1.Rob Staats June 23, 2014 MAKING AN IMPACT ON LEARNING WITH TEXTBOOKS AND COURSE MATERIALS

2. Copyright2012TheNielsenCompany.Confidentialandproprietary. 3 3. Copyright2012TheNielsenCompany.Confidentialandproprietary. 4 BISG FACULTY & STUDENT ATTITUDES SPRING 2014 1600 Respondents 2097 Respondents Toward Content in Higher Education: Sample Size 4. Copyright2012TheNielsenCompany.Confidentialandproprietary. 5 STUDENT ATTITUDES INSIGHTS Define and seek value Key factors in buying behaviors Impact of textbook rentals Toward Content in Higher Education 5. Copyright2012TheNielsenCompany.Confidentialandproprietary. 6 0% 10% 20% 30% 40% 50% 60% 70% Condition upon receipt Delivery cost Delivery speed Getting the best price Having a copy in stock for pick-up or shipment Online/digital supplements that accompany the textbook (e.g., Print supplements that accompany the textbook (e.g., Sum of Not important/Not applicable Sum of Somewhat important Sum of Very important PRICE & AVAILABILITY ARE KEY INFLUENCERS Important factors in textbook buying process 6. Copyright2012TheNielsenCompany.Confidentialandproprietary. 7 Condition upon receipt Delivery cost Delivery speed Getting the best price Having a copy in stock for pick-up or shipment Online/digital supplements that accompany the textbook (e.g., online quizzes Print supplements that accompany the textbook (e.g., study guides) Average of Not satisfied Average of Very satisfied Average of Somewhat satisfied TRANSACTION EXPECTATIONS BEING MET How satisfied were you on each of these? 7. Copyright2012TheNielsenCompany.Confidentialandproprietary. 8 0 0.1 0.2 0.3 0.4 0.5 0.6 Audio study guide Clickers used in the classroom by Contextual help (e.g., clicking for more Core digital textbook Core physical textbook Diagnostic self tests Integrated Learning System (e.g., Interactive simulations of concepts Lab Manual Learning Management System (Blackboard, Lecture capture technology Online quizzing Online self-assessment Online study guide Online tutoring Print study guide Searchable interactive textbook Student solutions manual Sum of Somewhat Satisfied Sum of Not at all Satisfied Sum of Very Satisfied OPINIONS VARYBUT OVERALL ARE GOOD How satisfied are you with each of these? 8. Copyright2012TheNielsenCompany.Confidentialandproprietary. 9 OLD SCHOOL IS THE SAFE SCHOOL Prefer print over E? 0 100 200 300 400 500 600 Don't have a good device for reading digital textbooks Easier to bookmark/highlig ht in a print textbook Had a poor prior experience with a digital textbook Prefer the look and feel of print Privacy concerns related to digital textbooks There are limits to sharing/copying digital textbooks There are not enough functional advantages over a print book With digital textbooks, there's no buyback option With digital textbooks, you lose access to content at end Average of Not an important reason Average of Somewhat important reason Average of Very important reason 9. Copyright2012TheNielsenCompany.Confidentialandproprietary. 10 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Can try the content out before buying Content can be obtained more quickly (when I need it) Digital textbooks allow easy search and reference Digital textbooks allow you to interact with content (copy and paste to notes, etc.) Digital textbooks are easier to carry around Digital textbooks are more convenient Digital textbooks are more environmentally friendly Digital textbooks cost less than print textbooks Digital textbooks often integrate with other content (hyperlinks to video clips, practice quizzes, etc.) Sum of Not an important reason Sum of Somewhat important reason Sum of Very important reason KINGS OF CONVENIENCE Reasons to buy E over Print 10. Copyright2012TheNielsenCompany.Confidentialandproprietary. 11 STUDENTS KEEP LESS THAN A QUARTER For those courses where you are required to get a textbook, which do you MOST OFTEN do? Buy the physical book and sell it back after the semester ends 34.7% Rent the physical book 26.4% Buy the physical book and keep it for personal use after the semester ends 18.4% Rent a digital version of the book 6.8% Buy a digital version of the book 4.7% Try to get by without buying the textbook 3.0% Acquire a physical copy of the book through an Integrated Learning System 1.9% N/A (textbooks aren't required) 1.9% Acquire a digital copy of the book through an Integrated Learning System 1.3% OF ALL THE TEXTS THEY BUY 11. Copyright2012TheNielsenCompany.Confidentialandproprietary. 12 1/3 ARE RENTALS For those courses where you are required to get a textbook, which do you MOST OFTEN do? Buy the physical book and sell it back after the semester ends 34.7% Rent the physical book 26.4% Buy the physical book and keep it for personal use after the semester ends 18.4% Rent a digital version of the book 6.8% Buy a digital version of the book 4.7% Try to get by without buying the textbook 3.0% Acquire a physical copy of the book through an Integrated Learning System 1.9% N/A (textbooks aren't required) 1.9% Acquire a digital copy of the book through an Integrated Learning System 1.3% 12. Copyright2012TheNielsenCompany.Confidentialandproprietary. 