Of Rules and Role Models: How Perceptions of Parents’ Mediation and Modelling Contribute to Individuals’ Media Innovativeness

Abstract

Parental mediation and modelling are important factors in the development of media-related behaviors. This study explores their role for media innovation adoption. Results of a representative CATI survey (n = 434) show that perceived parental media innovativeness and mediation are related to media innovativeness at later life stages. The amount of time spent on media innovations follows the parental role-model—but only if parents also engaged in active mediation. Restrictive mediation contributes to a greater investment of money in media innovations. Individuals spend particularly little money on new media if parents were conservative media users and did not make restrictions.