Digital Cable: Exploring Factors Associated With Early Adoption

Digital cable is a technological innovation featuring interactivity, which is still in its infancy. This study identifies a profile of early digital cable subscribers based on a telephone survey. The study results indicate that digital cable subscribers are more likely to watch television, subscribe to premium services, perceive their cable operator to be technologically progressive, and express greater satisfaction with current cable service compared to analog-only subscribers. It was also found that the more people watch television, have premium channels, and evaluate their cable operator as innovative toward technology, the sooner they can be expected to upgrade to new cable services. Implications for cable service structuring and marketing behaviors are also discussed.

[1]  Cable television subscribers : A comparison of complainers and noncomplainers , 1996 .

[2]  Bruce C. Klopfenstein,et al.  Convergence: Integrating Media, Information & Communication , 1997 .

[3]  Alan B. Albarran,et al.  Marketing Cable and Pay Cable Services: Impact of Ethnicity, Viewing Motivations, and Program Types , 1994 .

[4]  Marcos Dipinto,et al.  Discriminant analysis , 2020, Predictive Analytics.

[5]  David J. Atkin,et al.  Understanding cable subscribership as telecommunications behavior , 1988 .

[6]  J. Gentry,et al.  Characteristics of Adopters and Non-Adopters of Home Computers , 1983 .

[7]  Randy D. Jacobs,et al.  Exploring the determinants of cable television subscriber satisfaction , 1995 .

[8]  Carolyn A. Lin.  Exploring personal computer adoption dynamics , 1998 .

[9]  T. S. Robertson.  The Process of Innovation and the Diffusion of Innovation , 1967 .

[10]  David J. Atkin,et al.  Predicting Use of Technologies for Communication and Consumer Needs , 1996 .

[11]  John D. Abel,et al.  Predicting cable subscribership: Local factors , 1983 .

[12]  David J. Atkin,et al.  Profile: Profiling call‐in poll users , 1994 .

[13]  Gina M. Garramone,et al.  Uses of political computer bulletin boards , 1986 .

[14]  Joey Reagan,et al.  Local Predictors of Basic and Pay Cable Subscribership , 1985 .

[15]  James S. Ettema,et al.  Three phases in the creation of information inequities: An empirical assessment of a prototype videotex system , 1984 .

[16]  Michel Dupagne,et al.  Exploring the Characteristics of Potential High-Definition Television Adopters , 1999 .

[17]  張卿卿.  Association for Education in Journalism and Mass Communication: Financial Statements , 1988 .

[18]  Lyman E. Ostlund.  Perceived Innovation Attributes as Predictors of Innovativeness , 1974 .

[19]  David J. Atkin,et al.  Understanding internet adoption as telecommunications behavior , 1998 .

[20]  R. LaRose,et al.  Audiotext and the Re-Invention of the Telephone as a Mass Medium , 1992 .

[21]  Joey Reagan,et al.  Classifying adoptors and nonadoptors of four technologies using political activity, media use and demographic variables , 1987 .

[22]  D. Commerce.  Statistical abstract of the United States , 1978 .

[23]  R. LaRose,et al.  Satisfaction, demographic, and media environment predictors of cable subscription , 1988 .

[24]  Don Umphrey.  Consumer Costs: A Determinant in Upgrading or Downgrading of Cable Services , 1991 .