Impact of Online Learning Platforms on Indian GenZ Consumers
CHAPTER 1: INTRODUCTION
Online learning platforms refers to websites that educate GenZ in all the fields. GenZ refers to individuals who are born between 1995 to 2012 who follow the current trends and are keen to explore new things.
After COVID-19 there has been a J-curve in the online upskilling. Especially studying from home (for GenZ) availed endless opportunities to learn at their own pace. With the growth in learners, international & domestic platforms developed their LMS widely for a comprehensive course delivery.
The Indian market will always be special for them to understand the needs of beach students and on WhatsApp they’re comfortable in grabbing the concepts.
The top online learning platforms in India – Udemy, Coursera, Khan Academy, Byjus, LinkedIn Learning.
Udemy:
Vast course library – Covers a wide range of topics at beginner, intermediate, and advanced levels.
Flexible pricing – Frequent sales and discounts make it affordable.
Bite-sized content – Many courses are shorter and more focused, ideal for busy schedules.
Variable quality – Inconsistency in instructor expertise can be confusing.
Certification value – Udemy certificates might hold less weight compared to others.
Coursera:
Renowned partnerships – Offers courses from top universities and industry leaders.
Specialisations and degrees – Provides pathways for in-demand careers.
Credible certifications – Well-recognized certificates add value to a resume.
Subscription model – Monthly fees can add up, especially for longer programs.
Limited free options – Fewer free courses compared to some competitors.
Focus on longer courses – May not be ideal for those seeking quick learning.
Khan Academy:
Completely free – Offers high-quality courses at no cost.
Focus on core subjects – Strong foundation in Math, Science, and Humanities.
Gamified learning: Makes learning interactive and engaging.
Limited course variety – Concentrates on K-12 and early college curriculum.
Self-paced learning: May require strong self-discipline to stay on track.
Byju’s:
Indian focus – Tailored content and pedagogy for the Indian education system.
Interactive learning – Combines video lessons, animations, and quizzes.
Targeted for exams – Excellent preparation material for competitive exams like JEE and NEET.
Subscription-based – Can be expensive compared to others.
Limited subject range – Primarily focuses on K-12 and competitive exams.
Teacher-led focus – May not suit learners who prefer self-paced exploration.
LinkedIn Learning (formerly Lynda.com):
Career-focused – Courses aligned with in-demand job skills and industry trends.
Credible certifications – Valuable for professional development and building your LinkedIn profile.
Integration with LinkedIn – Seamlessly showcase your learning journey to potential employers.
Subscription model – Monthly fees can add up.
Limited free content – Fewer free courses compared to some platforms.
Western-centric content – May not always address the nuances of the Indian job market
In the recent FY25 budget the following initiatives were announced for continuing ‘Skill India, Digital India’:
Internship in Top Companies:
One crore youth to be skilled by India’s top companies in five years.
Twelve months Prime Minister’s Internship with monthly allowance 5,000
Applicable to those who are not employed and not engaged in full educationon.
Youth aged between 21 and 24 will be eligible to apply.
Government – & 54,000 towards monthly allowance (pl26,000
grant for incidentals).
New Tech Trends In The Edtech Space:
Immersive Learning Experiences
1. AR and VR integration: Edtech platforms are incorporating augmented and virtual reality to create engaging and interactive learning experiences.
2. Gamification: Making learning fun and engaging through game-based learning approaches (peer project review, mathematical quiz, rewards based assignments, etc. are a few examples).
3. Hybrid Learning Models:
Blending online and offline: The popularity of hybrid learning models combining the best of both worlds is increasing (catching with mentors through meetups, offline conferences, summits helps in networking apart from college)
4. Tier II and III Cities Expansion:
Reaching underserved areas: Edtech companies are expanding their reach to smaller cities and towns to make quality education accessible to all (Byjus has been reaching to tier 2 city malls for counselling, PhysicsWallah helding brainstorming sessions on competitive exams even in tier 3 cities & rural areas)
Language localization: Content and interfaces are being localised to cater to regional languages.
