Predicting cable subscribership: Local factors

Digital Cable: Exploring Factors Associated With Early Adoption

“…The demographic profiles associated with earlier adopters of cable subscription, including a tendency for there to be more children in a cable household (e.g., Collins, Reagan, & Abel, 1983), have been generally confirmed by past studies despite some contrary findings (see Atkin & LaRose, 1994a). Therefore, in this study I tested the following hypothesis (H) regarding demographics: H1: Digital cable subscribers will be younger, of higher income, better educated, and have more children than nonsubscribers (i.e., analog-only subscribers) during the technology's early stages of deployment.…”

Communication Technology Adoption and Ethnicity

“…For instance, studies have reported that income was a significant predictor of adoption of new communication technologies, such as satellite dishes, cable television, VCRs, and personal computers (e.g., Collins, Reagan, & Abel, 1983;Dickerson & Gentry, 1983;Lin, 1998;Lin & Jeffres, 1998;Litman, Chan-Olmsted, & Thomas, 1991;Reagan, 1987). In addition, some media use variables have been found to relate to adoption of videotex, cable television, digital cable, VCRs, and personal computers (e.g., Collins et al, 1983;Kang, 2002;Lin, 1998;Reagan, 1987). Perceived innovation attributes, such as complexity and relative advantage, also determined personal computer adoption rate and online communication service adoption likelihood (Lin, 1998(Lin, , 2001.…”

Comparison Between Early High-Definition Television Owners and Non-Owners

“…Using income as a primary determinant of social status, the empirical literature overwhelmingly found support for this proposition. Sixteen of the 18 studies that investigated the impact of income on new media ownership or subscribership reported that adopters of cable TV service and shopping, fax machines, satellite television, PCs, Internet service and shopping, VCRs, cell phones, online service, and premium cable had higher incomes than non-adopters Collins, Reagan, & Abel, 1983;Dickerson & Gentry, 1983;Ducey et al, 1983;Leung & Wei, 1999;Li, 2004;Lin, 1998Lin, , 2001Lin & Jeffres, 1998;Litman et al, 1991;Neuendorf et al, 1998;Reagan, 1987;Reagan et al, 1985;Scherer, 1989;Schweitzer, 1991;Wei, 2001). Thus, the third hypothesis stated the following: H3: HDTV owners will have higher incomes than non-owners.…”

“…Out of 19 studies, only 11 reported at least one significant, positive relationship between a media use variable and adoption of digital cable, Internet service and shopping, cable TV shopping, fax machines, audio information services, PCs, VCRs, videotex, online service, and cell phones Kang, 2002;Leung & Wei, 1999;Li, 2004;Lin, 2001;Neuendorf et al, 1998;Reagan, 1989;Scherer, 1989;Schweitzer, 1991;Wei, 2001Wei, , 2006. Four studies found that adopters of PCs, videotex, VCRs, and cable TV used media channels less frequently than non-adopters (Collins et al, 1983;Danko & MacLachlan, 1983;Lin, 1998;Reagan, 1987). Another four studies revealed no significant relationship between Downloaded by [University of North Texas] at 14:03 01 December 2014 any media use variable and adoption of premium cable, cable TV, satellite television, and videotex (Ettema, 1984;Lin & Jeffres, 1998;Litman et al, 1991;Reagan et al, 1985).…”

“…The empirical record about the influence of interpersonal communication on technology adoption is unsettled. Three studies indicated no relationship between this construct and adoption of Internet service, basic cable, and premium cable Collins et al, 1983;Reagan et al, 1985). However, another three studies found that such a relationship existed for wireless Internet, audio information services, fax machines, videotex, and PCs Reagan, 1987;Wei, 2006).…”