VCR attitudes and behaviors by length of ownership

Abstract

A random sample telephone survey of 579 VCR owners revealed that length of VCR ownership was related to attitudes, behaviors, and communication technology ownership. The longer the VCR presence, the more likely respondents were (a) to express positive altitudes about watching and recording network television; (b) to record television shows; (c) to perform higher level recording behaviors (e.g., recording a program while watching another); (d) to record sports programs, news magazines, and public television shows; and (e) to seek particular tapes at the video store. The results support the contention that VCR adopters are not a monolithic group and that familiarity may cause the newest adopters to reinvent the way they use the VCR.