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Buy HDTV Now or Wait???
Posted by Chris White [IP: 132.170.122.15] on February 26, 1999 at 15:04:34 In Reply to: Buy HDTV Now or Wait??? posted by Jeff Helmes on February 26, 1999 at 01:47:13: Jeff: I'm impressed with your knowledge and understanding regarding diffusion of innovations. You either have direct experience in this area or retained what you learned in marketing quite well! I would add a couple of additional observations to yours. First, although relatively discontinuous innovations such as HDTV tend to have a much slower adoption rate than continuous innovations (i.e., a more shallow S-curve), research shows that adoption rates for technologically innovative products have been accelerating fairly steadily for the past 2 decades. And second, adoption rates are also subject to factors such as competitive and distribution intensity. In the case of HDTV, the competitive intensity is considerably greater than for most past innovations (e.g., VCRs) which should accelerate adoption. On the other hand, access to programming (the distribution part of the equation) looks to be a strongly limiting factor. Mike: The answer to your question lies in your own assessment of several questions. In terms of your annual income, do you consider $7-8k a major expenditure? (an indicator of purchase risk) If you buy a tv today, would it upset you to see the same tv for much less in a couple of years? (an indicator of potential cognitive dissonance) Do any of your local stations broadcast HDTV and, if not, how long will it be until they do? OR, are you also willing to invest in HDTV-ready satellite? For me, the answer lies in a compromise choice - digital ready. If you're not sure, it is an option you may want to at least consider. Happy shopping!!
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