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LATVIJAS UNIVERSITĀTE

KNUT LINKE

SOCIĀLĀS STRUKTŪRAS ANALĪZE SOCIĀLO TĪKLU TIRGUS

SEGMENTĀCIJĀ MARKET SEGMENTATION IN SOCIAL NETWORKS THROUGH

SOCIAL STRUCTURE ANALYSIS

PROMOCIJAS DARBA KOPSAVILKUMS

Doktora grāda iegūšanai vadības zinātnē

Apakšnozare: uzņēmējdarbības vadība

SUMMARY OF DOCTORAL THESIS

Submitted for the Doctor’s degree in Management science

Subfield of Business Management

Rīga, 2013

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Latvijas Universitāte

Ekonomikas un vadības fakultāte

Knut Linke

SOCIĀLĀS STRUKTŪRAS ANALĪZE SOCIĀLO TĪKLU TIRGUS SEGMENTĀCIJĀ

Promocijas darba kopsavilkums

Doktora grāda iegūšanai vadības zinātnē

Apakšnozare: uzņēmējdarbības vadība

Rīga, 2013

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Promocijas darbs izstrādāts Latvijas Universitātes

Ekonomikas un vadības fakultātē,

Starptautisko ekonomisko attiecību katedrā

laika posmā no 20__. gada līdz 20__. gadam (the times period is written)

Darbs sastāv no ievada, …. nodaļām, nobeiguma, literatūras saraksta, …pielikumiem. (number of chapters and

number of annexes are written)

Darba forma: disertācija vadības zinātnē, uzņēmējdarbības vadības apakšnozarē

Darba zinātniskais vadītājs/-a : ………………………………………

(scientific degree, academic position of supervisor, his/her name and family

name are written, for example : Dr oec., profesors Pēteris Rieksts)

Darba recenzenti:

1) (name, family name of the first reviewer , scientific degree, academic position at

his/her university are written, for example: Anna Kalna, Dr.oec., Latvijas

Universitātes profesore);

2) (name, family name of the second reviewer , scientific degree, academic position

at his/her university are written);

3) (name, family name of the third reviewer , scientific degree, academic position at

his/her university are written).

Promocijas darba aizstāvēšana notiks 20___. gada ___. ______________ (date of the defense is written)

Latvijas Universitātes

Vadības zinātnes un demogrāfijas nozares promocijas padomes atklātā sēdē

(time and adress are written, for example : plkst.16.00 Rīgā, Aspazijas bulv.5).

Ar promocijas darbu un tā kopsavilkumu var iepazīties Latvijas Universitātes Bibliotēkā Rīgā, Kalpaka bulvārī 4.

(names and addresses of additional libraries are written, if it is the case)

LU Vadības zinātnes un demogrāfijas zinātņu nozares promocijas

padomes priekšsēdētājs /- a _______________/ name, family name/ (signature)

promocijas padomes sekretārs/- e _______________/ name, family name/ (signature) © Latvijas Universitāte, 20XX © Knut Linke, 20XX

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University of Latvia

Faculty of Economics and Management

KNUT LINKE

MARKET SEGMENTATION IN SOCIAL NETWORKS THROUGH SOCIAL STRUCTURE ANALYSIS

Summary of Doctoral Thesis

Submitted for the Doctor’s degree in Management science

Subfield of Business Management

Riga, 2013

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The doctoral thesis was carried out:

at the Chair of International Economics and Business,

Faculty of Economics and Management, University of Latvia,

from 20__ to 20__ (time period is written)

The thesis contains the introduction, …. chapters, reference list, … appendixes.

Form of the thesis: dissertation in Management science, subfield of Business management

Supervisor : ………………………………………

(scientific degree, academic position of supervisor, his/her name and family name

are written, for example : Dr oec., professor Pēteris Rieksts)

Reviewers:

1) (name, family name of the first reviewer , scientific degree, academic position at

his/her university are written, for example: Anna Kalna, Dr.oec., professor at the

University of Latvia);

2) (name, family name of the second reviewer , scientific degree, academic position

at his/her university are written);

3) (name, family name of the third reviewer , scientific degree, academic position at

his/her university are written).

The thesis will be defended at the public session of the Promotional Council of the Management

Science and Demography, University of Latvia, at ….…(time, for example, 16.00) on

………………… …, 20___ (date: month, day, year) ………………………………………...(address,

for example: Aspazijas blvd.5, Riga).

The thesis is available at the Library of the University of Latvia, Kalpaka blvd. 4, Riga. (names and addresses of

additional libraries are written, if it is the case)

This thesis is accepted for the commencement of the Doctor’s degree in Management Science on

………………… …, 20___ (date: month, day, year) by the Promotional Council of the Management

Science and Demography, University of Latvia.

Chairman of the Promotional Council _______________/ name, family name/ (signature)

Secretary of the Promotional Council _______________/ name, family name/ (signature)

© University of Latvia, 20XX © Knut Linke 20XX

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ABSTRACT The present paper aims to determine whether using the lifeworld model increases data quality and significance of convenience samples consisting of social network users. The determined aim has been set to increase data validity and elucidate the complexities of Internet use. Segmentation of social network users through the social structure analysis model used in the present study is based on research performed by Émile Durkheim, Pierre Bourdieu and Stefan Hradil. In the context of triangulation, empirical methods have been used to holistically refine and adapt Pierre Bourdieu's research approach for an online questionnaire. Quantitative analysis in the present paper has been performed using 1,607 valid data sets. The results show that it is possible to extend and transfer the lifeworld model to analyse social networks users and patterns of Internet use. In addition, insights into Internet user behaviour have been determined and used as recommendations. Keywords: social structure analysis, user behaviour, responsibility-driven individuals, digital vanguard, social networks

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TABLE OF CONTENTS 1. Introduction 8 2. Theoretical Background 12 3. Methods of Research 14 4. Main Findings 17 4.1. analysis of sub-hypothesis ha 19 4.2. analysis of sub-hypothesis hb 21 4.3. analysis of sub-hypothesis hc 26 5. Discussion 33 6. Limitations 35 7. Main Conclusions and Recommendations 36 8. Bibliography 43 8.1. books and articles 43 8.2. electronic sources 46

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Introduction The topicality of the doctoral thesis lies in the necessity to conduct an analysis of German social network users required by the increasing complexity and market penetration of the Internet. These factors constitute a necessity to modernise and extend existing market segmentation and customer group differentiation models. Thus, the aim of the present thesis is to perform an analysis of data randomly collected within the framework of the study to obtain a better understanding of Internet users and a more comprehensive basis for product development and research approaches. The aim is achieved by dividing social network users into groups and applying existing and established methods of lifeworlds and milieus used in the study of societies. This should ensure a qualitative extension of the main model and available sub-models. The results of the study reveal significant differences among both the examined lifeworlds and social network users.

As the study examines a market segment and most of the theoretical fundamentals focus on the European, and especially the German market, the emphasis lies on the Internet market accessible to German Internet users. Since obtaining a comprehensive sample of Internet users would be impossible, data have mostly been aggregated in the form of a convenience sample, meaning that the information available is limited. The application of lifeworlds allows obtaining more detailed information pertaining to marketing and user behaviour tendencies. Using lifeworlds as a segmentation tool should allow achieving more significant results. In order to prove and scientifically investigate this assumption, various tasks aimed at a sustainable, comprehensive and topical analysis of the present situation have been accomplished. The first step includes conducting a comprehensive literature review, followed by a qualitative and quantitative analysis of its results in the context of preliminary research. The second step involves defining the hypotheses. The hypotheses have been analysed quantitatively while their results have been evaluated qualitatively. The principal hypothesis, based on the aim of the present study, is the following: H: Analysing convenience samples of Internet users through lifeworlds produces more significant results than analysing the same sample without considering lifeworlds.

The principal hypothesis is supported by three sub-hypotheses, designated Ha, Hb and Hc. The sub-hypotheses have been chosen as suitable research questions used to achieve the aim of the study and isolate the correlation hypotheses derived from the principal hypothesis. Ha: It is possible to detect consumption preferences typical for the selected lifeworlds.

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Hb: It is possible to detect patterns of Internet use typical for the selected lifeworlds. Hc: A direct comparison of the Digital Vanguard and Responsibility-driven Individuals with the general population reveals significant changes in the results of SH1–SH10.

Sub-hypothesis Ha examines the first section of the study devoted to the consumption of media and goods. Sub-hypothesis Hb investigates online network use, the intensity of the use of social network functions, the motivation to use social networks, the use of Internet applications and user contact preferences. The final sub-hypothesis supporting the principal hypothesis is Hc. Hc is based on the results of preliminary research, as well as assumptions made on the basis of these results. A total of ten sub-hypotheses have been developed, some of which take the form of point hypotheses. Existential hypotheses have been chosen for cases when a point hypothesis has not been created. Results of sub-hypotheses SH1–SH10 have been calculated for the lifeworlds selected to confirm the principal hypothesis of the present thesis.

In order to confirm the hypotheses, a convenience sample without a focus on the age or gender of the participants was collected within the general population. With 1,607 data sets, it forms the basis of the subsequent quantitative analysis.

In order to perform the analysis, qualitative and quantitative methods, in addition to the literature review, have been used to develop the questionnaire. The qualitative methods are free and guideline-based interviews, performed in person or by telephone, as well as group discussions. In addition, association questionnaires in the form of open questionnaires have been used and subsequently evaluated qualitatively in order to determine their quantifiability. The quantitative analysis has been performed with the help of closed questionnaires, examined with uni- and multivariate methods of analysis. This includes explorative factor, regression and correlation analyses which have been used for the target groups in order to be able to confirm the principal hypothesis, as well as the sub-hypotheses.

