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A Social Cognitive Explanation of Internet Uses and Gratifications: Toward a New Theory of Media Attendance
Unformatted Document Text:  half by a female head of household, if such a person were available. Also included in the envelope was a nominal cash incentive and a postcard with the URL and a respondent ID for the survey. Internet users were instructed to use the card and ID number the next time they went on the Internet. Non-users were instructed to indicate their gender and year of birth and return the card by mail so that response rates could be calculated and the results compared to U.S. Census data. Respondents Of the 1100 solicitations sent, 170 (15%) bad addresses were returned; leaving a total usable sample of 930. A total of 334 responded to the solicitation. One hundred and seventy-five Internet users completed the survey and 159 returned the non-Internet user postcard (36% total response rate). There were no response difference by city and thus data were collapsed. As a total sample (N = 334) participants were 55 percent male and 45 percent female. In comparison to the general population, which consists of 50 percent female (U.S. Census, 2002). Six percent of the participants were between the ages of 18- 24 (census population = 17%), 48 percent were between the ages of 25-44 (census population = 30%) 34 percent were between 45-65 years old (census population = 40%), and finally, 13 percent were over the age of 65 (census population = 14%). The respondents were thus a somewhat biased sample of the respective populations from which they were drawn. However, a diverse sample of adult respondents was obtained and thus, this sample was deemed suitable for the purpose of this study which was to examine relationships between variables. The non-Internet users (N = 159 card returns) consisted of 48 percent male and 52 percent female and their mean age was 52 years old. Given current estimates of Internet

Authors: Eastin, Matthew. and Larose, Robert.
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half by a female head of household, if such a person were available. Also included in the
envelope was a nominal cash incentive and a postcard with the URL and a respondent ID
for the survey. Internet users were instructed to use the card and ID number the next time
they went on the Internet. Non-users were instructed to indicate their gender and year of
birth and return the card by mail so that response rates could be calculated and the results
compared to U.S. Census data.
Respondents
Of the 1100 solicitations sent, 170 (15%) bad addresses were returned; leaving a
total usable sample of 930. A total of 334 responded to the solicitation. One hundred and
seventy-five Internet users completed the survey and 159 returned the non-Internet user
postcard (36% total response rate). There were no response difference by city and thus
data were collapsed. As a total sample (N = 334) participants were 55 percent male and
45 percent female. In comparison to the general population, which consists of 50 percent
female (U.S. Census, 2002). Six percent of the participants were between the ages of 18-
24 (census population = 17%), 48 percent were between the ages of 25-44 (census
population = 30%) 34 percent were between 45-65 years old (census population = 40%),
and finally, 13 percent were over the age of 65 (census population = 14%). The
respondents were thus a somewhat biased sample of the respective populations from
which they were drawn. However, a diverse sample of adult respondents was obtained
and thus, this sample was deemed suitable for the purpose of this study which was to
examine relationships between variables.
The non-Internet users (N = 159 card returns) consisted of 48 percent male and 52
percent female and their mean age was 52 years old. Given current estimates of Internet


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