DMB Market and Audience Attitude

Abstract

Since the late 1990s in Korea, there have been many users of mobile devices, and we have extended leisure time. The terrestrial broadcasting market is very competitive because a lot of media has emerged dividing the market. Therefore, terrestrial broadcasters introduced terrestrial DMB (digital multimedia broadcasting) service to sustain audiences for the terrestrial broadcasting market and increase audience satisfaction. In Korea, telecommunication businesses are saturated, and wireless network operators, in their effort to diminish their revenue dependence on mobile voice services on one hand, and to recoup the huge investments made on third generation networks on the other, try to develop new services and business models such as DMB service. Consumer behavior research is critical toward accelerating the diffusion and consumer adoption of new media. However, consumer behavior in DMB has not yet been the subject of much research, though consumer adoption of DMB service is expanding rapidly in Korea. While there is much discussion on the emerging DMB service, there is still little evidence indicating what influences consumers in their decision to adopt DMB service and which specific features they would like included in the DMB service. This article examines behavioral intensions toward DMB service through consumer survey in Korea. More specifically, this study explores the specific using features of DMB service such as the motive for adoption, the satisfaction with DMB service, major using hours, and favorite contents. Additionally, this article investigates the favorite genre of consumers. This study is to explore the emerging marketing challenges in the field of DMB and provide direct managerial implications to the key-market players.