Naslov
Segmenting reading habits of university students

Autori
Juric, Mate

Vrsta, podvrsta i kategorija rada
Sažeci sa skupova, neobjavljeni rad, znanstveni

Skup
5th International Conference on Publishing – trends and contexts

Mjesto i datum
Zadar, Hrvatska, 20.10.2017. - 21.10.2017

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Podatak o recenziji nije dostupan

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

Sažetak
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.

Izvorni jezik
Engleski

Znanstvena područja
Informacijske i komunikacijske znanosti

Napomena
Http://epubconf.unizd.hr

POVEZANOST RADA