Article type – Research paper
Corresponding author info
Corresponding Author:Dijana Kovačević, University of Montenegro, Faculty of Economics, Jovana Tomaševića 37, 81000 Podgorica, Montenegro Email: dijana.kovacevic@ucg.ac.me
Article title Full: Internet usage patterns and gender differences: a decision tree approach Short: Internet usage by genders
AuthorsSocial Sciences
Dijana Kovačević
University of Montenegro, Faculty of Economics, Podgorica, MNE
Ljiljana Kašćelan
University of Montenegro, Faculty of Economics, Podgorica, MNE
Abstract
Abstract
The aim of this paper is to examine Internet usage patterns by gender differences in relation to the four criteria – demographic profile, internet access, internet usage patterns and internet tasks. We examined the individual and interactive influence of these factors on gender-specific differences. In accordance with this goal, a decision tree (DT) method is used in this paper. An online survey involved 1147 respondents. The obtained results showed that gender differences existed for all observed criteria. Our results indicate that women are generally more frequently messaging oriented; they use mobile platforms more than men, and use the Internet most for communication, travel and education. Men prefer and more frequently engage in download and leisure activities. This study contributes to the better understanding of online behaviour as related to gender differences and confirms that the DT model can be efficiently used to identify these differences.
Keywords gender differences, decision tree, internet access, internet usage, internet tasks
Word counts (excluding references) - 9829