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Predicting Satellite Radio Adoption via Listening Motives, Activity, and Format Preference

As a subscription medium, satellite radio diffusion remains stagnant. To compete effectively against their terrestrial and online counterparts, the satellite radio industry needs to understand their potential audiences' listening needs and wants. This study surveyed a national sample to examine audience affinity, motives, and activity as well as format preferences to help assess listener interest in adopting satellite radio. Study findings suggest that the exploratory theoretical framework tested in this study—including the uses and gratification perspective, the audience activity construct, and the technology cluster concept—were able to explain satellite radio adoption interest with strong empirical support.