diffusion theory and dvr's

Diffusion Theory and Digital Video Recorders 1

Diffusion Theory and Digital Video Recorders

Giorgio Varlaro

Saint John Fisher College

Prepared for

Dr. John Rosenberry

Comm 420—Senior Seminar

April 15, 2008

Author Contact Information Email: [email protected] phone: (315) 794-9117


Table of Contents

I. Abstract 3

II. Introduction 4-6

III. Literature Review 6-13

IV. Method 13-16

V. Results/Findings 16-20

VI. Discussion 20-22

VII. Conclusion 22

VIII. Work Cited 22-23

List of Figures

Figure

1 Sales of Digital Video Recorders 10

2 Digital Video Recorders Survey 15-16

3 Information Adoption of DVR 17

4 Adoption Rate of DVR 18


I. Abstract

Innovations, specifically technological innovations which pass through stages of

adoptions, relate to the Diffusion Theory by means through time. A recent innovation, the digital

video recorder, a device which allows users to fast-forward commercials, is a device in the

American culture which has passed through stages of adoption since its inception in the late

1990’s. Because research has not yet been done on how, why, and at what rate the digital video

recorder spread, evidence is needed on this topic to see what types of stages this technological

innovation has gone through since being on the consumer market. To find this specific

information a quantitative analysis was done in Rochester, New York. With the Diffusion

Theory in mind to cover the correct type of information needed, a survey was distributed thus

trying to figure out how, why, and at what rate the digital video recorder spread. The findings

from the survey show in relation to Diffusion Theory, there is quantitative evidence which shows

percentages of how, why, and at what rate digital video recorders spread. In the Rochester area,

the information pertaining to what the digital video recorder is, and what it can do was spread

through the word of mouth, television, and the internet. In dealing with the rate digital video

recorders spread, the most common years of adoption occurred specifically in the calendar years

of 2006 and 2007, where respectively 32% and 27% of individuals chose to purchase a digital

video recorder. Why individuals adopted this technology pertained to the convenience the device

allowed, and allowing users to not change their lifestyle, thus not having television run their life.


II. Introduction

Advertisers and networks have worked closely together on what is portrayed during a

telecast ever since the medium of television has existed. Through the evolution of this medium,

viewers from all over the world have learned to trust television as an information source. With

consumers trust in this specific medium, it allowed innovators of television to produce new

technology which would enhance the consumer device. As the enhanced consumer device made

its way into the households of millions through time, some type of research needed to be done on

how, why, and at what rate new ideas and technology spread.

Everett Rogers, a mass communications theorist in the 1940s and 50s, not convinced by

the two-step flow theory realized that the media in general were becoming more and more

pervasive as television became more popular (Rogers, 1983). Rogers eventually discovered that

people were more likely to receive information from media rather than other sources (Rogers,

1983). The research Rogers would gather trying to disprove the two-step flow theory would

eventually lead him to his Diffusion Theory. The Diffusion Theory is described as the process by

which an innovation is communicated through certain channels over time among the members of

a social system (Rogers, 1983). As well, the Diffusion Theory demonstrates through research

that when new innovations are available to a population, they will pass through a series of stages

on their way to becoming adopted (Rogers, 1983). With it known that new technology passes

through stages of adoption, an innovation, the digital video recorder has to be researched on how,

why, and at what rate this new technology spread.

Digital Video Recorders, were released in the United States during 1999, and allow users

to choose what they want to see and examine over the television networks with just the click of a

button (Sebor, 2006). A Digital Video Recorder, produced as a consumer device which allows


owners to record television programs, is an example of a new innovation in technology. This

product founded by Michael Ramsay and Thomas Rogers, allows media consumers to select

more different types of information sources, and watch them in a shorter amount of time, thus

potentially giving the user more information than previously allowed (Reading, Bellman, Varan

& Winzar, 2006). This feature, allowed only by digital video recorders, gives users more of an

active role in choosing and using media since it can be recorded with the click of a button.

