Previous studies on consumption expenditures spent on media,especially focused on the relationship between consumption expenditures spent on media,and Gross National Income based on the Principle of Relative Constancy from the macroeconomic aspect.Researches on consumption expenditures spent on media from the macroeconomic aspect contribute to the development of media industry structure,but it did not be applicable to the macroeconomic aspects since it would lead to the a logical fallacy in the interpretation of statistical data where inferences about the nature of individuals are deduced from inference for the group to which those individuals belong..In order to understand the consumersexpenditure on different media products,this study attempts to examine how the income of the audience,time spent on media,and audiences attitudes toward media influence consumption expenditures spent on media once other variables were controlled from the microscopic aspect.This study revealed that income variable was positively correlated with consumer consumption of newspapers and the Internet,but not magazines and television once other variables were controlled.The theoretical significance of this study is explored on the economic characteristics of different media products.