Microeconomic Consumption Theory and Individual Media Use: Empirical Evidence from Germany

Abstract

This study applies microeconomic consumption theory to media use in order to explain individual media time allocation decisions in order to separate long-term and short-term influences. Using data from German media audience research, the study finds a strong influence of the short-term influence of time availability on the duration of total and individual electronic media use, primarily within leisure time and semi-disposable time. The same results were not found for print media, leading the authors to speculate that differences may be indicative of different substitution effects between electronic and print media.

Key Words:

• audiences
• audience research
• time use
• consumption theory