Media Technology Consumers: Demographics and Psychographics of "Taffies."

Autor/inn/en	Oates, William R.; und weitere
Titel	Media Technology Consumers: Demographics and Psychographics of "Taffies."
Quelle	(1986), (24 Seiten)Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; Monographie
Schlagwörter	Behavior Patterns; Demography; Family Environment; Media Research; Media Selection; Microcomputers; National Norms; Population Trends; Technological Advancement; Trend Analysis; Use Studies; Users (Information); Video Equipment; Videotape Cassettes; Videotape Recorders; North Carolina + Suchen Sie Ihr Suchwort? Demografie; Familienmilieu; Medienforschung; Medienwahl; Bevölkerungsprognose; Technological development; Technologische Entwicklung; Trendanalyse; Benutzerschulung; Benutzerprofil; Nutzer
Abstract	Technologically Advanced Families (Taffies) were profiled in a study that compared media technologies penetration in North Carolina with national media penetration data. Telephone surveys were conducted in February 1986 by journalism students at the University of North Carolina. Subjects interviewed were 585 North Carolina households to determine their use of such technologies as microcomputers and video recorders. Findings revealed that the penetration of media technologies in these homes matched national penetration data very closely. Taffies were found to exhibit some unique demographic and psychographic characteristics. For example, most (1) had a home computer, a videocassette recorder, and some source of diversity in television; (2) were in relatively high income and education groups and lived in urban settings; (3) were married with school-age children; (4) took vacations and consumed alcohol more than others; and (5) were willing to exert some effort to obtain useful information sources. Race was not found to be a factor associated with Taffies. Results also indicated that personal computers were used to give children new learning opportunities and that video cassette recorders (VCRs) were used to entertain them. Findings supported other research indicating a trend toward the use of more prerecorded videos for "timeshifting" activities among families who had owned VCRs for more than a year. (Tables of data are included.) (JD)
Erfasst von	ERIC (Education Resources Information Center), Washington, DC