Segmentation of library visitors in Singapore: learning and reading related lifestyles

Examines the learning and reading-related lifestyles of users and non-users of libraries in Singapore. Door-to-door personal interviews with over 800 respondents in the age group of over 15 were used to collect the data. Factor analysis was used to establish eight types of reading and learning lifestyles. Subsequently cluster analysis was used to segment the respondents into seven types of library visitors. Together with their demographic characteristics and usage patterns of libraries, distinct profiles of these segments of people could be constructed. Finally, implications for library policy planners are discussed.