5. Edtech for Early Childhood Education:
Focus on holistic development: Edtech platforms are targeting early childhood education with a focus on cognitive, social, and emotional development (unstop, growthschool.io, whitehat.jr advertisement targets the young audience)
Parent engagement: Involving parents in the learning process through interactive platforms (Byjus, Unacademy have given complete control to the parents to see what the ward is doing)
6. Mental Health and Well-being:
Holistic education: Edtech platforms are incorporating mental health resources and stress management techniques (govt. supported Infiheal catering to world’s most advanced AI coach for mental health & happiness getting integrated to various govt. programs)
Emotional well-being: Addressing the emotional needs of students for overall development.
7. Regulatory Landscape:
Consumer protection: Measures are being taken to protect the interests of students and parents (YouTube kids, WhiteHat Jr. Byjus and many other platforms have ensured they show only student oriented content with sensible explanation).
Apart from the above pointers, the GST on private institutions, coaching centres and vocational training institutes have 18% GST. Most Coaching of the student happens through private coaching (online assessments, tutoring or pursuing an online degree. Govt. haven’t exempted the GST on education even in FY25. This isn’t in favour of marginalised students from rural and tier 3 cities.
YouTube Creative Ecosystem Growth:
In 2023 there was some prediction around YouTube launching courses for the Indian market. As per the above stat, more than courses of YouTube, the private Ed-tech companies are giving a lot of free content in return of India’s GenZ attention.
Even for private Ed-tech players YouTube is a tough competitor where every other mentor is giving free educational content daily to help GenZ upskill better.
Which Are The Precise Marketing Techniques Used By Ed-tech Platforms?
Popular Indian Ed-tech players like Khan Sir, Physics Wallah, Aman Dhattarwal, etc. have increased their reach through pure organic content that GenZ would love to learn.
Institutions Collaborations: Students are always on the go to pursue some course, upskill & gain some certificate. Plus, if they find it under their budget (it is even more convenient). So collaborations with other edtech sources with discounts or free access to courses spike the students interest
Giving out free education wherever needed: Not just online but also seminars, guest lectures or visiting faculties at no cost to the students increases the overall trainers delivery. Especially free education in tier 2 & 3 cities helps the students to increase literacy level
India Tour: Though online is scalable, edtech platforms trust offline interaction for direct feedback. India tour in different cities is highly preferred to expand PAN india and increase brand visibility
Free Books & Resources: Scholarships are a best way to support students and spread a genuine word of mouth. NGOs and govt. Collabs indirectly support this initiative and their party platforms give another assistance.
During this growth journey they ensured the following factors are considered:
– Students questions are answered thoroughly
– Students are exposed to a new network and also learn about subjects apart from academics
– Regular assignments and notes to access from anywhere
– Extensive research across channels to know what students are interested in the most.
– Partnering with other educators helps to deliver the content holistically
Below are the signs of highly successful Indian Ed-tech platforms:
Not having any copyright on knowledge, making students consume the majority of the concepts at NO COST.
Mostly don’t have festive offers. They believe education shouldn’t be a business. It is a tradition of giving back to the society and charging a minimum amount to keep the platform running.
The educators teach good values and build the students to become strong leaders.
Eventually such institutions become very close to govt. to grab the social benefits and reap multiple tax exemptions
Trust & highly affordable quality education is what matters to the student. Physics Wallah, Khan Sir, Abhinay Maths, etc. are a few examples.
Unethical Practices in Ed-tech
Recently there has been an exchange of faculties between different start-ups just because another got funding and became the largest learning platform.
Faculties have been taken for granted for their experience.
However controversies are no longer in students’ views , as the Ed-tech works how students are supposed to get educated.
Among the private Ed-tech platforms, the most famous one is Swayam NPTEL, supported by the government. Mandated different courses for graduate students. Main topics covered here are vital for any subjects the students want to pursue ahead.
Division of Ages Across Different Learning Forms:
Early Childhood Education (ECE): Focuses on technology integration for preschool and kindergarten.
K-12 Education: Covers technology for elementary, middle, and high school students.
