Social Impact Research

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Abstract
One measure of the impact of the personal computer is in terms of its time displacement of other activities. Mass media generally are considered a prime candidate given the on-line profusion of information and entertainment services. This article compares the daily mass media habits of heavy, light, and nonusers of personal computers and on-line services based on 1994 and 1995 national surveys conducted by the Times-Mirror Center for the People and the Press. No significant or consistent evidence of time displacement of mass media was found. Indeed, heavier computer usage was associated with significantly greater use of the print media and movies, even after multivariate adjustment. It is concluded that at this stage of diffusion, personal computers may have more in common with "time-enhancing" home appliances (e.g., automobile, washing machine) than they do with television. Nonetheless, more complete time diary studies are needed to identify the full temporal effects of the personal computer, much as they did for television.