13 FACULTY ATTITUDES Top 5 course materials criteria Change in reliance on print textbook Format and price options Publisher-provided homework managers, grade books, or online resources Toward Content in Higher Education 13. Copyright2012TheNielsenCompany.Confidentialandproprietary. 14 FIRST LAW OF MOTION 14. Copyright2012TheNielsenCompany.Confidentialandproprietary. 15 CREATING INERTIA IS KEY Familiarity, Cost, & Simplicity 10% 15% 17% 24% 28% 29% 61% 66% 66% 73% 0% 10% 20% 30% 40% 50% 60% 70% 80% Ability to search through digital textbook content It fits with the campus' Learning Management Interactive simulations of concepts Use of an Integrated Learning System (e.g., Service provided by the publisher Availability of online quizzing, tutoring, self- Good teaching aids for instructors Pedagogy within the textbook Low cost to students Experience with a previous edition Top 5 criteria for course material selection 15. Copyright2012TheNielsenCompany.Confidentialandproprietary. 16 BUSINESS PROFESSORS MOST LIKELY TO ADOPT ECONTENT 3-At what type of school do you teach? 94-Which comes closest to how this course is offered? 8-In which discipline area does this course best fit? (Please select just one.) Total 4-Year 2-Year Classroom Hybrid Online Business Social Sciences Math/Scienc e/Eng. Eng/Arts/Hu manities Core physical textbook 89% 89% 90% 91% 80% 83% 86% 92% 90% 89% Online quizzing 31% 27% 39% 24% 56% 57% 43% 30% 28% 23% Integrated Learning System (e.g., WileyPlus, Pearson MyLab,or Mastering Cengage MindTap, Bedford CompClass, Worth PsychPortal, etc.) 25% 22% 30% 22% 38% 31% 33% 18% 30% 23% Core digital textbook 22% 23% 20% 19% 34% 29% 30% 19% 23% 19% Online study guide 20% 19% 22% 18% 31% 28% 23% 19% 18% 19% Interactive simulations of concepts 18% 16% 21% 15% 30% 26% 20% 15% 20% 11% Online self-assessment 17% 15% 20% 13% 36% 32% 23% 13% 15% 17% Diagnostic self tests 16% 13% 21% 15% 24% 19% 19% 12% 16% 18% Lecture capture technology 12% 12% 13% 10% 24% 23% 15% 10% 12% 11% Online tutoring 9% 7% 11% 7% 17% 12% 11% 6% 9% 11% Contextual help (e.g., clicking for more information to help answer a quiz question) 7% 6% 9% 6% 14% 9% 10% 3% 8% 7% 16. Copyright2012TheNielsenCompany.Confidentialandproprietary. 17 NO SURPRISE HERE Growth from year to year 7% 9% 12% 16% 17% 18% 20% 22% 25% 31% 89% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Contextual help (e.g., clicking for more information Online tutoring Lecture capture technology Diagnostic self tests Online self-assessment Interactive simulations of concepts Online study guide Core digital textbook Integrated Learning System (e.g., WileyPlus, Pearson Online quizzing Core physical textbook Required or Recommended Materials 17. Copyright2012TheNielsenCompany.Confidentialandproprietary. 18 PROFESSORS RELUCTANT TO CHANGE 15% 7% 4% 3% 1% 1% 35% 23% 17% 12% 1% 1% 21% 22% 21% 23% 9% 6% 22% 34% 42% 44% 43% 43% 7% 15% 17% 18% 45% 48% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% I lack the expertise to design courses that can make the best use of these learning technologies It is a major effort to re-engineer a course and I don't have the time to do this right now It is very difficult to keep track of and evaluate these new learning technologies I am more comfortable with technologies that enhance instructor led classroom courses I am interested in technologies that assist struggling students and challenge top students I am willing to consider any technology that will help make students more successful in meeting desired learning Impact of New Learning Technologies Strongly Disagree Disagree Neutral/Don't know Agree Strongly Agree 18. Copyright2012TheNielsenCompany.Confidentialandproprietary. 19 ONLINE DISCOVERY IS WHERE ITS AT 17% 23% 25% 32% 37% 42% 57% 0% 10% 20% 30% 40% 50% 60% 70% Publisher's are becoming partners in helping design the content I need to help me teach and my Less reliance on textbooks for course content Using experiential learning games as part of instruction Designing content (examples, cases, exercises, etc) targeted to specific groups of students Less emphasis on facts/memorization Letting students find more content through online discovery, in addition to lecture/textbooks More emphasis on core concepts What's happening in course content/delivery in your courses? 19. Copyright2012TheNielsenCompany.Confidentialandproprietary. 20 RECAP The gradual migration to digital is accelerating Demand for simplification Willing professors need hand holding Students will buy the materials Spider-Maps 20. Rob Staats Dir. of Client Development Nielsen Book @jerzsurfer