Cluster Analysis of Chinese Internet Usage

Cluster 1 is predominantly female and vice versa

S2.Gender
		Male		Female
		Frequency	Percent	Frequency	Percent
Cluster	1	91	35.7%	188	73.2%
	2	164	64.3%	69	26.8%
	Combined	255	100.0%	257	100.0%

 

Cluster 1 is younger

Descriptives
S3.Age
	N	Mean	Std. Deviation	Std. Error	95% Confidence Interval for Mean		Minimum	Maximum
					Lower Bound	Upper Bound
1	279	3.85	1.393	.083	3.69	4.01	2	6
2	233	4.19	1.409	.092	4.01	4.37	2	6
Total	512	4.01	1.409	.062	3.88	4.13	2	6

 

 

ANOVA
S3.Age
	Sum of Squares	df	Mean Square	F	Sig.
Between Groups	14.996	1	14.996	7.648	.006
Within Groups	999.986	510	1.961
Total	1014.982	511

 

 

Cluster 1 characterized by slightly higher percentage of single households vs. Cluster 2 profile of married, with or without kids.

 

TwoStep Cluster Number * Q36 Crosstabulation
			Q36				Total
			Single	Married no kids	Married with kids	Divorced
TwoStep Cluster Number	1	Count	161	34	84	0	279
		Expected Count	144.9	43.0	90.5	.5	279.0
		% within TwoStep Cluster Number	57.7%	12.2%	30.1%	.0%	100.0%
		% within Q36	60.5%	43.0%	50.6%	.0%	54.5%
		% of Total	31.4%	6.6%	16.4%	.0%	54.5%
		Std. Residual	1.3	-1.4	-.7	-.7
	2	Count	105	45	82	1	233
		Expected Count	121.1	36.0	75.5	.5	233.0
		% within TwoStep Cluster Number	45.1%	19.3%	35.2%	.4%	100.0%
		% within Q36	39.5%	57.0%	49.4%	100.0%	45.5%
		% of Total	20.5%	8.8%	16.0%	.2%	45.5%
		Std. Residual	-1.5	1.5	.7	.8
Total		Count	266	79	166	1	512
		Expected Count	266.0	79.0	166.0	1.0	512.0
		% within TwoStep Cluster Number	52.0%	15.4%	32.4%	.2%	100.0%
		% within Q36	100.0%	100.0%	100.0%	100.0%	100.0%
		% of Total	52.0%	15.4%	32.4%	.2%	100.0%

 

 

Chi-Square Tests
	Value	df	Asymp. Sig. (2-sided)
Pearson Chi-Square	10.296a	3	.016
Likelihood Ratio	10.687	3	.014
Linear-by-Linear Association	5.371	1	.020
N of Valid Cases	512
a. 2 cells (25.0%) have expected count less than 5. The minimum expected count is .46.

Statistically significant

 

 

 

 

 

Interesting, but I’m not sure I can interpret eyeglass results (maybe more singles for cluster 1).

TwoStep Cluster Number * Q47 Crosstabulation
			Q47				Total
			I dont wear either eye contact or eye glasses.	I only wear eye contact.	I wear eye contact at work, and eye glasses at home.	I only wear eye glasses.
TwoStep Cluster Number	1	Count	91	23	73	92	279
		Expected Count	105.2	16.9	60.5	96.5	279.0
		% within TwoStep Cluster Number	32.6%	8.2%	26.2%	33.0%	100.0%
		% within Q47	47.2%	74.2%	65.8%	52.0%	54.5%
		% of Total	17.8%	4.5%	14.3%	18.0%	54.5%
		Std. Residual	-1.4	1.5	1.6	-.5
	2	Count	102	8	38	85	233
		Expected Count	87.8	14.1	50.5	80.5	233.0
		% within TwoStep Cluster Number	43.8%	3.4%	16.3%	36.5%	100.0%
		% within Q47	52.8%	25.8%	34.2%	48.0%	45.5%
		% of Total	19.9%	1.6%	7.4%	16.6%	45.5%
		Std. Residual	1.5	-1.6	-1.8	.5
Total		Count	193	31	111	177	512
		Expected Count	193.0	31.0	111.0	177.0	512.0
		% within TwoStep Cluster Number	37.7%	6.1%	21.7%	34.6%	100.0%
		% within Q47	100.0%	100.0%	100.0%	100.0%	100.0%
		% of Total	37.7%	6.1%	21.7%	34.6%	100.0%

 

 

Chi-Square Tests
	Value	df	Asymp. Sig. (2-sided)
Pearson Chi-Square	15.188a	3	.002
Likelihood Ratio	15.564	3	.001
Linear-by-Linear Association	1.467	1	.226
N of Valid Cases	512
a. 0 cells (.0%) have expected count less than 5. The minimum expected count is 14.11.

