Segmenting the Net-Generation: Embracing the Next Level of Technology

A segmentation study is used to partition college students into groups that are more or less likely to adopt tablet technology as a learning tool. Because the college population chosen for study presently relies upon laptop computers as their primary learning device, tablet technology represents a &...

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Bibliographic Details
Published in:Research in higher education journal 2014-04, Vol.23
Main Author: Smith, Russell K
Format: Article
Language:English
Subjects:
Cluster Grouping
College Students
Correlation
Electronic Learning
Focus Groups
Handheld Devices
Intention
Laptop Computers
Life Style
Likert Scales
Maximum Likelihood Statistics
Multivariate Analysis
Personality Measures
Personality Traits
Profiles
Purchasing
Qualitative Research
Relevance (Education)
Student Attitudes
Student Characteristics
Student Surveys
Technology Uses in Education
Undergraduate Students
United States (Midwest)
Use Studies
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Summary:A segmentation study is used to partition college students into groups that are more or less likely to adopt tablet technology as a learning tool. Because the college population chosen for study presently relies upon laptop computers as their primary learning device, tablet technology represents a "next step" in technology. Student lifestyles and personality characteristics measured in a survey serve as segmentation dimensions. The survey was preceded by qualitative research used to identify student perceptions of the potential (dis)advantages in switching. The perceived (dis)advantages of tablet technology for each segment are discussed as implications for "selling" newer technology to this population.
ISSN:1941-3432