Short answer

Designers should prioritize creating products and services that build upon users' existing technological fluency and clearly demonstrate value, thereby reducing perceived risk and increasing adoption.

Field: Innovation & Markets
Source: Journal of Information Technology (2003)
Method: Quantitative research integrating multiple theoretical models (Technology Acceptance Model, Theory of Planned Behaviour, Diffusion of Innovation).
Evidence: Strong effect

Positive prior experiences with compatible technologies and visible results demonstrably increase perceived usefulness and ease of use, thereby accelerating broadband adoption. This innovation & markets research insight is drawn from a 2003 study published in Journal of Information Technology. Using Quantitative research integrating multiple theoretical models (technology acceptance model, theory of planned behaviour, diffusion of innovation)., researchers explored how this design variable affects real-world outcomes. The key design takeaway: Designers should prioritize creating products and services that build upon users' existing technological fluency and clearly demonstrate value, thereby reducing perceived risk and increasing adoption.

Study

Innovation & MarketsHigh ImpactStrong effect

Prior User Experience with Technology Significantly Influences Broadband Adoption Rates

Positive prior experiences with compatible technologies and visible results demonstrably increase perceived usefulness and ease of use, thereby accelerating broadband adoption.

Journal of Information Technology · 2003

Key Findings

01Innovation attributes like compatibility, visibility, and result demonstrability positively influence perceived usefulness, perceived ease of use, and perceived resources.
02Congruent experiences and opportunities in adopting new technologies affect user attitudes through these perceived constructs.
03An extended Technology Acceptance Model incorporating perceived resources is relevant for broadband adoption.

Application

Design takeaway

How to apply

When introducing a new technology, map out existing user experiences and identify points of compatibility and potential friction. Design onboarding processes and feature sets that minimize learning curves and highlight immediate benefits.

Project actions

01When researching a new product, consider how users' past interactions with similar products might influence their perception.
02Think about how to make your design feel familiar and easy to use for someone with a certain level of existing knowledge.

Method & Evidence

AimTo investigate how individual-level factors, particularly prior user experience and innovation attributes, influence the adoption of broadband internet.

MethodQuantitative research integrating multiple theoretical models (Technology Acceptance Model, Theory of Planned Behaviour, Diffusion of Innovation).

ProcedureA study was conducted to assess the impact of innovation attributes (compatibility, visibility, result demonstrability) on user perceptions (usefulness, ease of use, perceived resources) and subsequently on broadband adoption, with a focus on the role of congruent experiences.

ContextAdoption of broadband internet technology.

Variables

IV["Innovation attributes (compatibility, visibility, result demonstrability)","Congruent experiences and opportunities"]

DV["Perceived usefulness","Perceived ease of use","Perceived resources","Attitudes towards broadband adoption"]

CV["Individual-level factors","User demographics (potentially)"]

Strengths & Limitations

Strengths

+Integrates multiple established theories of technology adoption.
+Focuses on individual-level factors often overlooked in macro-level infrastructure studies.

Limitations

It can be challenging to accurately measure and quantify 'prior experience' and its direct impact on adoption.

Reliability & validity

The study's reliance on integrated theoretical models and quantitative assessment of perceptions suggests a degree of reliability. Validity is supported by the consistent influence of innovation attributes on user attitudes.

Think critically

To what extent can 'experience' be generalized across different user groups and technological domains, and how might this limit the applicability of these findings?

Design Principles

"Leverage existing user experience and compatibility to foster adoption of new technologies."

Understanding how past user experiences shape attitudes towards new technologies is crucial for market entry and product development strategies. Designers and marketers can leverage this insight to tailor adoption campaigns and product features that resonate with existing user knowledge and comfort levels.

What This Means for Your Design

If people have used similar tech before and it worked well, they'll be more likely to try and like new tech like faster internet.

How to use in your project

1.Use this research to justify why you are focusing on user familiarity and ease of use in your design process.
2.Cite this study when discussing how prior user experience impacts the success of a new technology.

Add to My Project

Quick Cite

Paragraph starter

This research indicates that prior user experience significantly influences the adoption of new technologies. By ensuring that new designs are compatible with existing user knowledge and clearly demonstrate tangible benefits, designers can enhance perceived usefulness and ease of use, thereby accelerating market acceptance.

Source

Journal of Information Technology

Adoption of Broadband Internet in Korea: The Role of Experience in Building Attitudes

journal · 2003

View source

Questions About This Research

What does the research say about prior user experience with technology significantly influences broadband adoption rates?: Designers should prioritize creating products and services that build upon users' existing technological fluency and clearly demonstrate value, thereby reducing perceived risk and increasing adoption. Evidence: Journal of Information Technology (2003).
Why does "Prior User Experience with Technology Significantly Influences Broadband Adoption Rates" matter for design?: Understanding how past user experiences shape attitudes towards new technologies is crucial for market entry and product development strategies. Designers and marketers can leverage this insight to tailor adoption campaigns and product features that resonate with existing user knowledge and comfort levels.
How can designers apply this research?: Designers should prioritize creating products and services that build upon users' existing technological fluency and clearly demonstrate value, thereby reducing perceived risk and increasing adoption.
What were the main findings?: Innovation attributes like compatibility, visibility, and result demonstrability positively influence perceived usefulness, perceived ease of use, and perceived resources.. Congruent experiences and opportunities in adopting new technologies affect user attitudes through these perceived constructs.. An extended Technology Acceptance Model incorporating perceived resources is relevant for broadband adoption.
What research method was used?: Quantitative research integrating multiple theoretical models (Technology Acceptance Model, Theory of Planned Behaviour, Diffusion of Innovation)..
How strong is the evidence?: Evidence strength is rated Strong effect, based on a 2003 journal from Journal of Information Technology.
What should I do differently in my next project?: When introducing a new technology, map out existing user experiences and identify points of compatibility and potential friction. Design onboarding processes and feature sets that minimize learning curves and highlight immediate benefits.
What are the limitations?: The study's focus on individual-level factors may not fully capture the impact of macro-level influences like government policy or market competition.