Homeschool Data Report

Comprehensive Data about

the American Homeschool Market

Over 3,000 homeschool parents were surveyed in the most comprehensive survey to date.

It’s time for you to be able to make sense of the homeschool market so you can sell more products.

You are sure it can solve the problems of homeschool families, and you’d like to reach more of them with your answer. But connecting with them and convincing them to part with their dollars can be elusive. 

Although you are making money, you wonder if you are missing out on many more sales. You feel you aren’t quite reaching your full potential with the homeschool market.

homeschool data report

The 2018 Report on the American Homeschool Market

You are sure your product or service can solve a problem of homeschool families, and you’d like to reach more of them with your answer. But connecting with them and convincing them to part with their dollars can be elusive. 

Although you are making money, you wonder if you are missing out on many more sales. You feel you aren’t quite reaching your full potential with the homeschool market.

  • You aren’t sure if the sales copy on your website and in your ads resonates with homeschool parents.
  • You aren’t sure if your website’s copy appeals to the homeschool audience, engenders trust, and overcomes their objections.
  • You fear you are leaving money on the table with lost sales because of things you don’t know—maybe things you don’t even know that you don’t know!

Worst case scenario, you are flailing about, trying things randomly, sending campaigns into the void, unsure how to hit the target.

You aren’t totally sure which social networks you need to invest in. 

You are forced to guess and make assumptions because you either don’t have experience with the homeschool market or have only vague impressions based on your own limited experience and commonly held stereotypes. You are not sure if your impressions are valid or are based on inaccurate or outdated stereotypes.

Stop Guessing and Start Understanding Homeschoolers

There is hard data about homeschoolers’ preferences, habits, and desires. With this data, there’s no more guessing. With this statistically valid research, you’ll have facts upon which to make marketing decisions:

  • where to find homeschoolers and how to appeal to them
  • how to help homeschool parents see the value of your product
  • what language and topics to use or to avoid in your sales and ad copy
  • timing of promotions
  • pricing of products and subscriptions
  • blog content
  • opt-in ideas
  • convention tactics
  • ideas for product development

Your marketing and product development investments will create more results because they are based on fact—not assumptions or hopes.

Information empowers you to gain homeschoolers’ trust and provide them what they actually want. Once you know what they want, you can hone your offering to increase your market share of the homeschool community, reach more families, and help more kids.

Based on the current US estimate of the homeschool population as 1.5 million families, the 2018 Report on the American Homeschool Market has a 95% confidence interval with a 2% margin of error. The data was cleansed and analyzed by epidemiologist Lisa Ferland, who has managed research projects with public health organizations around the world including the CDC.

100%
HOMESCHOOLERS
95%
CONFIDENCE RATE
2%
MARGIN OF ERROR

PURCHASE THE REPORT AND GET AHEAD OF YOUR COMPETITION

Topics Covered in the 2018 Report on the American Homeschool Market

The 185 questions cover a broad range of topics, including these:

SPECIAL NEEDS

ACADEMICS

What are the most common special needs among homeschoolers. Is it a large motivation to homeschool? 

How spending habits, preferred materials, and convention attendance differs among special needs parents, etc. 

The importance of different academic subjects at different grade levels: geography, art, music, math, grammar, vocabulary, reading, composition, handwriting, economics, literature, science, foreign language, Bible, physical education, history, computer science, life skills, sex education, government, character development.

ONLINE LEARNING

FAITH

What age group is most likely to attend online classes and for what academic subjects. How much parents expect to spend on online classes.  

Homeschoolers' preferences for faith-based and secular materials for different academic subjects. How much religion motivates parents to homeschool.

BUDGETS + PURCHASING BEHAVIORS

CO-OPS + COTTAGE SCHOOLS

Budgets, estimated versus actual spending, timing of purchasing, new versus used, etc. 

How spending varies by grade level. 

What factors influence a purchase.

Preferences and experiences with being part of homeschool co-ops and cottage schools.

HOMESCHOOL CONVENTIONS

SUBSCRIPTION BASED SERVICES

Attendance habits and preferences.

What subscription based services do homeschool parents prefer? 

SOCIAL MEDIA

Where parents turn for advice, curriculum, and teaching resources.

The preferred social media platforms for homeschool parents.

PLUS:

  • demographics—racial, socio-economic, dwelling, employment, medical insurance, etc.
  • what homeschool styles, learning styles, and teaching methods parents identify with
  • vacation, travel, and charitable giving
  • how community type (suburban, rural, urban) impacts participation in co-ops, field trips, and online classes
  • how Millennial parents differ from other age groups in their homeschool preferences (styles, methods, considerations when buying, etc.)
  • how parent work status impacts curriculum choice, including dollars spent, opting for online classes, and teaching style

"I read the Homeschool Marketing Report over the holidays, and wanted to let you know that I think that was the best ... investment that I could have possibly made!!! The data in the report absolutely blew us away, and gave us so much information for beginning to understand our new customer."

