Uses of television viewing and consumer life styles: A multivariate analysis

The findings in this study are supported by eighteen separate factor analyses of the use variables and eleven analyses of the life styles.It was found that the uses discriminate between age, sex, income, education, con sumption, and children, and between viewers and non viewers of specific programs.Certain life styles associ ated with particular uses to the exclusion of others.These results demonstrate that eleven uses of television (AROUSAL, PLEASURE, INFORMATION, COMPANY, NOT USING TELEVISION, SOCIAL SUBSTITUTE, DISTRACTION, MODELING, PASS TIME, BACKGROUND NOISE, ESCAPE, and BOREDOM) reliably segment the television audience into groups with heuristic value for programming and advertising researchers.