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Proceedings of the 2009 northeastern recreation research symposium

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Table 3.—Estimated national park visitation rates, 2000 to 2008, by Internet user category and TV-viewing category*<br />

Year 2000 2001 2002 2003 2004 2005 2006 2007 2008 Chg Rate**<br />

‘00-’08<br />

Total Adult National<br />

Park Visitation Rate (%)<br />

5.9 6.2 5.9 5.8 5.3 5.5 5.6 5.6 5.2 -1.5%<br />

TV (Total) Quintile I<br />

(Heavy)<br />

3.9 4.1 5.7 3.9 3.4 3.4 3.4 3.8 3.0 -1.2%<br />

TV (Total) Quintile II 5.6 5.8 7.4 5.1 4.2 4.8 5.6 4.5 4.6 -0.5%<br />

TV (Total) Quintile III 6.2 6.3 5.9 6.0 6.0 6.4 6.3 6.4 6.0 -0.3%<br />

TV (Total) Quintile IV 7.2 7.0 4.9 5.8 6.9 6.2 6.1 6.6 5.7 -1.6%<br />

TV (Total) Quintile V<br />

(Light)<br />

6.6 7.6 3.4 8.4 6.0 6.8 6.4 6.8 6.8 11.5%<br />

Internet Quintile I<br />

(Heavy)<br />

na na na na 8.2 8.1 7.3 7.8 7.3<br />

Chg Rate<br />

‘04-’08<br />

-2.7%<br />

Internet Quintile II na na na na 6.7 7.5 7.9 6.6 6.6 0.2%<br />

Internet Quintile III na na na na 6.5 5.9 6.0 6.5 6.0 -1.7%<br />

Internet Quintile IV na na na na 2.6 3.4 3.7 4.0 4.0 11.9%<br />

Internet Quintile V<br />

(Light)<br />

na na na na 2.5 2.7 3.0 3.2 2.2 -1.4%<br />

*Source: Mediamark’s Topline Research Reports, 2000 to 2008; interpretation <strong>of</strong> data by authors.<br />

**Chg. Rate = Average Annual Change Rate for period covered.<br />

watching (from heaviest to lightest viewing); a quintile<br />

represents 20 percent <strong>of</strong> respondents. Th ose who watched<br />

<strong>the</strong> most television (Quintile I) were <strong>the</strong> least likely to<br />

visit national parks in every year between 2000 and 2008.<br />

Between 2000 and 2008, national park visitation rates<br />

declined among all but <strong>the</strong> lightest television-viewing<br />

group (Quintile V); <strong>the</strong> declines were never<strong>the</strong>less small<br />

(less than 2 percent per year). For those who watch <strong>the</strong><br />

most television (Quintile I), national park visitation<br />

rates declined between 2000 and 2008 at a rate <strong>of</strong><br />

1.2 percent per year (from 3.9 percent in 2000 to 3.0<br />

percent in 2008). Among those who watched <strong>the</strong> least<br />

television (Quintile V), participation rates increased from<br />

6.6 percent in 2000 to 6.8 percent in 2008 (an average<br />

annual increase <strong>of</strong> 11.5 percent).<br />

3.9 National Park Visitation Trends<br />

by Internet Use Quintile Groups,<br />

2004 to 2008<br />

National park visitation rates were unevenly distributed<br />

across U.S. adults with diff erent Internet use habits<br />

(Table 3). Here, again, Mediamark provides participation<br />

rates <strong>of</strong> Internet use habits in heavy to light quintile<br />

groups, but <strong>the</strong> data have been collected only since<br />

2004. For those with <strong>the</strong> heaviest Internet use (Quintile<br />

I), national park visitation rates declined at a rate <strong>of</strong><br />

2.7 percent per year from 2004 to 2008. In 2004, <strong>the</strong><br />

heaviest Internet users had participation rates <strong>of</strong> 8.2<br />

percent, declining to 7.3 percent in 2008. National park<br />

visitation rates among those who used <strong>the</strong> Internet <strong>the</strong><br />

least (Quintile V) declined as well, from 2.5 percent in<br />

2004 to 2.2 percent in 2008.<br />

4.0 ADDITIONAL RESULTS<br />

Similar patterns were noted in use <strong>of</strong> o<strong>the</strong>r media,<br />

including newspaper and magazine reading behavior and<br />

its relationship to national park visitation. (Data were<br />

not provided in table form due to space limitations.)<br />

Unfortunately, TRR does not report on video game<br />

playing, DVD purchases, or watching/listening to o<strong>the</strong>r<br />

media formats in a way that can be directly linked to<br />

national park visitation. However, SRDS provides data<br />

from 1993 through 2008 on U.S. households’ interest in<br />

<strong>the</strong> environment and wildlife, and <strong>the</strong>se data are directly<br />

linked to a wide variety <strong>of</strong> outdoor activities and media<br />

use habits.<br />

<strong>Proceedings</strong> <strong>of</strong> <strong>the</strong> <strong>2009</strong> Nor<strong>the</strong>astern Recreation Research Symposium GTR-NRS-P-66<br />

209

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