Abstract
The main aim of this study is to understand digital TV platform adopters’ media usage and adopting factors by identifying their profile in Turkey. According to this aim, it was tried to find out the demographic characteristics of digital TV broadcasting adopters, media usage level and the factors of adopting. In addition, it was tried to find out demographic variables, media usage frequency differences between adopters of digital TV platform and non-adopters. The result of analysis shows that, while it was found significant differences between adopters’ and non-adopters’ education; was not found significant differences between adopters’ and non-adopters’ age and sex. There is no significant differences between adopters’ and non-adopters’ media uses. According to the results of factor analysis shows that there are 5 reason to adopting digital TV platform.
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