Lifestyle Groups in Hungary in the Age of Digitalization

This paper summarizes the results of previous and newer researches on lifestyle-based segmentation. These became popular in the marketing community in the previous decades. Probably the most important value of this approach is that it provides “hands on” outputs for marketing managers with an overview of the population’s mode of living and its differences. However, how marketers handle this approach differs from how it is generally applied in sociology. We believe that it is important to identify lifestyle-segments in current societies from time to time, but interest in this research field has fluctuated in recent years. We conducted several lifestyle-based researches in different situations, but this is the first one where digitalization played a significant role in the analysis. This is probably not that surprising especially today, but the novelty of our approach stems from the fact that we built on the conceptual framework we developed in 2003 and published as the Lifestyle Inspiration model. This applies two dimensions: the value orientation and the pace of life, where the latter one was (and perhaps still is) a novelty in the literature. Value orientation has been measured by the construct of Schwartz, while we developed and validated the set of attitude scales for measuring pace of life. We are still analyzing the results of our latest survey but it can be already stated that there are significant changes in the lifestyle of the Hungarian population compared to the previous decade.