Student Attitudes Toward Content in Higher Education, with Nadine Vassallo, Project Manager of...

THE BOOK INDUSTRYBY THE NUMBERS

BISG Webcast | March 18, 2014

Student Attitudes Toward Content in Higher Education, Volume 4

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Hello.

Today’s speaker is:

Nadine VassalloProject Manager, Research & Information

BISG

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UNDERSTANDING THE STUDENT CONSUMER

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Ongoing, twice-annual survey of US college students

Includes two-year, four-year, private, public, and for-profit institutions

Featuring four years of trend data, from 2010-2013

Accompanied by a once-annual survey of higher ed faculty

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Thanks to our sponsors!

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The Fate of the Textbook

Fall 2010 Spring 2011



Fall 20130%

10%

20%

30%

40%

50%

60%

70%

80%

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Required Course Materials

Other

Open educational resources used

Materials assembled in course pack

One or more textbooks recommended

Materials provided through ILS

No formal course materials

One or more textbooks required

0% 10% 20% 30% 40% 50% 60% 70%

Fall 2013

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Other







0% 10%20%30%40%50%60%70%80%

Fall 2013 Fall 2012 Fall 2011

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WHAT DO FACULTY THINK?


Other







0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.8 0.9

STUDENTS FACULTY

0% 20% 40% 60% 80% 100%

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Students Prefer Print

56%

16%

15%

6%7%

Print textbookDigital textbookPrint textbook includ-ing online supplementsDigital textbook includ-ing online systemNo preference

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Why Print?

Poor experience with digital

Privacy concerns

Can share/copy

Don't have device

Can keep at end of semester

Buyback options

Ease of bookmarking/highlighting

Prefer look/feel of print

0%10%

20%30%

40%50%

60%70%

80%90%

100%

Fall 2013

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Acquisition Process

Try to get by without it

Buy digital book

Rent digital book

Rent physical book

Buy physical book and sell it back

Buy physical book and keep it after semester

ends

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Fall 2013 Fall 2012

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Purchase Sources

Fall 2011 Spring 2012 Fall 2012 Spring 2013 Fall 20130%

10%

20%

30%

40%

50%

60%

Campus bookstore (on-site or website)Other bookstore (on-site or website)AmazonAll other sources

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Textbook Rental

Spring 2012 Fall 2012 Spring 2013 Fall 20130%

5%

10%

15%

20%

25%

Rent physical book Rent digital book

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Textbook Rental


5%

10%

15%

20%

25%

30%

35%

40%

Chegg Campus AND other local bookstoresB&N.com Amazon.com

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Acquisition Process

Supplemental materials

Availability/in stock

Delivery speed

Condition

Delivery cost

Price

0% 10% 20% 30% 40% 50% 60% 70% 80%

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Used Market Impact

69%

25%

6%

I'm willing to get textbooks at the lowest cost, even if it means purchasing older editions.

AgreeDisagreeDon't know

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Price

55%40%

5%

Textbook prices are reasonable, considering their value.

DisagreeAgreeDon't know

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Illicit Acquisition Behaviors


5%

10%

15%

20%

25%

30%

35%

40%

45%

Photocopied/scanned content from other studentsDownloaded digital content from other studentsAcquired content from pirate websiteAcquired international versions of texts

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Downloading digital textbook content from other students

Downloading other course material from other students

Downloading course materials from a Website not specifically authorized by the

instructor (like Sparknotes)

Buying or acquiring international versions of textbooks

Buying or acquiring textbooks from a pirate Website

Photocopying or scanning chapters of textbooks from other students

0% 10% 20% 30% 40%

June 2013 Feb. 2012

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Family member

Newspaper article

Instructor

A website

Another student

Friend or roommate

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

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My parents can't pay for books

