Life and death of new technology

This field experiment investigates individual, structural and social influences on the use of two video telephone systems to test media richness theory, critical mass theory, and social influence theories about new media use.

Abstract

This field experiment investigates individual, structural and social influences on the use of two video telephone systems. One system flourished, while an equivalent system died. We use a time series design and multiple data sources to test media richness theory, critical mass theory, and social influence theories about new media use. Results show that the fit between tasks and features of the communications medium influences use to a degree, but cannot explain why only one system survived. Critical mass—the numbers of people one can reach on a system—and social influence—the norms that grow up around a new medium—can explain this phenomenon.