Lifeworlds in Online Social Networks in Germany:Online Market Segmentation through Social Structure Analysis

"Lifeworlds in Online Social Networks in Germany: ONLINE MARKET SEGMENTATION THROUGH SOCIAL STRUCTURE ANALYSIS" provides information about the German Social Network Market during the raising period of WhatsApp and Instagram. The research targets on a comparison of existing lifeworld (oriented on the German SINUS MILIEUS) and their online behavior. The research is influenced by the social structure analysis of Pierre Bourdieu which questioner was used to ask Internet users in Germany regarding their preferences and behavior. For the analysis 1.607 fulfilled questionnaires could be used. The resulting analysis provides information about the online and offline preferences of digital vanguards and responsibility-driven individuals. Those preferences were distinguished regarding i. e. media usage, purchase behavior und social network interaction.