Purpose
The purpose of this paper is twofold: first, to identify prominent patterns of media use across six media (e.g. television, social media, public libraries) and four gratification contexts (e.g. studying, leisure activities), and second, to investigate whether media use patterns vary with six individual characteristics by introducing the construct of information repertoire.
Design/methodology/approach
Data were collected through an online questionnaire completed by 811 adult internet users in the USA. Latent class analysis (LCA), including latent class regression, was performed to analyse the data.
Findings
The study found eight information repertoire profiles. The user characteristics associated with each profile, such as age, race and ethnicity, were identified. The profile with the most respondents was characterised by heavy use of TV and the internet for everyday leisure activities. Overall, the eight profiles do not show exclusive use of one or two media (such as a power-law pattern). However, the profiles do exhibit patterned behaviour, in which respondents use the same configuration of media in two or more gratification contexts. These findings suggest some level of gratification-based heuristic in media selection and use when respondents face contexts they deem to be similar.
Originality/value
In conceptual development, the study introduced the construct of information repertoire to capture media use profiles that account for multiple media use across multiple contexts. Methodologically, less-used LCA was applied, which allowed combining the 24 variables (6 media×4 gratification contexts) and the six demographic covariates in a single, unified analysis.