Statistically significant

 

 

Q4
		Frequency	Percent	Valid Percent	Cumulative Percent
Valid	Less Than 30 Mins	1	.2	.2	.2
	30 Mins – 60 Mins	14	2.7	2.7	2.9
	1 Hr – 2hr	91	17.8	17.8	20.7
	2hr – 3 hr	168	32.8	32.8	53.5
	3 hr – 4 hr	110	21.5	21.5	75.0
	4hr-5hr	61	11.9	11.9	86.9
	5 hr – 6 hr	32	6.3	6.3	93.2
	6 – hr – 7 hr	15	2.9	2.9	96.1
	7 hr – 8 hr	12	2.3	2.3	98.4
	8 hr – 9 hr	2	.4	.4	98.8
	9 hrs plus	6	1.2	1.2	100.0
	Total	512	100.0	100.0

 

Cluster 1 spends more time on internet

 

Descriptives
Q4
	N	Mean	Std. Deviation	Std. Error	95% Confidence Interval for Mean		Minimum	Maximum
					Lower Bound	Upper Bound
1	279	5.15	1.652	.099	4.96	5.35	2	11
2	233	4.25	1.553	.102	4.05	4.45	1	11
Total	512	4.74	1.668	.074	4.60	4.89	1	11

 

 

ANOVA
Q4
	Sum of Squares	df	Mean Square	F	Sig.
Between Groups	104.034	1	104.034	40.258	.000
Within Groups	1317.935	510	2.584
Total	1421.969	511

 

 

 

Lower number indicates higher frequency for Q1

Report (bold is statistically significant difference between clusters)
Mean
	TwoStep Cluster Number
	1	2	Total
Q1 – Read News in a Newspaper (NOT ONLINE)	2.43	1.95	2.21
Q1 – Read Sports in a Newspaper (NOT ONLINE)	4.28	2.99	3.69
Q1 – Read a Sports Magazine (NOT ONLINE)	5.51	4.70	5.14
Q1 – Read a fashion Magazine (NOT ONLINE)	3.25	4.07	3.62
Q1 – Read a music Magazine (NOT ONLINE)	4.13	4.98	4.52
Q1 – Watch News Programs on TV (NOT ONLINE)	1.64	1.48	1.57
Q1 – Watch Entertainment Programs on TV (NOT ONLINE)	1.83	1.83	1.83
Q1 – Watch Sports on TV (NOT ONLINE)	3.66	2.70	3.22
Q1 – Watch a Movie DVD (NOT ONLINE)	3.46	3.77	3.60
Q1 – Go to the Movies (NOT ONLINE)	4.92	5.28	5.09
Q1 – Watch IPTV or satellite TV(NOT ONLINE)	4.12	4.43	4.26
Q1 – Watch news from bus TV(NOT ONLINE)	2.01	2.47	2.22
Q1 – Watch news from taxi TV(NOT ONLINE)	3.63	4.32	3.94
Q1 – Watch news from metro station(NOT ONLINE)	2.19	2.92	2.52
Q1 – Watch news from bus station(NOT ONLINE)	2.75	3.39	3.04
Q1 – Read news from brochures/deliveries(NOT ONLINE)	3.46	4.40	3.89
Q1 – Meet with friends to socialise	1.35	1.45	1.40

Bold indicates statistically significant

 

