A field study on determination of the digital products adoption level differences of the generation C in digital marketing

This study aims to investigate the adoption level of digital products of the Generation C, in the framework of "Diffusion of Innovations" theory developed by Everett Rogers (1983). For this purpose, intention to use of digital products (as the adoption output) is evaluated by the perceived attributes of innovation, the adopter (innovative consumer) categories and demographic characteristics. Digital games, video, mobile applications and e-publications are digital products in the research. The influence of the perceived characteristics of digital products on the level of adoption constitutes the main theme of the study. Among the purposes of the study is to contribute to the identification of the Generation C, which represents the digital generation living with internet. It is being investigated whether the Generation C, with individual level of innovation and adopter categories, is different in terms of the categories and demographics that are embracing the intention to adopt digital products. In a study designed as a quantitative research, data were collected through 4 different scales adapted by the researchers. The data of 464 questionnaires obtained by face-to-face interviews conducted by individuals in the age range of 15-29 years in the province of Istanbul, were analyzed using statistical techniques. According to the results, the perceived relative advantages, compatibility, triability and observability are influencing the adoption level positively. Innovators and early adopters are more likely to adopt digital products among generation members. The Generation C generally draws an innovative profil. Keywords: Diffusion of Innovations, Generation C, Digital Product, Adopter Categories, Perceived Attributes of Innovation.