Households technology adoption and use patterns: the case of digital terrestrial television in six Italian regions

The paper explores the technology adoption and use patterns of households. Many theories are focusing on the adoption; however, some studies show that the adoption mechanisms in households are still unknown. Before any sound theoretical proposals could be made, additional exploratory studies in this field are necessary to discover the relations between use behaviour and adoption determinants. To demonstrate this, our exploratory study uses the case of digital terrestrial television (DTT) introduction in Italy. The study incorporates exploratory factor analysis to identify dimensions of DTT adoption and use. These dimensions were further investigated through their relations with demographic variables of primary decision-makers in households. We found that DTT adoption and use relate to household characteristics in a relatively complex way, but clear systematic use patterns are evident. These patterns can serve as an empirical evidence to further develop theories in this field.