Report Lower numbers indicate higher frequency
Mean
	TwoStep Cluster Number
	1	2	Total
Q2 – Read News from a News Site ONLINE	1.67	1.55	1.61
Q2 – Read Sports NEWS FROM A NEWS SITE ONLINE	3.95	2.76	3.41
Q2 – Read Sports NEWS FROM A SPORTS SITE ONLINE	4.63	3.44	4.09
Q2 – Read fashion NEWS FROM A FASHION SITE ONLINE	2.98	3.94	3.42
Q2 – Read MUSIC NEWS FROM A MUSIC SITE ONLINE	2.82	3.45	3.10
Q2 – Watch News ONLINE	1.68	1.60	1.64
Q2 – Watch Entertainment Programs ONLINE	2.20	2.74	2.45
Q2 – Watchs Sports Events ONLINE	4.85	4.05	4.48
Q2 – Watch a Movie ONLINE	2.43	2.97	2.68
Q2 – Visit Social Websites ONLINE	2.67	3.18	2.90
Q2 – Chat with Friends ONLINE	1.27	1.32	1.29
Q2 – Visit shopping websites (SUCH AS) ONLINE	1.79	2.11	1.94
Q2 – Visiting blogs of friends or Interest Groups ONLINE	2.49	3.37	2.89
Q2 – Visiting bbs ONLINE	2.05	2.46	2.24
Q2 – Play online games ONLINE	3.23	3.23	3.23
Q2 – Respond to Email for Social Purposes ONLINE	2.42	2.63	2.51
Q2 – Respond to Email for Business Purposes ONLINE	2.75	2.94	2.84
Q2 – Gather information on products or Services I might buy ONLINE	2.04	2.46	2.23
Q2 – Gather information for Work Projects ONLINE	2.15	2.46	2.29
Q2 – Gather Information for Study Projects ONLINE	2.16	2.61	2.37

 

Bold indicates statistically significant differences between clusters

 

 

 

 

 

 

 

Higher number now indicates more time spent

Report
Mean
	TwoStep Cluster Number
	1	2	Total
Q3 – Read News from a News Site ONLINE	1.71	1.31	1.53
Q3 – Read Sports NEWS FROM A NEWS SITE ONLINE	1.27	1.18	1.23
Q3 – Read Sports NEWS FROM A SPORTS SITE ONLINE	1.25	1.13	1.20
Q3 – Read fashion NEWS FROM A FASHION SITE ONLINE	1.76	1.12	1.47
Q3 – Read MUSIC NEWS FROM A MUSIC SITE ONLINE	1.90	1.16	1.57
Q3 – Watch News ONLINE	1.66	1.34	1.51
Q3 – Watch Entertainment Programs ONLINE	2.25	1.34	1.84
Q3 – Watchs Sports Events ONLINE	1.51	1.37	1.45
Q3 – Watch a Movie ONLINE	3.18	2.31	2.79
Q3 – Visit Social Websites ONLINE	2.12	1.30	1.75
Q3 – Chat with Friends ONLINE	3.43	2.24	2.89
Q3 – Visit shopping websites (SUCH AS) ONLINE	2.68	1.49	2.14
Q3 – Visiting blogs of friends or Interest Groups ONLINE	1.96	1.14	1.59
Q3 – Visiting bbs ONLINE	2.34	1.47	1.95
Q3 – Play online games ONLINE	2.34	2.00	2.18
Q3 – Respond to Email for Social Purposes ONLINE	1.47	1.06	1.28
Q3 – Respond to Email for Business Purposes ONLINE	1.83	1.31	1.59
Q3 – Gather information on products or Services I might buy ONLINE	2.32	1.23	1.82
Q3 – Gather information for Work Projects ONLINE	2.23	1.36	1.83
Q3 – Gather Information for Study Projects ONLINE	2.14	1.27	1.75

Bold indicates statistically significant differences between clusters

 

Q6	Which of the following Social Websites do you use to help you make a purchase decision ?

 

Q6 codes
		Frequency	Percent	Valid Percent	Cumulative Percent
Valid	Never Use	73	14.3	16.1	16.1
	Rarely Use	52	10.2	11.5	27.5
	Sometimes use	89	17.4	19.6	47.1
	Often Use	94	18.4	20.7	67.8
	Always Use	146	28.5	32.2	100.0
	Total	454	88.7	100.0
Missing	System	58	11.3
Total		512	100.0

 

 

