Karnowski, von Pape, Wirth · Resume. Veronika Karnowski, Thilo von Pape & Werner Wirth May 21st...

Veronika Karnowski (Ludwig-Maximilians-Universität München), Thilo von Pape (Université Paul Verlaine Metz)& Werner Wirth (Universität Zürich)

“Lonely adopters”?An exploratory study of early adopters of mobile

television and their mobile phone appropriation

ICA-Preconference 2009“Mobile 2.0: Beyond voice?”May 20th/21st 2009, Chicago

2May 21st 2009, ChicagoVeronika Karnowski, Thilo von Pape & Werner Wirth

� Introduction: MobileTV - Status quo

� Theoretical Background: MPA-model

� Methodology: Quantitative Survey

� Results: Lonely Adopters?

� Resume


� 3G-Standards (UMTS, HSDPA)

� mostly embedded in WAP-portals of the service providers

� only available in metropolitan areas

� Broadcast-Standards

Country Start Standard Users

South Korea May 2005 DMB ~ 9 Mio subscribers

Japan April 2006 ISDB ~ 20 Mio (for free)

Italy May 2006 DVB-H ~ 1 Mio subscribers

Germany May 2006 DMB/ DVB-H ?

Netherlands Mai 2008 DVB-H ?

USA Mai 2008 MediaFlo ?

Switzerland, Austria Juni 2008 DVB-H ?

discontinued

Status quo






� Resume


Cultural Studies• Appropriation • Domestication(Hall, Silverstone)

Frame Analysis• Negotiation of norms(Goffman)

Going beyond adoption

Know-ledge

Persuasion DecisionImplemen-tation ConfirmationAppropriation

Diffusion TheoryTrialability, Compatibility, Relative Advantage, Observability, Complexity(Rogers)

TAMUsability/ Usefulness(Davis & Bagozzi)

TPBAttitude towrds behavior, subjective norm, restrictions(Ajzen)

Innovation decision process; Rogers, 2003


MPA-Model

� Usage cycle: Negotiation of usage & handling

Wirth, von Pape & Karnowski, 2008; reduced version

� Symbolic cycle: Negotiation of prestige & social identity

� Negotiation via meta-communication

� Resulting in stabilization of usage forms and prestige

� Influence of additional variables

Functional evaluations

Me

ta-

co

mm

un

ica

tio

n

Usa

ge

& H

an

dli

ng

Symbolic evaluations

Norms

Restrictions

Usage cycle

Symbolic Cycle






� Resume


Methodology

� Quantitative survey of vodafone live!-subscribers

� Questionnaire on

� MobileTV

� Usage & Handling

� Prestige & Social Identity

� Meta-communication

� Norms & Restrictions

� Sociodemographics

� Conducted in summer 2007


Sample

� Representative random sample of 1001 subscribers

� Mostly men: 87.5% male, 12.5% female

� Average age 24.7 years

� Mainly lower educational levels:

� 73.4% Secondary school level

� 15.8% High school graduation

� 7.9% University degree






� Resume


1.3

-0.4

0.3

-0.4-0.6

0.0-0.1

0.1

0.9

-1.5

-1.0

-0.5

0.0

0.5

1.0

1.5

Inform

ation

Inform

ation

(event)

Boredom

Entertainm

ent

Handling I

Handling

II

Psychological

dimension

Social

dimension

(conversation)

Sociale

dimension

(usage)

Information oriented usage

Low social prestige of MobileTV

Difference to mean on a five-point-scale, >0 above average, <0 below average

Reserved well-informed (n=192)


-1.1

-0.7

0.30.1

-0.7

-0.10.2 0.3

0.9

-1.5

-1.0

-0.5

0.0

0.5

1.0

1.5

Inform

ation

Inform

ation

(event)

Boredom

Entertainm

ent

Handling I

Handling II

Psychological

dimension

Social

dimension

(conversation)

Social

dimension

(usage)

Information of lowimportance

Social prestige of MobileTV above average


Show-offs (n=179)


-0.8-1.0

-1.5

-1.1

0.2

-0.1

-0.9 -1.0-0.8

-1.5

-1.0

-0.5

0.0

0.5

1.0

1.5

Inform

ation

Inform

ation

(event)

Boredom

Entertainm

ent

Handling I

Handling II

Psychological

dimension

Social

dimension

(conversation)

Social

dimension

(usage)

Over all low usageLow social prestige


Reserved sparse-users (n=133)


