Determinants of Egyptian University Youth’s Adoption of Podcast (Audio and Visual) and its Relationship to Meeting Their Communication Needs

The study aimed to measure, in light of the Diffusion of Innovations Theory, the extent to which Egyptian university youth adopt Podcast (both audio and visual). Using an intentional sample of 400 young university students, the research aimed to find out how they adopt podcasts in both audio and visual forms, identify the most important stages of adoption they go through, classify their roles within the five categories of adopters identified by Rogers in the theory, and identify the extent of prevalence of podcasts in the Egyptian society among this important group. Additionally, the study aimed to examine the determining factors of adoption of podcast as a rising technical media platform in the Egyptian society by the study sample, as well as the relationship between the adoption of podcast by Egyptian university youth and the fulfillment of their psychological and social communication needs.
Moreover, the study investigated the category of laggards who do not adopt podcasts, inspecting the most important reasons for their reluctance to adopt it, and the extent to which they may intend to adopt it in the future.
The findings of the study revealed a number of important results and indicators in the process of adoption of podcast in its audio and visual forms among Egyptian university youth, its most important stages, their roles in the process of adoption, and the relationship between the adoption of podcast by the study sample and the fulfillment of their psychological and social communication needs.