Short answer

When designing communication technologies for social use, focus on creating engaging and enjoyable experiences that foster curiosity and social connection, as these are stronger drivers than pure utility.

Field
Innovation & Markets
Source
Information Technology and People (2008)
Method
Quantitative survey research employing an expanded Technology Acceptance Model (TAM).
Sample
191 participants
Evidence
Moderate effect

For social and recreational applications of technology, factors like curiosity about others and the sheer enjoyment derived from using the tool are more influential than its perceived practical utility. This innovation & markets research insight is drawn from a 2008 study published in Information Technology and People. Using Quantitative survey research employing an expanded technology acceptance model (tam). with 191 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: When designing communication technologies for social use, focus on creating engaging and enjoyable experiences that foster curiosity and social connection, as these are stronger drivers than pure utility.

Study
Innovation & MarketsHigh ImpactModerate effect

Social curiosity and enjoyment drive instant messaging adoption over perceived usefulness in non-work contexts.

For social and recreational applications of technology, factors like curiosity about others and the sheer enjoyment derived from using the tool are more influential than its perceived practical utility.

Information Technology and People · 2008

01

Key Findings

  • 01Perceived usefulness was not a significant predictor of IM usage in a social context.
  • 02Perceived enjoyment, social norms, curiosity about other people, and perceived ease of use were significant predictors of IM usage.
02

Application

Design takeaway

When designing communication technologies for social use, focus on creating engaging and enjoyable experiences that foster curiosity and social connection, as these are stronger drivers than pure utility.

How to apply

When developing or marketing a social app, conduct user research to understand what aspects users find most enjoyable and how it facilitates social connections, then highlight these in your product and messaging.

Project actions

  • 01When researching a new product, consider if it's for work or for fun, as this will change what features are most important.
  • 02Think about how users will feel when using your product, not just what they can achieve with it.
03

Method & Evidence

AimTo investigate the factors influencing adults' acceptance and usage of instant messaging for social and entertainment purposes in an Arab cultural context.
MethodQuantitative survey research employing an expanded Technology Acceptance Model (TAM).
ProcedureA survey was administered to 191 adults in Kuwait, adapting questions from previous studies to measure subjective norms, perceived ease of use, perceived usefulness, perceived enjoyment, and curiosity about other people. Structural Equation Modeling (SEM) with LISREL was used to analyze the relationships between these factors and instant messaging usage.
Sample191 participants
ContextSocial and entertainment usage of instant messaging among adults in Kuwait.

Variables

IV["Subjective norms","Perceived ease of use","Perceived usefulness","Perceived enjoyment","Curiosity about other people"]
DVInstant messaging usage
04

Strengths & Limitations

Strengths

  • +Utilizes a well-established theoretical framework (TAM) and expands upon it.
  • +Employs robust statistical analysis (SEM).

Limitations

A small sample size from a single geographic location might not represent all users.

Reliability & validity

The use of validated survey questions from prior studies enhances reliability and validity. However, the specific cultural context might limit generalizability.

Think critically

How might the cultural context of Kuwait specifically influence the importance of 'curiosity about other people' compared to other cultures?

05

Design Principles

"For social technologies, prioritize hedonic (pleasure-based) and social factors over purely utilitarian ones in design and marketing."

This insight challenges traditional technology adoption models that prioritize usefulness. It suggests that for consumer-facing communication technologies, design and marketing efforts should focus on fostering engagement, social connection, and intrinsic pleasure to drive adoption and sustained use.

06

What This Means for Your Design

For apps people use for fun, what makes them fun and how it helps them connect with friends is more important than how useful it is for a specific task.

How to use in your project

  • 1.This research can inform the user research phase of a design project by suggesting key factors to investigate for social applications.
07

Add to My Project

08

Quick Cite

Paragraph starter

Research indicates that for social and entertainment technologies, user adoption is significantly influenced by perceived enjoyment, social norms, and curiosity about others, rather than solely perceived usefulness. This suggests that design efforts should focus on creating engaging and socially connective experiences to drive adoption in non-work contexts.

09

Source

Information Technology and People

Social usage of instant messaging by individuals outside the workplace in Kuwait

journal · 2008

View source

Questions About This Research

What does the research say about social curiosity and enjoyment drive instant messaging adoption over perceived usefulness in non-work contexts?
When designing communication technologies for social use, focus on creating engaging and enjoyable experiences that foster curiosity and social connection, as these are stronger drivers than pure utility. Evidence: Information Technology and People (2008).
Why does "Social curiosity and enjoyment drive instant messaging adoption over perceived usefulness in non-work contexts." matter for design?
This insight challenges traditional technology adoption models that prioritize usefulness. It suggests that for consumer-facing communication technologies, design and marketing efforts should focus on fostering engagement, social connection, and intrinsic pleasure to drive adoption and sustained use.
How can designers apply this research?
When designing communication technologies for social use, focus on creating engaging and enjoyable experiences that foster curiosity and social connection, as these are stronger drivers than pure utility.
What were the main findings?
Perceived usefulness was not a significant predictor of IM usage in a social context.. Perceived enjoyment, social norms, curiosity about other people, and perceived ease of use were significant predictors of IM usage.
What research method was used?
Quantitative survey research employing an expanded Technology Acceptance Model (TAM). with 191 participants.
How strong is the evidence?
Evidence strength is rated Moderate effect, based on a 2008 journal from Information Technology and People.
What should I do differently in my next project?
When developing or marketing a social app, conduct user research to understand what aspects users find most enjoyable and how it facilitates social connections, then highlight these in your product and messaging.
What are the limitations?
The study was limited to adults in Kuwait and focused solely on non-work-related instant messaging use.