David Atkin

Understanding internet adoption as telecommunications behavior

The present study profiles Internet adopters in terms of social locators, media use habits, and their orientation toward adopting new technologies. Findings, in terms of demographics and technology uses, offer some support for the early adopter profiles derived from diffusion theory. Although results fail to confirm our expectation that attitudinal variables of those served by online technology are more explanatory than demographics, we were able to identify technology and media use orientations that differentiate those with and without Internet access.

Predicting use of technologies for communication and consumer needs

Publicity concerning the “Information Superhighway”; has increased public awareness of ISDN (Integrated Systems Digital Networks). But, in gaining a better understanding of public interest in ISDN and the new communication networks, it is useful to assess why many available services have generated so little interest. This paper distinguishes between use of the new technologies for consumer purposes and use in two communications roles — the traditional role of media audiences (receiving and processing messages) and sending messages. Perspectives on diffusion theory, technology needs and communication needs are applied in an analysis of data gathered in a metropolitan area.

The Influence of Computer-Mediated Communication Apprehension on Motives for Facebook Use

The purpose of this study is to examine the influence of computer-mediated communication apprehension on motives for using the interactive features on Facebook. An online survey was completed by 417 undergraduate students. Guided by uses and gratifications theory, communication apprehension in a computer-mediated context was found to be inversely related to interpersonal, self-expression, entertainment, and passing time motives for using Facebook. This study also investigated how Facebook motives predict the use of its interactive features. Interpersonal communication, self-expression, and entertainment motives all significantly predicted use of interactive features on Facebook.

Audiotext and the Re-Invention of the Telephone as a Mass Medium

The telephone has a long history as a communication medium, but until recently played only a minor role in the electronic media environment. That was before 800 and 900 numbers became available. This study found support for the proposition that people adopt information technologies functionally similar to services they use already. People who use teller machines, for example, are willing to share personal codes; they are also willing to use certain telephone services. There is evidence found for what Everett Rogers and his colleagues call an innovation cluster in how people use audiotext services.

Adoption of cable amidst a multimedia environment

Abstract The diffusion of innovations framework was applied to examine whether cable subscribership is related to use of functionally similar media. Findings suggest that cable adoption is related to use of other entertainment media, but generally unrelated to use of interpersonal media.

Predictors of Audience Interest in Adopting Digital Television

Although the deadline for mandated digital transmission for broadcast television (DTV) is fast approaching, we still know relatively little about viewer knowledge about and interest in adopting the new, higher resolution television receivers. This study profiles likely DTV adopters in terms of social locators, media adoption, orientation toward adopting new media, and affective measures. The relative success of the latter in distinguishing between likely DTV adopters and nonadopters underscores the utility of a new set of attitudinal variables to supplement demographics and technology adoption measures. These elements were less successful in explaining DTV awareness levels, which were relatively low.

Understanding adopters of audio information innovations

The use of two phone‐based audio innovations—audiotext audio information services and fax—was assessed in a probability survey of urban respondents. Support was found for the notion that social indicators are less important in the prediction of innovation use than are attitudinal and communication variables. Findings are interpreted in light of diffusion of innovation theory and research on the adoption of new technologies.

Exploring the role of media uses and gratifications in multimedia cable adoption

Abstract As new technologies prompt a convergence of content and delivery modalities, traditionally distinct media are now beginning to compete for audiences, program inputs and advertising dollars. The present study explores audience demand components for enhanced (multimedia) cable service in the context of uses and gratifications theory. Results reveal positive relationships between perceived motives associated with the use of both traditional television and emerging multimedia cable modalities. This finding is consistent with other work which negates the displacement function of online services over traditional mediated communication use.

An examination of factors contributing to South Korea's global leadership in broadband adoption

The present study explores the economic and public policy factors that have contributed South Koreas global leadership in broadband adoption. In particular, the authors explore the economic and public policy factors shaping telecommunication development in South Korea. employing a conceptual framework that explicates a triangular relationship between the government, service providers, and users.Data used in the study are based on government statistics, company-published information, and secondary sources. Our analysis suggests that (1) the Korean governments cyber vision plan has provided an open market that encourages competition, as the dramatic growth of the broadband market in Korea is the culmination of appropriate government policy, growing demand, and fierce market competition based on responsive supply, and (2) operators can benefit from consolidation as well as multiple revenue sources generated by new services in order to remain competitive.

Audio information services and the electronic media environment

Recent developments in technology have transformed the telephone from an exclusively interpersonal medium to an interactive electronic mass medium. The diffusion of innovations framework was applied to examine whether adoption of audiotext and 1–900 services is related to use of functionally similar entertainment media. Findings suggest that adoption of audio information services was more powerfully explained by media use patterns than demographics.