The author of the study has presented the findings of this research during the following conferences in Latvia, Germany and Slovakia: 1. National doctoral school, University of Applied Sciences Treuchtlingen,

Germany, 15–16 April 2011, with the report ‘Market Segmentation in Social Networks through the Milieu Theory’.

2. International conference ‘Current Issues in Management of Business and Society Development 2011’ at the University of Latvia, Riga, 5–7 May 2011.

3. 5th PhD students International Conference My PhD 2011 with the report ‘Does Place Matter? Central and Eastern Europe in the Global World of the

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21st Century’ by the Friedrich Ebert Foundation in cooperation with European Trade Union Institute and Proforum, Skalica, Slovakia, 20–23 November 2011, with the report ‘Advantages for Semi-periphery Countries in Central and Eastern Europe through Outsourcing and Computer-mediated Work’.

4. International conference for doctoral students ‘Current Issues in Economic and Management Science’, 10–12 November 2011, Riga, University of Latvia with the report ‘Online Milieu Studies. An Approach for Reviewing Social Networks with the Milieu Approach by Pierre Bourdieu.’

5. Global Business Management Research Conference 2011 ‘Recent Developments in Business Management Research’ at the University of Applied Science Fulda, Germany, 2–4 December 2011, with the report ‘Generation Facebook?’

6. International conference ‘New Challenges of Economic and Business Development 2012’, University of Latvia, Riga, 10–12 May 2012, with the report ‘A Structural Approach for Online Surveys–Validate, Motivate and Provide Trust’

7. International conference ‘New Challenges of Economic and Business Development 2013’, University of Latvia, Riga, 9–11 May 2013, with the report ‘Characteristics for the Behaviour of German Social Networks Users’

The results of the research have been discussed and the doctoral thesis has been approved for defence during the Chair of International Economic Relations session at the University of Latvia, XX month, XX day, 201X. A part of the results of these studies have been used in academic work and for product development within the field of economy. In addition to publications in company or scientific weblogs, the following articles have been published during the study period: 1. K. Linke ‘Online Milieu Studies. An Approach for Reviewing Social

Networks with the Milieu Approach from Pierre Bourdieu’ in: ‘Current Issues in Economic and Management science’, University of Latvia, Riga, 2011, pp. 406–415 (ISBN 978-9984-45-417-7)

2. K. Linke ‘Advantages for Semi-periphery Countries in Central and Eastern Europe through Outsourcing and Computer-mediated Work’ in: ‘Does Place Matter? Central and Eastern Europe in the Global World of the 21st Century’, Friedrich Ebert-Foundation, 2011, pp. 121–130 (ISBN 978-80-89149-21-6)

3. K. Linke ‘A Structural Approach for Online Surveys - Validate, Motivate and Provide Trust’ in: ‘New Challenges of Economic and Business Development–2012’, University of Latvia, Riga, 2012, pp. 365–376 (ISBN 978-9948-45-519-78)

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4. K. Linke ‘Characteristics for the Behaviour of German Social Networks Users’ in: ‘New Challenges of Economic and Business Development–2013’, University of Latvia, Riga, 2013.

The doctoral thesis contains 179 pages without the appendix, a bibliography, 20 figures and 134 tables. The bibliography contains references to 253 sources, 96 of which are Internet sources. The appendix comprises data tables, the original questionnaire by Pierre Bourdieu, the questionnaires used for quantitative and qualitative surveys, as well as interview guidelines, various interviews, an expert list and a glossary.

The scientific novelty and practical usability of the doctoral thesis lie in the following: 1. The analysis performed in the present research has allowed extending and

transferring the existing lifeworld model to a new social interaction platform using existing empirical knowledge. This knowledge could serve as a basis for further research and practical recommendations relating to marketing, product development and social development measures.

2. The statements made have been confirmed by means of explorative research methods with the results mostly reaching significant levels and partly proved across the analysed milieus.

3. The large number of respondents taking part in the study, as well as the use and extension of the lifeworld approach have allowed extending and successfully using valid empirical knowledge in a new environment.

4. Rather than analysing only one leading social network, the present study pursues a holistic approach to ensure that the knowledge gained may be useful when conducting further research. The developed research model may be of use for additional studies due to the possibility of adapting it to new conditions quickly and thoroughly.

The structure of the thesis follows the defined tasks. The first chapter focuses on theoretical fundamentals. This chapter includes a comprehensive literature review of sources relating to media consumption, the Internet market and its development, approaches to market segmentation, as well as the evolution of social structure analysis and the necessary fundamentals of statistics. The second chapter contains preliminary research necessary to establish the hypotheses and develop the subsequent questionnaire. The aim of the preliminary research is to analyse the existing general framework, thereby providing a basis for the most efficient and successful questionnaire, as well as ensure a comprehensive study of social structure analysis within social networks. The third chapter deals with the publication of the social structure analysis, as well as the analysis of the data. The analysis contains comparisons with other analyses and demographic data, the testing of SH1–SH10 defined for Hc within the general population, and general noteworthy results of the data.

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Chapter four concerns the application of social structure analysis. In order to confirm the principal hypothesis, Ha–Hc have been tested within the general population and the groups of the Responsibility-driven Individuals and Digital Vanguard. The obtained results have been compared and analysed. Developed on the basis of the obtained results, concluding recommendations underlining the applicability of this paper within the fields of economy, politics and research have been presented.

2. Theoretical Background As regards market segmentation, in addition to the definition of market segmentation by Levitt (1960, pp. 44–45), Freter (1983, pp. 17–18) and Dickson/Ginter (1987, pp. 1–5), the 4-P approach (McCarthy, 1978, pp. 36–40) has been studied. Freter (1983, pp. 20–22; 49) has described the socio-ecological criteria as the ‘classic’ criteria for market segmentation. Further points have been made by McCarthy (1978, pp. 147–155). In addition to personal awareness, customer behaviour is influenced by the interpretation of mostly learned and conditioned emotions (Bossiazky, 1992, pp. 18–20; pp. 24; p. 150; Armstrong/Kotler, 2003, p. 193). Sociology offers a framework to better understand group and community behaviour. It defines various general types of social action, its customs and habits, and observes the social behaviour of people focusing on regularities and fateful individual associations (Weber, 1984, pp. 51–54). This approach has been used as the basis to develop the communication and socialisation concepts describing social relationships and togetherness (Weber, 1984, p. 69). Geiger (1932, p. 12, p. 24, pp. 30–72) was the first to demonstrate a differentiation of the German-speaking world, developed on the basis of the findings by Durkheim. The next step took place in the 1970s when the society of France was studied by Pierre Bourdieu who established very extensive foundations for the field. According to Bourdieu (1985, p. 11), ‘the social field can be described as a multi-dimensional space of positions.’ These positions can be assigned to different milieus and occupational groups (Bourdieu, 1982, pp. 159–210) with a particular lifestyle, which can be found in a high correlation or frequency within a social class (Bourdieu, 1982, pp. 176–182). In order to elucidate the differentiation, Bourdieu (1982, p. 185) introduces the cultural capital with its internalised and incorporated character in an objectified or institutionalised state. He goes on to explain the social capital (Bourdieu, 1980, p. 205; Bourdieu, 1982, pp. 190–195) and the level of capital transformation in the society (Bourdieu, 1982, pp. 195–198). These various approaches act as a basis for social structure analysis which conceptually permits social groups in other countries, such as the USA (Armstrong/Kotler, 2003, pp. 196–214) or Great Britain (Giddens, 1984, pp. 219–221, pp. 246–251; Lichy, 2011, pp. 470–475). Subsequently, Hradil (1987,

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p. 14), who focuses on social layers, social inequality and social milieus, developed a social structure analysis in Germany. The term social milieu (Hradil, 2006, pp. 278–284) denotes a grouping of people with a similar mentality and often a common ‘factual context’ (i.e. region, district or professional life). Considering the various milieu types (Schulze, 1992, pp. 158, 163–165, 237–239, 332–333), Geißler (1992, p. 61) places classes and social positions in the foreground. Hradil (1981, pp. 15–24) describes particular types of stratification, focusing on the preservation of power where wealth and possession (Hradil, 1981, pp. 25–30) play a fundamental role. The most commonly used form of defining the strata and social environment (Flaig et al., 1994, p. 55) is the SINUS representation.

