AI led destinations among lapsed online-course buyers
Share of 5,424 US Coursera/Udemy buyers with any destination purchase in July 2025-June 2026
Share of lapsed online-course buyers
Source: YipitData US e-receipt panel. Fixed-panel consumers bought Coursera/Udemy in July 2024-June 2025 and did not repurchase in July 2025-June 2026. Destinations are not mutually exclusive. Analysis completed July 20, 2026.
Chart data
| Series | Share of lapsed online-course buyers |
|---|---|
| Paid AI assistant | 33.7% |
| Duolingo | 4.1% |
Where did lapsed Coursera and Udemy buyers spend next?
Paid AI assistants were the leading destination in the supplied comparison. Among the 5,424 measured consumers, 33.7% paid for an AI assistant during July 2025-June 2026, compared with 4.1% who paid for Duolingo. Paid AI use was therefore far more common than Duolingo spending among this cohort.
Assumptions & Methodologies
YipitData's US e-receipt panel identified 5,424 fixed-panel consumers who bought Coursera or Udemy in July 2024-June 2025 and made no Coursera/Udemy purchase in July 2025-June 2026. Coursera and Udemy purchases serve as a proxy for 2U's category because edX/2U purchases could not be identified in consumer receipts. Destination rates measure any purchase from the named vendor in the latter 12 months and are not mutually exclusive. A lapse may reflect course completion or activity on an uncaptured platform. Broad AI adoption means 33.7% should not be read as pure switching.