Title: An empirical examination of the relationship between contemporary media exposure patterns and different audience characteristics

Authors: Jaime R.S. Fonseca

Addresses: Instituto Superior de Ciências Sociais e Políticas, Universidade de Lisboa, CAPP – Centro de Administração e Políticas Públicas, Portugal

Abstract: To conclude how fragmentation describes a potential relationship between audiences and information, and test other hypotheses, we used a data survey of n = 701 subjects from Lisbon, taken from a cluster sampling plan. By applying latent class models (LCM) as a segmentation technique, and information criterion AIC₃ as model selection, we uncovered three segments, thus concluding the heterogeneity of audience members: Segment one, New Technologies accounted for 46%, segment two, Radio 32% and segment three, Television 22%. We concluded that all demographics contributed: gender, age, education attainment and employment. Furthermore, we found that there was a relationship between contemporary media exposure patterns and different audience characteristics.

Keywords: media fragmentation; audience segmentation; ICT; communication technology; new social media; audience measurement; media exposure patterns; audience characteristics; audience-information relationship; information technology; LCM; latent class models; cluster sampling; Portugal; new technologies; radio; television; TV; demographics; gender; age; education attainment; employment.

DOI: 10.1504/IJAMC.2015.076899

International Journal of Advanced Media and Communication, 2015 Vol.5 No.4, pp.302 - 320

Accepted: 04 Mar 2016
Published online: 06 Jun 2016 *

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