Diffusion of InnovationDiffusion of Innovation

How New Ideas, Practices, and How New Ideas, Practices, and Technologies SpreadTechnologies Spread

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Diffusion of InnovationDiffusion of Innovation

The concept of diffusion of innovation The concept of diffusion of innovation was developed by Everett Rogers was developed by Everett Rogers who applied the idea in agriculture who applied the idea in agriculture and many other fields.and many other fields.

Diffusion is the process by which an Diffusion is the process by which an innovation is communicated through innovation is communicated through certain channels over time among certain channels over time among the members of a social systemthe members of a social system

InnovationInnovation

An innovation is an idea, practice, or An innovation is an idea, practice, or object that is perceived as new by an object that is perceived as new by an individual or other unit of adoption. individual or other unit of adoption. The characteristics of an innovation, The characteristics of an innovation, as perceived by the members of a as perceived by the members of a social system, determine its rate of social system, determine its rate of adoption. adoption.

Adoption FactorsAdoption Factors

Five factors affect adoption:Five factors affect adoption:• Relative advantageRelative advantage• CompatibilityCompatibility• ComplexityComplexity• TrialabilityTrialability• ObservabilityObservability

Relative AdvantageRelative Advantage

The degree to which an innovation is The degree to which an innovation is perceived as better than the idea it perceived as better than the idea it supersedes. supersedes.

Perception is more important than Perception is more important than real advantage.real advantage.

Relative advantage may be Relative advantage may be measured in many ways including measured in many ways including economics, social prestige, economics, social prestige, convenience, and satisfactionconvenience, and satisfaction

CompatabilityCompatability

The degree to which an innovation is The degree to which an innovation is perceived as being consistent with perceived as being consistent with the existing values, past the existing values, past experiences, and needs of potential experiences, and needs of potential adopters. adopters.

Compatible innovations will be more Compatible innovations will be more rapidly adopted.rapidly adopted.

ComplexityComplexity

The degree to which an innovation is The degree to which an innovation is perceived as difficult to understand perceived as difficult to understand and use. and use.

More complex innovations will be More complex innovations will be slower to be adopted.slower to be adopted.

TrialabilityTrialability

The degree to which an innovation The degree to which an innovation may be experimented with on a may be experimented with on a limited basis. limited basis.

Innovations that can be tried out are Innovations that can be tried out are more likely to be adopted.more likely to be adopted.

ObservabilityObservability

The degree to which the results of an The degree to which the results of an innovation are visible to others. innovation are visible to others.

The easier it is for individuals to see The easier it is for individuals to see the results of an innovation, the the results of an innovation, the more likely they are to adopt it. more likely they are to adopt it.

Faster AdoptionFaster Adoption

Innovations that are perceived by Innovations that are perceived by individuals as having individuals as having greatergreater relative relative advantage, compatibility, trialability, advantage, compatibility, trialability, observability, and observability, and lessless complexity complexity will be adopted more rapidly than will be adopted more rapidly than other innovations. other innovations.

Communication ChannelsCommunication Channels

How information gets from person to How information gets from person to person.person.

Whereas mass communication is Whereas mass communication is good for creating knowledge of good for creating knowledge of innovation, interpersonal innovation, interpersonal communication is more effective for communication is more effective for forming and changing attitudes forming and changing attitudes about an innovation. about an innovation.

TimeTime

Diffusion of innovation occurs over Diffusion of innovation occurs over time, and different innovations are time, and different innovations are adopted at different rates.adopted at different rates.

In any given social system, there are In any given social system, there are different categories of adopters who different categories of adopters who adopt innovations differently.adopt innovations differently.

Categories of AdoptersCategories of Adopters

Innovators – 2.5%Innovators – 2.5% Early adopters – 13.5%Early adopters – 13.5% Early majority – 34%Early majority – 34% Late majority – 34%Late majority – 34% Laggards – 16%Laggards – 16%

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Social SystemSocial System

Innovations are adopted within a Innovations are adopted within a social system.social system.

Social systems are governed by Social systems are governed by norms and influenced by opinion norms and influenced by opinion leadership, change agents, and the leadership, change agents, and the consequences of adoption.consequences of adoption.

Critical MassCritical Mass

The point at which enough individuals The point at which enough individuals have adopted an innovation that the have adopted an innovation that the innovation's further rate of adoption innovation's further rate of adoption becomes self-sustaining.becomes self-sustaining.

Early adopters are instrumental in Early adopters are instrumental in getting an innovation to the point of getting an innovation to the point of critical mass, and hence, in the critical mass, and hence, in the successful diffusion of an innovation. successful diffusion of an innovation.

ImplicationsImplications

For technology adoption, focus on For technology adoption, focus on those factors (e.g., relative those factors (e.g., relative advantage) that are positive.advantage) that are positive.

Showcase examples of practice that Showcase examples of practice that others can relate to, and rely on others can relate to, and rely on interpersonal communication to interpersonal communication to spread the word.spread the word.

Cultivate the early adopters who have Cultivate the early adopters who have the potential to create a critical mass.the potential to create a critical mass.