My friends do it

Student loans are too high

Instructor doesn't use book enough

Have low income/budget for books

New textbooks are too expensive

0% 5% 10%15%20%25%30%35%40%

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Attitudes Toward Copyright

Other books

Textbooks

Television

Film

Games

Music

0% 10% 20% 30% 40% 50% 60%

Not at all To a limited extent To a large extent

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Attitudes Toward Copyright

Acquired international versions of texts

Acquired content from pirate website

Downloaded digital content from other students

Photocopied/scanned content from other students

0% 20% 40% 60% 80% 100%

"Not at all" Survey Average

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Going Digital




Fall 20130%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Digital Textbook Purchases (Past 2 Years)

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Going Digital

Has taken a course using McGraw-Hill Connect

Has taken a course using Cengage MindTap

Has taken a course using Wiley Plus

Has taken a course using Pearson Mastering

Has taken a course using Pearson MyLab

Prefers online courses

Pays for most of own course materials

MBA student

Senior/4th year student

Junior/3rd year student

Attending 4-year college or university

0% 10% 20% 30% 40% 50% 60% 70%

SURVEY AVERAGE

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Device Ownership


10%

20%

30%

40%

50%

60%

70%

80%

Laptop/netbook Smartphone Desktop computeriPad Kindle Fire

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Device Use

Spring 2012 Fall 2012 Spring 2013 Fall 20130%

10%

20%

30%

40%

50%

60%

70%

80%

Laptop/netbook Desktop computer Tablet

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63% of students who purchased a digital text were satisfied with

the price they paid…

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63% of students who purchased a digital text were satisfied with

the price they paid…compare that with 43% of print

textbook purchasers.

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Integrated Learning Systems

“…adapts to the needs and styles of individual students using learning-based algorithms, simulations, and discovery

exercises. An ILS blends traditional textbook content with online resources

and makes extensive use of assessments to measure learning outcomes.”

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Don’t know

N/AHelpful

Online homeworkBlackboard

Useful

Anno

ying

Supplements

ToolsGreat

E-Books

MyMathLab

Website

Extras

Online stuff

WASTE OF MY MONEY!

Useless GoogleSoftware

Digital book

ECompanion

Mastering

Wiley Plus

Study Aids

Course pack

Work

Aplia

Frustrating

? Class site

OK

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Over half of students surveyed have now taken at least one

course using an ILS.

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To what extent did it help improve your grade?

To what extent did it help your studying?

To what extent have you used the ILS?

0% 20% 40% 60% 80%

To a large extent Somewhat Not much

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The majority of faculty members (56%) indicate they are solely

responsible for selecting materials for their classes.

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Faculty Influence

31%

50%

19%

How likely would you be to purchase digital course materials if the instructor recommended them and provided URL?

Very LikelyLikelyUnlikely

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Course Material Selection

Use of an Integrated Learning System (e.g., WileyPlus, Pearson MyLab, Mastering, Cengage MindTap, BedfordCompClass, Worth PsychPortal, etc.)

Availability of online quizzing, tutoring, self-assessments for students

Service provided by the publisher

Good teaching aids for instructors

Low cost to students

Pedagogy within the textbook

Experience with a previous edition

0% 20% 40% 60% 80% 100%

June 2013 Feb. 2012

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Not sure

No, I am not likely to teach a course using an ILS within the next year

Yes, I am likely to teach a course using an ILS within the next year

0% 20% 40% 60% 80% 100%

Yes, I have taught a course making extensive use of an ILSNo, I have not taught a course making extensive use of an ILS

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Price & Value

78%

14%

8%

I would spend money on learning solution that improves my results by 1 letter grade or more.


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Price & Value

73%

18%

9%

I would spend money on a learning solution that reduces my study time by 25%.


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Students are willing to spend… on products they perceive

as having value.

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Value =Increased Studying Efficiency

or Improved Grades

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Student Attitudes, Volume 4, Survey 2 is in the field now!

Also coming soon: Digital Books and the New

Subscription Economy.

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Thanks for listening!

Nadine VassalloProject Manager, Research & [email protected]

20% off for webcastattendees!

mailto:[email protected]

Student Attitudes Toward Content in Higher Education, with Nadine Vassallo, Project Manager of...

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