Using I-D maps to Represent the Adoption of Internet Applications by Local Cricket Clubs

Abstract

This chapter describes the development of a visual aid to depict the manner in which Internet applications are being diffused through local sporting associations. Rogers’ (2003) Innovation-Decision process stages, specifically the knowledge, persuasion, adoption and confirmation stages, are used as the theoretical basis for the aid. The chapter discusses the Innovation-Decision process as an important component of Rogers’ (2003) Innovation Diffusion approach. It then outlines the particular problem at hand, determining how best to represent different sporting (cricket) associations and their adoption and use of Internet applications across the innovation-decision process stages. Different data visualisation approaches to representing the data (such as line graphs and bar charts) are discussed, with the introduction of an aid (labelled I-D maps) used to represent the adoption of different Internet applications by cricket associations in New Zealand, Australia and the UK. The Internet applications considered are email, club websites, association and/or third party websites and the use of the Internet to record online statistics. The use of I-D maps provides instant interpretation of the different levels of adoption of Internet applications by different cricket associations.