For this case study, an Internet-based survey was posted on a popular mixed-martial- arts (MMA) blog to ascertain its users’ demographics and usage trends. Data analysis revealed that users were predominantly White men between the ages of 23 and 39, with some college education and an annual income of $40,000–59,999. An exploratory factor analysis revealed 6 dimensions of gratification: evaluation, community, information gathering, knowledge demonstration, argumentation, and diversion. The most salient motivation statements were related to the speed of information access, the depth of information and coverage, and the availability of information not typically found through traditional media outlets. Most users spent 1–5 hr/wk watching MMA programming and 1–10 hr/wk on MMA blogs, making 1–20 comments per week. Findings indicated that users used this particular blog for both interactive and information-gathering purposes.
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