Segmentation of library visitors in Singapore: learning and reading related lifestyles
| DOI | https://doi.org/10.1108/01435120310454485 |
| Date | 01 February 2003 |
| Pages | 20-33 |
| Published date | 01 February 2003 |
| Author | Kau Ah Keng,Jochen Wirtz,Kwon Jung |
| Subject Matter | Library & information science |
Segmentation of
library visitors in
Singapore: learning and
reading related
lifestyles
Kau Ah Keng
Kwon Jung and
Jochen Wirtz
Introduction
Singapore is a small country with a resident
population of slightly less than 4 million.
However, it has a relatively high library
membership. The National Library system,
with 19 branches spread over the island, had
over 1.86 million members in the year 2000.
With over 964,000 households in Singapore,
it means that for every household, about two
members subscribe to the National Library
system. The number of books borrowed in the
year 2000 amounted to 25 million. This
means that every member borrowed 13 books
on average every year. Nevertheless, people
visit a library for different purposes. In a study
carried out by the National Library in 1997,
65 percent of the public library visitors in
Singapore used the reference collection while
63 percent borrowed books. In general, a
reader borrowed on average 9.35 books on
each visit, including books borrowed using
family members' cards. This set of statistics,
although enlightening, is not sufficient in
helping to identify the various user segments.
As such, a study that aims at examining the
reading and learning habits of library users
and non-users will facilitate the profiling of
the different segments of the population who
patronise the library. This information will
help the library planners to devise an
appropriate strategy to encourage a broader
and higher patronage of the library system in
Singapore.
Specifically, this study therefore
aims to examine the reading and learning
attitudes and lifestyles of selected
respondents so that a segmentation study of
library users can be achieved. The three
objectives are:
(1) to examine the general public's learning
and reading-related habits and lifestyles;
(2) to identify different segments of the
general public based on learning-related
lifestyles and values; and
(3) to provide recommendations to the
national library system as to ways and
means to encourage library patronage
among the general public.
The authors
Kau Ah Keng is Professor and Jochen Wirtz is Associate
Professor, both in the Department of Marketing, National
University of Singapore Business School, Singapore.
E-mail: bizkauak@nus.edu.sg
Kwon Jung is Associate Professor, KDI School of Public
Policy and Management, Seoul, Korea.
Keywords
Library management, Marketing, Segmentation,
Learning styles, Lifestyles, User studies, Singapore
Abstract
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.
Electronic access
The Emerald Research Register for this journal is
available at
http://www.emeraldinsight.com/researchregister
The current issue and full text archive of this journal is
available at
http://www.emeraldinsight.com/0143-5124.htm
The authors would like to express their gratitude to
the National Library Board of Singapore for the
strong support given in the preparation of this
manuscript.
20
Library Management
Volume 24 .Number 1/2 .2003 .pp. 20-33
#MCB UP Limited .ISSN 0143-5124
DOI 10.1108/01435120310454485
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