The joint study of US media consumption was conducted by Hallmark Channel, E-Poll Market Research and the Entertainment Technology Center at the University of Southern California (ETC). It revealed that Americans’ media behavior is most greatly affected by their stage in life, rather than demographic or economic factors.
The study, titled “Life Stage: Its Impact on the Future of Traditional and Emerging Media,” explores the attitudes and traces the distinct and often contrasting behaviors of eight major life stage groups, including Teens, College Students, Recent Grads, Single No Kids, New Nesters, Established Families, Married No Kids and Empty Nesters.
“Life stage research is a new and valuable tool to help the ETC and our member companies understand the impact of new technology on all aspects of the entertainment industry. Importantly, this research provides insight not only for today’s market, but also in the future as consumers pass through various life stage groups,” said KC Blake, Director of Business Development at the ETC.
“People come to the ETC to share and explore ideas on how entertainment consumption is changing and to look for the opportunities to come together for the good of the consumer. This research is a great example of how new technologies change the way people think about media and we’re excited to be bringing this study to the entertainment and technology industries,” said David Wertheimer, CEO and Executive Director of the ETC.
—