An Analysis of Heterogeneity in German Speaking Birdwatchers Reveals Three Distinct Clusters and Gender Differences

The purpose of this study was to segment birdwatchers into clusters. Members from a wide range of bird related organizations, from highly specialized birders as well as Facebook bird group members were studied to provide a diverse dataset (n = 2766; 50.5% men). Birding specialization was measured with a battery of questionnaires. Birding specialization encompassed the three constructs of skill/competence, behavior, personal and behavioral commitment. Additionally, involvement, measured by centrality to lifestyle, attraction, social bonding, and identity, was used. The NbClust analyses showed that a three-cluster solution was the optimal solution. Then, k-means cluster analysis was applied on three groups: casual/novice, intermediate, and specialist/advanced birdwatchers. More men than women were in the specialist/advanced group and more women than men in the casual/novice group. As a conclusion, this study confirms a three-cluster solution for segmenting German birdwatchers based on a large and diverse sample and a broad conceptualization of the construct birding specialization. These data can be used to address different target audiences (novices, advanced birders) with different programs, e.g., in nature conservation.