K-12 Testing and Assessment Market

Market Overview

The global K-12 testing and assessment market size was valued at USD 12.5 billion in 2023. It is estimated to reach USD 26.9 billion by 2032, growing at a CAGR of 8.9% during the forecast period (2024–2032). K-12 Testing and assessment evaluates students' knowledge, skills, and academic achievement from kindergarten to 12th grade. These evaluations have a variety of functions, including measuring learning outcomes, guiding instructional decisions, providing feedback to students and instructors, and maintaining accountability in the educational system.

The global K-12 Testing and assessment market share will expand as AI and automation become more prevalent in education. Educators are prone to favor exams that measure individuals' knowledge and reflect real-life circumstances and classroom learning. Furthermore, its ability to provide assessments connected to a student's curriculum and non-curricular requirements has significantly impacted its growth. Again, the increasing popularity of modern education among students and parents has prompted essential stakeholders to improve and simplify the software for a larger audience.

Market Dynamics

Global K-12 Testing and Assessment Market Drivers

Education Accountability

Educational accountability assesses the efficacy of educational institutions, teachers, and programs to ensure they meet predetermined standards and achieve the desired learning results. Assessments are essential in this process, giving data for decision-making and improvement efforts. National standardized tests are a common type of educational accountability assessment. In the United States, the National Assessment of Educational Progress (NAEP) is a widely recognized measure for assessing students' academic performance nationwide. The findings are used to evaluate the educational system's efficacy, identify development areas, and make sound policy decisions. The 2023 NAEP Long-Term Trend assessment results for 13-year-olds were published in June 2023. According to the 2023 Long-Term Trend Age 13 Highlights Report, 14% of 13-year-old children will report reading for fun nearly every day in 2023. 

Similarly, Australia's National Assessment Program - Literacy and Numeracy (NAPLAN) is a national assessment that measures students' literacy and numeracy abilities. NAPLAN is conducted yearly in May by schools across all states and territories. The Australian Curriculum, Assessment, and Reporting Authority (ACARA) administers the tests in partnership with Test Administration Authorities. The Australian Government Department of Education oversees the international NAP sample evaluations.

Furthermore, the Organisation for Economic Cooperation and Development (OECD) runs the Programme for International Student Assessment (PISA), which evaluates and analyzes global educational systems. The PISA results contribute to international discussions about educational accountability and policy reform. In many nations, the emphasis on educational accountability has resulted in developing data-driven systems that track student achievement, enabling continual improvement in educational methods. The impact and usefulness of these tests are frequently monitored through longitudinal studies and evaluations of educational outcomes over time, which influences the K-12 Testing and Assessment Market trend.

Global K-12 Testing and Assessment Market Restraints

Overemphasis on Standardized Testing

Overemphasis on standardized Testing refers to an educational system prioritizing standardized exams' results over larger educational goals. The Elementary and Secondary Education Act (ESEA) was modified in 2001 by the No Child Left Behind (NCLB) Act. It was in force from 2002 to 2015 and covered all K-12 public schools in the United States. Schools had to satisfy particular Adequate Yearly Progress (AYP) standards based on standardized test results. While the goal was to increase accountability and educational equity, emphasizing standardized Testing resulted in unforeseen consequences, such as restricting the curriculum and stressing test preparation over a comprehensive education. According to research published in the "Journal of Educational Change," the NCLB era narrowed the curriculum, with schools focused on areas covered by standardized examinations, particularly arithmetic and reading.

According to the National Center for Fair & Open Testing (FairTest), high-stakes Testing in the United States has led to teaching approaches that favor memorization and "teaching to the test" above critical thinking abilities. Overemphasis on standardized Testing may hinder instructors' ability to deliver a well-rounded education incorporating the arts, humanities, and other non-tested disciplines. Furthermore, the pressure to perform well on high-stakes tests can cause children to become stressed and focus solely on attaining high test scores rather than developing a genuine love of learning.

