Innovation Use

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Innovation Use

• Use, Users, Usage!
• So What? (of course)

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Introduction

• One technology has many uses depending on the
  user
• Users may use some features heavily, some
  occasionally, some rarely, and some never at all
  (e.g. cell phones, software, DVDs)
• How users learn to use (or not use) new features
  is extremely important to technology providers
• Generally, technology usage is user dependant
  unless the user is experimenting with a new
  behavior (User Focused vs.. Social Focused)
• Technology usage has a profound impact on the
  diffusion of innovations (feedback loops)
• Some technologies are good enough and dont die
  but secure a particular niche (e.g. paper, analog
  watches, dot matrix printers, typewriters, radio,
  mainframe computers etc.)

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1. Four Types of Usage

• Intense Use
• High frequency of use and variety of usage
• Specialized Use
• Use as a specific tool
• New use for an existing technology
• Non-Specialized Use
• Multiple purpose versus single specific use
• Limited Use
• Low variety of uses and usage
• Disadoption

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Use-Diffusion Model
Rate of Use High
Low
Variety of Use High Low
Intense User (30)
Non-Specialized User (19)
Limited User (30)
Specialized User (20)
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2. Example of Usage
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2. Examples of Usage in Home

• PDA
• Fax or Telex
• Pager
• Voice Mail
• Answering Machine
• DVD
• VCR
• Stereo System
• Robot vacuum

• Cable TV
• Network TV
• Video Camera
• Digital Camera
• Cell Phone
• iPod
• Home Security System
• Game systems (X-box. Etc.)
• Hand-held games

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3. Determinants of Use-Diffusion

• A. Household social context
• Household communication
• Competition for limited resources
• Prior experience
• B. Technology Dimension
• Sophistication
• Complementary Technologies

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Determinants cont.

• C. Personal dimension
• Use innovativeness
• Frustration factors
• D. External dimensions
• External communication
• External technology access
• Family exposure to target media

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4. Outcomes of Usage

• Satisfaction with technology
• Perceived impact of technology
• Interest in new technologies
• Refrigerator with computer screen
• Sling video content to multiple devices
• Buzzer or Buzzed? (Do you tell someone else
  something about the technology?)
• Promoters
• Passives
• Detractors

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5. So what?

• Which of the four groups would be most likely to
  buy new features?
• What message would each group find appealing?
  (iPod)
• How would you allocate advertising for each
  group? (cell-phones)
• Where would you advertise for each group? (Laptop
  Computers)
• Does usage equate with effectiveness?

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How does UD compare to DOI?