Late adopters can be fast: The case of digital television

A nation-wide, in-process study of digital television adoption shows what happens to the innovation-decision period when there is a deadline for phasing-out obsolete technology and simultaneously introducing a new continuing technology. In studies without a deadline the innovation-decision period ge...

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Veröffentlicht in:Communications 2016-03, Vol.41 (1), p.87-98
1. Verfasser: Vejlgaard, Henrik
Format: Artikel
Sprache:eng
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Zusammenfassung:A nation-wide, in-process study of digital television adoption shows what happens to the innovation-decision period when there is a deadline for phasing-out obsolete technology and simultaneously introducing a new continuing technology. In studies without a deadline the innovation-decision period gets longer with time. In this study, with a deadline the innovation-decision period gets shorter with time. If there is a clear-cut date for discontinuing an analogue service and introducing a new continuing digital service, late adopters can act fast and adopt the new digital technology in time for a deadline. This is contrary to their normal behavior. In the classic diffusion research late adopters were both socially and communicatively isolated. It is suggested that today late adopters may be socially – but not communicatively – isolated.
ISSN:0341-2059
1613-4087
DOI:10.1515/commun-2015-0029