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papers > Atkin03
David J. Atkin and Kim Neuendorf and Leo W. Jeffres and Paul Skalski (2003).
Predictors of Audience Interest in Adopting Digital Television.
Journal of Media Economics, vol.16, no.3, pp.159--173.
http://www.leaonline.com/doi/pdf/10.1207/S15327736ME1603_2
Abstract
Although the deadline for mandated digital transmission for broadcast television (DTV) is fast approaching, we still know relatively little about viewer knowledge about and interest in adopting the new, higher resolution television receivers. This study profiles likely DTV adopters in terms of social locators, media adoption, orientation toward adopting new media, and affective measures. The relative success of the latter in distinguishing between likely DTV adopters and nonadopters underscores the utility of a new set of attitudinal variables to supplement demographics and technology adoption measures. These elements were less successful in explaining DTV awareness levels, which were relatively low.
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