Clustering Lifestyle Based on Media Consumption: A Study in Isfahan Metropolis

With the mounting increase of the media consumption being experienced، the way the new media is being used has become an indicator to stratify individuals in the metropolises. The present study، conducted in the metropolis of Isfahan by a survey method answers this question: What media consumption is responsible for such stratification? The population of the study consisted of a total of 1908968 people، all citizens of Isfahan Metropolis. 959 persons from this population were chosen as the sample of this study and multi-staged cluster sampling was conducted. Data collection instrument was a questionnaire made by the researcher whose reliability was estimated by Cronbach''s alpha coefficient (0. 85). The data was analyzed by two-stage cluster analysis based on information criterion (AIC) and chi-square test. The most important results showed that two clusters of media consumption are separable from each other. In the first cluster، change of cell phones، cell phones’ performance and new features، non-verbal communication and network programs، virtual network activities and intensive use of the Internet gained high scores. The second cluster including verbal use of cell phones and the electronic performance of daily activities approached the average.