Higher Education: Targets college and university-level technology integration.
Adult Learning: Deals with technology for professional development and lifelong learning.
Based on Subject Area:
STEM (Science, Technology, Engineering, and Mathematics): Covers coding, robotics, data science, and other STEM-related technologies.
Language Arts: Includes digital storytelling, literacy, and language learning technologies.
Social Studies: Focuses on history, geography, civics, and technology integration for these subjects.
Special Education: Addresses technology for students with disabilities.
Based on Technology Focus:
Learning Management Systems (LMS): Covers platforms for course delivery, management, and assessment.
Educational Apps and Software: Explores various educational applications and software tools.
Online and Blended Learning: Focuses on designing and delivering online and hybrid courses.
Educational Media and Design: Covers creating educational videos, animations, and interactive content.
Educational Technology Integration: Focuses on effectively incorporating technology into teaching and learning.
Educational Data Analytics: Explores using data to improve teaching and learning outcomes.
Based on Pedagogical Approach:
Gamification: Uses game-based learning principles to enhance engagement.
Adaptive Learning: Explores personalised learning based on individual student needs.
Mobile Learning: Focuses on learning through mobile devices.
Virtual and Augmented Reality: Explores immersive learning experiences.
Based on Role and Function:
Teacher Training: Prepares educators to use technology effectively.
Educational Leadership: Covers technology leadership in schools and districts.
Educational Technology Design and Development: Focuses on creating educational technology tools and resources.
Specifically the cream crowd needs to see the best course delivery even if the price is above the budget. Here’s the overall trend observed in each module. As per the AI world, the common connectivity is tech e.g fintech, Ed-tech, healthtech, agri tech.
Govt. Edtech Initiatives:
The latest survey by the Ministry of Education (MoE) reveals that between the January and July 2021 sessions of SWAYAM portal, three crore students registered for various courses, while 11.3 lakh students received certificates. Plus during this lockdown period there has been a j curve in the learning time of the GenZ.
Flexible learning schedule with managing their studies is a good pair to continue.
NPTEL is the world’s largest online repository of courses in engineering, basic sciences, and selected humanities and management subjects. NPTEL certificates are recognized by IITs and IISC and are considered valuable. Various colleges have integrated their courses as a part of their curriculum.
According to swayam.gov.in, as of June 2024, there are 733 NPTEL courses and 78,446 exam registrations on SWAYAM. SWAYAM is a platform that offers free access to courses from class 9 to post-graduation, developed by the Ministry of Education and All India Council for Technical Education (AICTE) with the help of Microsoft. This offers immense benefits to not rely on private coaching instead explore other options too.
Apart from online coaching and mentoring, new platforms like GenZDealZ.ai, Unstop, etc. are assisting students to save their pocket money through exclusive student deals in areas – scholarship, internships, Visa services, abroad study, career counselling, hackathons, educational fair, career assessment and many more.
Indirectly Ed-tech players are partnering with such platforms to build loyalty and offer personalised savings options.
Digital Literacy and Cybersecurity:
Increased focus on digital citizenship and online safety.
Cybersecurity education from a young age.
Critical thinking and media literacy skills development
Mental Health and Well-being:
Integration of mental health support into EdTech platforms.
Mindfulness and stress management tools.
Early intervention and prevention programs.
The unique thing about Gen Z is that while millennials have grown up with social media, Gen Z has grown up with video-first social media. Thus, most learning platforms not just offer audio visual content but also interactive discussion (1-on-1 with peers).
Though laptop/computer remains the most used device for learning, mobile is in the emerging stage for completing lectures in offline mode at GenZ’s convenience. Content security is another feature most platforms are focussing on to avoid multiple sign ins and keep the structured information confidential.
CHAPTER 4: DATA ANALYSIS & INTERPRETATION
Majority of respondents to this project belong in the GenZ category.
Majority are college students, following that are professionals & freshers who’re working in some co.
Majority income lies in the lower bracket and the lowest between ₹15,000 to ₹30,000
Over 120 respondents said they’ve enrolled in an online course
Majority of GenZ enrols in courses who’re engaing in nature.
