Purpose – To validate a measure of use innovativeness, or how existing products are used in a novel and innovative manner. The measure has practical significance for innovation research as it consists of only nine items as opposed to the original 44. The use innovativeness measure derived from research predicts acceptance of new technology (in this case computer technology) and could be adapted to other fields of innovation research. Design/methodology/approach – A survey was conducted and structural equation modelling techniques were used to analyse the data. Findings – Evidence for a unidimensional measure of use innovativeness is provided by structural equation modelling. The nine-item measure has fewer items than the original 44-item measure developed by Price and Ridgway (1983) Price and Ridgway and consists of the items of multiple use and creative reuse. The measure was found to be positively correlated with innovativeness and opinion leadership and the acceptance of new information technology. The construct of use innovativeness is thus a practical measurement for use in innovation research. Research limitations/implications – Some limitations regarding the nature of the sample are discussed. Implications for future research in the diffusion of innovations are also addressed. Originality/value – The only paper which validates a measure of use innovativeness, so that it has practical and theoretical use in innovation practice and research.