Abstract:

While there is an increasing body of literature exploring engagement in single media channels, much less is known about how engagement levels vary for individuals across multiple media channels. Are there some individuals who are highly engaged in multiple media channels? What do they look like? Are there other individuals who are strictly single media engaged? Do some people find magazines inspirational while they find the Internet life enhancing? These questions and more are addressed utilizing data from the largest multi-media engagement study currently in the field.