Outlined by Hradil (1987, p. 131), the fundamentals of the frequently used SINUS Milieus (Schulze, 1992, p. 391) are seen as an extension of Bourdieu's approach (Vester et al., 1993, pp. 40–41). The graphical representation of the milieu model, which is still in use today, was introduced by Hradil (1987, pp. 131) as well. A similar division of the society can be observed in the SINUS Milieus of 2000, based on the eastern and western German Federal States (Geißler, 2002, pp. 130–133). The 2002 version of the SINUS Milieus (Hohn, 2008, pp. 103–104) was further developed in 2005 (Geißler, 2006, pp. 109–112; Hradil, 2006, pp. 280–283; Allgayer/Kalka, 2007, p. 11), 2006 (Fritz/Oelsnitz, 2006, pp. 75–77), 2007 (Walczak, 2008, pp. 6–10) and 2008 (Emrich, 2009, p. 78) with alterations in the milieu sizes. The most recent milieu differentiation of the SINUS Institute including Internet users was carried out in 2012 (DIVSI, 2012, p. 16). This study focuses on differences in the online communication behaviour, specifically, on requirements regarding security on the Internet. An in-depth analysis of social networks or Internet use has not been performed. Lichy (2011, pp. 470–475) has pursued a similar research approach involving the stratification of Internet users into milieus to investigate communication behaviour in Great Britain. A study by Haferkamp/Herbes (2012, pp. 208–212) examines the possibility of using Pierre Bourdieu’s approach to studying users of the social casual game Farmville. Further research in the direction of user behaviour, more specifically, personal or group behaviour, has been conducted by Ernst et al. (2010, p. 90) and Cha et al. (2009, pp. 1–4) who have research motivation for social network function use without taking the social structure analysis approach into consideration. Social structure analysis has been further investigated by Zhou (2010, pp. 136–142). In his study, the researcher arrives at the conclusion that the cultural characteristics of a person dominate his social status and influence patterns of social network use. The mentioned DIVSI study can be regarded as the largest and most exhaustive of the mentioned studies due to a holistic approach to and application of social structure analysis. Despite

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being the most comprehensive, the study focuses only on safety requirements characteristic of the various milieus; thus, a comprehensive analysis has not been performed. Since the DIVSI milieu classification acts as a continuation of SINUS milieus, it has been used for the subsequent selection of lifeworlds.

Figure 1. DIVSI Internet Milieus by DIVSI (2012, p. 33).

Groups consisting of the Responsibility-driven Individuals (DIVSI, 2012, pp. 113–117, 121) and Digital Vanguard (DIVSI, 2012, p. 34) have been selected from the sections of the Digital Outsiders (DIVSI, 2012, p. 16), Digital Immigrants and Digital Natives.

3. Methods of Research In addition to an extensive literature review, qualitative and quantitative methods have been used as a means of supporting the research activities of the present study. This includes the qualitative methods of expert interviews, supported by guidelines or conducted in the form of free discussions in person or by telephone, telephone interviews and guideline-based user surveys, as well as such methods as workshop, group interview, testing and open questionnaires used to record associations. A word analysis was performed for the data relating to associations in order to achieve quantifiability of the collected data. This, along with the mentioned methods of analysis, forms the basis for the main questionnaire. The information collected using closed questionnaires has been studied using univariate and bivariate methods of analysis.

Upper class / Upper middle

class

Mid-level middle class

Lower middle class/lower

class

Social layer

Basic orientation

Retaining | Preserving Tradition

Doing & experiencing | exceeding limits New orientation

Having & enjoying | being & changing Modernising/individualising

The Internet-Wary 27%

Carefree Hedonists

12%

Responsibility-driven Individuals

10%

Post-material Skeptics 10%

Digital Vanguard 15%

Efficiency-oriented

Performers 14%

Order-seeking Internet

Laypeople 12%

Digital Outsiders

Digital Immigrants Digital Natives

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This approach is based on a 1979 survey by Pierre Bourdieu studying the personal history and social environment of a person in over 26 areas. Since the survey was designed to analyse the social structure of France and implemented in the 1970s, an evaluation of its contents was required. This was done with the help of action research (Heinze, 2011, pp. 79–82), conducted during the Internet conference Re:Publica X in Berlin on 14–15 April 2010. A small sample of nine randomly selected people representing the fields of politics, network politics, application development, social media, as well as free and professional blogging were interviewed. The method of interview was chosen as it offers the highest transparency (Flaig et al., 1994, p. 51) and indicates if the questionnaire is generally usable. The interviews were held using guidelines, recorded electronically and subsequently transcribed. These interviews allowed establishing the first tendencies regarding the subsequent questionnaire on consumer and Internet preferences. In order to gain a better understanding of the entrepreneurial view of social networks, expert interviews with three CEOs of social networks were performed during the 2011 CeBIT Global Conference. In addition, social network personalities were studied by means of telephone interviews with a direct transcription in a data bank. This was done in order to collect initial empirical data concerning association analysis and the perception of networks. The questions were designed so as to indirectly inquire about the emotions and characteristics people associate with social networks. Telephone interviews consisting of 13 questions were conducted with 30 people. The questions were supported by the Five Factor Model (Digman, 1990, pp. 417–440) or Brand Personality Dimensions (Aaker, 1997, pp. 347–356). It was decided not to inquire about network personalities or the like in the subsequent questionnaire and use the existing approach towards personalities by Pierre Bourdieu instead (Bourdieu, 1982, p. 803).

The knowledge gained from analysing the associations was used when developing an association questionnaire that was used to evaluate the concepts for a current social structure analysis. The questionnaire was completed by 70 people aged 18–61, 8.6% of whom were older than 32. The proportion of male participants slightly exceeds that of females with approximately 60% male and 40% female participants. The respective answers were individually entered into a database for evaluation and summed to obtain a frequency distribution. These were not studied further, as they were reflected in part in the groupings, and a qualitative milieu analysis has not been intended. The results of the study were taken into account when developing the final questionnaire: certain questions were removed due to the expected younger age of the target group and a stronger emphasis was placed on media and Internet use, while art appreciation was omitted.

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Besides the evaluation of the previous questionnaire, the test conducted during the Re:Publica X showed that, in addition to demographic data and the preferred consumption patterns, the pure online behaviour can also play a role in the differentiation. For this reason, a group interview in the form of a workshop was conducted to discuss patterns of Internet and social network use. The interview was held with twelve participants representing the target age range. This allowed further detailing and adjusting the third section of the questionnaire, which had been reformed already with the help of association analysis.

Various discussions and analyses revealed that it is necessary to make additional effort to revise and adapt the demographic data to current standards, as well as gain additional knowledge regarding the drawbacks of online questionnaires. In addition to Pierre Bourdieu’s research, the literature review into the demographic differentiation approach includes such authors as McCarthy (1978, p. 147), Hradil (1987, p. 131), Schulze (1992, p. 391), Vester et al. (1993, pp. 40–41), Flaig et al. (1994, p. 47, p. 55, p. 109, p. 124), Armstrong/Kotler (2003, p. 193) Brassington/Pettitt (2005, pp. 35–39) and Geißler (2006, pp. 93–94, p. 113) and others. The challenges of online questionnaires (Brassington/Pettitt, 2005, p. 154) have been studied in order to obtain a better understanding of communicating with users and factors influencing honest answers.

The final version of the questionnaire focuses on three data categories, personal preferences, the type of Internet connection and the environment in which the Internet is used. This version of the questionnaire has been reflexively discussed with the dissertation adviser and test groups, which led to the inclusion of more networks and slight adjustments in the wording of the questions. The final version of the questionnaire contains a total of 364 items.

Social networks Facebook, Xing, Twitter, Google+ and VZ-Netzwerken were chosen to publish and distribute the questionnaire, since they have the highest user coverage in Germany (Comscore, 2012). In order to achieve a differentiation in the range, invitations to complete the questionnaire were sent to 2,550 contacts and 20 groups in VZ-Netzwerken, 482 contacts and 70 groups in Xing, 229, 633 and 36 contacts in Twitter and 854 contacts in Google+. In Facebook, invitations were published on 268 groups covering Germany; 837 people added an invitation to take part in the questionnaire using the Facebook events function. An invitation was published on the top 20 German forums, as well as other forums belonging to political parties. These activities ensured that 6,986 users visited the questionnaire. 2,409 of them began to fill it in. 1,820 of the 2,409 questionnaires were filled in completely. 103 questionnaires were excluded from the analysis, since the respondents had indicated no access to the Internet. Additional 72 were excluded, since Germany was not indicated as the

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place of residence. A further 38 of the remaining 1,645 questionnaires were not included in the analysis, since the level of income was not indicated. In total, 1,607 questionnaires remained available for the analysis. The collection process was followed by comparing, classifying and analysing the data for general noteworthy results before proceeding to a detailed investigating of the data in light of the hypotheses.

Finally, two milieus, namely, the Digital Vanguard (DV) and Responsibility-driven Individuals (RI) were selected from the general population using the qualitative descriptions outlined in the theoretical part as the selection criteria. The milieu of the Digital Vanguard (DV) consists of the sub models of the Alternative Milieu (Hradil, 1987, p. 129), the Post-modern Milieu, Intellectual Milieu and Adaptive Milieu (Geißler, 2002, p. 131), the Modern Performer Milieu and Experimentalist Milieu (Hradil, 2006, pp. 279–280; Geißler, 2006, p. 111; Allgayer/Kalka, 2007, p. 11; 26–32), as well as the Movers and Shakers Milieu, Performance-oriented Milieu, Hedonistic Milieu and Adaptive Pragmatist Milieu (DIVSI, 2012, p. 23). Some of these milieus form only a small portion of the Digital Vanguard. 152 participants remained after the selection process. The Responsibility-driven Individuals (RI) consist of the sub models of Upper Conservative Milieu and Technocratic Liberal Milieu (Hradil, 1987, pp. 128–131), Milieu of the Established, (Geißler, 2002, pp. 130–133), the Conservative Established Milieu and the Post-modern Milieu (Hradil, 2006, p. 279; Geißler, 2006, p. 111; Allgayer/Kalka, 2007, p. 11), as well as the Upper Conservative Milieu, Liberal Intellectual Milieu and Socio-ecological Milieu (DIVSI, 2012, p. 23, 113–117, 121). After the selection process, 128 persons remained. A detailed analysis was performed for the general population (GP) and both selected milieus: the Digital Vanguard (DV) and the Responsibility-driven Individuals (RI). The findings of each analysis were subsequently compared in order to outline differences between the selected milieus and considered in light of the hypotheses.

