Digital Cable: Exploring Factors Associated With Early Adoption

Abstract

Digital cable is a technological innovation featuring interactivity, which is still in its infancy. This study identifies a profile of early digital cable subscribers based on a telephone survey. The study results indicate that digital cable subscribers are more likely to watch television, subscribe to premium services, perceive their cable operator to be technologically progressive, and express greater satisfaction with current cable service compared to analog-only subscribers. It was also found that the more people watch television, have premium channels, and evaluate their cable operator as innovative toward technology, the sooner they can be expected to upgrade to new cable services. Implications for cable service structuring and marketing behaviors are also discussed.