A Study to Investigate the Uptake of Digital Technology

Having realized the potential of digital technologies, radio stations in Kenya have embraced technology to improve ¿interactivity with their listeners¿. However, the extent to which digital technologies are used at radio stations and existing challenges and opportunities in uptake is yet to be established. The research's primary goal was to investigate technology uptake in Ruben FM radio stations. Specifically, the study sought to examine the extent of use of the existing digital technologies in Ruben FM radio station, explore other digital technology opportunities for uptake in Ruben FM radio station and establish challenges facing digital technology uptake in Ruben FM radio station. The study was based on Technology Acceptance Model (TAM). The study adopted a cross-sectional research design. The target and sample size were 20 employees at Ruben FM. The primary data were collected using both questionnaires and focus group discussions. Quantitative data were analysed using descriptive statistics such as frequencies, mean and standard deviation. Qualitative data generated from open-ended questionnaires and focus group discussions were analysed using content analysis.