Segmentation of the Reader and Library User Population in Poland

Segmentation helps an organization or institution better understand the people it serves and adjust products or services to their needs. This article presents the results of the segmentation of Polish readers and library users. The study was based on 1,010 computer-assisted telephone interviews with a representative random sample of adult Polish residents. The two-step cluster analysis method was used for segmentation. Based on the average number of books read in the 3 months before the interviews, the frequency of reading the press, reading electronic texts, and the use of libraries, five segments were distinguished: almost absolute nonreaders, (news)paper enthusiasts, library lovers, occasional users, and short-form surfers. The distinguished segments were described in terms of 5 behavioral and 12 descriptive variables. Segmentation of library readers and users enables us to understand the population of actual and potential users better than traditional measures (i.e., statistics). The article also discusses the possibilities and advantages of the application of the two-step cluster analysis.