IDC: The education and learning market is expected to exceed US$150 billion by 2027, and AI has become an important competitiveness

As the types of smart terminal devices gradually increase, their functions become more integrated, and the value they carry often spans multiple scenarios. At the same time, ecology plays an increasingly important role in the development of smart terminals. The development of smart terminal devices in terms of experience such as connection, interaction, and services promotes and supports each other. Different usage scenarios usually bring different emphasis on ecological development.

Based on this, in order to better understand smart terminal devices, IDC divides the usage scenarios around smart terminals into six smart life scenarios, namely leisure and entertainment, mobile office, education and learning, sports and health, home control and smart travel .

As the summer vacation is coming to an end and the new semester is about to start, this conference will mainly focus on the education and learning scenario, focusing on the development trends of intelligent terminal equipment and ecology in this scenario.

2023 Key Education Learning Terminal Summer Promotion Review

The sales performance of major education and learning terminal products, including learning tablets, children's watches and PCs, in July 2023 exceeded the single-month average in the first half of the year. However, because they are in different development cycles, the specific sales performance of each product shows different trends.

Learning tablet market

The learning tablet market is a popular category in the current education and learning scenario, and it is also a market that is developing rapidly. There are still new manufacturers on the market gradually joining the competition on this track. In the first half of 2023, the learning tablet market shipped 2.19 million units, a year-on-year increase of 37%; in July 2023, the learning tablet market shipped 410,000 units, a year-on-year increase of 49%.

Children’s Watch Market

Although the children's watch market has entered a mature cycle, sales in the first half of 2023 were 6.88 million units, a year-on-year increase of 1%. With the increase in children's outdoor activities, market demand has entered a recovery stage. Its sales volume in July 2023 was 1.6 million units, a year-on-year decrease of 3%. It is expected that more demand will be released in August as new products are launched.

K12 and college student PC

K12 and college student PCs were affected by the concentrated release of demand during the epidemic. In the first half of 2023, shipments were 5 million units, a year-on-year decrease of 26%; in July 2023, the decline narrowed significantly, with sales of 1.04 million units, a year-on-year decrease. 12%.

Overall, this year’s summer education and learning terminal market promotion has the following five highlights:

• The rise of Xiaohongshu grass planting and live broadcasting ushered in a new sales closed loop for summer promotion;
• Driven the growth of the recycling side of the second-hand market, second-hand platforms began to test summer promotions;
• E-commerce platform student identity certification membership to improve summer promotion conversion efficiency;
• Summer promotions incorporate more terminals in entertainment, fitness and other scenarios to enrich consumer choices;
• The summer promotion further strengthens the integration of online and offline channels, such as instant retail and short-term rental.

Educational learning scenario market size forecast and ecological structure

IDC statistics show that the market size of education learning scenarios will reach US$110.2 billion in 2023, a year-on-year increase of 4.2%. It is expected to grow by 9.6% year-on-year in 2024, and the market size will exceed US$150 billion by 2027.

The ecological architecture of educational learning scenarios not only involves many hardware manufacturers, but also includes various types of software and service providers, such as AI solution providers and cloud service providers.

The development trend of intelligent terminals in education and learning scenarios

Educational terminals move towards personalization and value-added

With the continuous upgrading of educational learning terminals, the market scale is gradually expanding, the per capita expenditure on educational terminals and services is gradually increasing, and educational terminals are moving towards personalized functions and value-added scenarios.

The occurrence of technological turning points in educational scenes is gradually increasing

From the popularization of the Internet to the rise of AI, and then to AI upgrades, new technological upgrades have brought about product category expansion and scale growth in the education terminal market. According to IDC statistics, shipments of education and learning terminal products will reach 99.3 million units in 2023, and are expected to exceed 100 million units in 2024. In addition, it is expected that by 2027, more than 90% of education and learning terminals will be equipped with AI-related functions.

The development trend of educational terminal functions will be upgraded around the four major directions of AI, safety, health and content resources

• Educational AI has become one of the core competitiveness of personalization and value-added;
• Expansion of terminal security coverage: content security, information security, social security, etc.;
• Health-related functions have become an important upgrade direction, with high technical requirements such as sensors, eye protection, posture correction, exercise, sleep monitoring, etc.;
• Educational resource content has become an important focus in building an educational ecosystem and an important part of attracting parents.

Pan Xuefei, Assistant Research Director of IDC China, believes that although the educational learning scenario has been developed for many years, due to the stable needs of its users and generational changes, the segmentation of market demand and the high implementability of new technology implementation, the situation in this scenario Smart terminals have a lot of room for innovation and improvement in technology and products, so new manufacturers are constantly joining the track, making the market still full of vitality and vitality. Especially under the catalysis of large models and generative AI, the education terminal field will further move towards personalization and value-added.

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