More Than Audio on the Go: Uses and Gratifications of MP3 Players

MP3 players are widely used for multiple purposes, especially among younger generations. This study explores uses and gratifications involved in individuals' use of MP3 players and uncovers 5 distinct gratification factors: control, companionship, entertainment, status, and concentration. The control factor reflects a content gratification, whereas the remaining 4 factors reflect aspects of process gratification. Concentration is a "new'' gratification related to multitasking with MP3 players. Of all 5 gratification factors for MP3 players, concentration and entertainment significantly predict their usage.