Choosing ICT? A segmentation analysis of students’ preferences for hybrid study mode

Students’ acceptance and use of ICT-based learning needs to be understood in terms of their preferences for alternatives such as face-to-face (FtF) or print-based learning. This paper reports on an investigation of students’ preferences for hybrid study modes. Cluster analysis was used to identify segments of students that had distinctive preferences for combinations of FtF, print and web-based study modes. Five segments were identified. These segments were distinguishable on some demographic and situational characteristics. The size and nature of the segments have implications for the hybrid modes offered by universities and the extent to which students’ may embrace the ICT-based innovations designed by educators.