Studies investigating the social and psychological reasons for VCR use, and the socialcontext of VCR use in particular, have identified a contrast between respondents' statedsocial motivation for VCR use and diary reports of actual VCR viewing contexts (Gunter &Levy, 1987; Gunter & Wober, 1989). Respondents from these studies claimed that watchingvideos was an enjoyable way to spend time with family and friends.VCRs enable greater opportunity to structure video experiences to meet self-definedgoals and may, therefore, enhance media experiences and overall leisure satisfaction. Theexpanded content and context opportunities afforded the VCR user define the relationshipbetween the viewer and the VCR. This study sought to further describe and explain thesignificance of the VCR as a new leisure technology in terms of behaviors, motivations,and gratifications associated with its use. By identifying sociodemographic characteristics,context and patterns of use, and motivations associated with VCR use (1, 2, 3, and 4 ofMcQuail's model), a greater understanding of the extent to which the VCR assists in shapingon optimal leisure lifestyle can be gained