Dormitory students' television viewing habits

Cox Cable Lubbock started cable television service at Texas Tech University residence halls during the 1991 fall semester. The researcher probed the differences in television viewing habits between campus cable television subscribers and non-subscribers through a mail survey during the 1993 spring semester. The survey revealed that viewing television might not be an important activity for dormitory residents. However, cable subscribers tended to be more active television viewers compared to non-subscribers. Most cable subscribers were satisfied with current cable service and would be dissatisfied with regular television viewing while most non-subscribers were already satisfied with offthe- air television. The cost of service turned out to be the strongest factor affecting the determination of cable subscribership among dormitory residents.