Because of this convenient invention, the digital video recorder, there is potential research

needed to show how and why consumers want to buy digital video recorders, and how long it

took this device to circulate through television households. A survey will be administered to

owners of digital video recorders located in Rochester, New York, with the hopes of finding

quality evidence which will reiterate the point, with the Diffusion Theory in mind, of how, why,

and at what rate digital video recorders spread.

Digital video recorders allow users to watch live television and record programming

simultaneously, fast-forward, rewind, pause, and stop live television, store music and photos,

search for programs which interest the user most, decide which shows the users is more attracted

to using the thumbs up and thumbs down function, and schedule recordings of shows in the

future (Copeland, 2008). These examples of digital video recording services are prime examples

to the research question pertaining to why users have increased their use of this technology since

its production in 1999. Hopefully though, with the time that has passed since the digital video

recorders advent, reasons of how and at what rate it took this technology to spread will be

present, thus showing potential research is needed.

Since 2001 TiVo, the digital video recorder provided by DirecTV, and most popular

brand name in DVR services, subscriptions have risen from just over twelve million subscribers


in 2006, to at most sixty-five million subscribers in 2010 (Ahrens, 2006). The conveniences that

the DVR offers the consumer, is incomparable to any other television product produced in the

United States.

Considering the environment we live in today, millions of messages are sent to

demographics with the hopes of retention. The ability of retaining a message and then taking

action shows obvious interest on the part of the user. With the incorporation of a digital video

recorder, individuals have learned to record interested messages which suit their own

informational needs. Because of the innovation of digital video recorders, the Diffusion Theory

complies since we are dealing with new technology. With the Diffusion Theory instilled into this

research example, the main purpose of this original research is to test the hypothesis of how,

why, and at what rate the digital video recorder spread, thus giving valuable research on a topic

which has not been archived yet in the communications realm.

III. Review of the Literature

Acceptance of a product relates to the rate in which something is adopted. Innovations in

technology assume different rates of acceptance, and because of these different acceptance rates,

studies are done trying to find some common relationship between technology and adoption

rates. In relation to adoption rates, a study on technology acceptance was performed with the

diffusion theory to investigate what determines user mobile commerce acceptance. To

accomplish this, the researchers used a technology model which would factor relationships. The

relationships included: perceived usefulness, perceived ease of use, personal innovativeness,

subjective norms, behavioral control, and intention (Bhatti, 2007). From the mentioned variables

in the model, a quantitative analysis was pursued with a survey and revealed results showing that

behavioral control and subjective norms influence perceived ease of use which affects then their


adoption intention (Bhatti, 2007). From this tallied information, its shows that the easier it is to

use a product, the faster it will be able to be adopted by society.

Investigations of recording devices started with VCR’s in the early 1980’s (Kitchen &

Yorke, 1986). Research was done on timeshifting. A VCR, also known as a video cassette

recorder, was the first type of technology in the literature review which showed a conflict of

interest from advertisers. The specific problem related to advertisers not being easily convinced

that television watching was still occurring at the same rate it was before the invention of the

VCR (Kitchen & Yorke, 1986). At that time it was considered to be no loss to TV audiences as

they were in effect still watching television, thus did not affect viewing figures or ratings

(Kitchen & Yorke, 1986). Advertisers obviously didn’t believe this since viewer ratings were in

a decline. For advertisers, they wanted to know if consumers edited out commercial breaks by

using the fast forward control option associated with the remote control video pad (Kitchen &

Yorke, 1986). To figure out if the viewers were skipping commercials which the advertisers paid

for, the advertisers dispersed a survey in The Guardian with the main point of figuring out how

much users actually edit out commercials during an actual program (Kitchen & Yorke, 1986).

The survey would reveal evidence to the advertisers in which forty-seven percent of respondents

claimed never to delete commercials (Kitchen & Yorke, 1986). On the other hand, the other

fifty-three percent claimed to do so with varying frequency (Kitchen & Yorke, 1986). This did

not make the advertisers happy since they realized VCRs were changing consumer’s behavior

during commercial television breaks.

