Argues that educational providers must focus on online usage patterns in order to anticipate their clients' needs and capitalize on growth prospects of online educational programming.
Written in 2007; 1,445 words; 11 sources; APA; $ 47.95
Paper Summary:
This paper addresses the need to place Internet usage and potential at the center of marketing research done by educational providers going forward. The paper provides data on usage patterns, publics which are served through online programming, growth rates of online programs, and the need of providers to be opportunistic in developing programs.
Table of Contents:
Introduction
Arguments
Internet Usage Patterns and Other Media Forms
Internet Access and Learning Opportunities
Opportunistic Educational Marketing
Conclusion
From the Paper:
"Before considering how Internet usage is affecting the role that other media forms play in the delivery of information, it is important first to briefly consider general Internet usage patterns and the role that education information plays in Internet usage. Dickinson and Ellison (1999) wrote that at the turn of the century, 36% of Canadian households had "frequent users" of the Internet. By 2005, 64% of Canadians aged 18 or over indicated that they used the Internet "at least once a day." These findings show that Internet usage is growing in frequency as a forum for media delivery generally."
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