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Technology Readiness Index

1) The document analyzes results from a technology readiness survey of 30 respondents to understand their openness to new technologies. 2) It finds that males scored slightly higher overall and on factors like innovativeness and optimism, while females scored lower on insecurity and discomfort. 3) Respondents reported high levels of using technologies like online shopping, payments, remote work and learning during COVID-19, but lower rates for telehealth.

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Siddharth Chaudhary
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93 views

Technology Readiness Index

1) The document analyzes results from a technology readiness survey of 30 respondents to understand their openness to new technologies. 2) It finds that males scored slightly higher overall and on factors like innovativeness and optimism, while females scored lower on insecurity and discomfort. 3) Respondents reported high levels of using technologies like online shopping, payments, remote work and learning during COVID-19, but lower rates for telehealth.

Uploaded by

Siddharth Chaudhary
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
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MARKETING STRATEGY: TECHNOLOGY READINESS INDEX 2.

0 RESULTS & ANALYSIS


Submitted by: Siddharth Chaudhary
PGP18238(Section-B)
As a part of the Marketing Strategy course, under the Technology Readiness survey, I got 30
responses from my friends, family, and their contacts, to analyse the technology readiness.
Demographic Breakup of the respondents:

Age-wise Responses Gender-wise


20 17 30 27

15
20
9
10
4 10
5 3
0 0
18 - 24 25 - 39 40 - 55 Male Female

For computing the TRI, the average was taken based on the 4 factors, i.e. Optimism,
Innovativeness, Discomfort, and Insecurity. Then a combined average of 4 was taken to
calculate the overall TRI Score.
Innovative Optimism Insecurity Discomfort Overall
Male 4.5000 3.5000 3.0833 3.9167 3.2500
Female 4.1019 3.4259 2.8796 3.8148 3.2083
Overall TRI:
Innovative Optimism Insecurity Discomfort Overall
4.1417 3.4333 2.9000 3.8250 3.2125
We see that Males are slightly higher in Overall TRI score and in Innovative and Optimism factors,
while also having a better score in Insecurity and Discomfort (as they are higher the better).

Analysing the last 5 questions show us the state of comfort and frequency in using technology for daily
activities:
A. Online Shopping/ Online Banking/ Online ordering of food or services. 4.567
B. Digital and Contactless Payments/ Online payment/ payment through Paytm/ Google 4.467
Pay and other mobile wallets.
C. Remote Work/ Work from Home. 4.167
D. Distance Learning/ Learning on Virtual Platform. 4.233
E. Telehealth/ Taking treatment through telecall or video conference. 3.200
F. Online Entertainment / Online Games/ Online Subscription of Movies/ Netflix/ 4.267
Amazon Prime/ Hotstar.
Overall 4.150
This table shows that people are using technology a lot in the COVID times (i.e. at the time of filling
the responses), but are still not using it for Health related activities, whereas media consumption,
shopping and delivery services have been heavily done online. Also, Work and Study from Home have
gotten a big boost, making them something that has been done by many in recent times.

PGP18238_Siddhart
hChaudhary.xlsx

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