A general analysis of the obtained convenience sample shows a predominance of young participants who constitute the core of the sample. The connection between the convenience sample and the GP was investigated in order to confirm the principal hypothesis and gain new insights into the behaviour of Internet users.

4. Main findings The analysis is introduced by a comparison of the demographic data of the selected groups (GP n=1,607; DV n=152; RI n=128). Male participants constitute 44.5% of the GP, 45% of the RI and 60% of the DV. Further demographic data show milieu-specific characteristics which might have resulted from the performed selection. It is worthy of note that the differences

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in the date of birth and start of Internet use are rather slight, although, the available selection criteria indicate a very similar time of the start of Internet use.

Table 1. Year of birth and start of Internet use (years) Year of birth Start of broadband

Internet use Start of mobile

Internet use GP Mean 1983.2 2001.7 2009.7

Median 1987 2001 2010 Mode 1991 2000 2011

DV Mean 1985.4 2000.3 2009.4 Median 1987.5 2000 2010 Mode 1992 2000 2010

RI Mean 1979.5 1999.4 2010 Median 1981 1999 2010 Mode 1990 1998 2010

GP n=1,607; DV n=152; RI n=128

Source: author’s research Significant Spearman’s Rank Correlation Coefficient (SRCC) values

between the range of +.574** and +.610** have been determined for the educational attainment of the parents across the analysed target groups. The education level of the parents and the paternal grandfather reaches SRCC values up to +.594** and +.651** . As regards professional activity, the only correlation exceeding the significance level of +0.3 was detected between the father and grandfather. It is conspicuous that the lowest correlation values regarding professional activity occur among the RI.

In addition to the demographic data, differences between the groups can be observed regarding factors not covered by the hypotheses. Meaningful differences can be observed in living environment preferences.

Table 2. Personal environment (percentage) GP DV RI GP DV RI Chaotic 23.0 21.2 10.2 Colourful 14.4 11.2 7.8 Convenient 19.4 18.4 2.3 Elegant 20.8 27.6 36.7 Light 34.7 36.8 51.6 Small 13.1 16.4 2.3 Spacious 13.5 14.5 23.4 Pretty 24.9 28.3 34.4 Messy 12.3 10.5 4.7 Warm 24.4 22.4 32.0 GP n=1,607; DV n=152; RI n=128

Source: author’s research

GP n=1,607; DV n=152; RI n=128 ** The correlation has a (2-tailed) significance of 0.01.

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The most distinct negative Pearson’s Product-Moment Correlation Coefficient (PCC) values among the general population are those regarding personal fitment descriptions.

Table 3. Personal fitments (correlations) Item set ρ Item set ρ

Tidy and clean +.369** Messy and youthful +.313** Serious and elegant +.302** Modern and convenient -.319** Nonchalant and serious -.318** Modern and practical -.317** Comfortable and elegant -.316** GP n=1,607; ρ=PCC

Source: author’s research Significant correlations are also evident between ways of obtaining

clothing and clothing descriptions. Fancy has a correlation of +.335** in relation to obtaining clothing in speciality shops.

These results essentially show that the analysis of a convenience sample consisting of social network users performed using the lifeworld approach yields differentiated results that can be of theoretical and practical use.

4.1.analysis of sub-hypothesis ha Ha: It is possible to detect consumption preferences typical for the selected lifeworlds.

As concerns the possessions that depend on the existing consumption, there is a simple majority of 9 for the GP, 10 for the DV and 14 for the RI. This confirms the possessions of the RI. As regards the consumer wishes, there are no simple majorities; however, noteworthy results concerning wishes can be observed.

Table 4. Distribution of wishes (percentage) GP DV RI GP DV RI Brand watch 13.5 15.8 20.3 House 41.3 47.4 34.4 Owner-occupied flat 25.5 32.9 22.7 Plot of land 27.9 29.6 18.8 Railcard 10.6 18.4 11.7 GP n=1,607; DV n=152; RI n=128

Source: author’s research In addition to wishes and possessions, distinct differences can be

observed in the obtaining methods. Table 5. Method of obtaining furniture (percentage)

Obtaining method GP DV RI Classified advertising 15.8 32.2 10.2

GP n=1,607; DV n=152; RI n=128 ** The correlation has a (2-tailed) significance of 0.01.

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Obtaining method GP DV RI Flea market 13.7 22.4 7.8 Hardware store 25.8 39.5 31.3 Made by a carpenter 7.6 7.9 22.7 Online shop 20.2 38.2 24.2 Received as a gift 34.3 50.0 18.8 Speciality market 8.2 9.2 17.2 GP n=1,607; DV n=152; RI n=128

Source: author’s research A differentiation can be observed regarding the ways of obtaining clothing.

Table 6. Method of obtaining clothing (percentage) Obtaining method GP DV RI 2nd-hand shops 12.0 19.7 10.2 Brand shops 41.3 59.9 63.3 Online auction 12.9 19.7 12.5 Online shop 56.8 70.4 64.8 Outlet 35.5 53.3 47.7 Received as a gift 30.2 48.7 22.7 Self-made 5.6 6.6 3.9 GP n=1,607; DV n=152; RI n=128

Specific results and preferences of media use can be seen. Table 7. Preferred literature genres (percentage)

Genre GP DV RI Genre GP DV RI Detective story 27.3 28.9 38.3 Journals 42.1 48.0 51.6 Magazines 22.0 22.4 14.8 Newspapers 50.7 49.3 60.2 GP n=1,607; DV n=152; RI n=128

Table 8. Preferred film genres (percentage) Genre GP DV RI Genre GP DV RI Animation 17.6 15.8 10.9 Crime 31.3 30.3 39.8 Horror 20.7 24.3 12.5 Mystery 10.8 9.9 6.3 Science-Fiction 23.7 26.3 19.5 Original 27.4 37.5 22.7 GP n=1,607; DV n=152; RI n=128

Source: author’s research In this case, noteworthy is the preference for films in the original

language characteristic of the DV. As regards TV stations, the RI show a marked preference for state television channels, while the DV mostly prefer private broadcasters.

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Table 9. Preferred public TV stations (percentage) GP DV RI GP DV RI Public TV stations ARD 38.7 38.2 50.0 WDR 7,7 7,9 14,8 ZDF 29.6 23.7 38.3 ZDF Info 6,1 6,6 10,2 ZDF Neo 14.2 15.1 18.8 Private TV stations N24 14.2 14.5 10.2 RTL 46.2 50.0 42.2 RTL 2 15.8 15.1 10.2 Sat.1 33.6 30.9 38.3 Sky 8.5 9.2 14.1 VOX 32.5 42.1 25.0 GP n=1,607; DV n=152; RI n=128

Source: author’s research As regards private television broadcasters, the RI have demonstrated a

meaningful preference for Sat.1 and the paid channel Sky. According to the detailed description, these TV preferences are partly supported by SRCC values determined across the selected milieus, and can be regarded as more detailed for the RI and DV than the GP. Significant negative SRCC values between TV channels can be seen among the RI. In addition, the consumer behaviour reveals gender-specific results. There are significant SRCC values between female participants and RTL (GP: +.231** ; DV: +.336** ; RI: +.224*), SIXX (GP: +.287** ; DV +.319** ; RI: +.301** ) and VOX (GP: +.301** ; DV: +.426** ; RI: +.372** ), despite the fact that only the latter can be regarded as a purely women's channel. It is interesting that there is an SRCC of +.308** between RTL and the preference for romantic films of the DV. As concerns the RI, this type of preference is evident for RTL 2 (+.301** ), Sat.1 (+.310** ) and VOX (+.380** ). These channels correlate not only with the female gender, but also the topic of cooking (+.311** ).

These results are used as the basis to confirm the sub-hypothesis Ha. The information has also been used to develop the first recommendations for further research and possible usage in the field of economy.

4.2. analysis of sub-hypothesis hb Hb: It is possible to detect patterns of Internet use typical for the selected lifeworlds.

Table 10. Internet use (hours) Broadband

during Week Broadband Weekend

Mobile during Week

Mobile Weekend

GP Mean 18.13 8.82 6.13 3.05

GP n=1,607; DV n=152; RI n=128 ** The correlation has a (2-tailed) significance of 0.01.

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Broadband during Week

Broadband Weekend

Mobile during Week

Mobile Weekend

GP Median 14 7 2 1 Mode 10 7 0 0

DV Mean 20.58 9.91 11.25 5.75 Median 15 8 7 3 Mode 10 10 2 2

RI Mean 13.30 6.32 6.38 3.04 Median 10 4 4 2 Mode 5 2 2 1

GP n=1,607; DV n=152; RI n=128

Source: author’s research Table 11. Demographic item and network or function (correlation) Demographic Item

Intensity network or function use

GP DV RI

Gender (male) Flickr +.217** +.218** +.344** Gender (male) LastFM +.232** +.269** +.340** Gender (male) LinkedIn +.199** +.111 +.337** Year of birth ICQ +.351** +.258** +.455** Year of birth Spotify +.228** +.313** +.148 Year of birth VZ Netzwerke +.142** +.094; +.315** Year of birth Tag friends in pictures +.213** +.225** +.309** Year of birth Tag friends in messages +.264** +.244** +.396** GP n=1,607; DV n=152; RI n=128; ρ = SRCC ** The correlation has a (2-tailed) significance of 0.01. Source: author’s research

Table 12. Used time and network use (correlation) Intensity Internet use Intensity network or

application use GP DV RI

Broadband d. week LastFM +.246** +.193* +.323** Broadband d. week YouTube +.285** +.430** +.473** Broadband d. weekend YouTube +.244** +.368** +.372** Mobile d. week Instagram +.272** +.119 +.301** Mobile d. week WhatsApp +.507** +.146 +.323** Mobile d. weekend WhatsApp +.471** +.189* +.318** Mobile d. week Social Networks +.332** +.163* +.372** Mobile d. weekend Social Networks +.319** +.127 +.315** GP n=1,607; DV n=152; RI n=128; ρ = SRCC ** The correlation has a (2-tailed) significance of 0.01. * The correlation has a (2-tailed) significance of 0.05. Source: author’s research

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Furthermore, differentiated patterns of social network use have appeared; only the networks showing distinctions have been listed.

