And from there, adoption rate tapers offer as late adopters take on the innovation out of necessity.Ĭertainly, there are many psychological and socio-economic reasons behind this phenomenon. This also creates the necessary momentum to get to critical mass. Opinion leaders exercise a very strong influence on the early majority. The rate of adoption indicates how fast an idea reaches a certain percentage of people.Īdoption rate often increases exponentially after early adopters get hold of an idea. This shape appears when the rate of adoption is plotted according to cumulative frequency. Most innovations have an “S” shaped curve for adoption over time. Before decision-making takes place on whether to adopt or not. Potential adopters may need to be exposed to communications for a long period. Leading to a decision on adoption or rejection and a final confirmation of decision. This refers to the interval between first knowledge and formation of an opinion. Time is analyzed in terms of the Innovation-decision process. Thus time is an important variable in the study of diffusion. But in earlier times, they failed to achieve critical mass and largely faded from public consciousness.Īdoption of innovations takes time. Thanks to Tesla and other innovators, they appear to be set to gain ubiquity after all. They are now on their third wave of adoption. One sees this with electric vehicles, for example, which have been around for decades. If an innovation doesn’t reach the “tipping point,” adoption can stall. It has to reach a point of critical mass. Innovation needs to be adopted widely to sustain itself. If an innovation is compatible with a culture’s structure, it will succeed. Members of a social system can facilitate or impede adoption. The key is that members of the system cooperate to some extent towards a common goal. Means of communication include face-to-face, broadcast media, mobile, electronic, and written.Īccording to Rogers, a social system is a set of interrelated “units.” These units may be individual people, groups, or organizations. In social networks, information travels from individual to individual. In mass media, information travels from a channel to an individual. People have to get the word out on new technology and new concepts.Ĭommunication channels can generally be divided into mass media and social networks. Adoption rate is influenced by the perceived basis of innovativeness.Ĭommunications are an important factor in the diffusion process. Innovations that can be tried out in instalments will gain adoption faster.įinally, there’s “observability.” This is the degree to which the results of an innovation can be seen by others. As well as the relative advantage offered.Īnother important characteristic is “trialability.” Trialability refers to the ability to “try out” ideas on a partial basis. These include complexity, adaptability, and compatibility.
It need not be “new” in the pure sense.Īn innovation’s characteristics influence its chances for adoption. It is perceived as new by an individual, group, or organization. Elements of diffusion of innovationĪccording to Rogers, there are 4 elements that influence innovation diffusion.Īn idea, practice, or object. Laggards comprise roughly 16% of the population. To the point the original innovators may well consider the innovations obsolete. They view innovators and innovations with suspicion. Since they are more-or-less only in contact with family and close friends, they are not as pressured to adapt. They are focused on traditions and often have limited socializing. The late majority comprises roughly 34% of the population. In other words, because they are pressured by system norms. When they do adopt ideas, it’s often out of social or economic necessity. They tend to adopt ideas later than the average person in a given social system. The early majority comprises roughly 34% of the population. So they need new ideas and tech to be vetted by peers and colleagues. But only insofar as it improves their lifestyle and/or productivity. They are comfortable changing their behavior.
They have social status, and can exercise concentrated influence in their area.Įarly adopters comprise roughly 13.5% of the population. The segment tends to be integrated into the local social system. These opinion leaders embrace the opportunity for change. They want to take on a leading position, as role models and trendsetters. Innovators comprise roughly 2.5% of the population.Įarly adopters provide opinion leadership. And to operate in more cosmopolitan social circles. Motivated by the idea of being change agents. They are also people who are invested in new concepts. Innovators are the first to try new ideas and technologies. It shows how adoption decisions are taken in waves. The theory outlines 5 different categories of adopters. Source: Wikipedia Diffusion of Innovation
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