Internet skills as an influencer for adoption of digital innovations in a technologically emerging nation: India

Abstract

Purpose The advent of technology has enabled frequent innovations in the digital modes of doing business. While some users are reluctant to adopt one, others have made it their way of life. The purpose of this study is to find out the approximate time frame of a digital user in an emerging economy like India to adopt their favorite digital application. The importance of an individual’s level of internet skills is explored in the aspect of adopting digital innovations. Design/methodology/approach The study follows a quantitative approach where data collected from both primary and secondary sources are analyzed to arrive at the results. In total, 837 responses collected with the help of a structured questionnaire are entered and analyzed using SPSS. Multinomial logistic regression is the statistical tool used in the research. Findings Five sets of adopter categories based on Rogers (1983) are created using an adoption score and are represented in a Time Horizon to understand better. The Unaffected adopter category is used as the reference point to compare the set of internet skills against each of the other five categories. The five sets of categories comprising the internet skills depict interesting results in the case of all the four comparisons made. Social skills are not seen to have any influence on a user being an Innovator or Early Adopter as compared to an Unaffected user. It is also established that Operational and Creative skills play important role in users’ probability of being an innovator, early adopter and early majority compared to being unaffected. Originality/value The study analyzes the role of internet skills in the process of adopting digital innovations. The role of internet skill although is associated with every aspect of the digital revolution taking place all over, its application including the direct score of a digital user’s level of internet skills is not found in the literature.