Table 13. Intensity social network use (5-point Likert scale) GP DV RI

Median Mode Median Mode Median Mode Google+ 2 2 3 2 2 2 ICQ 2 2 3 2 2 2 Instagram 2 1 2 2 2 1 LastFM 1 1 1 2 1 1 LinkedIn 1 1 2 1 1 1 Spotify 2 1 2 2 2 1 WhatsApp 2 5 5 5 2 1 GP n=1,607; DV n=152; RI n=128

Source: author’s research There is a bimodal distribution of answers to questions concerning

WhatsApp within the GP and RI. A less pronounced trend is evident within the DV. Most of the results concerning networks are similar within the RI and GP. The median and mode are more pronounced for the DV, indicating a more extensive use. Noticeably low values can be observed between the RI and WhatsApp. In addition to the patterns of social network use, social network function use should be mentioned.

Table 14. Reasons for social network use (5-point Likert scale) Median Mode

GP DV RI GP DV RI Birthday reminders 3 3 3 3 4 3 Chatting 3 4 3 4 4 3 Discussing politics 1 2 2 1 2 1 Discussing daily events 2 3 2 1 2 1 Discussing events 2 3 2 1 2 1 Making comments 3 4 3 3 4 3 Staying in touch with acquaintances 4 4 4 5 5 4 Staying in touch with friends 4 5 4 5 5 5 GP n=1,607; DV n=152; RI n=128

Source: author’s research Most of the correlations relating to the intensity of using social networks

occur between their functions (number of correlations GP: 9; DV: 7; RI: 12) and the factors motivating people to use social networks (number of correlations GP: 10; DV: 6; RI: 12). In addition, there are applications occupying a strong position within Internet use and partly differentiating

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between the groups. In particular, using the Internet for data exchange reveals several correlations with the intensity and motivation to use social networks.

Table 15. Intensity of data exchange and functions (correlation) Function GP DV RI Discussing daily events +.193** +.320** +.359** Exchanging content +.324** +.354** +.428** Exchanging opinions +.217** +.309** +.364** Obtaining information +.285** +.354** +.472** Searching for information +.309** +.327** +.343** Sharing of the location +.183** +.315** +.327** GP n=1,607; DV n=152; RI n=128; ρ=PCC ** The correlation has a (2-tailed) significance of 0.01.

Source: author’s research As regards Internet applications, most pronounced differences can be

observed for blogs and chatting applications. Chatting deserves particular note due to a higher median and mode values for the GP and DV. Especially, the mode value of 5 which considerably exceeds the mode of 2 for the RI. Chatting seems to have become established as a function which, provided it is used among the RI, suggests a more extensive media use.

Table 16. Year of Birth and Internet use (correlation) Demographic Item

Internet use GP DV RI

Year of birth Chatting +.380** +.360** +.354** Year of birth Listening to music +.330** +.360** +.457** Year of birth Watching videos +.341** +.400** +.399** Year of birth Using social networks +.238** +.240* +.315** Year of birth Watching Television +.257** +.352** +.173 GP n=1,607; DV n=152; RI n=128; ρ = PCC ** The correlation has a (2-tailed) significance of 0.01.

Source: author’s research Those combinations in the field of media use can be found in the

application section too, where a close relationship to chat exists. Table 17. Similarities in Internet use (correlation)

Internet use Internet use GP DV RI Banking E-Mail +.303** +.302** +.242** Chatting Listening to music +.289** +.306** +.373** Chatting Using social Networks +.361** +.403** +.434** GP n=1,607; DV n=152; RI n=128; ρ = PCC ** The correlation has a (2-tailed) significance of 0.01.

Source: author’s research

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The usage of media itself seems to be influence directly by the intensity how the Internet is used. In this, the milieus differentiate themselves.

Table 18. Used time and Internet use (correlation) Intensity Internet use Internet use GP DV RI Broadband d. week Blogs +.204** +.301** +.307** Broadband d. week Listening to music +.180** +.219** +.323** Broadband d. week Watching videos +.314** +.261** +.466** Broadband d. weekend Chatting +.226** +.185* +.310** Broadband d. weekend Listening to music +.193** +.344** +.284** Broadband d. weekend Watching videos +.288** +.278** +.429** GP n=1,607; DV n=152; RI n=128; ρ = PCC ** The correlation has a (2-tailed) significance of 0.01.

Source: author’s research The significant PCC between blogs and data exchange (GP: +.241**;

DV: +.309**; RI: +.311**) are worthy of note. The intensity of blog use shows additional significant PCC values with social networks.

Table 19. Intensity of blog and social network use (correlation) Network GP DV RI FourSquare (4SQ) +.273** +.404** +.366** Instagram +.298** +.360** +.271** LinkedIn +.267** +.336** +.209* Twitter +.372** +.343** +.338** Flickr +.349** +.337** +.252** LastFM +.304** +.370** +.390** Pinterest +.302** +.295** +.355** YouTube +.243** +.246** +.337** GP n=1,607; DV n=152; RI n=128; ρ=PCC ** The correlation has a (2-tailed) significance of 0.01.

Source: author’s research As considers character preferences of people with whom the participants

stay in contact using the Internet, factor analysis reveals a factor for the GP, DV and RI, dominated by the characteristics cheerful and optimistic. A more detailed analysis reveals that the RI prefer more serious characteristics, while the GP and DV tend to favour loose and open character traits. This may be related to the age of the participants, as there is a significant SRCC between the year of birth and the characteristic of funny (GP: +.216** ; DV: +.170*; VE: +.427** ), which is most pronounced among the RI. In this regard, noteworthy correlations have been determined for the DV. Such characteristics as relish-seeking, sociable, cheerful, funny and open together have a notable PCC of

GP n=1,607; DV n=152; RI n=128

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≥ +.3, while sophisticated, relish-seeking, refined and cultivated have a PCC of ≥ +.3. As concerns individual characteristics, the intensity of social network use has a PCC of +.424** for sociable and +.335** for funny.

4.3.analysis of sub-hypothesis hc Hc: A direct comparison of the Digital Vanguard and the Responsibility-driven Individuals with the general population reveals significant changes in the results of SH1–SH10. SH1: A higher household income has a positive and significant impact on the living environment of the participant. SH1a: There is a significant correlation of at least ρ ≥ -0.3 between the household income and the first time of installing an Internet connection in the household. SH1b: There is a significant correlation of at least ρ ≥ +0.3 between the household income and its residential environment. SH1c: There is a significant correlation of at least ρ ≥ +0.3 between the household income of the participant and his educational qualification.

Table 20. Comparison SH1a–SH1c (correlation values) Sub-hypothesis Reference group

GP DV RI SH1a broadband -.290** -.196** +.000 SH1a mobile -.227** -.213** -.114** SH1b +.407** +.369** +.230** SH1c +.270** +.354** +.212* SH1 unconfirmed unconfirmed unconfirmed GP n=1,607; DV n=152; RI n=128; ρ=SRCC ** The correlation has a (2-tailed) significance of 0.01. * The correlation has a (2-tailed) significance of 0.05.

Source: author’s research SH2: There is a significant and positive correlation between particular media content and gender. SH2a: There is a significant correlation of at least ρ ≥ +0.3 between the female participants and consumption of romantic films. SH2b: There is a significant correlation of at least ρ ≥ +0.3 between the male participants and consumption of action films. SH2c: There is a significant correlation of at least ρ ≥ +0.3 between the male participants and consumption of TV content relating to sports. SH2d: There is a significant correlation of at least ρ ≥ +0.3 between the female participants and consumption of romantic literature.

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Table 21. Correlation SH2a–SH2d (correlation values) Sub-hypothesis Reference group

GP DV RI SH2a +.458** +.381** +.549** SH2b +.342** +.336** +.313** SH2c +.331** +.239** +.246** SH2d +.387** +.345** +.452** SH2 confirmed unconfirmed unconfirmed GP n=1,607; DV n=152; RI n=128; ρ=PCC ** The correlation has a (2-tailed) significance of 0.01.

Source: author’s research SH3: There is a significant correlation between the duration of Internet use during the week and at the weekend. SH3a: There is a highly significant correlation of at least ρ ≥ +0.5 between the duration of using broadband Internet during the week and at the weekend. SH3b: There is a highly significant correlation of at least ρ ≥ +0.5 between the duration of using mobile Internet during the week and at the weekend. SH3c: There is no correlation of at least ρ≥ +0.3 between the duration of using mobile or broadband Internet.

Table 22. Comparison SH3a–SH3c (correlation values) Sub-hypothesis

Reference group GP DV RI

SH3a all +.724** +.693** +.748** SH3a mobile +.745** +.693** +.782** SH3b all +.864** +.756** +.805** SH3b mobile +.776** +.756** +.735** SH3c confirmed confirmed confirmed SH3 confirmed confirmed confirmed GP n=1,607; DV n=152; RI n=128; ρ=SRCC ** The correlation has a (2-tailed) significance of 0.01.

