$9.6 billion Self-Improvement Market Is In TransitionOlder Gurus Are Retiring, Internet Mastery Courses Are Growing
The study traces the market from 2003-2018F, examining these markets: Infomercials, Holistic Institutes, Self-Help Books & Audiobooks, Motivational Speakers, Websites, Seminars, Personal Coaching, and Training Organizations. According to Research Director, John LaRosa: "An elite handful of celebrities have leveraged their names to build multi-media empires consisting of: books, tapes, CDs/DVDs, seminars, workshops, websites and online “universities” Major Findings: Market Value… The total U.S. self-improvement market was worth $9.62 billion last year—growing just 1.5% since 2012. We forecast better 5.5% average yearly gains from 2014 to 2018. Weak performance in infomercials and commercial diet programs dragged down market growth, but bright spots remain in corporate training and audiobooks. Infomercials… Audiobooks… This is now a $4.2 billion segment for ALL books. Sales have rebounded strongly, 12-13% in each of 2012, 2013, and 2014. Of this total, self-improvement titles account for $590 million— about 14% of all audiobook sales. Self-improvement Books… A popular book is still the basic starting point for motivational speakers and gurus. There were no self-help blockbusters last year. Self-help titles on Publisher’s Weekly's top seller’s list were mostly diet books. Marketdata estimates that self-improvement book sales were worth $654 million in 2014, up slightly from 2012 levels. We estimate that 14% of New Age bookstore sales are related to self-improvement. Personal Coaching… The estimated 15,800 active coaches in the U.S. are doing less coaching for individuals, but corporate business is holding up better. This is a $760 million U.S. market, and the “average’ coach makes $51,418/year. Nearly all motivational speakers offer coaching services now. They will teach you how to write books fast, become a highly paid speaker, master Internet money-making systems, fill up your workshops, be more productive, make videos for You Tube—you name it. Motivational Speakers… This segment’s sales, for the top 9 speakers, were estimated at $200 million last year, up slightly. All 5,000 U.S. speakers take in more than $1 billion per year. Zig Ziglar passed away, as did Stephen Covey and Jim Rohn. Many speakers are aging, retiring, and are cutting back road tours. They’re creating more webinars & online courses to deliver information. Public Seminars… The three major public seminar companies (Fred Pryor-CareerTrack, National Seminars Group, and Skillpath) all now operate under the umbrella of non-profit universities. This is a moderate growth $335 million market segment, and Hay House is expected to beef up their schedule. Holistic Institutes & Training Companies… The 16 holistic institutes are still holding their own, attracting about 156,000 people/year and growing moderately, but The Learning Annex closed. Firms such as Hay House, Toastmasters, and Dale Carnegie have grown strongly in recent years, catering to corporate training. They are expected to grow well through 2018. 70% of self-improvement customers are female, middle-aged, affluent, and live on the two U.S. coasts. Most consumers bounce from program to program, without finishing them. They are impatient for quick results. “Consumers are scrutinizing self-improvement “gurus more carefully. The jail sentence of Kevin Trudeau, perennial pitchman for infomercials, exposed the dark side of the field. More gurus are going online and producing videos and money-making “systems” and “academies” About The Report The U.S. Market For Self-Improvement Products & Services, published in Jan. 2015, is an independently researched “off-the-shelf” A 48 pp. Overview of major findings is available to the public for $99, at www.marketdataenterprises.com. End
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