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

This study examined the current and potential audience of satellite radio by using Roger\u27s 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\u27 and non-adopters\u27 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