Happy Customer


Besides the data itself—presented in charts, diagrams, numbers, and percentages—the Report provides insights for applying the facts to your marketing decisions with specific suggestions and best practices.

OUTSHINE YOUR COMPETITORS by actually knowing (not guessing) what homeschoolers want

The sooner you have this data in your possession, digest it, and apply it to your marketing decisions and product development, the faster you will increase your slice of the homeschool dollars pie and outpace your competitors.

Once your marketing and product development is informed by research instead of guesses, your work will be more effective—no more wasting money and energy. 

Keep flailing about with assumptions and guesses to maintain the same results you have now. Or invest in this research, gain a deeper understanding of the current American homeschool market, get the lead on your competitors, and generate more income by channeling your efforts into projects that actually appeal to homeschoolers.

The homeschool market is growing more diverse year after year. The types of families choosing to homeschool and the reasons that move them to do so are more varied than ever before. Even if you feel you used to have a handle on what homeschoolers want, today’s younger parents are different from Gen X and Baby Boomer parents. Marketing itself is different thanks to social media, blogs, YouTube, and email. Assuming that you understand homeschoolers or guessing about what they want results in hamster wheel marketing—spinning and spending with less than optimal profits from your investment.

Even if you are making money with your current level of understanding, imagine how much more you could be making with actual facts about the homeschool market. Understanding the homeschool market means you can outpace your competitors. You will know what homeschoolers really value and be able to speak the language that appeals to them, avoiding triggers that send up red flags and stop them from trusting you and buying from you.

After reading this report on the American Homeschool Market, you will know

  • What are the two most commonly reported special needs among homeschoolers?
  • What months do homeschoolers make most of their curriculum/resource purchases?
  • How many homeschoolers use their annual tax returns to purchase curriculum?
  • How many homeschoolers use mostly free materials to homeschool?
  • How many homeschoolers have Amazon Prime memberships?
  • How many homeschoolers have contributed to a Kickstarter campaign?

This is the fork in the road for your homeschool marketing.

Is your business ready to make data-informed marketing decisions?

Whether your product is physical or digital, whether you are offering a subscription or a service, the 2018 Report on the American Homeschool Market is applicable to you—as long as you are selling to homeschoolers.

If you are content with your current income and your grasp of the homeschool market, you don’t need this report. On the other hand, if you feel there is more money to be made and more to learn about this elusive niche, this report is a good fit.

If you’d like to verify your assumptions and correct your misunderstandings about the homeschool market with current statistics and hard facts, the 2018 Report on the American Homeschool Market is the most comprehensive source of statistically valid information. Based on the sample size and the estimated population of American homeschoolers, the 2018 Report has a 95% confidence interval with a 2% margin of error.

No other research exists with the same level of comprehensive detail about American homeschoolers—both demographics and psychographics.

This report was created for you

  • midsize and large, traditional homeschool publishers
  • small, mom and pop homeschool curriculum providers
  • any business considering branching out into the homeschool audience
  • solopreneurs and startups with a family-friendly product
  • producers of educational products who want to reach homeschoolers
  • entrepreneurs with a Kickstarter or Gofundme account

Your next step to marketing knowledgeably to homeschoolers is this report.

While you can survey your own customers, the information you receive will be applicable only to them and not to the broader homeschool market. If you want to grow your reach beyond your existing audience and gain a larger market share, you need to know about all homeschoolers—not only the ones already on your mailing list.

You’ve got a business to run. You don’t have time to craft a 180 question survey, convince over 3,000 families to invest 20-30 minutes to answer your questions, and compile the results in an understandable format. We’ve already done that for you. Plus we’ve outlined clear applications of the data to get your wheels started about how to turn the research into actionable steps.

You’ve likely spent hundreds of dollars at a time on email blasts, blogger outreach, Facebook ads, conventions, and print ads—with varying success. Your comparable investment in the 2018 Report on the American Homeschool Market will carry over into all of your other product development and marketing decisions, informing your choices so your efforts build income, not strip resources.

What you can expect from the 2018 Report on the American Homeschool Market

  • data upon which to make informed decisions
  • confidence for marketing
  • hard data about homeschoolers’ curriculum preferences and spending habits
  • no more guessing, assumptions, and stereotypes
  • a larger market share in the homeschool community
  • practical applications to reach more families and help more kids
  • finally knowing what homeschool parents are looking for
  • wiser investment of marketing dollars
  • a clearer picture of where to focus product development

Included in the report: 200+ pages, 65 Figures, 29 Tables, over 30K words + appendix of the entire survey instrument