More adoption rates can be found when dealing with teachers trying to decide what

technologies to use in their classroom. From using observation, interviews, and document

collection to gain information on adoption tendencies, the researchers wanted to find which


technologies advanced learning (Oncu, Delialioglu & Brown, 2008). To do this, 15 to 25

mathematics professionals were used as subjects of the experiment. The results of the experiment

would reveal five separate criteria which affected teachers and their adoption rates. They were

accessibility, applicability, influence of colleagues, teacher’s skills, and student’s skills (Oncu,

2008). The reason why this study was done pertained to very few studies explaining reasons why

teachers select the technologies they use. From the study, now there is information on adoption

rates of technology in the classroom.

More research, specifically from Esther Gal-Or and her group of researchers, explores the

extent to which an advertiser should allocate resources to increase the quality of its targeting

(Gal-Or, Gal-Or, May & Spangler, 2006). This group realized that with the technology of a

personal video recorder, you could monitor television viewing behavior and build demographic

profiles of viewers from data (Gal-Or et al, 2006). To do this, the researchers would use two

different measurements. They were accuracy and recognition (Gal-Or et al, 2006). Accuracy

would measure the likelihood that any member of the target segment prediction is correct, while

recognition conversely measures the likelihood that any member of the target segment is

identified (Gal-Or et al, 2006). With the groups evidence tallied through quantitative measures

from household profiles, the researchers would find evidence that when facing a competitor that

pursues a strategy to improve its recognition of potential customers, an advertiser should choose

to reduce its investment in recognition and increase its investment in accuracy (Gal-Or et al,

2006). With a predicted twenty percent decrease in viewing of television commercials, the

research gathered would be very important for advertisers in the 21st century (Gal-Or et al, 2006).

Since advertisers spend large sums of money on advertisements which they think specific


demographics are seeing, any quality evidence which shows demographic habits in viewers is

essential for knowledge in the future.

Adoption and the use of emerging information technologies is a critical issue for

researchers. Because of this, research was done with the aims to deepen the understanding of the

phenomena of technology adoption and its use between different genders (Llie, Van Slyke,

Green & Lou, 2005). To do this, characteristics were studied on the different genders involved in

the study. Specifically, the results of the study would reveal that there is a strong distinction

between genders in learning how to adopt technology (Llie et al, 2005). The results measured

ease of use, visibility, demonstrationability, and intentions to figure out these referenced results.

From the results, an adoption advantage with instant messaging was revealed. This was termed

very important from the evidence revealed from the research (Llie et al, 2005).

Like the VCR example from the 1980’s, digital video recorders, a newer form of a VCR,

faced the same fear from advertisers that viewers would watch less commercials, which in the

end allow television to be as cheap as it is. With industry analysts forecasting a growth in the

digital video recorder market, with roughly 28.6 million households in the United States, or

twenty-five percent of all households having a digital video recorder by 2008, advertisers could

be in for it yet because of the innovation of new technology (Picker, 2004).


Figure 1

(The chart below, reiterates the point of the growing market of digital video recorders)

According to Randal Picker, “eliminating commercials is an attempt to escape the tax that those

commercials represent. With decentralized TiVo, the technology threatens a mandatory shift

from an advertising-based medium to a fee-based medium” (Picker, 2004, pg. 219). If Picker is

correct, television viewers in the future could have the choice of paying one fee for

advertisement free content or one fee for content with advertisements (Picker, 2004). Obviously,

the choice of content with advertisements will be cheaper than content without advertisements.

To not change the format of television, Picker suggests advertisement personalization (Picker,

2004). Personalization, with information from digital video recorders, will allow advertisers to

send messages to specific demographics watching specific programs rather than rough

demographic segments (Picker, 2004).

