engleski

Segmenting reading habits of university students

Reading habits are often explored and reported with average values. However, averages are rarely a good representation of the variety of differences in reading habits among individuals. Marketing plans that aim at specific subgroups of consumers require optimal number of segments. The aim of this research is to offer various solutions for the segmentation of university students into groups with specific profiles of reading habits. Students at the University of Zadar were surveyed (N=300), and the data is analysed with descriptive and multivariate statistics. The survey included items about the reading frequency and the number of books read in different genres. Algorithmic and qualitative approaches to determine the number of k-means clusters were applied. Correlations of using various digital devices and the time spent in reading texts of different lengths are also presented, along with frequency tables.

reading habits, market segmentation, book genres, university students, digital reading

http://epubconf.unizd.hr