Global K-12 Testing and Assessment Market Opportunity

Incorporation of Technology

Using technology in testing and assessment methods, such as online assessments, adaptive Testing, and artificial intelligence (AI)-based evaluation, creates enormous opportunities for efficiency and personalization. Online assessments use digital platforms to provide tests and quizzes, resulting in a more dynamic and interactive student experience. According to research by EdTech Magazine, the usage of online assessments has increased significantly, with 82% of K-12 districts in the United States using online Testing by 2021. Online tests allow quicker grading, immediate feedback, and multimedia features, improving the assessment experience. Adaptive Testing adapts the complexity of questions based on a student's responses, resulting in a more personalized assessment experience.

A study published in the "Journal of Technology, Learning, and Assessment" discovered that adaptive testing approaches improve student engagement and motivation. Adaptive Testing tailors examinations to individual learning needs, recognizing specific strengths and weaknesses and providing a more accurate estimate of student competency. The use of technology in evaluations not only increases efficiency but also creates new opportunities for tailored learning experiences. It accommodates various learning styles, enables faster and more accurate assessment, and adds to a more engaging educational environment.

Regional Analysis

North America Dominates the Global Market

The global K-12 testing and assessment market analysis is conducted in North America, Europe, Asia-Pacific, the Middle East and Africa, and Latin America.

North America is the most significant global K-12 Testing and Assessment market shareholder and is estimated to grow at a CAGR of 9.0% over the forecast period. North America dominates the K-12 testing and assessment industry because of its technologically advanced infrastructure and the most significant number of internet users per population. According to GSMA's 'The Mobile Economy 2023', the United States and Canada are among the global leaders in 5G adoption, with adoption rates predicted to reach 59% in the United States and 34% in Canada by the end of 2023. This reflects operators' aggressive deployment plans and significant consumer demand for new services. Furthermore, as of 2023, North America has 372,555,585 internet users, accounting for 4.7% of the global total. 

As of January 2023, the United States had 311 million internet users, accounting for 91.8% of the population. This is a 0.5% increase from the previous year. According to the report, 75% of the gadgets in the region will be wired or wireless, with the remainder connected to a mobile network. As a result of the region's abundant resources, it has proliferated.

Asia-Pacific is anticipated to exhibit a CAGR of 9.4% over the forecast period. The Asia-Pacific area is expected to develop quickly, owing to the presence of the most populous countries, such as China and India, which account for 36% of the total population. As a result, a more significant proportion of students worldwide are served. Furthermore, the region's rapid technical improvement due to increased government efforts and international investment in enterprises has fueled market expansion. According to GSMA's 'The Mobile Economy 2020' report, pioneer 5G markets in Asia Pacific include Australia, Japan, Singapore, and South Korea, where the technology is now widely used. The area features some of the fastest developing 5G markets, including India, which will add millions of connections by 2023. By 2030, Asia Pacific will have over 1.4 billion 5G connections, accounting for 41% of all mobile connections. 5G technology is expected to boost all sectors of the Asia Pacific economy, mainly services and industry. This increases the region's technical infrastructure. 

Furthermore, in India, government efforts such as the National Testing Agency (NTA) administer standardized examinations such as the Joint Entrance Examination (JEE) and the National Eligibility and Entrance Test (NEET). These exams are vital for university admissions and demonstrate the importance of standardized Testing in the region.

Europe's K-12 testing and assessment market reflects a diversified educational landscape, with distinct approaches to evaluation methodologies used across countries. The region has seen a rising emphasis on technology integration, competency-based assessments, and a balance of formative and summative evaluation techniques. According to the EU's Publications Office, most European nations have instituted regular national Testing over the previous decade, and the tendency is fast expanding. 

