Digitalization in information age and adoption to the new technology: The case of digital television broadcasting in Turkey

The main aim of this study is to understand dimensions of the adaptation to digital TV broadcasting with identifying digital TV broadcasting adopters? profile in Turkey. According to this aim, it was tried to find out the demographic characteristics of digital TV broadcasting adopters, innovativeness attitudes, adaptation reasons and services gratification level with a sample of Anadolu University workers. In addition, it was tried to find out demographic variables, media usage frequency and new technology ownership differences between adopters of digital TV broadcasting and non-adopters.It was chose survey research method as research method. According to this model it was determined the characteristics of adopters in sample. According to the result of this determination, it was investigated differences between adopters and non-adopters.The result of analysis shows that, while it was found significant differences between adopters? and non-adopters? income, household number, child number and education; was not found significant differences between adopters? and non-adopters? age and sex. There is no significant differences between adopters? and non-adopters? internet usage, reading frequency of newspaper and magazine. Besides, it was not found significant differences between adopters? and non-adopters? viewing time of TV and frequency of to go cinema. It was found significant differences adopters? and non-adopters? new technology ownership.In this study, it was found out three factors for services gratification level of the adopters. These are the number of channel, program guide, costumer services- technical support, and the chance of technical and interaction. Also, it was found out five factors the reason of adaptation. These are the chance of interaction, circle of acquaintances-self ego, the multiplicity of the channel, the option of the language and willingness of following new technologies. In addition, availability of channels for children was found as a specific factor.