Consumer Attitude Towards Analogue To Digital Migration Of Television Broadcasting Technologies In Nairobi County

Abstract

This study was conducted to determine consumer attitude towards analogue to digital migration of television broadcasting technologies. To achieve this, primary data was collected using structured questionnaires; the questionnaires were administered to (10) respondents per stratum comprising of Kenyan male and female adults who were accessed in households within the strata through door to door, drop and pick method. Strata comprised of constituencies within Nairobi County which were (8) as per the 2009 constituency geographical divisions - Kasarani, Kamukunji, Dagoretti, Westlands, Embakassi, Starehe, Langata and Makadara. Data was analyzed using descriptive statistics; this was presented in form of tables - cross tabulations, frequencies and percentages. Pearson correlation coefficients and matrices were conducted to test the correlation among variables and demographics with reference to significance. The study found that respondents were aware of migration from analogue to digital television technology and also demonstrated that respondents had a higher favourability towards attributes that digital technology has over analogue technology however most respondents indicated that they were being held back by constraints such as affordability and implementation. The researcher recommended that similar studies should be carried out in other counties and consumers need to be provided with more information about digital technology. Best practices should also be emulated from countries that have switched off analogue technology in the region.