Source: author’s research SH4: There is a positive and significant correlation between the duration of using the Internet on a mobile device and the use of certain functions within social networks. SH4a: There is a significant correlation of at least ρ ≥ +0.3 between the time spent online from a mobile device and the intensity of uploading pictures. SH4b: There is a significant correlation of at least ρ ≥ +0.3 between the time spent online from a mobile device and the intensity of tagging friends in pictures.

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SH4c: There is a significant correlation of at least ρ ≥ +0.3 between the time spent online from a mobile device and the intensity of tagging friends in messages. SH4d: There is a significant correlation of at least ρ ≥ +0.3 between the time spent online from a mobile device and the intensity of using the location function. SH4e: A significant factor can be defined for the functions of SH4a–SH4d.

Table 23. Comparison SH4a–SH4e (correlation/factor analysis) Sub-hypothesis Reference group

GP DV RI SH4a week +.280** +.275** +.120 SH4a weekend +.256** +.186* +.173 SH4b week +.232** +.150 +.102 SH4b weekend +.211** +.194* +.130 SH4c week +.241** +.254** +.129 SH4c weekend +.262** +.237** +.163 SH4d week +.347** +.249** +.211* SH4d weekend +.346** +.220** +.307** SH4e confirmed confirmed unconfirmed SH4 unconfirmed unconfirmed unconfirmed GP n=1,607; DV n=152; RI n=128; ρ = SRCC ** The correlation has a (2-tailed) significance of 0.01. * The correlation has a (2-tailed) significance of 0.05.

Source: author’s research SH5: There is a significant correlation between the intensity of using Facebook and the intensity of using functions in social networks. SH5a: There is a significant correlation of at least ρ ≥ +0.3 between the core functions of social networks and Facebook. SH5b: The functions of social networks allow defining a significant factor for Facebook.

Table 24. Comparison SH5a–SH5b (correlation/factor analysis)

Sub-hypothesis Reference group

GP DV RI SH5a confirmed unconfirmed confirmed SH5b confirmed confirmed confirmed SH5 confirmed unconfirmed confirmed GP n=1,607; DV n=152; RI n=128; ρ=PCC

Source: author’s research

The weakest results in the present study are those concerning the DV. The testing of SH5a revealed no correlations reaching ρ ≥ +0.3 between the

29

core functions of social networks and Facebook. A PCC of only +.394** appears between Facebook and the expressing of approval using social networks. All other correlations are partially below +.3. As a result, SH5a can be regarded as unconfirmed. As regards SH5b, factor analysis (KMO .586; Bartlett .000) reveals the very distinct factor 12 consisting of Facebook (+.637), using social networks for birthday reminders (+.460) and chatting (+.387). SH6: There is a significant correlation between social networks and the intensity of their use. SH6a: There is a significant correlation of at least ρ ≥ +0.3 between social networks. SH6b: Significant factors consisting of social networks can be defined.

Table 25. Comparison SH6a–SH6b (correlation/factor analysis) Sub-hypothesis

Reference group GP DV RI

SH6a confirmed confirmed confirmed SH6b confirmed-3 factors confirmed-4 factors confirmed-7 factors SH6 confirmed confirmed confirmed GP n=1,607; DV n=152; RI n=128; ρ=PCC

Source: author’s research SH6b has been confirmed for all reference groups with significantly

differentiated results. Table 26. Factors GP SH6b (factor analysis)

Factor 2 Factor 7 Factor 12 Item Load Item Load Item Load 4SQ +.625 MSN Live +.535 Stayfriends +.497 Instagram +.597 ICQ +.470 Wer-kennt-wen +.312 Flickr +.572 MySpace +.467 VZ Netzwerken. +.307 Pinterest +.557 Jappy +.441 WhatsApp -.112 LinkedIn +.541 VZ Netzwerken +.406 Spotify -.140 LastFM +.477 Kwick +.325 Chatting -.190 Twitter +.474 YouTube +.306 YouTube -.225 Spotify +.428 Games -.137 n=1.607; KMO .915; Bartlett .000

Table 27. Factors DV SH6b (correlation/factor analysis) Factor 1 Factor 10 Factor 13

Item Load Item Load Item Load 4SQ +.761 Kwick +.615 MySpace +.587 Twitter +.602 Jappy +.581 VZ Netzwerken +.584

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Factor 1 Factor 10 Factor 13 Item Load Item Load Item Load Instagram +.579 MSNLive +.508 Stayfriends +.433 Spotify +.572 Pinterest +.526 LinkedIn +.457 Flickr +.409 Public sharing +.357 n=152; KMO .586; Bartlett .000

Table 28. Factors RI SH6b (factor analysis) Factor 3 Factor 9 Factor 8

Item Load Item Load Item Load LastFM +.618 4SQ +.622 Jappy +.609 Spotify +.560 Twitter +.553 MSNLive +.551 MySpace +.523 Public sharing +.371 Kwick +.455 YouTube +.457 Pinterest +.330 Security settings +.452 Flickr +.403 Google+ +.321 Instagram +.387 Websites sharing +.276

Factor 11 Factor 12 Factor 13 Item Load Item Load Item Load Hi5 +.809 Stayfriends +.654 ICQ +.668 Kwick +.471 Wer-kennt-wen +.427 VZ Netzwerken +.501 Factor 11 Instagram +.560 WhatsApp +.537 Applications in social networks +.489 n=128; KMO .745; Bartlett .000

In addition, factor number 18 containing the networks Hi5, LastFM, Flickr, Kwick, Instagram and Wer-kennt-wen was formed. The factor loadings are particularly low.

SH7: There is a significant correlation between the intensity of using business networks, specific users and the factors motivating them to use business networks.

This sub-hypothesis has been completely confirmed for the RI. Altogether, six of the seven sub-hypotheses have been confirmed for the GP. Only five sub-hypotheses have been confirmed for the DV. Due to space limitations, the analysis of these sub-hypotheses has not been included in the summary. SH8: There is a significant correlation of at least ρ ≥ +0.3 between the use of security settings and protection of personal data.

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Table 29. Comparison SH8 (correlation) Sub-hypothesis Reference group

GP DV RI SH8 +.422** +.297** +.430** SH8 confirmed unconfirmed confirmed GP n=1,607; DV n=152; RI n=128; ρ=PCC ** The correlation has a (2-tailed) significance of 0.01.

Source: author’s research Factor analysis (KMO GP: .878; DV: .765; RI: .818; Bartlett: .000) has revealed the correlation between security settings and personal data protection, aspects belonging to SH8, as factor 3 for the GP (+.623; +.551) and RI (+.670; +.585). The same combination can be observed in factor 5 of the DV with a significant difference in the factor loadings (+.782; +.330). SH9: There is a significant correlation between the intensity of using the Internet for political discussions and the intensity of using communication functions. SH9a: There is a significant correlation of at least ρ ≥ +0.3 between the motivation to hold discussions relating to politics and the intensity to leave comments. SH9b: There is a significant correlation of at least ρ ≥ +0.3 between the motivation to hold political discussions and to exchange opinions. SH9c: There is a significant correlation of at least ρ ≥ +0.3 between the motivation to hold discussions relating to politics and to share web-sites within social networks. SH9d: A significant factor can be defined for the functions of SH9a-SH9c.

Table 30. Comparison SH9a–SH9c (correlation/factor analysis) Sub-hypothesis Reference group

GP DV RI SH9a +.294** +.185* +.309** SH9b +.442** +.281** +.445** SH9c +.315** +.264** +.462** SH9d confirmed unconfirmed unconfirmed SH9 unconfirmed unconfirmed unconfirmed GP n=1,607; DV n=152; RI n=128; ρ=PCC ** The correlation has a (2-tailed) significance of 0.01.

Source: author’s research SH10: There is a significant correlation of at least ρ ≥ +0.3 between the user’s degree of interest in listening to music as a leisure activity and the intensity of using online services which offer music.

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Table 31. Comparison SH10 (correlations) Sub-hypothesis Reference group

GP DV RI SH10 +.486** +.442** +.422** SH10 confirmed confirmed confirmed GP n=1,607; DV n=152; RI n=128; ρ=PCC ** The correlation has a (2-tailed) significance of 0.01.

Source: author’s research The outlined analyses have provided differentiated results with different sub-hypotheses confirmed for different reference groups. Six of the sub-hypotheses are confirmed for the RI. Altogether, 22 of the 32 sub-hypotheses of SH1–SH10 are confirmed for the RI. As regards the GP, 6 sub-hypotheses are considered as confirmed; as a result, 25 sub-hypotheses of the SH1–SH10 have been confirmed. It was possible to confirm only 3 hypotheses for the DV. Only 18 of the 32 sub-hypotheses of SH1–SH10 have been confirmed for the DV.

Table 32. Comparison SH1–SH10 GP, DV and RI (results) Sub-hypothesis

Reference group GP DV RI

SH1 unconfirmed (1/3) unconfirmed (2/3) unconfirmed (0/3) SH2 confirmed (4/4) unconfirmed (3/4) unconfirmed (3/4) SH3 confirmed (3/3) confirmed (3/3) confirmed (3/3) SH4 unconfirmed (2/5) unconfirmed (1/5) unconfirmed (0/5) SH5 confirmed (2/2) unconfirmed (1/2) confirmed (2/2) SH6 confirmed (2/2) confirmed (2/2) confirmed (2/2) SH7 unconfirmed (6/7) unconfirmed (5/7) confirmed (7/7) SH8 confirmed unconfirmed confirmed SH9 unconfirmed (3/4) unconfirmed (0/4) unconfirmed (3/4) SH10 confirmed confirmed confirmed GP n=1,607; DV n=152; RI n=128

Source: author’s research Based on these findings, Hc is regarded as confirmed. The hypothesis

involves also a confirmation of Ha and Hb, which, in turn, leads to a confirmation of the principal hypothesis: analysing convenience samples of Internet users through lifeworlds produces more significant results than analysing the same sample without considering lifeworlds.