Additionally, European educational frameworks, such as the European Qualifications Framework (EQF), prioritize the development of abilities for lifelong learning. Assessments are intended to test both subject-specific knowledge and key competencies required for future success. Furthermore, by 2023, 90% of the European population will be connected to the internet via mobile devices. In 2021, 86% of Europe's population, or 474 million people, had mobile service subscriptions, which is predicted to impact the market significantly.

Segmental Analysis

The global K-12 testing and assessment market is segmented based on product, Method, and region.

The market is further segmented by product into Curriculum-based Testing and non-curriculum-based Testing.

Curriculum-based Testing accounts for the largest share of the market.

Curriculum-based Testing

Curriculum-based Testing entails evaluations closely related to a particular educational program's stated curriculum and learning objectives. These assessments are intended to assess students' comprehension and proficiency in the areas and topics outlined in the official curriculum. Curriculum-based assessments' questions and content are based on specific educational standards and learning outcomes established by educational authorities. Curriculum-based Testing guarantees that tests are closely related to what students should learn in a given grade or course. These examinations assess students' knowledge, skills, and abilities about the required instructional subject. Companies provide tests in the form of multiple-choice questions and other gamified formats. The assessment techniques' extremely interactive and customizable nature makes it simple and comfortable for students and parents. Furthermore, non-curriculum-based testing methods have a considerable market share due to the growing popularity of Testing and measuring cognitive skills, English language skills, etc.

Non-curriculum-based Testing

Non-curriculum-based Testing refers to assessments that go outside the scope of the established curriculum. These assessments may assess a more extensive range of skills, such as critical thinking, problem-solving, creativity, and other competencies not expressly stated in the set curriculum. Non-curriculum testing examines students' ability to apply knowledge in real-world circumstances and develop skills beyond rote memorization. Non-curriculum testing frequently includes open-ended questions, real-world scenarios, and tasks that require critical thinking. The emphasis is on assessing students' competencies and ability to apply knowledge in unique contexts.

By Method, the segment can be further bifurcated into Blended, Online, and Traditional Methods.

Online Method generates the most revenue in the market.

Online Method

The online technique dominates the K-12 testing and assessment market because it can be accessed anywhere and anytime. The online testing approach relies solely on digital platforms and technology to give tests. Students take tests on computers, tablets, or other electronic devices, and the entire testing process, from delivery to submission, is managed via online platforms. Internet testing entails the use of secure Internet platforms to administer digital examinations. These evaluations may contain several question formats, multimedia elements, and adaptive features. Students often take these tests remotely, and the results are usually created automatically. Educational institutions are increasingly using online Testing due to its convenience and efficiency. This strategy is ideal for distant learning, remote examinations, and situations requiring timing and location flexibility.

Blended Method

The blended Method, or hybrid or mixed-mode Testing, incorporates components from traditional and online testing methods. This strategy allows students to take a combination of in-person and online examinations. The idea is to combine the benefits of both modalities to create a versatile and successful testing environment. Blended Testing frequently combines traditional paper-and-pencil examinations conducted in physical classrooms with online assessments administered via digital platforms. This strategy is adaptable and accommodates a wide range of learning preferences.

Impact of covid-19

The pandemic had compelled a lockdown in many countries. Initially, it had temporarily shut down the schools and colleges. Further, the rise in the number of cases has led to the adoption of online methods to teach the students. Thus, there was a surge seen in the adoption of online learning, testing, and assessment methods. However, the increase in the adoption of these methods and the multiple benefits they offer will foster the market's growth in the future.

Recent Developments

• September 2023- CogniFit Ltd. joined the Malaga Silver Economy Hub.
• November 2023- ETS announced that it had signed a Memorandum of Understanding (MoU) with sibling firms OHLA English Schools and UniApplyNow, which provide English teaching to students from over 70 nations, digitally and in person, at sites throughout Florida. The MoU intends to enhance access to the TOEFL iBT® test for international students interested in furthering their education overseas.
• February 2024- Instructure completed its acquisition of Parchment, the world's largest academic credential management platform and network.