Table 6 The results of \(\pmb{\chi^{2}}\) test on category that shows significant difference among different user groups
Demographics | Attributes | Category | \( \boldsymbol{\chi^{2}} \) | p -value |
|---|---|---|---|---|
Age | Cyber | Social Network (browsing) | 52.0510 | 0.0000 |
News (querying) | 18.8830 | 0.0000 | ||
Finance (querying) | 10.2200 | 0.0170 | ||
Real Estate (querying) | 7.7560 | 0.0499 | ||
Business (querying) | 13.8110 | 0.0030 | ||
Physical | Jewellery | 7.7480 | 0.0499 | |
Children | 8.3800 | 0.0390 | ||
Social | With Kids | 76.743 | 0.0000 | |
With an adult | 13.509 | 0.0040 | ||
With a group | 10.199 | 0.0170 | ||
Education | Cyber | Tourism (browsing) | 24.7210 | 0.0000 |
Local Services (querying) | 12.1910 | 0.0160 | ||
Travelling (querying) | 12.2590 | 0.0160 | ||
Health & Beauty (querying) | 11.6060 | 0.0210 | ||
Physical | Food & Drink | 10.4070 | 0.0340 | |
Children | 17.8750 | 0.0010 | ||
Income | Cyber | Work (browsing) | 14.7190 | 0.0050 |
Travel (querying) | 10.3620 | 0.0350 | ||
Social | With Kids | 14.795 | 0.0050 | |
With a Group | 18.914 | 0.0010 | ||
Parental Status | Cyber | Social Network (browsing) | 11.3700 | 0.0010 |
Society (querying) | 6.2010 | 0.0130 | ||
Physical | Children | 65.5470 | 0.0000 | |
Social | Single | 11.411 | 0.0010 | |
With Kids | 147.475 | 0.0000 | ||
With an Adult | 4.574 | 0.0320 | ||
With a Group | 4.044 | 0.0440 | ||
User Type | Cyber | Tourism (browsing) | 83.9740 | 0.0000 |
Travel (browsing) | 39.8930 | 0.0000 | ||
Shopping (browsing) | 11.8410 | 0.0190 | ||
Local Information (querying) | 26.8420 | 0.0000 | ||
Entertainment & Arts (querying) | 9.9750 | 0.0410 | ||
Travel & Recreation (querying) | 38.6290 | 0.0000 | ||
Food & Drink (querying) | 12.2080 | 0.0160 | ||
Physical | Fashion | 10.0990 | 0.0390 | |
Food & Drink | 10.4410 | 0.0340 | ||
Leisure | 11.2550 | 0.0240 | ||
Social | Single | 19.659 | 0.0010 | |
With Kids | 11.602 | 0.0210 | ||
With a Group | 17.449 | 0.0020 |