In our last post, part 1 of this series, we discussed what the current state of eLearning market was like as well as going into more depth about the primary market sectors. What were your thoughts – did you leave a comment letting us know? If not, we’d love to hear from you!
There is an approach to help us in determining the different corporate LMS market sectors, and that is to start with the U.S. census data. After this, we can use expenditure data gathered from the Association for Talent Development (ATD) to determine who is spending what amount on e-learning. If we are assuming that the ATD is surveying 100% participating e-learning company’s we can then adjust the sectors for actual participation rates. The next step is to apply historical growth rates, inflation rates, and historical market size rations – with this we can generate worldwide market sizes.
Since the latest Census Bureau data is from 2008 and the ATD data is from 2013, this won’t be an exact size. With this we can better determine if the current models are generally acceptable, although the corporate participation rates could affect these models significantly.
*Side note: The census bureau doesn’t define business size categories and so traditional definitions aren’t completely appropriate for e-learning market segmentation.
With the given participation data this helps us better estimate the size of these markets and also determine how to potentially serve companies who have not implemented these solutions.