Adoption of Digital Innovation — Formulating Adopter Categories and Levels of Adoption in a Digital Sphere in an Emerging Economy

Digital innovations are happening all over the globe with the advent of technology. The digital platforms are not only introducing the traditional services online but are also continuously engaged in making frequent modifications to them in the form of incremental innovations. In our quest of creating a time horizon for innovation adoption, and determining levels of adopters of incremental innovations 837 participants from India were asked about their level of adoption of digital innovations. While most of the respondents did not seem affected by the digital transition, amongst the ones adopting these innovations are mostly Early Adopters and Early Majority. The study arrived at an adoption score for the respondents based on the time from the introduction of the innovation and their adoption. The time horizon suggests the increase in adoption of innovation with each new digital innovation introduced. In the case of incremental innovations, ten levels of adoption, and three categories consisting of the ten levels of adoption are formulated based on the LoA model. The users in India fall majorly on the Beginner category in which maximum is aware of the incremental innovations but are skeptical about using them. The study further suggests certain measures for the digital platform providers for each category of users to make them accustomed to the process of incremental innovations.