Marketing implications of traditional and ICT-mediated leisure activities

This study uses cluster analysis to relate demographic variables and leisure activities. A cluster analysis of subscribers and ex-subscribers of an Australian online DVD rental company yielded four clusters with significant differences in preferences for traditional and ICT-mediated leisure activities. For practitioners, the study illustrates how profiling customers on their leisure preferences can increase advertising effectiveness and reflect loyalty. For academia, the results reveal how another consumer dimension, leisure activities, relates to demographic and behavioural segments.