An empirical examination of the relationship between contemporary media exposure patterns and different audience characteristics
by Jaime R.S. Fonseca
International Journal of Advanced Media and Communication (IJAMC), Vol. 5, No. 4, 2015

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.

Online publication date: Mon, 06-Jun-2016

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