Distinguishing Person-Specific from Situation-Specific Variation in Media Use: A Meta-Analysis

Media use varies between persons (person-specific variation) and within persons (situation-specific variation, that is, the same individual uses media differently across situations). Understanding the relative importance of these two levels of variation in media use is fundamental to theory building as it helps determine whether theories of media use should focus on person- or situation-specific factors. To examine the relative importance of person- versus situation-specific variation in media use, we conducted a meta-analysis of self-reported data from studies using repeated in situ measurement designs (28 studies with 150 media use measures). The results showed that about two-thirds of the variance in media use was situation-specific. This suggests that the situation level is of high relevance for understanding and measuring media use. Theoretically, situation-specific factors are key in explaining whether, how long, and how often individuals use media. Methodologically, our results call for in situ designs repeatedly measuring media use across situations.