![]() This finding explains why the gaming industry is growing at such a fast pace and is expected to be the single largest segment in the software industry. This study also found that users with the predominant need for autonomy was the largest group compared to those with the predominant need for competence and relationship. They can craft their messaging and introduce new product features to focus on relationship, competence and autonomy aspects respectively depending on whether their software products are social, utilitarian or hedonic. Depending on the type of software product product/ project managers can target users of a specific profile to increase usage of their products. The results of the study have practical implications. This study makes multiple contributions to our understanding of how user characteristics, in the form of their basic psychological needs, impact BI, frequency and time of use for 3 different types of software products.
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