Parents Eager to Enroll Children in Computer Programming Classes

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The dig­i­tal rev­o­lu­tion which has so engaged con­sumers as they inter­act with enter­tain­ment sources and mar­keters is spread­ing to a new sphere. Par­ents are think­ing about the future for their chil­dren and they see the impor­tance of the right kind of edu­ca­tion. For many, this means learn­ing com­put­er pro­gram­ming. Schools and pri­vate orga­ni­za­tions are expand­ing their pro­grams to include this train­ing.

Accord­ing to a recent New York Times arti­cle by Matt Richtel­may, par­ents are keen­ly inter­est­ed in obtain­ing com­put­er pro­gram­ming instruc­tion for their chil­dren. Code​.org, an orga­ni­za­tion ded­i­cat­ed to mak­ing sure we have enough tech-savvy stu­dents pre­pared to take over the jobs of the future, offers free cur­ric­u­la to help schools and oth­er orga­ni­za­tions estab­lish com­put­er pro­gram­ming class­es.  Code​.org is fund­ed by ven­ture cap­i­tal­ists and sev­er­al tech indus­try vision­ar­ies who hope to remake the pri­ma­ry and sec­ondary edu­ca­tion expe­ri­ence across the U.S. Specif­i­cal­ly, these lead­ers hope to see com­put­er sci­ence added to the tra­di­tion­al list of class­es. As inter­est in cod­ing grows, the stig­ma of ‘geek­i­ness’ once asso­ci­at­ed with com­put­er pro­gram­ming has van­ished. In addi­tion to adding com­put­er pro­gram­ming class­es to the reg­u­lar school day, entre­pre­neurs are mar­ket­ing after school and sum­mer camp pro­grams. These pro­grams appeal to both par­ents and kids who dream of becom­ing the next Mark Zucker­berg or Bill Gates.

Par­ents of pre-teens com­prise a core audi­ence for com­put­er pro­gram­ming class providers.  Accord­ing to Ad-ology Research, edu­ca­tion­al ser­vices should empha­size their excel­lence in their ad cam­paigns as 59% of par­ents of pre-teens do not mind pay­ing more for high qual­i­ty prod­ucts and ser­vices.  These mar­keters may also want to con­sid­er using coupons in their pro­mo­tions as 37% of these con­sumers say that, in the past 12 months, a coupon has led them to start an online search.

Audi­enceS­CAN data is avail­able as part of a sub­scrip­tion to Ad-ology PRO. Media com­pa­nies can access Audi­enceS­CAN data through the Audi­ence Intel­li­gence Reports in AdMall.

Kathy Crosett
Kathy is the Vice Pres­i­dent of Research for Sales­Fu­el. She holds a Mas­ters in Busi­ness Admin­is­tra­tion from the Uni­ver­si­ty of Ver­mont and over­sees a staff of researchers, writ­ers and con­tent providers for Sales­Fu­el. Pre­vi­ous­ly, she was co-owner of sev­er­al small busi­ness­es in the health care ser­vices sec­tor.