3.1. Television vs Newspaper Reading

So, this is the matrix they developed in and then, the tank adopters distribution at macro or the and the micro level, if you look at it the early adopters was at 7.4% you know and how it is changing and from 7.4 and then it goes on to 4.1 and then this is how it is going in a kind of, it is changing further you know, so that is where they looked at this kind of graph and also what are the major, they also looked at what are the major influencing aspects.

Early adopters are individuals who first embrace new innovations or technologies. In this case, 7.4% of individuals are categorized as early adopters of a new product, but this percentage changes over time, dropping to 4.1%. This indicates that as time progresses, fewer individuals identify as early adopters, suggesting that more people are gradually adopting the innovation. Researchers also analyze what factors drive these shifts among early adopters.

Imagine a new phone model that is just released. The first people to buy it are the early adopters who value having the latest technology. Initially, a small percentage of the population (like 7.4%) buys the phone right away, but over time, as the phone becomes familiar, that percentage may drop as newer models are released, and new early adopters of those models emerge.

So, who are these because these pioneers how the act as opinion makers? Because that is where because their opinion is a higher value because they are the one who used it in the first and forehand, opinion leader score; so they have used the kind of opinion leadership network so, please name us 3 persons with whom you often turn for opinions and suggestions to make any decisions on your personal and family matters?

Opinion leaders are individuals who are respected in their communities and whose opinions are sought out by others. Early adopters often serve this role because they have firsthand experience with a product. Their recommendations can greatly influence others' adoption decisions, making their opinions more valuable. The use of a 'degree centrality' measure helps quantify how central an individual is to their network based on the number of connections they have.

Think of an influencer on social media who tries out the latest fashion trends. Their followers trust their opinions because they are among the first to try and promote those styles. When this influencer shares their thoughts on a new fashion item, many of their followers are likely to consider purchasing it based on that endorsement, showing how one person's opinion can affect the choices of many.

Education; now each point is counted for each academic class and a person educated up to a class 1 receives 0.1 and persons completed master's degree is 0.50 so, for the illiterate this score is 0, so like that income; household monthly income.

The study assigns scores based on educational attainment and household income to understand how these demographics influence adoption. For instance, someone with a master's degree might have a higher score (0.50) compared to someone who has only completed elementary school (0.1). This scoring system reflects the idea that higher education typically correlates with greater decision-making capabilities and access to resources such as money, which both play critical roles in whether individuals can adopt new innovations.

Consider two people looking to buy a new washing machine. One has a college degree and a steady job, giving them the knowledge to research their options and the financial means to purchase. The other has only completed elementary school and is on a tight budget. The former may be more likely to invest in a piece of technology that promises efficiency since they can afford it and understand its benefits better.

Like in TV is one channel how people know about this innovative aspect but here in this study TV has score, they have also assigned some points, how often do you watch TV news programs in a week, so where 1 point is referred to TV watching once in a week, 7 in a week, 0 is do not watch, but then in this finding, they have found that the newspaper reading has given you know the more diffusive process rather than the TV watching.

The study evaluates the frequency of media consumption, assigning scores based on how often individuals watch TV news. Watching TV once a week might earn 1 point, up to 7 points for daily viewing. In contrast, the findings suggest that reading newspapers is a more effective medium for spreading information about innovations. This means that reading newspapers may engage readers more deeply, leading to better understanding and decision-making than watching television.

Think about how you learn about new topics. If you watch a news segment on television, you might get a brief overview. However, when you read a newspaper article, you usually get more in-depth coverage, which allows you to grasp complex issues better. This reflects the difference between passive consumption (like watching TV) and active engagement (like reading) in understanding new innovations.

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