As seen in the above graph of topic selection of which would gain more traction. Students have opted for others which includes language., programming, sales, programming & program design and AI
Most Indian GenZ prefers paying less for opting in online courses (it is not that they’re not aware, however the demand for offline teaching is much higher even after COVID). Due to various reasons there are Indian Genes who heavily invest in online courses.
The main outcome Indian GenZ’s look from any course is reaping long term benefit, following that getting the maximum worth & then at least doubling their investment value.
It is seen clearly , mentors are the major motivation behind investing in any online course, 2nd stands friends, 3rd stands for colleagues & parents. In this mentorship world where everyone is a mentor of some kind, they play a vital role in influencing GenZ.
GenZ looks for mentors who’ve 9+ years experience who’ll guide them well. Plus there’re a few GenZ who looks for mentors who’re highly professional in their field (15+ yrs of working)
GenZ believes that the mentor should have basic knowledge in all the subjects (though there may be subject matter experts, having multiple skills have some advantages)
GenZ thinks that the field that’ll have the highest scope will be medical science, next will be deep ML/GenAI, following the next fields are digital marketing & BFSI. There’s a smaller percentage of GenZ who think all of the above fields will have a good demand.
GenZ’s main motivation of enrolling in any course is to get better placements, gain competitive skills , to master interesting subjects and the last is to increase resume value.
We can’t completely say that GenZ are impatient in doing anything. It is clearly seen that the majority of GenZ completed 50% of the course following the 70% and more than 70%.
Course completion is a clear signal of having some interest in the chosen subject. There Are few GenZs who believe in mastering their subjects by 70% plus completion rate – these are the future outperformers
Majority of the GenZ has coursera their go to option, from highest to lowest go to options are Udemy, Swayam NPTEL, PhysicsWallah, & Apna College.
Coursera isn’t for the lower middle class students (because of their high pricing and lack of expertise). Udemy provides high quality education at the best price with different seasonal offers. Swayam NPTEL is the central govt .body to upskill students in various fields at an affordable rate (mandated in various institutions). Physics Wallah the most popular for scientific topics & competitive exams (focused on affordability in course delivery). Rest belongs to Apna College (who’ve proven placement record with quality online education) & other emerging online platforms.
GenZ has the humbleness ingrained to share the materials with others. It was the same condition with respect to sharing old textbooks to their friends or neighbours (that’s how education is multiplied in the society). In this case, more than 85% of GenZ shares the course access to their friends. This has some advantages:
– Multiple participants can contribute to the course fee and get the course outcome
– For the live sessions too, anyone from a group can clear doubts on behalf of the group members
– Especially in college where shared learning builds a good team bonding
There’re more than 10% of India’s GenZ who don’t want to share any course material, here they think giving something for free will lose its value. Plus, when we invest our earned money, we make sure we get the maximum output.
During the course delivery schedule, networking with peers is vital to learn and implement lessons faster. Having a strong bond with other learners helps post course completion as well where they can connect, start a startup, build projects, etc.
In case of India’s GenZ more than 60% of them don’t interact with course learners (this may increase their introvertness)
Around 19% of India’s GenZ agree that Network = Fortune. How many people know you is what matters the most. In many critical situations, our strong network is the biggest asset we’ve (COVID was a perfect example)
More than 16% of GenZ have the habit of connecting with course learners (only when they’re willing to)
GenZ goes through many factors before sticking to a single online learning platform. Among the most common laid down above, the main motivation is highly affordable & quality education, 2nd main motivation is learning flexibility and 3rd main motivation is mentors connection.
Coming to assessments, that helps to recall all the course learnings and tests GenZs knowledge to know much deep understanding they’ve got about the topic. Quizzes, MCQs, one-on-one questions, etc. are some form of assessments.
More than 55% of GenZs never submit the program assessments – believing that implementation is the biggest test than a simple assessment.
More than 25% of GenZs submit the assessments regularly – they know assessments’ importance and the end score will justify how much concepts are understood.