5. Discussion The results of the present study have been discussed with political, scientific and business experts in order to provide appropriate concluding recommendations.

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The principal hypothesis, analysing convenience samples of Internet users through lifeworlds produces more significant results than analysing the same sample without considering lifeworlds, is regarded as confirmed on account of the confirmed hypotheses Ha–Hc and the analysis results.

Application of the lifeworld model in testing the hypotheses Ha–Hc allows discerning fundamental differences between the analysed user groups. This indicates that the theoretical lifeworld model has been transferred successfully and the convenience sample analysis has yielded significant results. The extension and transfer of the lifeworld model to analyse Internet and social network use is considered as successful as well. Designed on the basis of the theoretical fundamentals and revised during the preliminary research phase, the present study reveals meaningful quantitative results.

The research beyond the hypotheses indicates a connection between social network users and the educational attainment, as well as the type of employment of the grandfather, the parents and the participants. Due to the tie between the type of employment and educational attainment, it is difficult for individuals to move up in social class or milieu. Capital has a direct and measurable impact on the living environment and the start of Internet use. With enough capital, the Internet is regarded as a commodity that is consumed like any other. The data analysis also shows a clustering of possessions, indicated by the possessions of the RI and the fact that the DV own more high-quality possessions than the GP. Thus, the household income of the RI and DV is higher than that of the GP.

As regards media use, female participants show a clear preference for romantic literature and films. The studied gender-related tendencies are less pronounced among people who use the Internet more extensively and whose level of available capital exceeds the GP-characteristic level. Age is not a significant influencing factor in this regard. As concerns television, the RI generally prefer public broadcasters. Sat.1 and Sky are leaders in the private television sector with the latter showing significantly higher correlation values than those found among the members of the GP and DV. The DV prefer private television channels and ignore ZDF. In addition, the RI do not prefer films in the original language, thus differing significantly from the GP and DV.

As concerns Internet use, there is a proportion between the time spent using broadband and mobile Internet. It should be noted that a direct connection between the use of mobile and broadband Internet has not been detected, and new usage patterns are expected to arise. The intensity of using broadband Internet during the week correlates significantly with blog use. Regarding the use of broadband Internet at the weekend, the correlation shifts towards blogs and chatting applications. While Facebook lies at the core of social network use, the preferences for further social networks are very differentiated. There

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are both: tendencies to use an older network, or a number of older networks, or sets of new niche networks. The DV use or have an account in niche networks, which shows their familiarity with such networks as more pronounced than in other groups. As concerns social network use, a considerable emphasis on the mobile applications of WhatsApp and Facebook can be observed. Thus, Facebook does not form the core of social network use within this group. In this case, a correlation can be detected only with birthday reminders. As regards the network 4SQ, an increase in the intensity of its use generally allows assuming that other current and active networks are also used more extensively. The use of social networks and their functions is conditioned by age and gender. As concerns male participants, an increasing intensity of Flickr, LastFM and LinkedIn use was determined. Younger members of this group mostly use the networks ICQ and Spotify. These preferences point to a significant correlation between age and the use of chatting applications, as well as chatting within social networks with a significant correlation between the intensity of use and young age. Overarching correlations can be observed between age and tagging people in pictures and messages, as well as the consumption of music and videos on the Internet. This also includes sharing videos within social networks. In this context, it can be proved that people who consume music offline do the same online to a similar extent. Such aspects as a very selective use of business networks, a targeted establishing of contacts, as well as a focus on employment and business opportunities are characteristic of the RI. In addition, respective national and international networks are used for this purpose with almost interrelated intensities.

A feature unique for blogs is a positive correlation between the use of blogs and almost all social networks. Constant PCC values can be observed between blogs and niche networks, meaning that blog users can be expected to use other social networks as well. The participants who use networks beyond Facebook also tend to use blogs more. A significant correlation can be detected between watching videos on the Internet and using the Internet to view television broadcasts. The correlation is particularly significant, meaning that watching videos on the Internet almost always means that the participant uses the Internet to view television broadcasts and vice versa. In addition, a factor relating to interaction and sharing thoughts on politics-related content can be seen for the GP. In this case, the individual correlations can be regarded as almost significant, indicating vast differences between the GP and DV where such a tendency cannot be detected. The intensity of social network use and chatting declines with increasing age. It is noteworthy that the intensity of data exchange correlates with the intensity of blog use. The strongest measured correlation can be observed between personal data protection and the adjusting of security settings. A safe environment means a better protection of personal

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data among the RI. This reveals a strong distinction between the RI and DV. The DV consider personal data protection as important; however, it does not correlate significantly with the adjusting of security settings. A factor for this was not determined. A carefree attitude can be observed among the members of this group, supported by a general tendency to establish contacts. An extensive commercialisation of contacts is not evident. Use of business networks can be detected and there are correlations with specific motivating factors; the correlations are less pronounced than within the other groups.

As regards establishing contacts on the Internet, the analysed test groups generally prefer the characteristics cheerful and optimistic. As regards characteristic of people with whom contacts are established using social networks, funny and informal are preferred. This contrasts with the preferences of the RI. A more detailed analysis reveals groups of people in which a correlation exists between seriousness and age.

6. Limitations The most significant limitation of the present paper lies in the obtained sample population which does not correspond to the population of the Federal Republic of Germany. It would be necessary to perform a government-sponsored study in order to obtain a comprehensive analysis of German social network users. Conducting the questionnaire electronically, i.e. in the form of an online questionnaire, can be considered as an additional limitation. A survey based on personal interviews would be required. In addition, research shows that the number of participants is too small to draw significant conclusions for the DV and RI at low correlations.

As regards the obtained data, comparisons with other samples were performed. It was subsequently discovered that other samples (Accenture, 2012, pp. 4–5, 10; Bitkom, 2012, pp. 9–11; D21, 2012; p. 4) do not contain the necessary demographic data for a comparison, focus on other basic populations or use different measuring criteria. Deviations from the state statistical data were observed in terms of household size, (DeStatis, 2012) and the age of the participants which mostly lies under 30 in the general population obtained for the present study. A general and direct men and women ratio of 0.80 can be observed. Thus, the proportion of women in the sample group is higher than in the society. Statista (2013) suggests a ratio of 0.93. In general, a sample consisting mostly of young and active Internet users has been obtained. The sample is substantial enough to draw conclusions regarding changes in the Internet usage patterns in the higher age range. These conclusions apply only to active German social network users. This limitation is also evident in the use of models which had to be quantified and qualitatively described for the sphere of influence of the Federal Republic of Germany.

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As regards Internet use, the analysis shows that the distinction between functions and motivational reasons is little differentiated. Further research could provide a better differentiation to create a model representing Internet use. As regards contact preferences, highly significant correlations were determined between individual elements. These could be reduced in a further study or a further model. The number of items could be increased in particular areas in order to study political and social attitudes, the perception of the society, social roles and other aspects, thus refining the model of investigation. When conducting additional studies, information regarding the participant's federal state and the principal earner in the participant's family should be obtained, since these aspects constitute limitations in the present research. In addition, further studies could focus on mobile Internet users who do not use broadband Internet, as well as 2nd screen application users. The present study focuses on the use of broadband Internet with mobile Internet viewed as an additional type of Internet use, but reaching these users specifically is possible only using new communication channels such as WhatsApp or online advertising media.

7. Main Conclusions and Recommendations The results of the present study show that it is possible and useful to make repeated use of the statements by Émile Durkheim and Pierre Bourdieu, as well as the milieu definitions derived therefrom by Stefan Hradil, Michael Vester and Rainer Geißler, the SINUS Milieus, and the current DIVSI subdivision.

The confirmation of the principal hypothesis: analysing convenience samples of Internet users through lifeworlds produces more significant results than analysing the same sample without considering lifeworlds allowed arriving at research results used to draw conclusions relating to the fields of economy, politics and research. The following conclusions regarding social media and product development have been reached for the field of economy: 1. The point in time when online advertising material is communicated should

be taken into account. Target audiences differ according to the time when the Internet is used, meaning that it needs to be considered whether the particular target audience has time to use the Internet at the moment. In addition, it has been observed across all the studied target groups that more time is spent online at the weekend than during the week. In this regard, the most significant increase in Internet use can be seen for the RI.

2. In order to reach younger target audiences, advertising material should be integrated into chatting, video and music-related applications. These can be designed as interactive for the DV. It should be noted that the RI are cautious about sharing data and communicating on the Internet. This can be

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adopted as a general guideline when designing advertising material for unknown target groups.

3. A correlation between the intensity of using chatting functions or chatting services and age has been detected across all the analysed target audiences as well as the general population. The intensity is more pronounced for younger participants and declines with increasing age. Thus, companies wishing to reach younger audiences may use chatting services as communication channels for their advertising content.

4. Information on data use, protection and customisation needs to be illustrated actively and transparently. This applies to target groups consisting of the RI, or broader general populations.

5. As regards the establishing of contacts when communicating on the Internet, it should be noted that such characteristics as optimistic and positive are sought after. With increasing age, this preference is replaced by seriousness and sincerity. This is further supported by TV content preferences. The average age of the RI is higher, and this group prefers more serious content, while the younger GP or DV seek for entertainment and amusement.

