1. Use, Users, Usage! & “So What?” (of course)
Innovation Use
Use, Users, Usage!
& “So What?” (of course)
9/23/2018
"Changing neural pathways every class period."

2. "Changing neural pathways every class period."
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.)
9/23/2018
"Changing neural pathways every class period."

3. "Changing neural pathways every class period."
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”
9/23/2018
"Changing neural pathways every class period."

4. Use-Diffusion Model Intense User (30%) Limited User (30%)
Variety of Use
High
Low
Rate of Use
High Low
Intense User (30%)
Non-Specialized User (19%)
Specialized User (20%)
Limited User (30%)
9/23/2018
"Changing neural pathways every class period."

5. "Changing neural pathways every class period."
2. Example of Usage
Work Related
Job/school related use Word, Excel etc.
job related
Family Comm.
(personal)
Other (scheduling, networking etc.)
Home Recreation
Games/entertainment
Social networking
Home Management
Family records, health records, recipes etc.
Travel information
Financial management
Home Shopping
Shopping for frequent purchases
Shopping for “big ticket” i items
Education
Research
On-line courses
Information
National News
Sports
Community News
Entertainment News
9/23/2018
"Changing neural pathways every class period."

6. 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
9/23/2018
"Changing neural pathways every class period."

7. 3. Determinants of Use-Diffusion
A. Household social context
Household communication
Competition for limited resources
Prior experience
B. Technology Dimension
Sophistication
Complementary Technologies
9/23/2018
"Changing neural pathways every class period."

8. "Changing neural pathways every class period."
Determinants cont.
C. Personal dimension
Use innovativeness
Frustration factors
D. External dimensions
External communication
External technology access
Family exposure to target media
9/23/2018
"Changing neural pathways every class period."

9. "Changing neural pathways every class period."
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
9/23/2018
"Changing neural pathways every class period."

10. "Changing neural pathways every class period."
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?
9/23/2018
"Changing neural pathways every class period."

11. How does UD compare to DOI?
Model
Typology
Key Issues
Unique Elements
Common Elements
Diffusion of Innovation
Innovators
Early Adopters
Early Majority
Laggards
Timing or
Rate
Observability
Compatibility
Trialability
Innovativeness
Social Comm.
Complexity
Media Influence
Relative Advantage
Innovation Use
Users
Intense
Specialized
Non-specialized
Limited
Rate of Use
Variety of use
Product experience
Competition for use
Sophistication of technology
User Satisfaction
Model
Typology
Key Issues
Unique Elements
Common Elements
Diffusion of Innovation
Innovators
Early Adopters
Early Majority
Laggards
Timing or
Rate
Observability
Compatibility
Trialability
Innovativeness
Social Comm.
Complexity
Media Influence
Relative Advantage
Innovation Use
Users
Intense
Specialized
Non-specialized
Limited
Rate of Use
Variety of use
Product experience
Competition for use
Sophistication of technology
User Satisfaction
Model
Typology
Key Issues
Unique Elements
Common Elements
Diffusion of Innovation
Innovators
Early Adopters
Early Majority
Laggards
Timing or
Rate
Observability
Compatibility
Trialability
Innovativeness
Social Comm.
Complexity
Media Influence
Relative Advantage
Innovation Use
Users
Intense
Specialized
Non-specialized
Limited
Rate of Use
Variety of use
Product experience
Competition for use
Sophistication of technology
User Satisfaction
9/23/2018
"Changing neural pathways every class period."