More than 16% of GenZs submit the program assessments sometimes – here they at least have some importance or maybe because of the certification they ‘ll receive to apply on their resume too.
Online programs demand has skyrocketed after COVID (when skillsets dominated knowledge). Many working professionals were removed from the job due to poor skill sets and less adaptive to change.
As per the above pie chart, we see updation of skill sets play the major role into jobs, 2nd major reason is securing better salary packages (to able to negotiate in interviews), 3rd major reason is to get faster promotion (competitiveness plays a vital role in the corporate sector where the one who executes the largest well will win the promotion ladder)
Job packages are the ultimate motivation which most GenZs put a lot of effort into in colleges, projects, internships, and various learning initiatives for cracking the best package in his/her dream co.
More than 50% of GenZ look for 100% hike, more than 22% of GenZ look for 50% hike & atleast getting hired in better (good reputation) companies.
Marketers in the edtech industry are very smart to fool GenZ. In this ever influencing world GenZ makes the mistakes of enrolling in courses that are misaligned with their career. We can study in more detail using the above pie chart:
Almost 70% of GenZ who’ve enrolled in any course found that those courses are somewhat aligned with their college subjects curriculum
23% of GenZs says that their purchased courses are totally aligned with what they’re studying in their college
Rest 17& says that their purchased courses are not at all aligned with the subjects they’re studying in the college
Self paced method defines that the learner has the total flexibility of assignment completion, watching all the videos, & attempting the mock tests.
IN case of interactive learning, the learner has all the other modes to make the learning curve more interesting (daily contact session with the instructor, group feedback where each learner corrects each other assessment, individual feedback for specific corrections with the mentor, attending the regular webinars, etc.)
Here 77.2% learners said a self paced method of learning works for them. And 22.6% of learners said interactive learning mode works for them.
After salary packages, & developing skill sets, certification is the end reason behind enrolling in multiple courses. However, there’re genuine learners who want to actually learn something new & upgrade their current professional level.
66.9% of GenZ says the focus on learning & implementing the course content
14% of GenZ says they focus on collecting more certificates & not completing the recorded videos
19.1% of GenZ says they focus on both (completing the course & getting the certification)
Most vital career question asked to GenZ – to know whether the courses enrolled by them contributes to their future career growth or have enrolled just for fun/hobby.
52.2% GenZ said whichever course they’ve enrolled in are aligned with their career
37.5% GenZ said that the enrolled courses somewhat aligns with their career goals
10.3% GenZ said that the enrolled courses are randomly picked (for gaining more knowledge of their chosen subject, and doesn’t aligned with their career)
CHAPTER 5: FINDINGS
We can easily derive from the above primary data collected that India’s GenZ are highly willing to upskill very fast. In fact during the post COVID period India’s up-skilling rate was very high as compared to other countries. India’s GenZ are suggested to upskill 1 focus area where their skills can become super valuable to solve big problems of India.
Online learning has emerged recently and is developing towards making the course delivery process outcome based. GenZ has all the resources in hand (not just paid versions but publicly available resources where the learning is endless). It is suggested to India’s GenZ to show the willingness to do something different that’d progress the country.
CONCLUSIONS
As per the set objectives we can derive the following inferences:
– GenZ chooses convenience over complications. GenZ don’t want to complicate things unnecessary when doing the easy way sets the path to appropriate learning
– GenZ will take time to adapt to online learning as the ingrained habit of studying everything offline is still pulling them towards traditional learning methods.
– GenZ are super adaptive in nature, ups killing digitally in different ways isn’t much difficult for them
– Today’s GenZ parents are mostly supportive of various initiatives. Financial, mental & moral support are regularly provided by them.
– GenZ has the financial sense of which amount is appreciated to invest in online learning. Many influencers are helping in making wise investment decisions
– GenZ aren’t afraid to shift the learning platform if it isn’t meeting the end goal. GenZ are’t emotionally connected with any platform. For them, true logic makes sense.
– India’s GenZ are quite aware of what is trending in the market and getting the most attention
– India’s GenZ are highly creative in whichever work they execute with super flexibility in feedback implementation.
