TV Today, Mobile TV Tomorrow? Extrapolating Lessons from Israeli Consumers’ Adoption of Innovative TV Viewing Technology

The present study aims to analyze consumers’ adoption and use of mobile devices as a mobile TV platform that is replacing the traditional TV. Moreover, the study attempts to promote understanding of users’ behavior by employing a new research approach dealing with the acceptance of innovative technology. For this purpose, the study applies a Unified Theory of Acceptance and Use of Technology to assess users’ motivation to view TV content through mobile devices. A sample consists of 280 respondents was obtained from across the Israeli mobile devices user groups. The findings of the study suggest that individual’s intention to use mobile devices to view TV content is significantly influenced by perceived enjoyment, social factors, perceived convenience and viewing quality, viewing cost, and content variety. Implications for TV providers are identified together with consideration of the limitations of the study and avenues for further research.