Award Date

1-1-2006

Degree Type

Thesis

Degree Name

Master of Arts (MA)

Department

Journalism and Media Studies

First Committee Member

Paul Traudt

Number of Pages

112

Abstract

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 {dollar}40,000 to {dollar}50,000, and had more formal education than non-subscribers. The average non-adopter of satellite radio was nearly 26 years of age, averaged {dollar}20,000 to {dollar}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.

Keywords

Adopters; Diffusion; Earlier; Radio; Satellite; Study

Controlled Subject

Mass media

File Format

pdf

File Size

2293.76 KB

Degree Grantor

University of Nevada, Las Vegas

Language

English

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