DOMINANT GROUPS AND DIFFERENCES IN SMART PHONE AND INTERNET USAGE: A DISCRIMINANT ANALYSIS APPROACH

The present study was primarily aimed to explore the dominant groups of smart phone and internet usage factors of college students and also to identify the mean differences in their demographic profiles with respect smart phone and internet usage. The discriminant analysis approach has been adopted to differentiate different dominant cluster groups of college students based on their perception towards smart phone and internet usage. Further, mean differences with respect to demographic profiles such as, gender, family type, monthly family income and data source for internet usage with respect to smart phone and internet usage has been explored. The empirical evidences significantly classified the respondents into three dominant groups and significance of difference in mean values was also explored in this study.