Abstract:

We undertook an extensive analysis of 1993 MRI Doublebase data to establish and define the factors which best describe the program content dimensions of the technology-involved consumer. This is a target group which we tend to refer to as Techthusiasts. Using Techthusiasts as our base, a series of factor analyses were performed to reduce the 100+ entertainment and sports programs measured by MRI to a far fewer number of manageable factors-a total of 12 in all. This reduction allowed us to dimensionalize the distinct programming content which is likely to have the greatest appeal to various constituencies within the Techthusiast target group. This procedure was also replicated geographically for the Northeast, North Central, the South and the Western U.S., to determine if the same dimensions exist across various regions of the United States. Once completed, a series of cluster analyses were then performed, based on the factors identified, to allow us to demographically define each factor’s corresponding Techthusiast consumer segment.