Profiles of digital TV adopters in the switchover context in Portugal

In order to conduct a successful transition from analogue terrestrial television to full digital terrestrial television it is essential to identify what are the most significant drivers and barriers for adoption among the impacted population. Also importantly, it is to segment the population according with their attitudes towards digital TV, their awareness about the switchover process and intention of adopting digital TV, among other relevant topics. The tradition of profiles definition based on the adoption and rejection of innovations can be traced back to Beal & Bohlen, who proposed five categories of innovation adopters based on the time of adoption, with significant differences in selected personal and social characteristics: the innovators, the early adopters, the early majority, the majority and non-adopters. Later, Rogers would propose similar categories of adopters that became the standard for years to come: the innovators, the early adopters, the early majority, the late majority and the laggards. While helpful, these traditional innovation adopters’ profiles do not totally grasp the complexities of the adoption of an innovation such as digital TV, particularly in mandatory settings. In this paper we will propose a classification of adopters of digital TV in Portugal, based on the results of one of the four empirical studies of the research project ADOPT-DTV, namely, the quantitative inquiry administered to a representative sample of the Portuguese population. The paper will be concluded with a brief discussion of results and the enumeration of the next steps of the research project.

Drivers and barriers to digital television adoption in Portugal: the perspectives of the TV viewers and other main stakeholders

To understand what are the most significant factors for digital TV adoption by the Portuguese population in the switchover context is the main goal of the research project here presented. In April 26, 2012, the analogue terrestrial television switchoff is planned to occur in Portugal, according to the schedule published by the national telecommunication regulator Anacom. Digital terrestrial TV was launched in the country in April 2009, making Portugal one of the countries with a more ambitious schedule – or risky, depending on the perspective - for the full transition from analogue to digital terrestrial television. In this paper we will start by presenting the research project’s objectives, theoretical framework and research design. Next, we will present first results of the project focused on the barriers and drivers to digital TV adoption from two of the empirical studies which integrate it, namely, the quantitative inquiry administered to a representative sample of the Portuguese population and interviews with main stakeholders in the area of digital TV in Portugal. The perspectives of the television viewers are compared with other main stakeholders in this process. The paper will be concluded with a brief discussion of these results and a brief enumeration of next steps for the project.