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Internet usage in a Malaysian sub-urban community: A study of diffusion of ICT innovation

This article is about the diffusion of the Internet, an ICT innovation, in a sub-urban community in Malaysia. Introduced as a university service and then expanded by the Prime Minister’s department, the internet was chosen to show how an ICT innovation diffused in a sub-urban community, in a country where the government plays a major role in promoting the use of the internet through various initiatives. Malaysia’s internet development may spur other third world countries’ ICT development as Malaysia is seen among them as a model. The study uses Rogers’ diffusion of innovation theory (2003) to verify whether the innovation was adopted by the people and to what extent. Data for the study were collected through a survey involving 357 internet users, comprising public and private sector employees, college and university students. Results of the study show that the internet is now part of the respondents’ lifestyle, and that the internet is second after the newspaper as a major source of information. Results also show that the respondents do a lot of information searching, pay their bills and conduct other online transactions through the internet. People in the sub-urban community generally accept the innovation. This study supports the diffusion of innovation theory, which says that an innovation perceived to have an added advantage, better than existing technology, would be adopted. The outcome of the study implies acceptance of public sector initiatives by the people.