This study examines the link between lifestyle, demographics, and media time use. Specifically, use of each medium and overall media time use is related to certain socioeconomic and demographic characteristics, psychographic dimensions, and leisure-time pursuits. The pervasiveness of media time use in daily activities is indicated in the results. Although much media exposure is discretionary, people seem to need some minimal level of weekly media contact.
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Hornik et al. (1981) studied this question.
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