To conclude how fragmentation describes a potential relationship between audiences and information, and test other hypotheses, we used a data survey of n = 701 subjects from Lisbon, taken from a cluster sampling plan. By applying latent class models (LCM) as a segmentation technique, and information criterion AIC3 as model selection, we uncovered three segments, thus concluding the heterogeneity of audience members: Segment one, New Technologies accounted for 46%, segment two, Radio 32% and segment three, Television 22%. We concluded that all demographics contributed: gender, age, education attainment and employment. Furthermore, we found that there was a relationship between contemporary media exposure patterns and different audience characteristics.
