The Rate of Adoption in Households and Organizations

Abstract

The aim of this study is to investigate if households or organizations are faster in their adoption of an innovation. There does not appear to be existing research on this area of diffusion of innovations research. In this comparative study, the study object is digital terrestrial television (DTT), specifically the implementation of DTT in Denmark. By taking a service theory approach, DTT can be categorized as a service innovation. The rate of adoption is a concept in diffusion of innovations theory, which is used as the study's theoretical framework. For both units of analysis, three surveys were carried out. Based on the data, the rate of adoption for households and for organizations was established. It is clear that organizations adopt an innovation faster than households during the entire adoption process. Based on this research, a predictive model is constructed conceptually.