TFCinfo recently announced important AV video display buying trends in both K-12 and higher education from its latest report entitled “The Use of Projection and Interactive Whiteboards in Education 2013/14.”
TFCinfo’s report examines and provides detailed information on the use of projectors, interactive whiteboards and flat panel use in educational settings, purchasing habits and educational preferences in order to aid manufacturers addressing this important vertical market.
Some major differences are seen in this research between the two groups as to what information sources are most influential, who has the decision making power, how often and how many video displays are being purchased, and how the purchase process works.
While roughly 40 percent in both educational segments state that they buy their projectors as needed as opposed to once per period/year, the frequency of projector purchases is relative to the amount of projectors being bought. Institutions of higher learning are heavy purchasers of multimedia projectors. 60 percent of those in higher education state that they purchase projectors a few times a year; which is in contrast to just 18 percent in K-12 that state they purchase a few times per year.
“This research also reveals that 63 percent of the decision making power for video display purchases in K-12 resides at the individual school level, while 37 percent resides at the district level,” states Tanya Lippke, TFCinfo director of survey market research. “With many of the K-12 schools also using a bid process and going into a project with other schools, it is really important when approaching the K-12 market to reach both district and school level administrators.”
Overall, higher educational environments are much more advanced than their K-12 counterparts. The widespread purchasing patterns and habits of the K-12 market make it difficult for many to understand and approach. Although purchase patterns will differ with each community, one thing that schools have in common is the need to focus on long-term value. The manufacturers that try to approach the education market with as much knowledge and understanding as possible will have an advantage.
Along with detailed research conclusions of the purchase process for video displays, this 270 page report provides readers with the answers needed to more fully understand this market segment and the similarities and differences between K-12 and higher education. Some other important topics covered include: the install base for video displays, brand usage, future purchasing and important product characteristics, interactivity and much more.