The Elderly Audience: Correlates of Television Orientation

Abstract

For some time researchers have suggested that elderly individuals are, as a group, heavier viewers of television than other age segments of the population. However, there have been few efforts to explore the segment itself relative to television orientation. Using data generated from two samples of elderly individuals (n1 = 788, n2 = 752), this research explores the elderly's social-psychological and demographic correlates of television orientation. Results from both studies suggest a negative relationship between television orientation and morale, outside home activity, perceived respect for the elderly, income, and education; and a positive relationship between television orientation and concern for one's personal and financial well-being. These findings are explained using social disengagement theory, consumer socialization, the cultivation hypothesis, and activity theory. Implications for advertisers and future research are also discussed.