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The chasm between having and using: adoption versus use diffusion of iDTV in Flanders

Dimitri Schuurman UGent, Lieven De Marez UGent and Katrien Berte UGent (2011) INTERNATIONAL JOURNAL OF DIGITAL TELEVISION. 2(2). p.223-235
abstract
The study of innovation has traditionally been characterized by two main paradigms: the ‘diffusion of innovations’ and the ‘domestication’ of innovations. They were originally considered as two distinct approaches with their own methods, tools and assumptions. However, recently an ‘interactionist’ stance has emerged, trying to combine the best of both worlds. This has resulted in research efforts combining insights from both traditions. Within this article, we utilize a use-diffusion model that makes a quantitative distinction between usage patterns in order to complement an investigation into the adoption diffusion of a technology. We do this for digital TV (DTV) in Flanders, an information and communication technologies (ICT) that in terms of adoption is heading towards mass market, but in terms of usage a lot of users tend to stick to their traditional viewing habits without incorporating the possibilities of the new technology. The data from our research seem to affirm these assumptions. Amongst the adopters of DTV, only a minority can be labelled as ‘intense users’, whereas the majority of users are ‘specialized’ or ‘limited users’, indicating that they only use a few applications at maximum. This shows that in Flanders, a large gap exists between adoption diffusion and use diffusion. Furthermore, intense and specialized users tend to focus on content applications and leave the more interactive applications un(der)used. However, this quantitative focus lacks explanation power in terms of the why and how of these findings. These shortcomings will also be critically assessed and an outline for future research into this matter will be sketched.
Please use this url to cite or link to this publication:
author
organization
year
type
journalArticle (original)
publication status
published
subject
journal title
INTERNATIONAL JOURNAL OF DIGITAL TELEVISION
Int. J. Digit. Telev.
volume
2
issue
2
pages
223 - 235
ISSN
2040-4182
DOI
10.1386/jdtv.2.2.223_7
language
English
UGent publication?
yes
classification
A2
copyright statement
I have transferred the copyright for this publication to the publisher
VABB id
c:vabb:322598
VABB type
VABB-1
id
1887179
handle
http://hdl.handle.net/1854/LU-1887179
date created
2011-08-10 10:39:10
date last changed
2012-07-03 09:52:22
@article{1887179,
  abstract     = {The study of innovation has traditionally been characterized by two main paradigms: the {\textquoteleft}diffusion of innovations{\textquoteright} and the {\textquoteleft}domestication{\textquoteright} of innovations. They were originally considered as two distinct approaches with their own methods, tools and assumptions. However, recently an {\textquoteleft}interactionist{\textquoteright} stance has emerged, trying to combine the best of both worlds. This has resulted in research efforts combining insights from both traditions. Within this article, we utilize a use-diffusion model that makes a quantitative distinction between usage patterns in order to complement an investigation into the adoption diffusion of a technology. We do this for digital TV (DTV) in Flanders, an information and communication technologies (ICT) that in terms of adoption is heading towards mass market, but in terms of usage a lot of users tend to stick to their traditional viewing habits without incorporating the possibilities of the new technology. The data from our research seem to affirm these assumptions. Amongst the adopters of DTV, only a minority can be labelled as {\textquoteleft}intense users{\textquoteright}, whereas the majority of users are {\textquoteleft}specialized{\textquoteright} or {\textquoteleft}limited users{\textquoteright}, indicating that they only use a few applications at maximum. This shows that in Flanders, a large gap exists between adoption diffusion and use diffusion. Furthermore, intense and specialized users tend to focus on content applications and leave the more interactive applications un(der)used. However, this quantitative focus lacks explanation power in terms of the why and how of these findings. These shortcomings will also be critically assessed and an outline for future research into this matter will be sketched.},
  author       = {Schuurman, Dimitri and De Marez, Lieven and Berte, Katrien},
  issn         = {2040-4182},
  journal      = {INTERNATIONAL JOURNAL OF DIGITAL TELEVISION},
  language     = {eng},
  number       = {2},
  pages        = {223--235},
  title        = {The chasm between having and using: adoption versus use diffusion of iDTV in Flanders},
  url          = {http://dx.doi.org/10.1386/jdtv.2.2.223\_7},
  volume       = {2},
  year         = {2011},
}

Chicago
Schuurman, Dimitri, Lieven De Marez, and Katrien Berte. 2011. “The Chasm Between Having and Using: Adoption Versus Use Diffusion of iDTV in Flanders.” International Journal of Digital Television 2 (2): 223–235.
APA
Schuurman, D., De Marez, L., & Berte, K. (2011). The chasm between having and using: adoption versus use diffusion of iDTV in Flanders. INTERNATIONAL JOURNAL OF DIGITAL TELEVISION, 2(2), 223–235.
Vancouver
1.
Schuurman D, De Marez L, Berte K. The chasm between having and using: adoption versus use diffusion of iDTV in Flanders. INTERNATIONAL JOURNAL OF DIGITAL TELEVISION. 2011;2(2):223–35.
MLA
Schuurman, Dimitri, Lieven De Marez, and Katrien Berte. “The Chasm Between Having and Using: Adoption Versus Use Diffusion of iDTV in Flanders.” INTERNATIONAL JOURNAL OF DIGITAL TELEVISION 2.2 (2011): 223–235. Print.