In our ResearchGame we presented the respondents (N=1400) with a list of 15 items about possible innovations in our means of identity management. The items were primarily based on the outcomes of our scenario analysis. Respondents could answer ‘yes’, ‘no’ or ‘not sure’. In the table below these items are ranked according to their popularity in the sample. The table gives the percentage of people who clicked ‘yes’ when prompted for their response to that particular item.
We analysed whether and how these preferences were connected to each other, and found three clusters of innovation, two focusing on cards with more capacities, the other on non-card solutions.
The desirability of these three types of innovations differs: about 80% of the respondents would want one or more elements of the enhanced card; this percentage dropped to 55.6 % for the connected card and to an even lesser 40.4% for not-a-card. The latter low popularity connects well to our outcomes reported earlier about new kinds of tokens and body based forms of IM.
Traditional socio-demographic variables hardly explain these desires. Only age plays a significant role: desire for the enhanced and connected card goes up with age. High media use, especially of news and new media (internet and mobile) is a more important predictors of appetite for these innovations. A negative factor is how one scores on a specific cultural value: the more one prefers clear codes of conduct, the less innovation one wants.
Finally, different groups of people are the likely early adopters of the three innovations:
- The enhanced card is embraced particularly by people in their mid-forties living on a low income; they don’t read books, nor listen to the radio, but are heavy internet users, including reading the news online;
- Fans of the connected card are in their early forties, predominantly white, well educated; with a high news consumption, internet and mobile use; they don’t value instructions very much and are more collectivist than individualist.
- The person who would like other options than cards is a man holding many different means of ID, who is a heavy news and mobile user, and is neutral on gender values.
For methodological detail, see here