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US eLearning Market Reaches $16.7 Billion in 2009

Suppliers Tapping New Revenue Streams

By Tyson Greer, Chief Executive Officer

Seattle, WA - October 17, 2009 - The US market for Self-paced eLearning products and services will reach $16.7 billion in 2009 according to a new report by Ambient Insight called, "The US Market for Self-paced eLearning Products and Services: 2009-2014 Forecast and Analysis." The demand is growing by a five-year compound annual growth rate (CAGR) of 7.4% and revenues will reach $23.8 billion by 2014.

"In the past two years, the rate of growth for Self-paced eLearning has slowed, down from a 22% growth rate in the 2007-2012 forecast period," reports Chief Research Officer, Sam S. Adkins. "Recently, however, this rate of decline has decelerated significantly and has actually stabilized in hard-hit segments such as the enterprise sub-segment of the corporate segment. Despite the recession, and in many cases, because of it, the demand is positive in all the e-learning buying segments."

This report forecasts the e-learning expenditures across eight customer buying segments: consumer; corporations and businesses; federal civilian and military government; state and local government; PreK-12 academic; higher education; NGOs, non-profits, and associations; and healthcare. Corporations will be the top buyers throughout the forecast period, followed by higher education and the PreK-12 buyers.

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"We see the highest rate of growth is in the healthcare segment, followed by PreK-12 and higher education," comments CEO Tyson Greer. "The healthcare industry has been recession resilient and learning technology suppliers competing in that segment have been relatively immune from recessionary pressures. The rate of growth in the PreK-12 and higher education segments is due in part to the rapid adoption of online learning content, but also due to the success and proliferation of for-profit online schools."

For each buyer segment analyzed in the report, Ambient Insight forecasts spending on six types of Self-paced eLearning products: IT-related packaged courseware, non-IT courseware, custom online learning content services, learning management hosting services, course authoring tools, and installed learning technology platforms. Throughout the forecast period, non-IT self-paced courseware will generate the highest revenues.

"The good news is that there are still large untapped revenues for suppliers," adds Adkins. "For example, the small and medium business (SMB) buyers were slow to adopt technology-based learning until the recent recession. There is now a relatively healthy demand for Self-paced eLearning products and services in the SMB segments."

To learn more about our research, send e-mail to Image:  Send e-mail info@ambientinsight.com.

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