Necessidade de relativizar as previsões («adopção hesitante»)

«Although having the right kind of access and device is clearly a prerequisite for new media experiences, and very often an incentive to try new experiences, it is in no way a guarantee of actual consumer uptake. When a device enters the market, consumers may initially ignore some of its advanced features or use it in surprising ways. If the device is not easy to use, has limited functionality or does not really fit the user’s lifestyle, it will likely sit idle or underutilized. Examples of hesitant adoption are plentiful. Of the 15 million U.S. households with highdefinition television (HDTV) sets at year-end 2005, only 50 percent subscribed to HDTV content service plans. Likewise, of the 270  million Internet-enabled mobile phone users in Western Europe, only 20 percent were using their phones’ Internet capabilities.» NOTA: não se aplica ao iPod...

fonte: «Navigating the media divide», IBM Institute for Business Value, 2007