The mentioning of personal video recorders as information sources was one of the

technologies included capabilities. To Nicholas Reading, Steven Bellman, Duane Varan, and

Hume Winzer, the personal video recorder explores the potential for a new broadcasting model

(Reading et al, 2006). A sample of 154 students from West Australian University participated in


the experiment where all the participants viewed a 30-minute television presentation with four

advertisement breaks (Reading et al, 2006). Each advertising break consisted of a group of filler

advertisements followed by one experimental advertisement shown in the last position of the

break (World Vision charity organization, Total Gym exercise equipment, Power Bar snack

foods, and BMW, a prestigious car) (Reading et al, 2006). The results would yield that telescope

advertisements have significantly positive effects on attitude toward the advertisement, attitude

toward the brand, and behavioral intentions, compared to traditional 30-second advertisements

and long-form infomercials (Reading et al, 2006). The discovery of this research would

introduce new models of advertising which may potentially enhance the television landscape

because of personal video recorders (Reading et al, 2006).

Advertising Delivery System, or ADS, is another data mining viewer profiling system

which is used to predict a household’s characteristics, and customize advertising relevant to that

household through the personal video recorder (Spangler, Mordechai & May, 2003). ADS not

only tries to identify demographics of a household, but it also identifies psychographic

characteristics of viewers based on their viewing patterns (Spangler et al, 2003). With the ADS,

William Spangler, Mordechai Gal-Or, and Jerrold May have a research premise based on the

saying “you are what you watch,” or individuals’ viewing habits tend to reveal their most

personal characteristics, tastes, and desires (Spangler et al, 2003, pg. 67). With ADS, the

researchers maintained up-to-date profiles and complete broadcast viewing records of more than

11,000 viewers in more than 5,000 households (Spangler et al, 2003). With the research

calibrated, the scholars found evidence which shows that with the use of a digital video recorder,

the viewing patterns of households could be gathered (Spangler et al, 2003). True numbers were

not given by the group because of privacy, legal, and ethical considerations, but the innovation of


a digital video recorder, which was supposed to hurt advertisers, essentially might in the long run

help advertising messages reach the correct households (Spangler et al, 2003). With the ability to

reach specific demographics, the message sent through the television set is more than likely to

have some type of affiliation with the consumer.

The internet, a form of technology like the digital video recorder has ways of measuring

adoption so numbers can be recorded. To advertisers this evidence is very important since they

want to spend their advertising budget as wisely as possible. Basically, advertisers are looking to

reach as many demographics as they can using the least amount of the general operating budget.

Click-through rates or hits are the measurements used to identify the traffic of an associated web

site (Xavier & Hussherr, 2003). With this known, a study was done on if banner ads were

affective on the World Wide Web. The study found that banner ads were not effective because

internet users would avoid the advertisements. The research did reveal though that

advertisements have an impact on traditional memory (Xavier & Hussherr, 2003). Based on the

findings, there was a claim that advertisers should rely more on traditional brand equity such as

brand awareness and advertising recall (Xavier & Hussherr, 2003). The recommendation of

using traditional brand equity relates to the hypothesis in the associated research project since is

reveals evidence of how ideas spread through a culture. The information remitted from the

source reveals logical research which promotes the idea of using brand equity measures. In

relation to technology, the information can be thoroughly examined to find out if traditional

brand equity measures work in the context of a digital video recorder.

Zapping, another word used for fast-forwarding, again is usually associated with the

digital video recorder. In relation to digital video recorders and zapping, there was a study done

which divulged descriptive information on consumer zapping habits during commercial breaks


(Siddath & Chattopadhyay, 1998). Since there is only a small amount of information pertaining

to the zapping phenomenon in consumers, new evidence on the topic is considered very valuable.

The study found several different results in relation to the zapping epidemic. The results showed

that households which have at least fourteen exposures to a specific commercial start to fast-

forward more frequently as the amount of exposures accumulate (Siddath & Chattopadhyay,

1998). The research also reveal that zapping probabilities for advertisements aired around the

hour and half-hour marks to be significantly higher than any other type of location since

syndicated shows usually end during this associated time, and users know this (Siddath &

Chattopadhyay, 1998). Finally, the research found evidence that brand differentiating of

messages, or displaying more different types of advertisements significantly causes a statistical

drop in zapping probabilities (Siddath & Chattopadhyay, 1998).

