Determine the Main Target Audience Characteristics in M-learning Applications in Saudi Arabian University Communities

Abstract

In the fourth economic revolution, which is based on digital transformation, the e-learning process represents one of the most important processes needed to deal with the revolution through increased skills and knowledge. Thus, the automation services in the e-learning field represent one of the most important and supportive means of transferring and disseminating knowledge to reach a diverse and wide segment. This study focuses on defining the parameters and characteristics of the target audience, who are interested in the e-learning method, through smart device applications in higher education institutions in Saudi Arabia. The study used a quantitative method and data collected from 539 participants from several universities and institutes to determine their characteristics. The study segment represents one of the basic aspects of and full motivations for accepting new technology; 70% of Saudi smart device users form the youth segment, which is the university age group. This is the category that is expected to have the most use of e-learning in light of the coronavirus pandemic, which has cast a shadow over the six continents of the world. This approach could help the adoption of M-learning applications by the target audience according to a number of technical and design requirements, which are presented in this study.