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

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