With the documented scholarly research shown in the previous paragraphs, there is

evidence pertaining to the Diffusion Theory which needs to be satisfied in relation to the

adoption of the digital video recorder. As VCRs posed problems for advertiser in the 1980’s, to

quantitative evidence which explores the extent to which an advertiser should allocate resources

to increase quality, to research of adoption rates, the hypothesis of how, why, and at what rate

the digital video recorder spread needs to be built upon.

IV. Methodology

A quantitative analysis is considered research which is based in numerals that state values

of observed data (Rosenberry & Vicker, 2007). An example of a quantitative resource is a

survey. A survey is defined as a research technique for collecting information from people by

asking them a structured series of questions (Rosenberry & Vicker, 2007). From the structured

series of questions a researcher can gather any type of relevant information which pertains to


their interest of study. The downfall associated with surveys relates to the quantity of surveys

taken. Data from surveys can only be accurate if large numbers of a specific segment take the

survey. This type of quantitative analysis obviously takes time. With the appropriate amount of

time taken though, the numbers revealed from the survey can be accurate, thus the information

can be deemed credible.

With this known, a survey was used in the research analysis with the hopes of finding

how, why, and at what rate digital video recorders spread. The one-page quantitative survey was

distributed to individuals who inhabit Rochester, New York and students/faculty of Saint John

Fisher College. The sample would consist of participants who have owned a digital video

recorder at some point in time after 1999, when digital video recorders were invented. In all,

sixty-one participants would take the survey related to the hypothesis of the research project. The

answers from the 45 males and 16 females who participated in the quantitative analysis were all

based on information of their own from their own personal use of a digital video recorder.

The survey in this study contained nine statements which pertained to information that

would help prove the Diffusion Theory in relation to the stated hypothesis. The options for

answering ranged from checking answers, which applied to the associated segment, and short-

hand answers from two separate questions. The associated nine statements were questions which

would reveal accurate information on the Diffusion Theory and how, why, and at what rate

digital video recorders spread.

The only real challenge of the survey occurred during the collection stage of the research

project. Again, a sufficient number of participants who owned a digital video recorder had to be

questioned for the survey to be accurate. This would not be easy since the student body of Saint

John Fisher, like most other colleges and universities, has two sets of student’s, campus residents


and commuters. The ideal candidate for this survey, in regards to students, would more than

likely be commuters since they live off of campus where digital video recorders have more of a

possibility to be. The least worthy candidate would be an on campus resident since they live in a

dorm room where a digital video recorder is rarely found. Unless a student has enough money to

cover the charges associated with installing a digital video recorder, the likelihood of finding this

machine in a dorm room is again unlikely. Other than students, faculty of Saint John Fisher

College, and other residents of Rochester are the best considerations for the quantitative survey

analysis. Because these segments have a steady income and live in a resident of their own, the

probability of them having a digital video recorder is higher than a student who has a part-time

job or no job at all.

To figure out how digital video recorders made their way into our society, the

participants of the survey were asked how they learned of the product, and as well, which type of

digital video recorder they have at their household. To amass accurate figures on why the

participants of the survey purchased a digital video recorder, questions relating to the features of

the technology and a question asking why the participants purchased a digital video recorder was

asked in the quantitative analysis. Finally, to figure out the rate at which digital video recorders

spread, a question pertaining to what year the survey member purchased a digital video recorder

was asked, and also how many digital video recorders inhabited their specific household.

Figure 2Gender:________________________

Age:________________________Year of Study:________________________

What type of DVR do you own?

How did you first learn of a digital video recorder (Check all which apply)?

Word of Mouth__________ Newspaper__________

Magazine__________ Radio__________


Television__________ Internet__________

Other__________

What year did you purchase your first digital video recorder?

How many digital video recorders do you have in the household which you live in?

1-2__________

3-4__________

5-6__________

What was the price of your digital video recorder?

