This chapter investigates broadband penetration, information-seeking behaviour and patterns of the adoption of streaming technologies among online viewers in Nigeria. Out of a population of 163,838,439 online users of broadband and Internet technology, a sample of 1,067 users was surveyed. An online questionnaire with a reliability score > 0.7 was used. The respondents had a positive attitude towards adoption of streaming technologies with adequate perceived ease of use and usefulness. Broadband penetration was found to be a positive significant predictor of adoption of online TV, while it did not significantly predict podcast adoption. In conclusion, broadband penetration is integral to the adoption of streaming technologies, excluding podcast. Therefore, concerted efforts should be made to create awareness of podcasts.

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Broadband Penetration, Information-Seeking Behaviour and Streaming Technologies Adoption Patterns Among Online Viewers in Nigeria

  • Ifeoluwa O. Atakiti,
  • Taiwo A. Ogunwemimo,
  • Oluwafisayo O. Ogunwemimo

摘要

This chapter investigates broadband penetration, information-seeking behaviour and patterns of the adoption of streaming technologies among online viewers in Nigeria. Out of a population of 163,838,439 online users of broadband and Internet technology, a sample of 1,067 users was surveyed. An online questionnaire with a reliability score > 0.7 was used. The respondents had a positive attitude towards adoption of streaming technologies with adequate perceived ease of use and usefulness. Broadband penetration was found to be a positive significant predictor of adoption of online TV, while it did not significantly predict podcast adoption. In conclusion, broadband penetration is integral to the adoption of streaming technologies, excluding podcast. Therefore, concerted efforts should be made to create awareness of podcasts.