Report
Mean
	TwoStep Cluster Number
	1	2	Total
Q6 – KaiXin	3.53	3.27	3.41
Q6 – Xiaonei	2.92	2.40	2.69
Q6 – JuYou	1.82	1.58	1.71
Q6 – HaiNei	1.65	1.49	1.58
Q6 – Chinaren	2.15	1.80	2.00
Q6 – 51.com	2.18	1.93	2.07
Q6 – Douban	2.51	2.05	2.31
Q6 – Netease blog	2.70	2.49	2.60
Q6 – Sina blog	2.73	2.63	2.69
Q6 – Yahoo blog	2.29	2.14	2.22
Q6 – Sohu blog	2.30	2.19	2.25
Q6 – MSN space	3.08	2.85	2.98
Q6 – QQ space	3.52	3.12	3.34
Q6 – Baidu space	2.94	2.71	2.83

Bold indicates statistically significant differences between clusters

 

Which of the following BBS do you use to help you make a purchase decision ? Report
Mean
	TwoStep Cluster Number
	1	2	Total
Q7 – Liba	3.51	3.44	3.48
Q7 – TianYa	3.29	2.82	3.07
Q7 – MaoPu	2.84	2.50	2.69
Q7 – SaiBan	2.13	1.93	2.04
Q7 – OnlyLady	2.32	1.65	2.01
Q7 – ZOL	2.63	2.24	2.45
Q7 – HuDie	1.86	1.46	1.68
Q7 – GuiMi	1.76	1.48	1.63
Q7 – KDS	2.62	2.47	2.55
Q7 – DouBan	2.56	2.13	2.36
Q7 – XiCiHuTong	2.18	1.90	2.05
Q7 – Sogua community	1.76	1.52	1.65
Q7 – 21CN community	1.90	1.63	1.78
Q7 – It168	2.17	2.18	2.17
Q7 – PC Home	3.15	3.01	3.09
Q7 – 163 BBS	2.69	2.35	2.54
Q7 – Sina BBS	2.59	2.33	2.47
Q7 – Tom BBS	2.18	1.98	2.09
Q7 – Yahoo BBS	2.51	2.07	2.31
Q7 – Sohu BBS	2.52	2.18	2.37
Q7 – Baidu Tieba	3.54	2.92	3.26
Q7 – Dianping	3.88	3.53	3.72
Q7 – Dingding	3.35	2.88	3.14

Bold indicates statistically significant differences between clusters

 

Which of the following shopping sites do you use to help you make a purchase decision ?
Report
Mean
	TwoStep Cluster Number
	1	2	Total
Q8 – Taobao	4.77	4.60	4.70
Q8 – JingDong	2.91	2.99	2.94
Q8 – Dangdang	3.09	2.70	2.91
Q8 – Ebay	2.73	2.48	2.61
Q8 – ZhuoYue	2.77	2.45	2.62
Q8 – XinDan	2.35	2.22	2.29

Bold indicates statistically significant differences between clusters

 

Which of the following price comparison websites do you use to help you make a purchase decision ?

Report
Mean
	TwoStep Cluster Number
	1	2	Total
Q9 – Smarter	2.35	2.24	2.29
Q9 – Google	3.91	3.89	3.90
Q9 – Yeedou	1.96	1.85	1.91
Q9 – Biquba	2.21	2.01	2.12
Q9 – Jiage	2.48	2.19	2.35
Q9 – Tejiawang	2.26	2.04	2.15
Q9 – Goulong	1.90	1.80	1.85
Q9 – Chajia	2.44	2.15	2.31
Q9 – Taobao	4.69	4.62	4.65

Bold indicates statistically significant differences between clusters

 

Which of the following specialist websites do you use to help you make a purchase decision ?

Report
Mean
	TwoStep Cluster Number
	1	2	Total
Q10 – soufun	2.52	2.55	2.53
Q10 – souju	2.31	2.14	2.23
Q10 – fangjia	2.08	2.07	2.07
Q10 – anjuke	2.35	2.22	2.29
Q10 – ganji	2.78	2.51	2.66
Q10 – Shanghaibaixing	2.59	2.27	2.45
Q10 – 021fang	1.98	1.83	1.92
Q10 – 51 room	1.99	1.93	1.97
Q10 – focus	2.26	2.25	2.26
Q10 – autohome	2.21	2.22	2.21
Q10 – pcauto	2.30	2.25	2.28
Q10 – chinacars	1.93	1.90	1.92
Q10 – xcar	1.93	1.86	1.90
Q10 – autosina	2.20	2.25	2.22
Q10 – autotom	1.97	1.83	1.91
Q10 – Pchome	3.42	3.17	3.31
Q10 – Yesky	2.33	2.13	2.24
Q10 – Pchome	2.96	2.68	2.84
Q10 – POP	2.38	2.00	2.21
Q10 – ZOL	2.91	2.46	2.71
Q10 – IT168	2.39	2.17	2.29

