Exploring the characteristics of potential high-definition television adopters

A telephone survey was conducted in a large U.S. southeastern metropolitan area to assess consumer predispositions toward high-definition television (HDTV) and profile potential adopters of this technology according to demographics, mass media use, ownership of home entertainment products, and importance of television attributes. Results were consistent with diffusion theory and research: HDTV awareness was positively related to education, income, sex (male), newspaper use, and importance of picture sharpness; HDTV interest was negatively related to age and positively related to income, moviegoing, ownership of home entertainment products, and importance of picture sharpness; and HDTV purchase intention was positively related to sports viewing and importance of screen size.