Media consumption as secondary time use: the effect of time pressure

Document Type

Conference publication

Publication details

Vitartas, P & Scott, D 2003, 'Media consumption as secondary time use: the effect of time pressure', 2003 Australian and New Zealand Marketing Academy Conference Celebration of Ehrenberg and Bass: marketing discoveries, knowledge and contribution, Adelaide, SA., 1-3 Decembe, ANZMAC.

Publisher's verison of this paper is available at http://pandora.nla.gov.au/pan/25410/20070806-1439/smib.vuw.ac.nz_8081/WWW/ANZMAC2003/index.html


This paper examines how the level of perceived time pressure is associated with secondary time use reported as secondary activities with particular reference to media consumption. Data are drawn from a national study of Australians' time use. Secondary time use activities are those reported as occurring at the same time as another activity (the primary activity). The level of secondary time use is hypothesised as increasing with higher levels of perceived time pressure for media consumption. Evidence to support the strategy of increasing secondary activities when under time pressure was found in the examination of overall secondary time use, however support was not found for increased levels of secondary media consumption among the time pressured. The paper analyses secondary media time use for a range of media including reading books, magazines and newspapers, watching television and videos, listening to radio and CD's, accessing the Internet and other audio/visual media. Implications for practitioners and future research avenues are provided.