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The higher education testing and assessment market is estimated to grow at a CAGR of 6.32% between 2022 and 2027. The size of the market is forecast to increase by USD 6,481.55 million. The growth of the market depends on several factors, including the transition of educational institutions to formative assessment, the rigorous process of admission, and the rising demand for customized learning.
This report extensively covers market segmentation by product (academic and non-academic), end-user (educational institutions, universities, training organizations, and others), and geography (North America, Europe, APAC, Middle East, Africa, and South America). It also includes an in-depth analysis of drivers, trends, and challenges. Furthermore, the report includes historic market data from 2017 to 2021.
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Technavio categorizes the global higher education testing and assessment market as a part of the education services market and within the global consumer discretionary industry. The increasing importance of science, technology, engineering, and mathematics (STEM) education is expected to drive the growth of the global education services market. The parent market, the global education services market, covers products, services, and solutions that are offered to educational institutions, corporate institutions, students, parents, individuals, and teachers. Our research report has extensively covered external factors influencing the parent market growth during the forecast period.
The transition of educational institutions to formative assessments is notably driving the higher education testing and assessment market growth, although factors such as the weak assessment mechanism in online testing may impede the market growth. Our researchers analyzed the data with 2022 as the base year, along with the key drivers, trends, and challenges. A holistic analysis of drivers will help companies refine their marketing strategies to gain a competitive advantage.
Key Higher Education Testing And Assessment Market Driver
The transition of educational institutions to formative assessments is notably driving the higher education testing and assessment market growth. Several educational institutions have shifted from traditional summative assessments to formative assessments in the past few years. Formative assessments assess students based on strategic questioning, projects, questionnaires, quizzes, and other techniques. The use of formative assessments improves the performance of students and the interaction between students and faculty. Hence, it is considered an integral part of effective learning.
Several initiatives, such as the Re-Engineering Assessment Practices (REAP) in the UK, encourage the adoption of formative assessments. For instance, the University of Edinburgh devised the principle of good formative assessment under the REAP program. The project supports the use of formative assessment techniques in higher education. It enables students to monitor, self-direct, and manage their learning. Hence, the transition of educational institutions from summative assessment to formative assessment will drive the growth of the market during the forecast period.
Key Higher Education Testing And Assessment Market Trend
The evolving role of educational technologies is the primary trend driving the higher education testing and assessment market growth. Advances in technology have resulted in the evolution of its role in education. Educational institutions are introducing assessments that include elements such as digital badging and micro-credentials, and several vendors offer such advanced technologies. For instance, in June 2021, McGraw Hill Education Inc. upgraded to the digital architecture and integrated with widely used learning management systems (LMS) such as Blackboard Learn and Ultra, Instructure Canvas, D2L Brightspace, Moodle, and more.
The addition of elements in education technologies such as LMS and CMS balances the assessment of students. Balanced assessments involve both the academic and non-academic assessment of students. Several vendors such as Pearson and educational institutions promote the balanced assessment of students. Pearson has also introduced the concept of balanced assessments in higher education. Such assessments will enable the overall development of students by engaging them in quizzes and riddles related to their general knowledge.
Key Higher Education Testing And Assessment Market Challenge
The weak assessment mechanism of online testing may impede the higher education testing and assessment market growth. Universities, corporate organizations, and governments across the world are adopting software solutions and online platforms for testing and assessments. However, the assessment mechanism of online tests is weak.
Several end-users in many developing countries consider online assessment unreliable due to the probability of answer manipulation. Therefore, they prefer offline testing and assessment. For instance, in India, the answer scripts of competitive examinations such as the Civil Services Examination (CSE) and the Provincial Civil Services (PCS) Examination are checked manually. Hence, the weak assessment mechanism of online tests affects the growth of the global higher education learning and assessment market.
Key Higher Education Testing And Assessment Market Customer Landscape
The report includes the adoption lifecycle of the market, covering from the innovator’s stage to the laggard’s stage. It focuses on adoption rates in different regions based on penetration. Furthermore, the report also includes key purchase criteria and drivers of price sensitivity to help companies evaluate and develop their growth strategies.
Global Higher Education Testing and Assessment Market Customer Landscape
Vendors are implementing various strategies, such as strategic alliances, partnerships, mergers and acquisitions, geographical expansion, and product/service launches, to enhance their presence in the market.
Pearson Plc - The company operates under multiple segments, including higher education testing and assessment, assessment and qualifications, virtual learning, English language learning, and others. The company's business activities comprise Pearson VUE, US School Assessment, Clinical Assessment, UK GCSE and A Levels, and International academic qualifications. The company's key offerings include higher education testing and assessment services, such as SAT and ACT preparation, SSAT preparation, and ELL.
