Profiles of digital TV adopters in the switchover context in Portugal

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dc.contributor.authorQuico, Célia
dc.contributor.authorDamásio, Manuel José
dc.contributor.authorHenriques, Sara
dc.contributor.authorVeríssimo, Iolanda
dc.contributor.institutionCICANT (FCT) - Centro de Investigação em Comunicação Aplicada, Cultura e Novas Tecnologias
dc.date.issued2012
dc.descriptionEuroITV '12: Proceedings of the 10th European Conference on Interactive TV and Video
dc.description.abstractIn order to conduct a successful transition from analogue terrestrial television to full digital terrestrial television it is essential to identify what are the most significant drivers and barriers for adoption among the impacted population. Also importantly, it is to segment the population according with their attitudes towards digital TV, their awareness about the switchover process and intention of adopting digital TV, among other relevant topics. The tradition of profiles definition based on the adoption and rejection of innovations can be traced back to Beal & Bohlen, who proposed five categories of innovation adopters based on the time of adoption, with significant differences in selected personal and social characteristics: the innovators, the early adopters, the early majority, the majority and non-adopters. Later, Rogers would propose similar categories of adopters that became the standard for years to come: the innovators, the early adopters, the early majority, the late majority and the laggards. While helpful, these traditional innovation adopters’ profiles do not totally grasp the complexities of the adoption of an innovation such as digital TV, particularly in mandatory settings. In this paper we will propose a classification of adopters of digital TV in Portugal, based on the results of one of the four empirical studies of the research project ADOPT-DTV, namely, the quantitative inquiry administered to a representative sample of the Portuguese population. The paper will be concluded with a brief discussion of results and the enumeration of the next steps of the research project.en
dc.description.statusNon peer reviewed
dc.formatapplication/pdf
dc.identifier.citationQuico , C , Damásio , M J , Henriques , S & Veríssimo , I 2012 , ' Profiles of digital TV adopters in the switchover context in Portugal ' , Default journal .
dc.identifier.issn1646-3730
dc.language.isoeng
dc.publisherEdições Universitárias Lusófonas
dc.relation.ispartofDefault journal
dc.rightsopenAccess
dc.subjectINOVAÇÃO TECNOLÓGICA
dc.subjectTELEVISÃO DIGITAL
dc.subjectAUDIÊNCIAS TELEVISIVAS
dc.subjectTECHNOLOGICAL INNOVATION
dc.subjectDIGITAL TELEVISION
dc.subjectTELEVISION RATINGS
dc.titleProfiles of digital TV adopters in the switchover context in Portugalen
dc.typearticle

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