Media behavior is most affected by life stage rather than demographic or economic factors, according to a report conducted by E-Poll, the Hallmark Channel, and the Entertainment Technology Center at USC. 
It finds eight major groups — teens, college students, recent grads, single no kids, new nesters, established families, married no kids, and empty nesters — with distinct and clear differences.
Teens, for instance, place more importance on iPods with video than on TiVo, DVD players, or HD Channels. Similarly, college students are attached to iPods, laptop computers, and videogame console systems.
Sources: “Life Stage: Its Impact on the Future of Traditional and Emerging Media,” E-Poll, Michelle Waxman, SVP Corporate Development, 16133 Ventura Blvd., #905, Encino, CA 91436; 818-995-4960, x23, mwaxman@epoll.com; www.epollresearch.com.
Entertainment Technology Center, University Southern California, David Wertheimer, CEO/Executive Director, 509 W. 29th St., Los Angeles, CA 90089; 213-743-1600; info@etcenter.org; www.etcenter.org.
Hallmark Channel, Mark Kern, SVP Communications, 12700 Ventura Blvd.,Studio City, CA 91604; 818-755-2400; www.hallmarkchannel.com.
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