Uses and Gratifications of MP3 Players by College Students: Are iPods More Popular than Radio?

The use of MP3 players appears to be serving as a substitute for listening to traditional radio for this age group, based on a uses and gratifications framework.

Abstract

Ownership of MP3 players, such as Apple's iPod, continues to grow at a steady pace in the US. College students are one age group that is active in the adoption of these devices. Based on a uses and gratifications framework, this study examined how college students are using this technology as compared to radio listening. Results showed that more than half of the respondents in a national random sample own some type of MP3 player. Motivations for using the players included boredom, stimulation, entertainment, relaxation/escape, and loneliness. An important finding was that the use of MP3 players appears to be serving as a substitute for listening to traditional radio for this age group.