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ABSTRACT
The research employed online interviews among young adult viewers of online streaming television and traditional television to determine how media differ in terms of use and advertising perceptions and avoidance. Results indicated more similarities than differences. Significant differences regarded the amount of use and viewer attitudes toward advertising. Specifically, young adults watched 62 percent more traditional television than online television and were significantly less tolerant of online television advertising. These findings appeared to reflect the convenience-orientation of online television viewers. Advertisers should note that advertising presence on online streaming television will increase their message frequency among young adults.
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Vol 51 Issue 1