The report also includes detailed analyses of the competitive landscape of the market and information about 15 market vendors, including:
Qualitative and quantitative analysis of vendors has been conducted to help clients understand the wider business environment as well as the strengths and weaknesses of key market players. Data is qualitatively analyzed to categorize vendors as pure play, category-focused, industry-focused, and diversified. It is quantitatively analyzed to categorize vendors as dominant, leading, strong, tentative, and weak.
The market share growth by the academic segment will be significant during the forecast period. The academic segment comprises tests and assessments in subjects such as science, technology, engineering, and mathematics (STEM), which are considered a part of the core curriculum. Traditionally, pen and paper-based testing were commonly used for such tests. However, the advent of technologies such as learning management systems (LMS) and content management systems (CMS) and the rising demand for innovative personalized technologies such as adaptive learning has increased the adoption of digital technologies for academic testing and assessment in higher educational institutions. The increasing use of technology in classrooms is also augmented by the rising use of smartphones, tablets, and e-libraries by students. The transition from traditional pen and paper-based testing and assessment to online testing and assessment and the increasing use of technology by students will drive the growth of the segment during the forecast period.
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The academic segment showed a gradual increase in market share from USD 7,756.87 million in 2017 and continued to grow by 2021. The digitization of classrooms in higher educational institutions has made them interactive. Hence, they are equipped to conduct online tests and use technologies such as learning analytics to evaluate and assess students. Several universities deploy interactive whiteboards and use Skype sessions to educate students. They are also replacing traditional methods of conducting entrance examinations with online tests. The rising number of student enrollments and the challenges associated with managing the logistics of pen and paper-based tests and assessments have encouraged several universities and educational institutions to conduct entrance examinations online.
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North America is projected to contribute 31% by 2027. Technavio’s analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period.
The governments of several countries in North America have also adopted assessment technologies. For instance, in the US, the National Assessment of Educational Progress (NAEP) conducts a periodic assessment to test the educational progress of students in grades four, eight, and 12 in mathematics, science, the history of the US, and technology. The NAEP is a mandatory project that is administered by the National Center for Education Statistics (NCES), which works under the Institute of Education Sciences (IES) of the Department of Education (DoED). The NAEP started offering digital assessments for different subjects such as mathematics, reading, and others. The digital assessments are administered through tablets, laptops, and computers. The assessments use dynamic and innovative technologies that provide an engaging assessment experience to students. Also, regional players have been adopting various strategies that will propel the growth of the regional market during the forecast period.
The report forecasts market growth by revenue at global, regional & country levels and provides an analysis of the latest trends and growth opportunities from 2017 to 2027.
Higher Education Testing And Assessment Market Scope |
|
Report Coverage |
Details |
Page number |
162 |
Base year |
2022 |
Historic period |
2017-2021 |
Forecast period |
2023-2027 |
Growth momentum & CAGR |
Accelerate at a CAGR of 6.32% |
Market growth 2023-2027 |
USD 6,481.55 million |
Market structure |
Fragmented |
YoY growth (%) |
4.25 |
Regional analysis |
North America, Europe, APAC, Middle East and Africa, and South America |
Performing market contribution |
North America at 31% |
Key countries |
US, Canada, China, Japan, India, and Germany |
Competitive landscape |
Leading Vendors, Market Positioning of Vendors, Competitive Strategies, and Industry Risks |
Key companies profiled |
Apperson Inc., Aptech Ltd., Coursera Inc., Educational Testing Service, Gradeup Assignment, Harver B.V., LearningRx Inc., Mercer LLC, Mindlogicx, Ntalents, Oxford Learning Centers Inc., Pearson Plc, Scantron Inc., The Training Box Ltd., Think and Learn Pvt. Ltd., Turning Technologies LLC., Wheebox, ZandaX, and McGraw Hill Education Inc. |
Market dynamics |
Parent market analysis, Market growth inducers and obstacles, Fast-growing and slow-growing segment analysis, COVID-19 impact and recovery analysis and future consumer dynamics, Market condition analysis for the forecast period |
Customization purview |
If our report has not included the data that you are looking for, you can reach out to our analysts and get segments customized. |
We can help! Our analysts can customize this report to meet your requirements. Get in touch
1 Executive Summary
2 Market Landscape
3 Market Sizing
4 Historic Market Size
5 Five Forces Analysis
6 Market Segmentation by Product
7 Market Segmentation by End-user
8 Customer Landscape
9 Geographic Landscape
10 Drivers, Challenges, and Trends
11 Vendor Landscape
12 Vendor Analysis
13 Appendix
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