Segmentation of the use of mass media in the electoral population of the región Puno

Research identifies segments of the voting population by use of the media in the region of Puno. It was conducted under the application of probabilistic sampling, a questionnaire was administered by personal interview to a sample of 323 potential voters, the data was collected based on personal characteristics and use of media; five indicators of this relationship they are chosen, those who participated in the multiple correspondence analysis. The most representative personal characteristics were: 42,1% of potential voters are 20 to 34 years, 30.3% are engaged in the study as the main activity, 37,2% are center-right political trend. On the use of media 76,5% if you use the internet, with television (87,3%) frequently use the medium for information on daily events. We identified four segments, the first segment covers 51,8% of potential voters, they being under 34 years, intraday use the internet, is not politically defined and communicated via television or internet. The second segment includes 12,69% of potential voters, who work for the private sector, use the Internet once or twice a week for information and are defined politically center-right. The third segment covers 6,5% of potential voters, aged between 50 and 69, use the internet less than once a week and are defined center-left. The fourth segment includes 29,72% of potential voters, aged between 34-69 years old, do not