These Google Trends graphs for the past ten years are mildly interesting. They hint at an increasingly competitive market for English testing in India (but one impacted by forces beyond the control of testing companies). They also hint at a gradual embrace of the IELTS in East Asia markets where the TOEFL has traditionally been the number one test.
Recently I spoke to an ed-tech entrepreneur who had just returned from doing market research in El Salvador. Everyone there told him he needed to ensure that his tech could help students prepare for the TOEFL. I encouraged him to do that as well, but reminded him of trends in the rest of the world.