$100-199__________ $200-299__________

$300-399__________ $400-499__________

$500-599__________ $600- and up__________

What are your four favorite features of the digital video recorder?

Recording live television________ Store Music and Photos__________

Showcases__________ Search program function______

Thumbs up/down function__________ Schedule recordings of shows_____

Fast-Forward, Rewind, Pause and Stop live television__________

Why did you purchase your digital video recorder?

Do you remember any specific DVR advertisements or commercials? If so, which ones.

V. Results/Findings

In comparing the results of this study to previous research completed regarding Diffusion

Theory, there was sufficient evidence which would reiterate what the Diffusion Theory predicts,

specifically pertaining to how, why, and at what rate innovative technology spreads. Again, the

Diffusion Theory deals with innovations in technology, and in this specific research the

associated technology pertained to a digital video recorder, which is a consumer device.

In relation to how digital video recorders spread, the most common practice among

individuals in the Rochester area pertained to media use, specifically the use of television, word

of mouth, and the internet. These examples, which reach the most amounts of consumers, were


used at a high rate, in relation to percentages, by the participants who answered the surveys. In

revealing the percentages of the top three mediums which informed the Rochester community on

the digital video recorder, television was used 71% of the time, word of mouth was used 54% of

the time, and finally, the internet was used 24% of the time. These top three medias hands down,

were the most influential resources in spreading the information which dealt with the adoption of

the digital video recorder. The other mediums referred to in the survey were magazines,

newspapers, and radio. These associated resources never peaked over 10%, and could be viewed

as secondary information.

Figure 3

The adoption rate for digital video recorders can be seen through a nine year span, from

when the digital video recorder was first produced (1999) to the current year in which digital

video recorders are being sold (2008). The evidence from the survey yields interesting

information which would prove that digital video recorders did not consistently make their way

into Rochester households until midway through the 2000 decade. Before 2005, the adoption rate

of the digital video recorder into a household never went above 10%. In contrast to this

information, the digital video recorder made its way into Rochester households in the 2006 and

2007 calendar years. In 2006, the adoption rate of digital video recorders reached its highest


percentage with 32% of community residents purchasing at least one digital video recorder. In

2008, the adoption rate would see a 5% decrease in consumption, yielding a 27% purchase rate

from interested consumers. Being only a few months into the current calendar year of 2008,

purchasers of digital video recorders have already reach 10% with nine month still to go before

the calendar year changes.

Figure 4

For reasons as to why individuals purchased digital video recorders, or why digital video

recorders spread, there are a number of different reasons. The most common reason a digital

video recorder was purchased related to the technologies convenience. Again a digital video

recorder has seven different features which entice customers. The most liked feature to DVR

users was the ability to fast-forward, rewind, pause, and stop live television. 88% of survey

participants viewed this ability as the most convenient. Second, totaling 81% was the ability to

record live television shows. Third, totaling 80% was the ability to schedule recordings. Finally,

the last major convenience associated with the digital video recorder was the ability to search for

specific programs. This feature received 32% of the overall responses.


Other reasons why digital video recorders spread pertained to being able to watch two

television shows simultaneously, being able to record a season of a specific show, replacing your

old VCR and not dealing with VHS tapes, archiving television shows, not wanting to watch

commercials, and allowing users to not change their lifestyle, thus not having television run

their life.

Extra Information, which doesn’t involve the Diffusion Theory, was also revealed from

the survey. Time Warner was found to be the most purchased digital video recorder over

DirecTV. In percentages, Time Warner holds 75% of DVR households in Rochester. As well, the

research shows that in one average household, the most common number of digital video

recorders is 1-2 units. Pertaining to the common price of a digital video recorder, on average a

consumer can look to spend between $100-$199 dollars on a digital video recorder, unless they

subscribe with Time Warner, where they have a promotional deal where the digital video

recorder is free, and so is installation. Finally, in relation to remembered advertisements of

digital video recorders, 65% of the time, individuals did not remember commercial messages

relayed by companies. Of the 35% which remembered associated commercials with the

technology, most could not describe the specific commercial, but could describe the associated

deal or package offered by the company.

