabling engaging learning experience such as short video, audio and live streaming are more likely to win consumer’s favours.”
– Jocelyn Dong, Research Analyst

Key issues covered in this Report

  • Purchasing behaviours of e-learning products
  • Consumers’ preference of e-learning platforms
  • Key factors in purchasing e-learning products
  • Content of interest to different demographics
  • Consumers’ attitudes toward e-learning

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Covered in this Report
        • Executive Summary

            • The market
              • Adult e-learning market is experiencing growth momentum
                • Quality content is key to acquiring and retaining paying consumers
                  • Companies and brands
                    • Top education brands shift business focus to adult e-learning market
                      • Adult e-learning platforms enhance expertise content to strengthen competitiveness
                        • General knowledge platforms turn to e-learning to drive business growth
                          • The consumer
                            • Audio and video as forms for learning are gaining popularity
                              • Figure 1: E-learning products purchased in the past six months, 2021
                            • The usage of e-learning platforms is diverse
                              • Figure 2: Use of e-learning platforms in the past six months, 2021
                            • Learning for career development is top priority
                              • Figure 3: Purchase purpose of e-learning, 2021
                            • Sport and fitness are as important as skill sets
                              • Figure 4: Interested content for e-learning, 2021
                            • Flexibility to learn and good value drive purchasing
                              • Figure 5: Purchase considerations of e-learning courses, 2021
                            • Consumers recognise value of e-learning
                              • Figure 6: Attitudes towards e-learning, 2021
                            • What we think
                            • Issues and Insights

                              • Learning through audio, short video and livestreaming gaining popularity
                                • The facts
                                  • The implications
                                    • Catering to the needs of younger generations would unlock more opportunities
                                      • The facts
                                        • The implications
                                          • Figure 7: Z plant app launched by Tencent, 2020
                                      • The Market

                                        • Market Factors

                                          • Intense workplace competition further stimulates demand for improving competence
                                            • E-learning content and platforms enriched by various education service providers
                                              • Figure 8: Douyin launched project for e-learning, 2021
                                          • Companies and Brands

                                            • Top education groups shifting focus from K-12 to adult e-learning
                                              • Adult e-learning platforms enhancing expertise content
                                                • General knowledge platforms increasing efforts on education
                                                  • Figure 9: Zhihu paid courses for postgraduate entrance examination, 2021
                                              • The Consumer

                                                • Purchase Behaviours

                                                  • Text reading remains mainstream, audio/video/livestreaming as new e-learning forms are gaining popularity
                                                    • Figure 10: E-learning products purchased in the past six months, 2021
                                                  • Post-80s and 90s are more eager to learn while post-00s care about learning experience
                                                    • Figure 11: Purchase behaviours of e-learning products in the past six months, by generation, 2021
                                                  • Affluent consumers take learning seriously, and high earners in tier one cities stick to reading
                                                    • Figure 12: Purchase behaviours of e-learning products, by monthly personal income, 2021
                                                    • Figure 13: Purchase behaviours of e-learning products, by monthly personal income and city tiers, 2021
                                                • Platform Usage

                                                  • Consumers’ choice of e-learning platforms is diverse
                                                    • Figure 14: Use of e-learning platforms in the past six months, 2021
                                                • Purchase Purpose

                                                  • Career development comes first, while self-improvement outside of work is also important
                                                    • Figure 15: Purchase purposes of e-learning, 2021
                                                  • The affluent are easier affected by peer pressure
                                                    • Figure 16: Selected purchase purposes of e-learning, by monthly personal income, 2021
                                                  • Highly educated consumers are more self-driven
                                                    • Figure 17: Selected purchase purposes of e-learning, by education level, 2021
                                                • Interested Content of E-learning

                                                  • Fitness is as important as working and financial skills
                                                    • Figure 18: Interested content for e-learning, 2021
                                                • Purchase Consideration

                                                  • Time flexibility and good value drives purchasing
                                                    • Figure 19: Purchase considerations of e-learning courses, 2021
                                                  • Non-spenders of e-learning are more value-driven
                                                    • Figure 20: Purchase considerations of e-learning courses, non-spender vs. spender, 2021
                                                • Attitudes towards E-learning

                                                  • Value of e-learning generally recognised by consumers
                                                    • Figure 21: Selected attitudes towards e-learning, 2021
                                                  • Quality is priority, and engaging experience can add value
                                                    • Figure 22: Selected attitudes towards e-learning, 2021
                                                • Appendix – Methodology and Abbreviations

                                                  • Methodology
                                                    • Abbreviations

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