Profiles of digital TV adopters in the switchover context in Portugal
Autor(a) principal: | |
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Data de Publicação: | 2012 |
Outros Autores: | , , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10437/2930 |
Resumo: | In 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. |
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Profiles of digital TV adopters in the switchover context in PortugalTECHNOLOGICAL INNOVATIONDIGITAL TELEVISIONTELEVISION RATINGSINOVAÇÃO TECNOLÓGICATELEVISÃO DIGITALAUDIÊNCIAS TELEVISIVASIn 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.IAMCR2012-12-19T13:47:28Z2012-01-01T00:00:00Z2012info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10437/2930engQuico, CéliaDamásio, Manuel JoséHenriques, SaraVeríssimo, Iolandainfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-03-09T14:08:37ZPortal AgregadorONG |
dc.title.none.fl_str_mv |
Profiles of digital TV adopters in the switchover context in Portugal |
title |
Profiles of digital TV adopters in the switchover context in Portugal |
spellingShingle |
Profiles of digital TV adopters in the switchover context in Portugal Quico, Célia TECHNOLOGICAL INNOVATION DIGITAL TELEVISION TELEVISION RATINGS INOVAÇÃO TECNOLÓGICA TELEVISÃO DIGITAL AUDIÊNCIAS TELEVISIVAS |
title_short |
Profiles of digital TV adopters in the switchover context in Portugal |
title_full |
Profiles of digital TV adopters in the switchover context in Portugal |
title_fullStr |
Profiles of digital TV adopters in the switchover context in Portugal |
title_full_unstemmed |
Profiles of digital TV adopters in the switchover context in Portugal |
title_sort |
Profiles of digital TV adopters in the switchover context in Portugal |
author |
Quico, Célia |
author_facet |
Quico, Célia Damásio, Manuel José Henriques, Sara Veríssimo, Iolanda |
author_role |
author |
author2 |
Damásio, Manuel José Henriques, Sara Veríssimo, Iolanda |
author2_role |
author author author |
dc.contributor.author.fl_str_mv |
Quico, Célia Damásio, Manuel José Henriques, Sara Veríssimo, Iolanda |
dc.subject.por.fl_str_mv |
TECHNOLOGICAL INNOVATION DIGITAL TELEVISION TELEVISION RATINGS INOVAÇÃO TECNOLÓGICA TELEVISÃO DIGITAL AUDIÊNCIAS TELEVISIVAS |
topic |
TECHNOLOGICAL INNOVATION DIGITAL TELEVISION TELEVISION RATINGS INOVAÇÃO TECNOLÓGICA TELEVISÃO DIGITAL AUDIÊNCIAS TELEVISIVAS |
description |
In 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. |
publishDate |
2012 |
dc.date.none.fl_str_mv |
2012-12-19T13:47:28Z 2012-01-01T00:00:00Z 2012 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10437/2930 |
url |
http://hdl.handle.net/10437/2930 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
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openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
IAMCR |
publisher.none.fl_str_mv |
IAMCR |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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