With the information from the surveys revealed, there is certain credible evidence in the

adoption of the digital video recorder. In relation to Diffusion Theory, there is quantitative

evidence which shows percentages of how, why, and at what rate digital video recorders spread.

In the Rochester area, the information about what the digital video recorder is, and what it can do

was spread through the word of mouth, television, and the internet. In dealing with the rate

digital video recorders spread, the most common years of adoption occurred specifically in the


calendar years of 2006 and 2007, where respectively 32% and 27% of individuals chose to

purchase a digital video recorder. Why individuals adopted this technology pertained to the

convenience the device allowed, and as well, allowing users to not change their lifestyle.

VI. Discussion

Through the survey which was distributed to Rochester inhabitants, information

pertaining to how, why, and at what rate digital video recorders spread was revealed. In relation

to the Diffusion Theory, which demonstrates through research that when new innovations are

available to a population they pass through a series of stages on their way to becoming adopted,

information was revealed which would prove Everett Roger’s theory to be valid in dealing with

this relatively new innovation.

The results to this theory have to be taken in a three step approach since three different

variables were asked. In dealing with how digital video recorders spread, the information yields

medias as the most influential. Specifically, the use of television, the internet, and the word of

mouth proved to be the highest used among the DVR owners. This should not be staggering

evidence since most people know and use these three examples the most in there every day lives.

It should also be noted that the medias which proved to be the best in sending a message, also

prove to be able to reach the most amount of DVR owners. Since television, internet, and the

word of mouth can reach more individuals, it gives these medias a distinct advantage over

magazines, newspapers, and radios which were considered secondary resources since individuals

rarely used these examples in determining how they learned about the spread of the digital video

recorder.

In proving the rate at which digital video recorders took to become staples in households,

the survey revealed information proving the years of 2006 and 2007 to be the most influential. A


reason for this late adoption of the product could relate to price. Usually when technology is first

sold to consumers as a new product, the product is in demand, so the price can be set high. The

early adopters are usually the individuals who will spend this amount of money on the new

product, thus fulfilling their need as an early adopter. After time goes by though, the company

will not see the product being sold enough to where a profit is being yielded. Because of this

decrease in demand, the product’s price will be lowered. At this point, the price becomes

manageable to where more individuals can purchase the digital video recorder. From 1999-2003,

the price of the digital video recorder only created a want from early adopters. From 2004-2008,

when the price was put at a reasonable figure, it created a want from the late majority. This

synopsis reveals the digital video recorder to adopt at a slower rate, until the products price was

reduced.

Why digital video recorders spread more or less referred to a convenience factor which

the device allowed. Again, of the seven features presented in the survey, the four most

appreciated were the ability to record live television, search for a specific program, schedule

recordings in the future, and having the ability to fast-forward, rewind, stop, and pause live

television. These four favorite features yield important information in what makes the digital

video recorder special from other innovations. Since this technology allows owners to watch

television at their leisure, this opens time up during the day which permits the owner to do

something else. The digital video recorder again is mainly purchased because of the convenience

it allows the owner. No other product on the market today makes watching live television faster

or recording television easier. This is vital information because the innovation allows individuals

an easier way manage their daily schedules. This innovation takes a complication out of your

daily routine.


Being able to watch two television shows simultaneously, recording a season of a specific

show, replacing your old VCR and not dealing with VHS tapes, achieving television shows, and

not wanting to watch commercials were other examples found from the survey which extend the

convenience factor. Consumers do not purchase products on the market if they do not think there

is something beneficial from the purchase. Saving time throughout your day, even minutes, is

something individuals look to do every day. The digital video recorder does this, and more. In

dealing with the Diffusion Theory and the digital video recorder, this innovation spread because

of the time it allows the user to save.

