3. Discussion
Attempts to separate user-innovators from mere users have revealed interesting insights, but empirically supported statements are still few. Empirical analyses of consumer's motivations for example at times fail to produce statistically significant results due to the required degree of data aggregation. Roberts et al. (2014) provided an extended conceptual model for the structure of consumers' motivation engaged in innovation through co-creation activities distinguishing between its orientations. Also, separating motives for individuals who innovate, motives to contribute to innovation activities, and motives to collaborate with firms has helped (Jawecki, 2008). Still, von Hippel et al. (2011) note that motivation characteristics explain a rather small part of the variance, and probably other variables may be found to be more important. Our study on daily routines directly connects to such claims and points into a promising direction. As our data showed, well connected users who engage in a greater variety of practices related to the interaction with wider communities are more likely to become innovators.
