The potential for profit in the language-learning industry encouraged management to become more proactive and aggressive about Rosetta Stone’s growth. In 2007, an industry analysis commissioned from The Nielsen Company, a market research firm, found that the language-learning industry produced over $83 billion in consumer spending. Of this amount, $32 billion, or 39% of the total, was spent on self-study options. In the United States, the industry generated $5 billion in consumer spending in 2007, of which $2 billion was for self-study. Over 90% of the $83 billion was spent outside the United States.