Today's total audio entertainment environment: how do consumers perceive their options?
Barbara C. O'HareMethods Development and Evaluation, Arbitron Inc., United States
Fred JacobsJacobs Media, United States
PREFACE
This paper addresses the key issue of how consumers, particularly young adults, perceive new audio entertainment options. It provides insight into how listeners choose their entertainment sources, the language they use to describe these choices, and how media measurement needs to adjust to accommodate these changes. The authors review findings of a set of young adult focus groups and in-home ethnographic interviews and present results of a field experiment testing revision...