Data Visualization in Local Accounting Firms: Is Slow Technology Adoption Rational?

SUMMARY We survey highly experienced professionals from local accounting firms regarding the adoption of and perceived benefits from data visualization in audit practice. Although the majority of respondents have minimal experience with data visualization, local-firm partners have positive perceptions regarding the value that visualization can have on audit quality and client-related benefits. These perceptions are affected by visualization technology usage: perceived audit quality benefits increase with usage but client benefit perceptions decrease with usage. These results are consistent with competing models of technology adoption. In total, whether one labels a firm a “laggard” or a “rational nonadopter” of visualization, technology appears to be driven by whether the firm seeks to adopt technology in order to improve audit quality or to add value for their clients.