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  • 1. EMAC 2012, May 23-25, Lisbon, PortugalSegmenting Facebook using ruraltourists: geo-demographics, travelmotivations and activitiesJuho Pesonenjuho.pesonen@uef.fiUniversity of Eastern Finland
  • 2. Presentation structure1. Introduction to the topic2. Background of the study3. Data and methods4. The results5. Discussion and conclusions Juho Pesonen 6.6.2012 2
  • 3. 900 million! Juho Pesonen 6.6.2012 3
  • 4. Juho Pesonen 6.6.2012 4
  • 5. Theoreticalbackground•Segmentation and targeting theory as background – Consumer behavior is increasingly less well explained by socio-economic and demographic criteria (González & Bello, 2002). – In market segmentation data-driven methods based on motivations, benefits and activities have been popular ways to generate competitive advantage. Juho Pesonen 6.6.2012 6
  • 6. - However, advertising and targeting in Facebook is mainly based on sociodemographics! - Age, gender, geographical location and education as means to target promotions. - Also likes and interests, work, languages, and friends of connections. - Important factors to describe segments!- Efficient segmentation can lead to fewer direct confrontations with competitors and the design of more suitable marketing programmes (Dibb et al., 2002). Juho Pesonen 6.6.2012 7
  • 7. - Two ways to do segmentation: a priori and post hoc segmentation (Dolnicar, 2002).- Market segmentation studies in social media are not common. - Correa, Hinsley and de Zúñiga (2010) studied the relationship between users’ personality and use of social media. Juho Pesonen 6.6.2012 8
  • 8. - Market segmentation in the field of electronic commerce has been called for (Brengman et al., 2005). - More and more important topic.- Empirical investigation on gender and age differences in travel motivations and activity participation has been called for (Jönsson & Devonish, 2008). - What motivates people to travel and what they want to do while travelling?- Rural tourism as study context Juho Pesonen 6.6.2012 9
  • 9. 1. The goals of thestudy•To compare effects of age, gender and place of residence to travel motivations and•to compare effects of age, gender and place of residence to preferred travel activities. Juho Pesonen 6.6.2012 10
  • 10. Data and methods• Data collected using banner advertisement on three rural tourism websites in Finland.• 4.3.-31.8.2011• Banner advertisements were clicked altogether 3684 times, resulting in 2131 responses. – 1967 usable filled questionnaires. – 1186 had used Facebook during one week period prior to answering the questionnaire.• Respondents were asked to choose up to three most important travel motivations based on an earlier study (Bieger and Laesser 2002).• Users were also asked to choose the travel activities they are interested in doing during their rural holiday.• Chi-square test to examine differences. Juho Pesonen 6.6.2012 11
