Diffusion of Innovations Theory

By: Ann Crosby

What is Diffusion of Innovations (DOI)?

• A process where new innovations are communicated by certain groups to a society over time.

• First modern example by Ryan and Gross

• Textbook by Everett Rogers

("Diffusion of innovations," 2010)

Types of Adopters• Innovators: pioneers

• Early Adopters: leaders

• Early Majority: thoughtful

• Late Majority: skeptical

• Laggards: fearful

Steps in the DOI Process

• Knowledge: introduced to new product• Persuasion: initial feelings about the product• Decision: use the product or not• Implementation: use new product• Confirmation: ceases or continues to use the

product

(Furneaux, 2005)

What to consider about the innovation:

• Relative Advantage: how much better is it?• Compatibility: meet a need or improve an

existing product• Complexity: easy to use?• Trialability: way to try it out• Observability: can you see results?

(Clarke, 2009)

DOI one more time…

See the Theory in Action

DOI in a nutshell

DOI cartoon

How will you use DOI?

• How could this theory help you get your staff to adopt a new technology such as social book marking?

• Who would be your innovators and early adopters?

• How would you address this issues of complexity and trialability?

How does this relate to Instructional Technology?

• Understand why certain technologies are adopted while others or not. Just don’t blame the teachers.

• Be able to utilize this theory in introducing and adopting new technologies in your own school.

• Create a model to use in systematically implementing new innovations in the future.

• Can you utilized DoI to adapt a new innovation? Try it!

• (Yates, 2001)

References 

• Diffusion of innovations. (2010). Wikipedia. Retrieved (2010, June 29) from

http://en.wikipedia.org/wiki/Diffusion_of_innovation

• Fishburne, T. (Artist). (2007). Brand camp. [Web]. Retrieved from

www.skydeckcartoons.com/brandcamp/070226.adoption.jpg

References cont.• Furneaux, B. (2005, October). Theories used

in IS research: diffusion of innovations. Retrieved from

http://www.istheory.yorku.ca/diffusionofinnovations.htm

• Rogers, E. (Ed.). (2003). Diffusions of

innovations. (5th ed.). New York: Free Press.

•  Walczyk, D. (Producer). (2008). The Diffusion and adoption of innovations. [Web].

Retrieved from

http://www.slideshare.net/mediaeco/diffusion-of-innovation

References cont.

• Yates, B. (2001, May). Applying diffusion theory: adoption of media literacy programs in schools. Retrieved from

http://www.westga.edu/~byates/applying.htm

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