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Adoption versus use diffusion of iDTV in Flanders: personalized television content as a tool to cross the chasm?

Katrien Berte (UGent) , Dimitri Schuurman (UGent) and Lieven De Marez (UGent)
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Abstract
Digital television was introduced to the Belgian market in the summer of 2005. Compared to other European countries, this was fairly late. In the end of 2009, we have reached the 50% penetration threshold. Looking at previous research into user adoption of digital television in Belgium, we can state that we have reached the stage of adoption by the ‘majority segments’. Despite the increasing adoption rate of iDTV, our research shows that most people just enjoy the improved picture quality of digital television but have not changed their viewing habits and have, therefore, not adopted the use of interactive applications such as video on demand, time-shifted viewing, voting, e-mail, etc. The user adoption rate of 50% for iDTV therefore does not imply a 50% use diffusion rate of interactive services. The most important challenge for the future will be to convince the remaining 50% of analogue viewers to make the switch to iDTV. A review of the literature on the adoption and diffusion processes of technologies shows that these late adopters base their adoption decision on the behavior of peers who have already acquired the technology. As they are the least innovative market segment, they will require some compelling arguments to adopt iDTV. Compelling selling arguments for this technology could be related to the added value of interactive services which are currently not being used to their full potential by iDTV subscribers. This paper discusses two important research questions based on quantitative empirical data. Firstly, how can the 50% remaining analogue viewers be convinced to switch to iDTV? Secondly, how can the gap between the 50% of user adoption of iDTV and the lack of use diffusion of interactive services be bridged?

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MLA
Berte, Katrien, Dimitri Schuurman, and Lieven De Marez. “Adoption Versus Use Diffusion of iDTV in Flanders: Personalized Television Content as a Tool to Cross the Chasm?” EuroITV  ’10 : Proceedings of the 8th International Interactive TV and Video Conference. Ed. Artur Lugmayr et al. 2010. 15–22. Print.
APA
Berte, K., Schuurman, D., & De Marez, L. (2010). Adoption versus use diffusion of iDTV in Flanders: personalized television content as a tool to cross the chasm? In Artur Lugmayr, P. Vuorimaa, P. Näräen, C. Quico, & G. Harboe (Eds.), EuroITV  ’10 : proceedings of the 8th international Interactive TV and Video conference (pp. 15–22). Presented at the 8th European conference on Interactive TV and Video (EuroITV 2010).
Chicago author-date
Berte, Katrien, Dimitri Schuurman, and Lieven De Marez. 2010. “Adoption Versus Use Diffusion of iDTV in Flanders: Personalized Television Content as a Tool to Cross the Chasm?” In EuroITV  ’10 : Proceedings of the 8th International Interactive TV and Video Conference, ed. Artur Lugmayr, Petri Vuorimaa, Pertti Näräen, Celia Quico, and Gunnar Harboe, 15–22.
Chicago author-date (all authors)
Berte, Katrien, Dimitri Schuurman, and Lieven De Marez. 2010. “Adoption Versus Use Diffusion of iDTV in Flanders: Personalized Television Content as a Tool to Cross the Chasm?” In EuroITV  ’10 : Proceedings of the 8th International Interactive TV and Video Conference, ed. Artur Lugmayr, Petri Vuorimaa, Pertti Näräen, Celia Quico, and Gunnar Harboe, 15–22.
Vancouver
1.
Berte K, Schuurman D, De Marez L. Adoption versus use diffusion of iDTV in Flanders: personalized television content as a tool to cross the chasm? In: Lugmayr A, Vuorimaa P, Näräen P, Quico C, Harboe G, editors. EuroITV  ’10 : proceedings of the 8th international Interactive TV and Video conference. 2010. p. 15–22.
IEEE
[1]
K. Berte, D. Schuurman, and L. De Marez, “Adoption versus use diffusion of iDTV in Flanders: personalized television content as a tool to cross the chasm?,” in EuroITV ’10 : proceedings of the 8th international Interactive TV and Video conference, Tampere, Finland, 2010, pp. 15–22.
@inproceedings{981287,
  abstract     = {Digital television was introduced to the Belgian market in the summer of 2005. Compared to other European countries, this was fairly late. In the end of 2009, we have reached the 50% penetration threshold. Looking at previous research into user adoption of digital television in Belgium, we can state that we have reached the stage of adoption by the ‘majority segments’. Despite the increasing adoption rate of iDTV, our research shows that most people just enjoy the improved picture quality of digital television but have not changed their viewing habits and have, therefore, not adopted the use of interactive applications such as video on demand, time-shifted viewing, voting, e-mail, etc. The user adoption rate of 50% for iDTV therefore does not imply a 50% use diffusion rate of interactive services.
The most important challenge for the future will be to convince the remaining 50% of analogue viewers to make the switch to iDTV. A review of the literature on the adoption and diffusion processes of technologies shows that these late adopters base their adoption decision on the behavior of peers who have already acquired the technology. As they are the least innovative market segment, they will require some compelling arguments to adopt iDTV. Compelling selling arguments for this technology could be related to the added value of interactive services which are currently not being used to their full potential by iDTV subscribers.
This paper discusses two important research questions based on quantitative empirical data. Firstly, how can the 50% remaining analogue viewers be convinced to switch to iDTV? Secondly, how can the gap between the 50% of user adoption of iDTV and the lack of use diffusion of interactive services be bridged?},
  author       = {Berte, Katrien and Schuurman, Dimitri and De Marez, Lieven},
  booktitle    = {EuroITV '10 : proceedings of the 8th international Interactive TV and Video conference},
  editor       = {Lugmayr, Artur and Vuorimaa, Petri and Näräen, Pertti and Quico, Celia and Harboe, Gunnar},
  isbn         = {9781605588315},
  language     = {eng},
  location     = {Tampere, Finland},
  pages        = {15--22},
  title        = {Adoption versus use diffusion of iDTV in Flanders: personalized television content as a tool to cross the chasm?},
  url          = {http://dx.doi.org/10.1145/1809777.1809781},
  year         = {2010},
}

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