Personalising the Demographic Profiles of Academics Towards Switching and Continued Use of Mobile Applications

The main aim of this study was to explain which gender, age group, academic specialists, and educational qualification have more switching and continued use behaviours of mobile computing application than others. Static user profiling was used to personalise the academics' demographic profiles towards their switching and continued use of mobile computing applications of their personal usage. Quantitative data was collected from South African academics through the online survey tool - Survey Monkey, using a structured questionnaire. The results have shown that educational qualification, academic specialisation, and age, have a significant impact on continued use and Switching Behaviour, as per their overall scoring per category on a scale from neutral to agree in 5-point Likert scaling. Academics at Doctoral and Master's Level of education are more likely to continue using the same mobile application, mainly because they may not have enough time to study a newly developed mobile application. The results of this study will guide the academic institutions when they want to adopt the mobile application to promote mobile learning.