New tech, new consumers? A study of millennial technology adoption in Colombia

Purpose This study aims to investigate the influence of demographic versus attitudinal variables in predicting technology use and desirability among Millennials in Colombia, an emerging Latin American market undergoing digital transformation. Design/methodology/approach Using the Technology Readiness Index 2.0 (TRI 2.0), an online survey of 338 Colombian Millennials assessed use and desirability of 28 technology-based products and services. Hierarchical regressions showed demographic variables, particularly education and gender, were stronger predictors in high-risk contexts (e.g. banking, e-commerce), while attitudinal dimensions like optimism and innovativeness better explained low-risk, lifestyle-oriented adoption (e.g. streaming, wearables). Findings Cluster analysis identified five segments – Pioneers, Hesitators, Explorers, Skeptics and Avoiders – mirroring the TRI 2.0 typology and validating its applicability in Colombia. Over 60% of respondents fell into lower-readiness segments, challenging assumptions of homogeneous technology readiness. These findings underscore the importance of combining demographic and attitudinal segmentation in emerging markets. Originality/value To the best of the authors’ knowledge, this study provides new insights into cross-cultural consumer segmentation and offers a foundational framework for understanding technology adoption and readiness in Latin America, with implications for the diffusion of artificial intelligence-driven innovations.