International Journal For Multidisciplinary Research

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Beyond Cities: Rethinking User Behaviour in India’s Digital Landscape

Author(s) Mr. Jojo Jain A
Country India
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.
Keywords Behavioural Technology Tiers, Digital India, UX Research, Human-Centered Design, Inclusive Technology, User Behaviour, Ethnographic Research, Rural vs Urban Tech Adoption, Contextual Design, Tier-based Segmentation, Emerging Markets, Digital Literacy, Technology Adoption Patterns, India User Personas, Behaviour-Driven Framework, Digital Inclusion, Mindset-Centric Design, Technology and Social Structures, Mobile-First Ecosystems, Product Design for Indi
Published In Volume 7, Issue 3, May-June 2025
Published On 2025-05-08
DOI https://doi.org/10.36948/ijfmr.2025.v07i03.43864
Short DOI https://doi.org/g9hskn
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