Kristine Peters and Carolyn Lloyd investigate which market groups are most likely to take up and use online vocational education and training (VET) delivery, and identify key factors that influence demand from these groups. Students undertaking training to change their careers or improve their skills, and self-employed people are the most likely to favour online delivery. Potential employer markets include group training companies and large organisations. Current user groups report they seek training that is short, simple, available in easy-to-manage chunks, and immediately accessible.