Aman Kumar of KalaGato: Online education being re-engineered by COVID-19?

image-Aman Kumar of KalaGato on COVID reengineering Online Education - MediaBriefAman Kumar, CoFounder and Business Head of KalaGato — which collects consumer behavior data from millions of users and makes it available to marketers who need granular data on their customers including where they spend their time and money – writes about how the potentially lethal COVID-19 virus has actually infused more life and robustness into online Ed-Tech companies

When education institutions the world over closed their gates to prevent the spread of coronavirus, it was and has remained, a major inconvenience for many. But it has also created a surge in demand for online learning.

Aman Kumar @TheAmKm of @KalaGato writes tells us how the potentially lethal COVID-19 has been actually influsing more life and robustness into online #EdTech platforms @BYJUS @Coursera @Gradeup @toppr #onlinelearning Click To Tweet

In 2017, Google and KPMG estimated the online education market in India to grow 8X from $247 million to $1.96 billion by 2021. Their estimates may be a bit higher now…

Let’s begin this story with install-based metrics.

image-1-reach-by-install-Aman Kumar of KalaGato on Online Education - MediaBrief

There are approx. 575 million internet-connected smartphone devices in India. The numbers of users in May 2020 should (approximately) be as follows:

image-2-Approximate mobile phone installs by top 4 online educatio platforms-Aman Kumar of KalaGato on Online Education - MediaBrief

In terms of installs, Byju takes a major chunk of the market. But installs only tell us a part of the story. Take a closer look at the app usage metrics for the education technology space.

image-3-total session time minutes by online educatio platforms-Aman Kumar of KalaGato on Online Education - MediaBrief

 Education or re-education isn’t just for young students; people are finding ways to stay relevant in the job market by participating in online certifications and courses to upskill. With uncertainty rife on what the job market will look like post Covid – people are anxious about their career prospects and doing what they can to remain relevant.

The huge jump for Coursera usage between March to April 2020 – from 8.8 minutes to 30.6 minutes! might have something to do with the job market getting even more competitive? Coursera users are mostly professionals looking to develop the specific skill set for a promotion, raise, or starting a new career…

In the past three months, all four EdTech companies – Byju’s, Coursera, Toppr & Gradeup – saw an increase in total session time.

Byju changed its business model to the ‘freemium’ in March – providing free access to its learning app. It saw an increase of nearly 2.5X in session time from 7.5 minutes to 17.9 minutes spent per day.

image-4-open rate of online educatio platforms-Aman Kumar of KalaGato on Online Education - MediaBriefA significant increase in the open rate of these platforms can be seen from March 2020 to May 2020.

ByjuToppr, and GradeUp are EdTech companies focusing on K12 space; took this stay-at-home opportunity by offering free access so that students can continue their studies.

image-5 - Daily Active Users on online educatio platforms-Aman Kumar of KalaGato on Online Education - MediaBrief

Can e-learning become the primary method of education in the long-term?

Resource-rich schools in Tier 1 and 2 cities can move classes online but schools located in smaller towns & cities of India have limited access to the internet and electricity.

Schools in rural areas struggle to adopt online education because so far WhatsApp is the only option for communication. The number of DAUs or Daily Active Users on EdTech platforms in ‘Tier 3 Others’ locations is far lower than even the lowest DAUs of the urban areas.

Advocates of Online education may want to replace (or augment) traditional learning but it’s difficult to imagine this happening anytime soon – at least in an equitable manner across India. Most students in India do not have access to quality internet services required to facilitate this revolution. For now, EdTech is a complement to help students keep learning during the lockdown. Keep in mind however that technology does not just step forward but leap frogs.

Some important questions to think about:

  • What happens to the millions of families who cannot afford a tablet, laptop or internet connection required to educate their children online?
  • Will layoffs be the rebirth of professional education & upskilling?
  • Are students willing to pay the same amount of tuition fee for online lectures?
  • Do employers value candidates with an online degree?

The Covid19 lockdowns in India, have witnessed some of the largest levels of unemployment this country has seen in recent decades – it is worth thinking about how artificial intelligence and industrial automation will impact people in the years ahead.

And here’s a bonus infographic from KalaGato on the COVID19 Digital Impact on various sectors, companies and consumer groups in India:

image-COVID19 Digital Impact on sectors companies consumer groups in India - Kalagato Dashboard - MediaBrief

Your thoughts, please