MEDIA PREFERENCES OF OLDER AND YOUNGER ADULTS

This study updates and extends research on television viewing and magazine reading of older adults and compares it with media preferences of college students. Older adults (n = 74; mean age = 72.08) reported higher levels of television viewing than college students (n = 149; mean age = 19.87). Viewing preferences of both groups were more similar than expected. Although more men than women reported watching television for information, most respondents cited entertainment as the primary motive for television viewing. All but older females showed a stronger preference for male characters. Magazine readership was strongly differentiated by gender and age. © 1990 by The Cerontological Society of America.