Information and Communication Technologies User Profiles

1
Information and Communication Technologies User
Profiles

• Jonas Hoffmann, Philippe Mallein, Gilles
  Roehrich, Jean-François Tchernia, Michel Brun
  Evelyne Janeau
• June 2007

2
ICT User Profiles Definition

• Users profiles in their context are related to
  social identity issues which are projected by the
  user on the ICTs when he is using them

• Profiles are analyzed with eight indicator
  levels.
• These levels explore the user relation to

3
ICT User Profiles Definition
Profiles way of change with device
On each level we can observe what sort of change
the ICTs uses induce in the user way of life. We
can measure this change on a scale between two
extremes poles

• Time Change ?? Continuity
• Self Subject ?? Object
• Others Opened ?? Closed
• Space Wide ?? Limited
• Action Active ?? Passive
• Knowledge/know-how Progression ??
  Regression
• Authority Dominant ?? Dominated
• Organization Management ?? Disorder

4
Profiles Definition
Socio-Anthropological variables
ICT User profiles
ICT acceptance

• Fans
• Detractors
• Utilitarians
• Humanists

• Time
• Space
• Self
• Others

No negotiation

• Organization
• Power
• Action
• Know how

Negotiation
5
Research method

• Qualitative Study 23 in-depth interviews
• Quantitative Study
• Development of the measurement scale 3
  pre-tests
• n300, telephone survey with a representative
  sample of the French population
• n560, face-to-face survey with a representative
  sample of the population of Grenoble
• n160, on-line survey with a convenience sample
  (students)

Measurement scale with 8 dimensions and 32 items
6
Scale Items

• Report to the Self
• You have the feeling that everything is
  accessible (Vous avez le sentiment que tout est à
  votre portée)
• You have the impression to really exist (Vous
  avez l'impression d'exister vraiment)
• Report to the Time
• You have the feeling to already live in the
  future (Vous avez le sentiment davoir un pied
  dans lavenir)
• You are sensitive at the ICT speed of operation
  (Vous êtes sensible à la vitesse de
  fonctionnement)
• You lose the notion of the time (Vous perdez la
  notion du temps qui passe)

7
Scale Items

• Report to the Others
• Your exchanges with the others are superficial
  (Vos échanges avec les autres sont superficiels)
• You feel isolated from the others (Vous vous
  sentez isolé(e) des autres)
• Report to the Space
• Your space widens (Votre espace s'élargit)
• You feel at home everywhere (Vous vous sentez
  partout chez vous)
• You fell close of everything (Vous vous sentez
  proche de tout)
• Report to the Power
• You feel monitored (Vous vous sentez
  surveillé(e))
• You feel manipulated(Vous vous sentez
  manipulé(e))
• You feel vulnerable (Vous vous sentez vulnérable)

8
Scale Items

• Report to the Organization
• You can, without risk, to allow you not to comply
  with certain rules (Vous pouvez, sans risque,
  vous permettre de ne pas respecter certaines
  règles)
• You free yourself from certain rules (Vous vous
  libérez de certaines règles)
• You can disrespect the rules more easily (Vous
  pouvez contourner les règles plus facilement)
• You feel integrated in your family (Vous vous
  sentez intégré(e) dans votre milieu familial)
• You feel integrated in your work or your
  activities (Vous vous sentez intégré(e) dans
  votre travail ou vos activités)

9
Scale Items

• Report to the Action
• You appreciate to be able to join the others when
  you wish it (Vous appréciez de pouvoir joindre
  les autres quand vous le souhaitez)
• You appreciate to be always reachable (Vous
  appréciez d'être toujours joignable)
• You appreciate to permanently be able to be
  connected (Vous appréciez de pouvoir être
  connecté(e) en permanence)
• Report to the Knowledge and Know-How
• You have the possibility of becoming expert in
  what interests you (Vous avez la possibilité de
  devenir expert(e) dans ce qui vous intéresse)
• You can increase your knowledge in what interests
  you (Vous pouvez augmenter vos connaissances dans
  ce qui vous intéresse)
• You have more access to the Knowledge (Vous avez
  accès à plus de savoir)

10
Research Method

• First Data collection
• Telephone survey with a sample of 1000
  individuals representative of the French
  population
• Filter Question  Have you already used ,at
  least once, a mobile phone  ? 

11
Profiles Distribution

• Humanists represent the biggest group - 40,1
• They are divided in 3 sub-groups
• Connected Humanist
• Humanist
• Paranoid Humanist
• Fans are the second group - 23,4

12
Profiles Characteristics
Values in blue indicate values that are
significantly above the average and values in
rose indicate values that are significantly below
the average

• Legend 1 utilization 0 non-utilization

13
Profiles Characteristics
Profiles x Internet Usage (per day)
Connected
Humanist
Paranoid
Fan
Utilitarian
Detractor
Total
Humanist
Humanist
1 - 2 hours
32.7
17.9
17.0
14.3
10.3
7.6
100.0
Less than 1 hour
19.8
25.6
19.3
11.6
15.9
7.7
100.0
More than 4 hours
32.4
28.4
11.8
10.8
7.8
8.8
100.0
3 - 4 hours
34.1
25.9
16.5
8.2
5.9
9.4
100.0
Total
28.5
23.3
16.9
12.0
11.2
8.1
100.0

• These results confirm that fans and connected
  humanists are those that in average use most ICT
• In opposition, detractors are those who use less
  ICT

14
Profiles Characteristics

• Consumer Innovativeness, or consumption of
  newness, is the tendency to buy new products
  more often and more quickly than other people
  (Midgley and Dowling, 1978)
• Innovativeness is measured by three dimensions
  hedonist and social innovativeness (Roehrich,
  1994) plus hesitation (Tellis, Yin Bell, 2005)

15
Research Method

• Second Data collection
• On-line survey with a sample of 1600 individuals
  representative of the French on-line population
• Main Results
• ICT Usage Profiles vs. ICT Usage
• ICT Usage Profiles vs. ICT Involvement
• ICT Usage Profiles vs. ICT Knowledge
• ICT Usage Profiles vs. Consumer Innovativeness
• ICT Usage Profiles vs. Purchase Intention of a
  new product (Mapmobile)

16
ICT Usage Profiles vs. ICT Usage

• Fans are those that in average use most ICT

17
ICT Usage Profiles vs. ICT Involvement

• Fans are the most involved with ICT and
  Detractors the less involved
• Differences are statistically significant (F
  92,869 p lt ,001)

18
ICT Usage Profiles vs. ICT Knowledge

• Fans are those who know most about ICT and
  Detractors are those who know less
• Differences are statistically significant (F
  20,062 p lt ,001)

19
ICT Usage Profiles vs. Consumer Innovativeness

• Fans have the highest degree of innovativeness
  and Detractors have the lower degree
• Differences are statistically significant (F
  94,903 p lt ,001)

20
ICT Usage Profiles vs. Purchase Intention of a
new product (Mapmobile)

• Fans have the highest purchase intention of a new
  product and Detractors have the lowest purchase
  intention
• Differences are statistically significant (F
  71,105 p lt ,001)

21
Next Steps

• Validation of the ICT User Profiles Scale in the
  Finnish context
• Validation of the ICT User Profiles in relation
  with constructs like innovativeness, ICT
  involvement, ICT usage and other items in the
  Finnish context
• Other relations to be defined

22
Thanks !

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