Diffusion of Innovation How New Ideas, Practices, and Technologies Spread Content from

Diffusion of Innovation The concept of diffusion of innovation was developed by Everett Rogers who applied the idea in agriculture and many other fields. The concept of diffusion of innovation was developed by Everett Rogers who applied the idea in agriculture and many other fields. Diffusion is the process by which an innovation is communicated through certain channels over time among the members of a social system Diffusion is the process by which an innovation is communicated through certain channels over time among the members of a social system

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

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

Relative Advantage The degree to which an innovation is perceived as better than the idea it supersedes. The degree to which an innovation is perceived as better than the idea it supersedes. Perception is more important than real advantage. Perception is more important than real advantage. Relative advantage may be measured in many ways including economics, social prestige, convenience, and satisfaction Relative advantage may be measured in many ways including economics, social prestige, convenience, and satisfaction

Compatability The degree to which an innovation is perceived as being consistent with the existing values, past experiences, and needs of potential adopters. The degree to which an innovation is perceived as being consistent with the existing values, past experiences, and needs of potential adopters. Compatible innovations will be more rapidly adopted. Compatible innovations will be more rapidly adopted.

Complexity The degree to which an innovation is perceived as difficult to understand and use. The degree to which an innovation is perceived as difficult to understand and use. More complex innovations will be slower to be adopted. More complex innovations will be slower to be adopted.

Trialability The degree to which an innovation may be experimented with on a limited basis. The degree to which an innovation may be experimented with on a limited basis. Innovations that can be tried out are more likely to be adopted. Innovations that can be tried out are more likely to be adopted.

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

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

Communication Channels How information gets from person to person. How information gets from person to person. Whereas mass communication is good for creating knowledge of innovation, interpersonal communication is more effective for forming and changing attitudes about an innovation. Whereas mass communication is good for creating knowledge of innovation, interpersonal communication is more effective for forming and changing attitudes about an innovation.

Time Diffusion of innovation occurs over time, and different innovations are adopted at different rates. Diffusion of innovation occurs over time, and different innovations are adopted at different rates. In any given social system, there are different categories of adopters who adopt innovations differently. In any given social system, there are different categories of adopters who adopt innovations differently.

Categories 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%

Social System Innovations are adopted within a social system. Innovations are adopted within a social system. Social systems are governed by norms and influenced by opinion leadership, change agents, and the consequences of adoption. Social systems are governed by norms and influenced by opinion leadership, change agents, and the consequences of adoption.

Critical Mass The point at which enough individuals have adopted an innovation that the innovation's further rate of adoption becomes self-sustaining. The point at which enough individuals have adopted an innovation that the innovation's further rate of adoption becomes self-sustaining. Early adopters are instrumental in getting an innovation to the point of critical mass, and hence, in the successful diffusion of an innovation. Early adopters are instrumental in getting an innovation to the point of critical mass, and hence, in the successful diffusion of an innovation.

Implications For technology adoption, focus on those factors (e.g., relative advantage) that are positive. For technology adoption, focus on those factors (e.g., relative advantage) that are positive. Showcase examples of practice that others can relate to, and rely on interpersonal communication to spread the word. Showcase examples of practice that others can relate to, and rely on interpersonal communication to spread the word. Cultivate the early adopters who have the potential to create a critical mass. Cultivate the early adopters who have the potential to create a critical mass.