Abstract:

The present paper gives the results of a comprehensive investigation, modelled on the methodology of lifestyle studies, into the reading and information styles in the German-speaking part of Switzerland. On the attitudes and behavioural patterns found, in conjunction with media behaviour, factor and cluster analysis resulted in six clusters. These six information types each cover between 12 and 19% of Switzerland's German-speaking population of ages 15 to 74. The clusters differ distinctly, occasionally down to smallest details, yet each one is relatively homogeneous within itself as to its behavioural pattern in the information and media sector.