1.1 Definition and presentation
The academic mentoring market covers all activities aimed at students (primary and secondary education) that enable them to improve their academic level: private or group mentoring in specific subjects, homework help, holiday internships.
It is at the high school and university level that students make the most use of academic support and studies show that it is the parents who, in most cases, are at the origin of the initiative. A distinction is made between the client (the final recipient of the service: the student) and the applicant (the parents).
The Italian home tutoring market is recently growing considerably, driven by consumers' perception of a competitive advantage of targeted face-to-face lessons. In addition, not least, is the performance recorded by private lessons online, guided on the opposite side by a search for flexibility and price comparison.
The market has a highly fragmented image, dictated above all by the considerable number of clients and providers and by the poor regulatory measures. In fact, it is estimated that about 90% of the turnover is generated through a black market. Therefore, companies that offer this type of solution are faced with stringent competition and a market with high price elasticity and dictated by consumers.
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