Implementation and Adoption of Digital Technologies

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Paper Type

Short

Paper Number

1396

Description

India has the second highest percentage of mobile wallet adoption driven by availability of affordable smartphones and internet. While there is interest, scarce work is done to study adoption of emerging technologies like mobile wallets among the young adults. This research assumes that user segments exist, each with their own level of maturity and comfort and addresses the question “Are there segments which can be profiled?”. Data from a sample of 744 young adults (Millennials and Gen Z) was analyzed through cluster analysis and profiled using an analysis of variance (ANOVA). The results show that the three segments viz., Technology Enthusiasts (TE), Technology Skeptics (TS) and Technology Pragmatist (TP) were found to differ in terms of perception, attitude and intention behaviours as well as marital status, education, occupation and income levels. This study will help mobile wallet providers understand the user segments and customize their service offerings. Keywords: Mobile Wallets, Segmentation, Perception, Attitude, Intention, India

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Dec 14th, 12:00 AM

Segmenting and Profiling Mobile Wallet Users in India

India has the second highest percentage of mobile wallet adoption driven by availability of affordable smartphones and internet. While there is interest, scarce work is done to study adoption of emerging technologies like mobile wallets among the young adults. This research assumes that user segments exist, each with their own level of maturity and comfort and addresses the question “Are there segments which can be profiled?”. Data from a sample of 744 young adults (Millennials and Gen Z) was analyzed through cluster analysis and profiled using an analysis of variance (ANOVA). The results show that the three segments viz., Technology Enthusiasts (TE), Technology Skeptics (TS) and Technology Pragmatist (TP) were found to differ in terms of perception, attitude and intention behaviours as well as marital status, education, occupation and income levels. This study will help mobile wallet providers understand the user segments and customize their service offerings. Keywords: Mobile Wallets, Segmentation, Perception, Attitude, Intention, India

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