-0.5

-1.2

0.8

-0.2

0.6

0.1

-0.3

-1.0-1.3

-1.5

-1.0

-0.5

0.0

0.5

1.0

1.5

Inform

ation

Inform

ation

(event)

Boredom

Entertainm

ent

Handling I

Handling II

Psychological

dimension

Social

dimension

(conversation)

Social

dimension

(usage)

Low socialprestige

Usage alone and in case of boredom


Self-rewarders (n=159)


0.9 1.0

0.40.7

-0.3

0.2

0.6

1.41.2

-1.5

-1.0

-0.5

0.0

0.5

1.0

1.5

Inform

ation

Inform

ation

(event)

Boredom

Entertainm

ent

Handling I

Handling II

Psychological

dimension

Social

dimension

(conversation)

Social

dimension

(usage)

High social prestigeOver all high usage


Convinced all-round-users (n=215)






� Resume


� Show-offs

� Nearly no usage for information

� High social prestige of MobileTV-usage

� Youngest user group

� Proportion of women above average

� Lowest educational level

Lonely adopters? – No for

� Convinced all-round-users

� High usage in all dimensions

� Amount of usage above average

� Social prestige of MobileTV-usage above average

� Positive social norms towards MobileTV in the peer group

� High amount of meta-communication on MobileTV


� Reserved well-informed

� Usage only for information

� Low social prestige

� Eldest user group with highest educational level

Lonely adopters? – Yes for

� Reserved sparse-users

� Low amount of usage in general


� Nearly no meta-communication on MobileTV

� Self-rewarders

� Usage mostly in case of boredom


� Nearly no meta-communication on MobileTV

� Negative social normes towards MobileTV in the peer group

� Educational level above average


Dr. Veronika KarnowskiLudwig-Maximilians-Universität MünchenInstitut für Kommunikationswissenschaft und MedienforschungOettingenstr. 6780538 MünchenGermanyPhone: +49 (0)89 / 2180 - 9495Fax: +49 (0)89 / 2180 - 9429 Mail: [email protected]: http://www.ifkw.lmu.de

Contact

Prof. Dr. Werner WirthUniversität ZürichInstitut für Publizistikwissenschaft und MedienforschungAndreasstr. 158050 ZürichSwitzerlandPhone: +41 (0)44 / 635 20 79Fax: +41 (0)44 / 634 49 34 Mail: [email protected]: http://www.ipmz.unizh.ch

Dr. Thilo von PapeUniversité Paul Verlaine MetzCentre de recherche sur les médiationsIle du SaulcyBP 3030957006 Metz Cedex 1FrancePhone: +33 (0)3 87 31 59 65Fax: +33 (0)3 87 31 55 06 Mail: [email protected]: http://www.univ-metz.fr


32.2

20.0 20.8 20.2

35.0

0.0

10.0

20.0

30.0

40.0

Reserved well-informed Show-offs Reserved sparse-users

Self-rewarders All-round-users

Average duration of a single MobileTV-Session

Average duration of a single MobileTV-Session in minutes, η²=3,1%***


4.34.0

4.2 4.2

3.53.3

4.64.74.84.8

0.0

1.0

2.0

3.0

4.0

5.0

6.0

MobileTV in general Specific programmes on MobileTV



Interpersonal meta-communication

Means on a scales from 1=very often to 6=never, MobileTV in general η²=15.0%***, specific programmes on MobileTV η²=15.8%***


4.3 4.44.2

4.4

4.9 4.9

4.1

4.84.7

3.8

0.0

1.0

2.0

3.0

4.0

5.0

6.0

Friends Public



Watching

Means on a scales from 1=very often to 6=never, friends η²=8.1%***, public η²=5.6%***


2.9

2.6

2.9

2.5

3.4

4.2

2.6

3.1

4.3

3.1

2.1

3.3

3.83.7

2.8

0

1

2

3

4

5

Gadget Interesting Knowledge and usage is

expected



Social norms

Means on a scales from 1=true to 5=false, gadget: η²=1,6%**; interesting η²=13,7%***; knowledge and usage is expected η²=9,8%***


3.2 3.1 3.23.1

3.4 3.33.2 3.2

3.5

2.9 3.0

2.5

3.33.5

3.8

0

1

2

3

4

5

Lack of time Screen Quality of UMTS-transmision



Restrictions

Means on a scales from 1=true to 5=false, lack of time η²=9,8%***; screen η²=1,5%*; quality of UMTS-transmission η²=1,8%**

Karnowski, von Pape, Wirth · Resume. Veronika Karnowski, Thilo von Pape & Werner Wirth May 21st...

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