Users segmentation based on the Technological Readiness Adoption Index in emerging countries: The case of Chile

Abstract We set two main objectives in this study. First, to validate the Technology Readiness Index 2.0, which originated in the USA and measures technology adoption, in a less technologically mature country, Chile. Second, to explore the perceptions of Chilean users of new technologies to classify and compare them with users from the USA. Data were collected in two Chilean regions through a face-to-face survey with a final sample size of 788 respondents. Latent class analysis was used as a segmentation tool. We obtained five groups of users: pioneers, hesitators, avoiders, explorers, and skeptics. The clusters found in this current study are to some extent similar to those obtained in the pioneering research conducted in the USA, although there are differences in their order of importance. These findings can help companies to adopt innovations to specific market segments. As a result, the rate of success of these innovations would improve.