Who is tech savvy? Exploring the adoption of smartphones and tablets: An empirical investigation

Abstract

The present analysis performs a Multinomial Probit Model in order to observe which mobile technology qualifies across individuals. The findings indicate that individuals in family businesses prefer to combine both tablets and smartphones in their purchases, rather than separately. Younger individuals report an adoption preference towards smartphones, while older individuals are inclined towards tablets. The theoretical contributions encompass both the technology acceptance model (TAM) and the social cognitive theory (SCT). Individuals working in a family business exhibit a curious behaviour and they are becoming early adopters. TAM helps explain this behaviour as they tend to try new novelties exploring the potential usefulness they might derive; these technological advancements allow them to connect with customers and partners. By contrast, SCT helps gain a better understanding on young and old individuals' behaviour. The younger generations seem to be easily influenced by their peers with a tendency to technologies which are fun and allow them to build connections. Older individuals are equally influenced by their peers, with the difference that their social circle being more mature (e.g., business owners, professionals). This combined with the complexity of the technology orients them into adopting tablets more easily than smartphones.