6. The differentiated use of social networks should be taken into account when designing marketing activities. As concerns the DV, similar content should be distributed using multichannel marketing in order to reach the target group. The same advertisement can be perceived differently on different distribution channels, thus gaining a higher approval. In order to reach normal, or rather average Internet users, networks with the highest range should be chosen, as demonstrated in the analysis of the use of social network functions in the context of Facebook.

7. The preferred method of obtaining information characteristic for the target group should be considered when communicating product information. People may seek information independently, receive it incidentally, or obtain it from their network. It was revealed that the DV prefer receiving information rather than searching for it independently. This can be useful when designing marketing activities, since the information is likely to be forwarded. This is uncommon for the RI. The RI are used to searching for information independently. This means that the DV are more likely to treat information with caution.

8. As regards television advertising, the advertisements should appear on the television channels preferred by the particular target audience. Public broadcasters act as suitable advertising media to promote goods and services intend for the consumption of the RI. A strong preference for private broadcasters can be observed among younger people, as well as the

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DV. The use of television stations unknown to the target audience should be avoided. This can be the case, for example, the DV and ZDF.

9. The target group should be addressed using words and terms used by the particular group. This is important, since certain target groups may associate their lifeworlds with a particular type of language. Members of a milieu or lifeworld may find incorrect or unfitting words irritating. Content should be created in the language spoken within the particular milieu. Blogs and bloggers can act as a medium for such communication. The results reveal comprehensive correlations between blogs and different networks. This suggests that particular blogs and bloggers, whose content is used alongside regular media and social networks, operate within certain fields. The appearance of products in such an environment may have an impact on the image of the product, which should be the subject of further market studies.

10. As regards mobile applications, it is evident that the strongest correlations within mobile Internet use occur between the location function and the uploading of images. This should be viewed in the context of the time spent using the Internet during the week by the DV and at the weekend by the RI. When planning marketing activities, attention should be paid to the time when a message is communicated and whether the content is requested by the receiver of the message.

11. The social network environment is subject to constant change and development. Differentiation and niche formation can occur individually or within a user group. This can lead to different types of use for a single network or to a preferred use of a network by a niche customer group. In this regard, the influence of a network (very) is limited.

12. With the approach to implement offers into existing networks, the entry barrier can be lowered. As a result of this, the application may not be seen as independent. Nevertheless, this allows quickly reaching the necessary base potential and diminishing the interaction obstacles.

The comparison of the milieus in conjunction with the general and comprehensive results allows providing various recommendations for the field of politics and government work. The main focus of the recommendations is on the promotion of broadband Internet access.

The analysis indicates a decline in the awareness of gender roles among people with higher levels of education and capital, and a more pronounced Internet use. This suggests that information exchanges leads to a lower awareness of gender roles. The anonymous nature of the Internet serves to balance the relationships between gender roles. 1. This should be facilitated by a government policy aimed at improving

media literacy already in kindergarten or primary school and providing appropriate training opportunities for teachers and pupils alike. Thus,

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people would be educated on the independent information receiving, assessment and exchanging skills. In addition to mobile services, broadband Internet use should be emphasised in order to promote a focused and targeted work activity.

2. The analysis also shows that Internet use depends on the level of income. Income correlates significantly with the educational attainment and the living environment. A direct correlation can be assumed with the latter, and a state subsidy would be expensive in this case. There might be a correlation with the educational attainment. In addition, a correlation can be observed between the education of the parents and the grandfather, and a closed cycle, as described in the theory, can be observed in this regard. Education might serve as the key attribute for people aspiring to escape from this vicious circle. A policy should be developed to promote this across classes and genders.

3. As the cost of Internet access is minor in relation to other cultural participation opportunities and ways of acquiring content, receiving training or changing the living environment, the government should consider a possible funding for the promotion of a targeted Internet use. Socially disadvantaged individuals may not have access to broadband Internet, which correlates with games and social networks less significantly than mobile Internet. As regards the possible funding, a grant for performance-oriented further education might be considered. This further education could be adapted to the life development or lifeworld of the person to prevent a general discrimination.

4. Intrinsic learning, cultural participation and the possibility of forming opinions speak in favour of a possible funding for Internet access.

5. The motivation for intrinsic learning should be used and promoted additionally.

6. Intrinsic learning motivation should be used and promoted. Use should be made of a pronounced use of online media, detected within the framework of the present study, which could be used for teaching purposes and promoted by the state. Although the present study does not investigate online media use for studying purposes, it may be assumed that media content is used for self-education. Openness to use other languages suggests that the participants of the analysed target groups are open to acquiring knowledge using videos or other types of content pertaining to e-learning. This could result in the use of alternative teaching methods e.g., the flipped classroom (Lage et al., 2000, pp. 32–34) for particular groups of students, such as the DV. This should be further researched and supported by government policies. In the long term, it might result in a shift in the

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education paradigm towards Massive Open Online Course (MOOC)-related approaches to teaching (Cormier et al., 2010, pp. 4–5; 10–11).

7. The study reveals the conspicuous feature that an extensive Internet use leads to an increased media consumption. It can be pointed out in this regard that a preference for films in the original language is particularly marked for the DV. Promoting the linguistic abilities of a society deserves particular support in view of globalisation and the internationalisation of the society. An intrinsic motivation for learning or sharpening the knowledge of a foreign language can be seen. Therefore, the government should consider the possibility of introducing policies that provide discounts or other forms of social support to ensure access to cultural participation and education.

8. As regards Internet use, there are pronounced, although not significant across for the researched participants, correlations between discussion functions and the intensity of discussing politics on the Internet. This allows concluding that the Internet is used to form opinions. This possibility is denied for people without Internet access, thus depriving them from developing a differentiated political opinion. Thus, the state should promote Internet use, as well as media literacy. In addition, such promotions could help temporarily unemployed people, as well as those looking for career change. The promotion can be linked with performance outcome.

9. The results show a mixed picture regarding the use of the Internet for data exchange. As regards the general data exchange and sharing network abatement, the policies should determine which user groups have a propensity for criminal behaviour which can be decreased by educating. Meanwhile, the exchanging of data for educational, training and opinion forming purposes should be encouraged.

The following proposals for field of research in the form of additional research approaches for a more accurate implementation of market and user differentiation have been suggested: 1. As lifeworld research originates from the field of political research, it

should be studied how political preferences appear on the Internet and within the milieus, and how opinions are formed in this environment.

2. It should be investigated whether the Hedonistic Milieu forms an anti-image of the RI and DV in terms of Internet use. In this regard, it should be possible to demonstrate the capital differences according to the traditional class model with a low, medium and high level of capital. It could also be examined in this context how the gender roles are perceived in the lower areas and if a stronger identification exists, especially concerning the males.

3. The fundamentals of milieu differentiation have been successfully transferred to analysed the social structure of such countries as the USA, the UK (Imomus, 2008), Austria (Allgayer/Kalka, 2007, p. 82), Switzerland

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(Allgayer/Kalka, 2007, p. 84) and Poland (Golonka, 2009, p. 55). It should be possible to transfer the empirical knowledge gained in researching milieus in Germany to other European countries. Thus, the research findings should be useful in defining product development and marketing activities in the form in which they have been outlined for the German-speaking world in these conclusions.

In addition to the use of lifeworlds, the ways how the test subjects perceive the environment, as well as individual descriptions of a lifeworld should be researched. This should be done with the aim of defining personal realities. Personal realities become important when a person makes a decision; e.g., an event occurs and is experienced (Riemann, 1983, p. 139). Perceived by contrast, events can be stored and analysed in grids (Riemann, 1983, p. 140, 144–148). Test subjects are presented with a list of items with which associations are formed (Kruse, 2009). Such a differentiation is, among others, implemented by (Nextpractice, 2013) in order to allow the defining of product or brand properties. This research approach could be extended and refined using the milieu theory: 4. The information from such a study could be used to make fine adjustments

to the milieus and result in more significant and consistent content represented by the grids.

5. The created grids can be used to detect the mobile habitus in that the grids are periodically created using the same test subjects. This also provides the option for similar individuals to make statements about future decisions, based on the preferences of the test subjects.

6. In advance of a grid study, the participants can fill in an online questionnaire. The resulting customer groups should improve the quality of subsequent studies.

The integration of Neuromarketing (Gaines, 2008, p. 390) in studies of human-machine interaction (Bridger/Lewis, 2005, p. 36) can be regarded as a step further. 7. In conjunction with milieu analysis and grids, Neuromarketing provides a

basis for a more precise study of customer group behaviour and allows demonstrating customer action patterns. Thereby, the results should be more precise and authoritative from the point of view of behavioural science.

8. Such a study may prove useful in tailoring marketing messages to the needs of the customer. It can be studied which types of social network content or Internet services cause irritation or satisfaction. Thus, application use can be expected to differentiate and the situations and stimuli can be expected to differ depending on the target group.

During the analysis, additional experience was gained for the field of research, in particular, concerning the use of online questionnaires. The

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following points and research results should be taken into consideration when implementing online questionnaires. 9. Text fields should also be avoided, as there is a barrier that can cause people

to answer incorrectly or not to answer at all. It should be stated clearly whether the questionnaire concerns professional information in order to provide the participants with a basis for making a decision, as well as to reduce the complexity of the questionnaire.

10. In addition, a personal connection with the respondents should be established, e.g. if the author of the survey personally helps the respondents follow it. It should also be possible to share the survey with friends and acquaintances and find out if they have already participated in it without viewing the results or other data.

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