Analysis of Customers of E-learning Market

The development of the Internet and information technologies in the 20th century has led to the emergence of new tendencies in education. In particular, it created more opportunities for personalized learning outside of the class. One of such developments is Massive Open Online Courses (MOOCs). However, it is important to stress the fact that despite the rapidly growing marking of such education, the system still does not take into account the most important characteristics of people, which allow for successful growth in such a learning environment. Based on this, the main goal of this research is market research of distance education, in particular the market of MOOCs, and the analysis of the portrait of its consumers, mainly to improve efficiency of such education. Overall, this study analyzed the development of the market of distance education and highlighted the main trends and characteristics of it. Besides that, the features of distance education were systemized, the main advantages and problem areas were highlighted, and solutions to the basic problems of low user conversion were also proposed. To address these issues the portraits of the consumers were created with the used of factor analysis of variance and two-step cluster analysis. These portraits characterized the students who will be successful online and those, who might face some difficulties with interaction with the system. Based on the obtained results, the recommendation for the implementation of the hybrid type of education at the Faculty of Business and Management of HSE were proposed, together with the monitoring system based on the technology of blockchain. This paper could be used by universities, companies and educational websites for the creating of the distance learning courses for students or employees and for the organization of the monitoring system of this practice.