Online Test Prep Accounts for a Significant Share of the Test Prep Industry’s Total Revenues of More Than Rs 55000 Crore by 2020: Ken Research


Growing penetration of online test prep solutions in tier-2 and tier-3 regions along with rising number of internet users in the country has been helping the India online test preparation market to register robust CAGR of more than 55% by 2020-2025, as per findings released by Ken Research.

 1. Tier-2 and Tier-3 City Audiences form 60-70% of the user base for Online Test-Prep Players.

India Test Preparation Market

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Users for Test-Prep courses & material is working professionals & students both, but students edge it out to hold a leading share; students opt for test-prep courses more often than working professionals, who also rely on self-study invariably. While the major hotspots for competitive exam aspirants included Uttar Pradesh, Telangana, Madhya Pradesh, Bihar, Andhra Pradesh, Maharashtra, Delhi & Rajasthan, almost 70% of government job aspirants come from Tier II, Tier III & Tier IV cities.

2. Rising Internet Users in India Correlates to Leading Preference of Online Test Preparation; How Does This Shape India Test Preparation Market?

  • A staggering 90% of students in a 2019 Grade up survey indicated that they would prefer online modes of test preparation over offline modes. The figure stood at95% for aspirants belonging to Tier-3 & Tier-4 cities.​ Students adopting Online Test Prep due to Learning Flexibility, Affordability & Prevalence of Immediate Results; working professionals going for Online Test Prep due to Convenience, Performance Tracking & the Ease provided to concentrate at home. Moreover, Students preferring online learning primarily opted for Live-online Classes while a lesser proportion opted for Recorded Lectures.
  • Among students who are currently pursuing offline exam preparation, 70% would move to online modes if they can get access to live-online video classes. The figure went up-to 80% in-case of Tier-2 & tier-3 cities. The major reason for this shift was cited as Getting Access to Expert Faculty, further strengthening the premise that Tier-2 & Tier-3 cities have sub-standard teaching facilities at centers. Other reasons included the interactive nature that helped in doubt resolution & proper planning through a day-wise.

India Test Preparation Market

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