COVID-19 boosts parents’ interest in private tutoring
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Signal
Oct 7, 2021
COVID-19 boosts parents’ interest in private tutoring

The pandemic’s disruption to school has made more parents willing to pay for private tutoring than ever before. As demand continues to be high despite lockdowns being lifted, there are opportunities for brands to get involved while interest in staying on top of studies booms.

The pandemic caused major disruption to schooling, leading many parents to look beyond school to private tutoring to supplement their children’s education. In the US, 5- to 18-year-olds are on average five months behind where they would usually be in maths, and four months in reading, giving anxious parents good reasons to spend on private tutoring for their children. Demand has been particularly high in East Asia, with 80% of South Korean kids getting extra lessons and 90% of Japanese children getting private help at some point. Firms in the sector have reported that demand has boomed and is higher than ever before.