Factors Influencing Smartphone Adoption: A Study in the Indian Bottom of the Pyramid Context

The usage of smartphones is increasing with each passing day. The growth of wireless subscription in India in the last 5 years is very high. However, the penetration rate of smartphones among low-income people is significantly low. Looking at the near saturation and high competition of markets at the higher side of the economic pyramid, companies are trying to explore the segment of low-income people termed ‘Bottom of the Pyramid’ (BOP). In order to explore the BOP market for smartphones, one needs to realize the factors influencing the adoption of smartphones at the BOP. Our study explores these factors with reference to the existing literature of technology adoption. A theoretical framework is proposed and tested with 266 valid data points. Structural equation modelling (SEM) is used to test the proposed framework. The empirical analysis revealed that ‘performance expectancy’, ‘effort expectancy’ and ‘perceived monetary value’ have a positive impact on the ‘behavioural intention’ of using smartphones at BOP. ‘Smartphone anxiety’ and ‘smartphone self-efficacy’ are found to have an impact on ‘effort expectancy’.