Segmentation of digital educational products (DEP) market for children (14 years) in Bulgaria

The dawn of the 4th and 5th Industrial Revolutions reshapes society, industries, and education, paving the way for their transformation where human-machine interactions bridge the gap between theory and practice, providing experiential learning opportunities, augmenting students' capabilities, and eliminating user barriers. Despite the accelerating pace of digitalization, it rates across high income and developing countries leading to significant differences and missed opportunities. Due to these major shifts in consumer behavior and market dynamics, educational institutions struggle to maintain their business position. Thus, synchronization between educational approaches and technology inflections is essential. Market segmentation is crucial in a distinctive market such as Bulgaria, where residents` access to technology varies and is interpreted as unequal based on their location, demographics, or income. By segmenting the market, suppliers of digital educational products will be able to identify underserved segments, as well as better understand and cater to the specific needs of consumer groups, leading to the development of competitive advantages and customer loyalty. Finally, this report will contribute to educational equity, supporting stakeholders in the formulation of strategies to ensure that advanced educational technologies are accessible to all, promoting inclusive education as advocated by international frameworks such as the United Nations.