Currently increasing trend among Asian students to enroll themselves in universities in the western countries for higher education is creating a significant demand for language learning courses. Majority of the candidates from Asian countries, especially from India and China, enroll themselves for Test of English as a Foreign Language (TOEFL), International English Language Testing System (IELTS), Graduate Record Examination (GRE), Test of English for International Communication (TOEIC), and other language-based courses and certifications.
The global digital language learning market accounted to US$ 5.69 Bn in 2018 and is expected to grow at a CAGR of 13.4% during the forecast period 2019 – 2027, to account to US$ 17.18 Bn by 2027.
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TOEFL and IELTS are the tests conducted to assess a non-native candidate’s English fluency level, including proper English speaking and writing skills. This factor compels the enrolling candidates to opt for English Language Training (ELT) institutes. The burgeoning demand for these competitive exams has led to the establishment of various ELT institutions across these countries, which in turn has opened up avenues for different English learning methods. Moreover, in response to this, various schools, colleges, and universities in India and China have adopted digital learning technologies, and the trend of adoption of the same is consistently increasing.
Various ELTs have also incorporated digital English language learning systems and technologies. This factor has positively impacted the growth of the digital language learning market in recent years. Additionally, several schools and universities in India and China are also offering English learning courses for the students willing to appear for competitive exams. The increasing number of candidates from Asian countries enrolling for competitive exams to qualify for education in western countries is driving the digital language learning market.
The global education sector is transforming exponentially on the back of various initiatives undertaken by governments and private organizations to deliver digitally enhanced performance. Governments of various countries such as China, Australia, Brazil, and the UAE have initiated the digital education schemes in the past years, which has helped these countries to boost their English education systems. For instance, the Digital Education Revolution (DER) by the Australian government, which was initiated a decade ago, has enabled several schools and universities to leverage digital education. Similarly, the Chinese government has also initiated several policies to drive the digital education with a major focus on English language learning, which has propelled the rise in the number of companies offering the digital learning solutions to Chinese students. 51Talk is one of the most prominent digital English language learning institutions in China; 17Zuoye is another digital platform for Chinese students, teachers, and parents, which provides online assignments in the form of exercises and homework, allowing end users to enhance their capabilities. Currently, India is pacing up to create a substantial market space for digital education. Various initiative has been undertaken by the Indian government to popularize the digitalization technologies in the educational sector. The growing popularity for digital language learning across education sector and increasing focus of government to support e-learning are the major factors that would support the growth of digital language learning market globally.
The market players present in digital language learning market are mainly focusing on product enhancements by implementing advanced technologies. By signing partnership, contracts, joint ventures, funding, and inaugurating new offices across the world permit the company to maintain its brand name globally. Few of the recent developments are listed below:
2019: Busuu introduced a new courses featuring news and cultural content from from The New York Times and The Economist. The new release is aimed to help the learners to improve their English through videos and articles covering real-world news and cultural topics.
2019: Babbel and Cambridge English together launched Babbel English Test that would allow allows adult learners of English to assess their listening and reading skills online from level A1 (beginner) up to and including B1 (intermediate).
2019: Rosetta Stone introduced its new and improved iPhone app which leverages augmented reality and machine learning to help the language learners. The new app is expected to simulate a real-life experience by providing the learner with new words, phrases and voices of native speakers.
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