Predictors of consumer digital television awareness in the United States

Research output: Contribution to journalArticle

3 Scopus citations

Abstract

A national telephone survey was conducted with 486 adults to profile early knowers of digital television (DTV) based on demographics, media use, the perceived complexity and relative advantage of new technologies, and ownership of communication technologies. Age, educational level, television viewing, and ownership of communication technologies were all significant predictors of DTV awareness, but contrary to expectations, no other media use variable and no perceptual variable determined the respondents' level of DTV awareness in the regression analysis.

Original languageEnglish (US)
Pages (from-to)119-128
Number of pages10
JournalCommunication Research Reports
Volume23
Issue number2
DOIs
StatePublished - Jun 2006

Keywords

  • Awareness
  • Diffusion
  • Digital Television
  • High-definition Television

ASJC Scopus subject areas

  • Communication

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