The diffusion of satellite radio: A study of earlier adopters and non-adopters

his 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...