Gratifications of Grazing: An Exploratory Study of Remote Control Use

Audiences have used remote control devices to zap content (such as ads), zip on past content, and graze from program to program in search of more interesting material. Approximately 70 million households have these devices. This research employs survey method to study RCD users in two cities and finds a variety of motives for using RCDs. Among chief reasons are simply to avoid materials, such as commercials. But many also avoid political content they do not like, with some implications for a truly informed electorate.