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Diffusion of Innovation
How New Ideas, Practices, and
Technologies Spread
Content from
http://nnlm.gov/pnr/eval/rogers.html
Diffusion of Innovation
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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
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.
Adoption Factors

Five factors affect adoption:
• Relative advantage
• Compatibility
• Complexity
• Trialability
• Observability
Relative Advantage
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The degree to which an innovation is
perceived as better than the idea it
supersedes.
Perception is more important than
real advantage.
Relative advantage may be
measured in many ways including
economics, social prestige,
convenience, and satisfaction
Compatability

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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.
Complexity


The degree to which an innovation is
perceived as difficult to understand
and use.
More complex innovations will be
slower to be adopted.
Trialability
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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.
Observability


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.
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.
Communication Channels
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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.
Time
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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.
Categories of Adopters
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Innovators – 2.5%
Early adopters – 13.5%
Early majority – 34%
Late majority – 34%
Laggards – 16%
http://riccistreet.net/port80/charthouse/present/diffusion.htm
Social System

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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.
Critical Mass

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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.
Implications

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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.
Cultivate the early adopters who have
the potential to create a critical mass.