3. National Studies of Mass Media Use by Older Adults
Two large-scale national studies focus on older adults' use of mass media and on preferences for selected nontraditional products and services. Specifically, the studies examine: preferences for broadcast media, print media, and readership of specific magazines; preferences for customer-loyalty programs, adult education classes, specialized cable channels; and preferences for methods of purchasing books, magazines, and video cassettes. Responses are analyzed and compared across adults in various age groups (including younger adults) and across eight other sociodemographic and lifestyle characteristics. © 1997. Length: 90 pages. $100.00
TABLE OF CONTENTS
Purpose and objectives 11-1
The studies 11-2
Mass media use 11-3
Types of magazines read 11-8
Methods of purchasing books, magazines and video cassettes 11-17
Preferences for other services 11-20
Table
Appendix
Supplement
LIST OF TABLES
TABLE II-1 Media use among older adults (55 )
TABLE II-2 Media use among younger (under 55) and older adults (55 )
TABLE II-3 Media use among older adults (55 ) by age
TABLE II-4 Media use among older adults (55 ) by gerontographic cluster
TABLE II-5 Magazine readership among older adults (55 )
TABLE II-6 Magazine readership among younger (under 55) and older adults (55 )
TABLE II-7 Magazine readership among older adults (55 ) by age
TABLE II-8 Magazine readership among older adults (55 ) by gerontographic cluster
TABLE II-9 Preferences for methods of purchasing books, magazines, and videocassettes among younger (under 55) and older (55 ) adults
TABLE II-10 Preferences for methods of purchasing books, magazines, and videpcassettes among older adults (55 ) by gerontographic cluster
TABLE II-11 Preferences for selected services among older adults (55 )
TABLE II-12 Preferences for selected services among younger (under 55) and older (55 ) adults
TABLE II-13 Preferences for selected services among older adults (55 ) by gerontographic cluster
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