ERIC Number: ED270780
Record Type: Non-Journal
Publication Date: 1986-Aug
Pages: 31
Abstractor: N/A
ISBN: N/A
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Available Date: N/A
Time and Money Spent on the Mass Media in an Age of New Communication Technologies: A Market Study.
Ogan, Christine L.; Kelly, James D.
A study surveyed 276 residents of Indianapolis, Indiana to determine how the people might be changing media use and spending habits in a time of growing interest in video cassette recorders (VCRs), backyard satellite dishes, pay-TV, and personal computers. Questions were designed to determine the degree to which people would buy into the new technologies without dropping interest or money spent on the old ones, and whether people who bought a VCR, for example, would drop their cable subscription, or their Home Box Office (HBO) or Showtime services. Results found little impact of the new technologies on the expenditure of time or money. No relationship between the time and money spent with media was found, except for the people who reported having the lowest income. Low income respondents spent the largest percent of their income on mass media and also spent the largest amount of time with the media. Penetration of the new technologies into this market was found to be similar to national statistics--almost one-third of the respondents owned VCRs and about 17% owned computers. (HOD)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
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Author Affiliations: N/A