Actually, the topline is more along these lines:
Adults who go online most frequently also watch more shows and read more newspapers than their less wired counterparts, according to a Carat Insight analysis
It really shows that multi-media consumption (some might even go down the integration route) is a function of (or proportional to) some of the basic demographic and psychographic inputs or variables which make up media 101.
Put slightly differently, why not use this hypothesis:
The propensity to consume more media (in hours) is directly related to the number of mediums consumed (over and above a certain minimum threshhold)
There are some subtle tweaks in this assertion i.e. this is less about "old" media and more about "new" media i.e. TiVo, gaming, wireless, Interactive.
There's a thesis waiting to happen...or the next Carat Insight study in the making.
Recent Comments