  • 11. Participating in Enjoying Taking and Taking and Enjoying Enjoying the nightlife comfort, having time for having time for landscape and sun and water spoiling myself my partner my family natureGenderMale 42 (15.4%) 80 (29.4%) 109 (40.1%) 88 (32.4%) 143 (52.6%) 71 (26.1%)Female 66 (7.3%) 331 (36.7%) 337 (37.4%) 341 (37.8%) 513 (56.9%) 271 (30.1%)AgeBelow 20 25 (33.8%) 33 (44.6%) 32 (43.2%) 10 (13.5%) 28 (37.8%) 39 (52.7%)20s 44 (12.2%) 143 (39.5%) 161 (44.5%) 91 (25.1%) 186 (51.4%) 104 (28.7%)30s 21 (7.6%) 89 (32.4%) 92 (33.5%) 133 (48.4%) 157 (57.1%) 71 (25.8%)40s 8 (3.5%) 81 (35.5%) 71 (31.1%) 114 (50.0%) 141 (61.8%) 55 (24.1%)50s 2 (1.7%) 34 (28.8%) 50 (42.4%) 40 (33.9%) 80 (67.8%) 35 (29.7%)Atleast 60 2 (3.6%) 13 (23.2%) 25 (44.6%) 14 (25.0%) 33 (58.9%) 14 (25.0%)RegionSouthern 50 (9.8%) 174 (34,1%) 183 (35.9%) 189 (37.1%) 293 (57.5%) 167 (32.7%)FinlandEastern Finland 32 (8.8%) 125 (34.3%) 145 (39.8%) 134 (36.8%) 192 (52.7%) 99 (27.2%)Western Finland 12 (10.2%) 41 (34.7%) 41 (34.7%) 31 (26.3%) 73 (61.9%) 31 (26.3%)Province of 7 (5.5%) 55 (43.3%) 60 (47.2%) 48 (37.8%) 70 (55.1%) 27 (21.3%)OuluLapland 3 (9,4%) 8 (25.0%) 11 (34.4%) 19 (59.4%) 21 (65.6%) 7 (21.9%) Juho Pesonen 6.6.2012 12
  • 12. Downhill Cross-country Snowmobiling Canoeing Rowing Fishing Berry or Walking / Watching skiing skiing mushroom hiking animals (eg. picking bears)GenderMale 46 (16.9%) 51 (18.8%) 53 (19.5%) 72 (26.5%) 132 (48.5%) 160 (58.8%) 67 (24.6%) 169 (62.1%) 81 (29.8%)Female 169 (18.8%) 208 (23.1%) 145 (16.1%) 276 (30.6%) 504 (55.9%) 409 (45.4%) 334 (37.1%) 875 (74.9%) 397 (44.1%)AgeBelow 20 29 (39.2%) 12 (16.2%) 20 (27.0%) 29 (39.2%) 35 (47.3%) 35 (47.3%) 24 (32.4%) 36 (48.6%) 24 (32.4%)20s 81 (22.4%) 64 (17.7%) 85 (23.5%) 136 (37.6%) 193 (53.3%) 169 (46.7%) 114 (31.5%) 266 (73.5%) 173 (47.8%)30s 48 (17.5%) 57 (20.7%) 39 (14.2%) 84 (30.5%) 156 (56.7%) 138 (50.2%) 79 (28.7%) 198 (72.0%) 112 (40.7%)40s 34 (14.9%) 60 (26.3%) 33 (14.5%) 61 (26.8%) 128 (56.1%) 115 (50.4%) 85 (37.3%) 177 (77.6%) 103 (45.2%)50s 12 (10.2%) 38 (32.2%) 13 (11.0%) 20 (16.9%) 67 (56.8%) 59 (50.0%) 44 (37.3%) 89 (75.4%) 40 (33.9%)Atleast 60 2 (3.6%) 13 (23.2%) 0 (0%) 3 (5.4%) 28 (50.0%) 26 (46.4%) 33 (58.9%) 42 (75.0%) 16 (28.6%)RegionSouthern 91 (17.8%) 120 (23.5%) 77 (15.1%) 161 (31.6%) 300 (58.8%) 246 (48.2%) 184 (36.1%) 352 (69.0%) 205 (40.2%)FinlandWestern 63 (17.3%) 78 (21.4%) 59 (16.2%) 109 (29.9%) 195 (53.6%) 173 (47.5%) 108 (29.7%) 279 (76.6%) 145 (39.8%)FinlandEastern 24 (20.3%) 27 (22.9%) 26 (22.0%) 41 (34.7%) 58 (49.2%) 57 (48.3%) 44 (37.3%) 83 (70.3%) 51 (43.2%)FinlandProvince 30 (23.6%) 20 (15.7%) 26 (20.5%) 29 (22.8%) 58 (45.7%) 66 (52.0%) 42 (33.1%) 88 (69.3%) 55 (43.3%)of OuluLapland 7 (21.9%) 9 (28.1%) 7 (21.9%) 9 (28.1%) 19 (59.4%) 20 (62.5%) 13 (40.6%) 24 (75.0%) 17 (53.1%) Juho Pesonen 6.6.2012 13
  • 13. So what?• Socio-demographic and economic variables more important than ever for segmentation when considering targeting messages in Facebook. – Especially age and gender.• Starting point for further testing – Reducing efforts, increasing efficiency.• We have to think new ways of targeting when doing market segmentation. – Embracing market segmentation in online context. Juho Pesonen 6.6.2012 14
  • 14. Questions, comments?Thank you! www.uef.fi