Year: 2025
Type: article
Abstract: In India’s digitally transforming landscape, user segmentation has long been shaped by city-based tiers—assumptions that equate urban residency with technological fluency and rural living with digital backwardness. This paper challenges that model by introducing the theory of Behavioural Technology Tiers, a behaviour-centric framework grounded in ethnographic research across Tier 1 to Tier 4 cities. Through qualitative interviews, field observations, and the creation of four personas — Revi, Rini, Suresh, and Kadheeja — we explore how context, motivation, emotional connection, and social structures, rather than geography, shape how users engage with technology. The study identifies four behavioural tiers — Empowered, Adaptive, Functional, and Dependent — which reflect user mindsets and digital fluency. These tiers are not static: users evolve based on their needs, environment, age, and exposure. The findings expose key flaws in infrastructure-first design thinking and advocate for a shift toward behaviour-driven segmentation to inform more inclusive UX design, policy-making, and marketing. Ultimately, this research offers a dynamic, human-centered alternative to traditional tier models, emphasizing that where a person lives does not determine how they live with technology. By adopting a behavioural lens, we can design tech experiences that are not only more equitable but also more effective in reaching and empowering diverse Indian users.
Author: Jojo A
Language: English
Subfield: Information Systems
Field: Computer Science
Domain: Physical Sciences
Open Access status: hybrid
OpenAlex ID: W4410207606