Bold indicates statistically significant differences between clusters

 

Thinking about the use of the internet to gather information on making a purchase, how often do you think
the internet is in helping you decide which of the following prod ucts to buy ?
Report
Mean
	TwoStep Cluster Number
	1	2	Total
Q11 – General Houeshold Goods	3.12	2.66	2.91
Q11 – Groceries	3.13	2.54	2.86
Q11 – New Places for Social Events (Bars, Restaurants)	4.26	4.02	4.15
Q11 – Holiday Destinations (In China)	3.96	3.82	3.90
Q11 – Holiday Destimations (International)	3.65	3.41	3.54
Q11 – Mobile Phones	4.30	4.12	4.22
Q11 – Consumer Electronics such as PSII, mp4 etc.)	4.30	4.15	4.24
Q11 – Computer Equipment (such as laptop, software, hardware, printer)	4.17	4.14	4.16
Q11 – Sports Goods (Shoes etc)	3.26	3.18	3.23
Q11 – Fashion Clothing (skirts, shoes, jeans, coats etc.)	3.91	3.39	3.67
Q11 – Music (to buy/download)	4.34	3.90	4.14
Q11 – A car (type, brand, insurance, lisence)	2.93	3.05	2.98
Q11 – A house (price, district)	2.91	3.04	2.97
Q11 – Financial products (Insurance, stock)	2.98	3.13	3.05
Q11 – Online games (new games, tricks)	3.24	3.15	3.20
Q11 – Fashion Accessories (mix & match, jewelry, watch, etc.)	3.67	3.14	3.43
Q11 – Cosmetics (cosmetics, skincare)	3.91	2.90	3.45
Q11 – Childrens food and toys	2.85	2.46	2.68
Q11 – Books (new books, read books, buy books)	3.59	3.11	3.37
Q11 – Room decoration (materials, price, style)	2.93	2.69	2.82
Q11 – Home appliances (white goods)	3.35	3.37	3.36
Q11 – Movie (to buy/download)	4.01	3.81	3.92
Q11 – Luxury goods (new product, price, star product, promotion)	3.12	2.52	2.85
Q11 – Eye glass (not eye contact)	2.63	2.14	2.40

Bold indicates statistically significant differences between clusters

 

Report (0=no and 1=yes)
Mean
	TwoStep Cluster Number
	1	2	Total
Q12 – General Houeshold Goods	.43	.31	.38
Q12 – Groceries	.37	.25	.32
Q12 – New Places for Social Events (Bars, Restaurants)	.73	.65	.69
Q12 – Holiday Destinations (In China)	.55	.60	.57
Q12 – Holiday Destimations (International)	.22	.24	.23
Q12 – Mobile Phones	.71	.63	.67
Q12 – Consumer Electronics such as PSII, mp4 etc.)	.66	.62	.64
Q12 – Computer Equipment (such as laptop, software, hardware, printer)	.53	.61	.57
Q12 – Sports Goods (Shoes etc)	.28	.29	.28
Q12 – Fashion Clothing (skirts, shoes, jeans, coats etc.)	.57	.35	.47
Q12 – Music (to buy/download)	.65	.50	.58
Q12 – A car (type, brand, insurance, lisence)	.13	.15	.14
Q12 – A house (price, district)	.14	.17	.15
Q12 – Financial products (Insurance, stock)	.21	.28	.24
Q12 – Online games (new games, tricks)	.35	.39	.37
Q12 – Fashion Accessories (mix & match, jewelry, watch, etc.)	.41	.26	.34
Q12 – Cosmetics (cosmetics, skincare)	.59	.30	.46
Q12 – Childrens food and toys	.23	.17	.20
Q12 – Books (new books, read books, buy books)	.38	.34	.36
Q12 – Room decoration (materials, price, style)	.13	.11	.12
Q12 – Home appliances (white goods)	.33	.34	.34
Q12 – Movie (to buy/download)	.59	.52	.56
Q12 – Luxury goods (new product, price, star product, promotion)	.16	.08	.12
Q12 – Eye glass (not eye contact)	.18	.10	.14

Bold indicates statistically significant differences between clusters