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The Diffusion of Satellite Radio: a Study of Earlier Adopters and Non-Adopters

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The Diffusion of Satellite Radio: a Study of Earlier Adopters and Non-Adopters UNLV Retrospective Theses & Dissertations 1-1-2006 The diffusion of satellite radio: A study of earlier adopters and non-adopters Jasmine S Crighton University of Nevada, Las Vegas Follow this and additional works at: https://digitalscholarship.unlv.edu/rtds Repository Citation Crighton, Jasmine S, "The diffusion of satellite radio: A study of earlier adopters and non-adopters" (2006). UNLV Retrospective Theses & Dissertations. 2046. http://dx.doi.org/10.25669/pm67-p7v5 This Thesis is protected by copyright and/or related rights. It has been brought to you by Digital Scholarship@UNLV with permission from the rights-holder(s). You are free to use this Thesis in any way that is permitted by the copyright and related rights legislation that applies to your use. For other uses you need to obtain permission from the rights-holder(s) directly, unless additional rights are indicated by a Creative Commons license in the record and/ or on the work itself. This Thesis has been accepted for inclusion in UNLV Retrospective Theses & Dissertations by an authorized administrator of Digital Scholarship@UNLV. For more information, please contact [email protected]. THE DIFFUSION OF SATELLITE RADIO: A STUDY OF EARLIER ADOPTERS AND NON-ADOPTERS by Jasmine S. Crighton Bachelor of Science West Liberty State College 2004 A thesis submitted in partial fulfillment of the requirements for the Master of Arts Degree in Journalism and Media Studies Greenspun School of Journalism and Media Studies Greenspun College of Urban Affairs Graduate College University of Nevada, Las Vegas December 2006 Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. UMI Number: 1441703 Copyright 2007 by Crighton, Jasmine S. All rights reserved. INFORMATION TO USERS The quality of this reproduction is dependent upon the quality of the copy submitted. Broken or indistinct print, colored or poor quality illustrations and photographs, print bleed-through, substandard margins, and improper alignment can adversely affect reproduction. In the unlikely event that the author did not send a complete manuscript and there are missing pages, these will be noted. Also, if unauthorized copyright material had to be removed, a note will indicate the deletion. UMI UMI Microform 1441703 Copyright 2007 by ProQuest Information and Learning Company. All rights reserved. This microform edition is protected against unauthorized copying under Title 17, United States Code. ProQuest Information and Learning Company 300 North Zeeb Road P.O. Box 1346 Ann Arbor, Ml 48106-1346 Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. Copyright by Jasmine S. Crighton 2007 All Rights Reserved Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. Thesis Approval I INTV The Graduate College University of Nevada, Las Vegas November 6,______ , 2Q06 The Thesis prepared by Jasmine S. Crighton Entitled The Diffusion of Satellite Radio: A Study of Earlier Adopters and Non-Adopters is approved in partial fulfillment of the requirements for the degree of Master of Arts Degree in Journalism and Media Studies Examination Committee Chair Dean o f the Graduate College Examination Committee Member , V ■ * annrtation Committee Member raduate College Faculty Representative 11 Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. ABSTRACT The Diffusion of Satellite Radio: A Study of Earlier Adopters and Non-Adopters by Jasmine S. Crighton Dr. Paul Traudt, Examination Committee Chair Associate Professor of Mass Communication University of Nevada, Las Vegas This study examined the current and potential audience of satellite radio by using Roger’s diffusion of innovations theory as a theoretical framework (Rogers, 1962, 1971, 1983, 1995, 2003). Survey research was conducted in June of 2006 to discover adopters’ and non-adopters’ perceptions of satellite radio and competing technologies, their socioeconomic characteristics, demographics, and mass media use. Results of the survey indicated that the average earlier adopters of satellite radio are nearly 32 years of age, earned an average gross annual income of $40,000 to $50,000, and had more formal education than non-subscribers. The average non-adopter of satellite radio was nearly 26 years of age, averaged $20,000 to $30,000 gross annual income, and had some college education. Additionally, satellite radio subscribers more often than non-subscribers owned video game systems, video cameras, and TiVo. Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. TABLE OF CONTENTS ABSTRACT............................................................................................................ iii LIST OF FIGURES.................................................................................................vi ACKNOWLEDGEMENTS.....................................................................................vii CHAPTER ONE INTRODUCTION........................................................................1 History of Satellite Radio ................................................................................... 1 Technology of Satellite Radio ...........................................................................4 Consumers of Satellite Radio ............................................................................6 Diffusion of Innovations Theory .......................................................................10 Criticisms of Diffusion of Innovations ..............................................................17 Perceived Attributes of Satellite Radio ........................................................... 21 Summary and Thesis Organization ................................................................ 23 CHAPTER TWO LITERATURE REVIEW.......................................................... 26 Emerging Technologies Studies ......................................................................26 Diffusion of Personal Computers .............................................................. 26 Diffusion of Cable and Digital Television .................................................. 27 Diffusion of DVD Home Theater Systems ................................................ 36 Diffusion of Mobile and Cellular Phones .................................................. 38 Summary and Implications of Literature Review ............................................ 42 CHAPTER THREE METHOD.............................................................................45 Rationale ..........................................................................................................46 Method .............................................................................................................49 Pre-Test Sample ............................................................................................. 54 Survey Pre-Test .............................................................................................. 54 Sampling Method for Full Scale Study ........................................................... 55 Analysis Plan ....................................................................................................56 CHAPTER FOUR RESULTS..............................................................................58 Overview: Respondent Characteristics .......................................................... 58 Analysis ............................................................................................................60 CHAPTER FIVE DISCUSSION...........................................................................66 General Discussion ......................................................................................... 66 Subscribers’ Perceived Attributes ...................................................................70 Non-Subscribers’ Perceived Attributes ........................................................... 71 IV Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. Strengths of Current Study ..............................................................................75 Limitations........................................................................................................77 Recommendations for Future Research .........................................................80 Conclusion .......................................................................................................82 APPENDIX I .............................................................................................. 85 Research Approval .......................................................................................... 86 APPENDIX II.........................................................................................................87 Informational Letter ......................................................................................... 88 Survey Instrument ........................................................................................... 89 REFERENCES...................................................................................................103 VITA.................................................................................................................... 112 Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. LIST OF FIGURES Figure 1 Perceived
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