Investigating the Attributes of Consumers Showing Interest in Adopting ATSC 3.0 Television

The purpose of this study was to investigate the perceived interest of consumers to adopt Advanced Television Systems Committee (ASTC) 3.0 through an examination of technology adoption theories. Further, the research sought to identify behaviors and motivations of those interested in the new standard to help understand who is likely to adopt it. This information will not only extend academic knowledge, but inform organizations about consumer interest in ATSC 3.0 and the system’s marketability. An online survey of 210 participants revealed that 32% of respondents said they were interested in adopting ATSC 3.0, 55% may be interested, and 14% were not interested (results rounded to the nearest whole number). Additionally, empirical evidence shows a connection between age and cord-cutting behavior and adoption interest. Finally, the research showed that respondents were most interested in ondemand television, followed by higher quality video, mobile viewing, higher quality audio, and shopping on a TV. Despite several limitations, the study provided actionable information that organizations can utilize to create tactics and strategies for ATSC 3.0 deployment. Organizations should focus on young adults and established innovators who have displayed a tendency of technology adoption and entertainment-oriented TV use. Additionally, the study should serve as a starting point for future research that utilizes a more generalizable volunteer pool and allows participants to interact with the technology.Master of City and Regional Plannin