Сегментирование рынка EdTech при растущем спросе на цифровые технологии в образовании

Проблемы современного образования. 2021. № 4. С. 79–91.

Obukhov A., Томилина М. В.

The rapid development of educational technologies in the last two decades has affected all levels of education and has largely changed the approaches to learning, as well as its methods and forms. Educators all around the world are using digital technologies, apps and online platforms to find the most effective and productive ways to boost their educational practices. The markets respond appropriately to the increasing demand: the EdTech industry is growing at an extremely high rate, giving the consumer the opportunity to choose and search for the most suitable educational technologies for their purposes. The analysis and systematization of various ways of segmenting the market of educational technologies allowed us to identify the most typical of them. Thus, two types of segmentation provide higher importance for the EdTech market and the agents operating on it, both on the demand side and on the supply side: 1) by end user, 2) by product type. In the course of the study, it was found that EdTech manufacturers do not always seek for strictly sticking to their target audience but are ready to provide several groups of consumers with their products at once, initially adjusting the functionality to the needs and goals of each.

Keywords: образовательные технологии, мировой опыт, educational technologies, EdTech, EdTech, Teselection and use of educational technologies, world experience, EdTech market, выбор и использование образовательных технологий, рынок EdTech