Innovation Use
Use, Users, Usage!
& “So What?” (of course)
7/1/2016
"Changing neural pathways every
class period."
1
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 don’t die but secure a
particular niche (e.g. paper, analog watches, dot matrix printers,
typewriters, radio, mainframe computers etc.)
7/1/2016
"Changing neural pathways every
class period."
2
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”
7/1/2016
"Changing neural pathways every
class period."
3
Use-Diffusion Model
Variety
of Use
High
Low
7/1/2016
High
Rate of Use
Intense
User (30%)
Specialized
User (20%)
Low
Non-Specialized
User (19%)
Limited
User (30%)
"Changing neural pathways every
class period."
4
2. Example of Usage
Work Related
1.
2.
Family Comm.
3.
4.
Home Recreation
5.
6.
Home Management
7.
8.
9.
Home Shopping
10.
11.
Education
12.
13.
Information
14.
15.
16.
17.
7/1/2016
Job/school related use Word, Excel etc.
Email job related
Email (personal)
Other (scheduling, networking etc.)
Games/entertainment
Social networking
Family records, health records, recipes etc.
Travel information
Financial management
Shopping for frequent purchases
Shopping for “big ticket” i items
Research
On-line courses
National News
Sports
Community News
Entertainment News
"Changing neural pathways every
class period."
5
2. Examples of Usage in Home

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PDA
Fax or Telex
Pager
Voice Mail
Answering Machine
DVD
VCR
Stereo System
Robot vacuum

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7/1/2016
Cable TV
Network TV
Video Camera
Digital Camera
Cell Phone
iPod
Home Security System
Game systems (X-box.
Etc.)
Hand-held games
"Changing neural pathways every
class period."
6
3. Determinants of Use-Diffusion
A. Household social context
• Household communication
• Competition for limited resources
• Prior experience
B. Technology Dimension
• Sophistication
• Complementary Technologies
7/1/2016
"Changing neural pathways every
class period."
7
Determinants cont.
C. Personal dimension
• Use innovativeness
• Frustration factors
D. External dimensions
• External communication
• External technology access
• Family exposure to target media
7/1/2016
"Changing neural pathways every
class period."
8
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
7/1/2016
"Changing neural pathways every
class period."
9
5. So what?


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
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?
7/1/2016
"Changing neural pathways every
class period."
10
How does UD compare to DOI?
Model
Diffusion of
Innovation
Innovation
Use
7/1/2016
Typology
Key
Issues
Unique
Elements
Innovators
Early Adopters
Early Majority
Laggards
Timing
or
Rate
Observability

Users
Intense
Specialized
Non-specialized
Limited
Rate of Use
Variety of
use
Common
Elements
Innovativeness
Compatibility
Social Comm.
Trialability
Complexity
Product
experience
Competition
for use
Sophistication
of technology
User
Satisfaction
Media Influence
"Changing neural pathways every
class period."
Relative
Advantage
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