Agile and SheerID partnered again for our third-annual Teacher Spending Survey. Compiled from the responses of more than 500 PreK-12 teachers across the U.S., our 2016 survey gives education marketers an insightful look into teacher spending habits. The results are in: Teachers still have tremendous purchasing power. Marketers just need to know how to tap into it.
Teacher Spending Remains Stable
Our survey revealed that teachers spent an average of $487 out-of-pocket to purchase items for their classrooms during the 2015 – 2016 school year — only a slight $3 decrease since last year. The number of teachers who spent $200 or more increased 6% over the previous year to 77%. A majority of the money teachers spent went toward purchasing classroom supplies and instructional materials.
Email Marketing Earns Respect
When researching how to spend those personal dollars, teachers looked to a variety of resources. Email, however, has become a highly valued source for product and program information; 66% of respondents trust email communication for information about classroom-related items. It trails behind word-of-mouth only as teachers’ most-valued information source.
When it comes time to make purchases, digital channels also prevail. More educators made classroom purchases online than in actual stores, with most making those purchases on computers, followed by tablets and smartphones.
Discounts Lead to Loyalty
Marketers can use that valuable email platform to reach teachers in the education marketplace. Even during the summer months, 81% of teachers checked email at least weekly, with some even visiting their inboxes as frequently as every day.
Email also is a great way to offer exclusive teacher discounts, which educators appreciate. An overwhelming 84% of respondents said they are more loyal to brands that offer teacher discounts. But that discount must be worthwhile: 74% said discounts need to be 20% or more to be considered worthwhile.
Many thanks to our partner SheerID and to our respondents for making the 2016 Teacher Spending Survey another success.