VII. Conclusion

The Diffusion Theory is applicable today and holds valuable insight about effects on

innovations in technology. As proven by this quantitative study there is information on how,

why, and at what rate the digital video recorder spread. In the future though, there should be a

quantitative study like the one done in this research project, but the survey should try to reach all

DVR owners throughout the United States. With a larger scale of participants, the results can be

deemed more credible. Until that occurs the word of mouth, television, and the internet prove to

be the most resourceful in how the digital video recorder spread. Convenience of the product

proves to be the reason as to why the digital video recorder spread. Finally, the rate at which the

digital video recorder seemed to spread occurred in the calendar years after 2003.

VIII. Work Cited

Ahrens, F. – Washington Post Staff Writer (2006). Pausing the panic; dvrs were expected to turn tv upside down, but we’ve stayed tuned. The Washington Post, F.1. National Newspapers (27). Retrieved Feb. 5, 2008, from ABI/INFORM Global database.

Bhatti T. (2007). Exploring factors influencing the adoption of mobile commerce. The Journal of Internet Banking and Commerce, 12(3), 1-13. Retrieved April 1, 2008, from ABI/INFORM Global database. (Document ID: 1454507201).


Copeland, M. (2008). Despite new technologies, advertisers still have faith in tv. McClatchyTribune Business News, 1-3. Retrieved Feb. 5, 2008, from ABI/INFORM Global database.

Gal-Or E., Gal-Or M., May J.H., Spangler W.E. (2006). Targeted advertising strategies on television. Management Science, 52(5) 713-725. Retrieved Feb. 5, 2008, from ABI/INFORM Global database. (Document ID: 1038097391).

Kitchen, P.J. & Yorke, D.A. (1986). Commercial television breaks, consumer behaviour, and new technology: an initial analysis. European Journal of Marketing 20(2), 40. Retrieved March 9, 2008, from ABI/INFORM Global database. (Document .ID: 1068402).

Llie V., Van Slyke C., Green G., Lou H. (2005). Gender differences in perceptions and use of communication technologies: a diffusion of innovations approach. Information ResourcesManagement Journal, 1893), 13-31. Retrieved April 1, 2008, from ABI/INFORM GlobalDatabase. (Document ID: 852217921).

Oncu S., Delialioglu O., Broown C.A. (2008). Critical components for technology integration:how do instructors make decisions? The Journal of Computer in Mathematics andScience, 27(1), 19-46. Retrieved April 1, 2008, from Wilson Education AbstractsDatabase. (Document ID: 1433243671).

Picker, R.C. (2004). The digital video recorder: unbundling advertising and content. The University of Chicago Law Review, 71(1) 205-222. Retrieved Feb. 5, 2008, from ABI/INFORM Global database. (Document ID: 611732571).

Reading N., Bellman S., Varan, D., Winzar H. (2006). Effectiveness of telescopic advertisements delivered via personal video recorders. Journal of Advertising Research 46(2), 217-227. Retrieved March 9, 2008, from ABI/INFORM Global database. (Document ID: 1237279461).

Rogers, E.M. (1983). Diffusion of Innovations. 3rd Ed. The Free Press, NY: MacmillanPublishing.

Rosenberry, J. & Vicker, L. (2007). Applied mass communication theory: a guide for mediapractitioners. Rochester, NY: Pearson Education.

Sebor, J. (2006). Will dvr kill the tv adsters? Customer Relationship Management.Retrieved Feb. 5 2008, from ABI/INFORM Global database.

Siddath, S. & Chattopadhyay, A. (1998). To zap or not to zap: a study of the determinants ofchannel switching during commercials. Marketing Science, 17(2) 124-138.

Spangler W.E., Mordechai Gal-Or, May J.H. (2003). Using data mining to profile tv viewers. Association for Computing Machinery. Communications of the ACM, 46(12), 66-72. Retrieved March 9, 2008, from ABI/INFORM Global database. (Document ID: 530764691).

Xavier, D. & Hussherr, F.A. (2003). Internet advertising: is anybody watching? Journal of Interactive Marketing, 17(4), 8-23. Retrieved March 25, 2008, from ABI/INFORM Global database.

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