ABSTRACT
It is probably fair to argue that at this point, the majority of systematic research about the Internet is the result of aggregate-level, survey-type endeavors. These studies produced valuable information generally about who uses the Web, the regularity of usage, and the most popular uses of this medium. As the editors of this volume persuasively argue in the introductory chapter, more should be known about individual level processes and effects involved in the consumption of content through this new medium. But we depart from the editors’ view that aggregate demographic variables are not as useful or important for Internet studies as they once were. In fact, the study reported here was designed to gather evidence not only at the aggregate and individual levels, but also at the intersection of these two dimensions.
