Abstract:

Demographic, social and economic characteristics are an important factor in designing strategies for improving the area of action. Each strategic change is based on the analysis of the current state, the design of the desired state, and the definition of interrelated activities and measures that will enable us to get from the present state to the desired future state.

Digital transformation is a paradigm that changes the way how organizations run their business, but it also has an impact on how customers use services, or how citizen use public services, that these digitally transformed organizations offer. The level of skills, possibilities and willingness that exist among population of a certain geographical area can be defined as customer’s readiness for using the new or modified digital services.

In this paper, we analyse the demographic social and economic characteristics of the adult population of two northwest counties in Croatia in relation to the readiness of using digital services for learning activities. Based on the results of the analysis, a model of the factors for estimating their impact on the set of goals which are aimed to achieve the shift in readiness to use digital services for learning activities, was created. The model of factors and their impact relies on the basic pillars of digital transformation: strategic approach, customer orientation, new technology, innovation and skills. In this context, based on the digital transformation impact estimation model, it is possible to propose a set of activities and measures that can help to achieve the desired shift.

Keywords:

Readiness to use digital services for learning activities, digital services.