Hästtjejers användning av sociala medier : Utmärker sig kundgruppen ifrån genomsnittet?

Sammanfattning: Background: Marketing is something that is constantly changing. Today, social media is the focus and to utilize it for marketing is profitble. Will a specific customer group act in other ways when they use social media or are we all the same on the Internet? Purpose: The study aims to map out the differences between a specific customer segment, in this case girls interested in horses, compared to girls with no interest in horses. By investigating their internet habits, it becomes possible to improve existing theories to further improve the marketing through social medias. Method: Quantitative survey using a questionnaire sent out to a number of riding clubs and schools in Blekinge to make it available to members on the website and meet the respondents in place. Results:There was a significant difference in age between the groups where girls with a horse interest on average was younger. Girls with no interest in horses was with a greater extent on the Internet daily, compared with girls with horse intrest most went online 3-5 days of the week. The interest of visiting social media to take part in events and/or politics events were lower in girls with an interest in horses. The majority of horse the girls stated that they shared the tablet and PC with the family to a greater extent than girls with no interest in horses. Conclusion: The use of the Internet did not differ, however, there was a difference in how the girls connected to the Internet and how often they were connected and which social media they joined.