What is Diffusion of Innovation Theory?
Diffusion of innovations theory is a hypothesis describing how new technological and other advances have spread across societies and cultures from introduction to widespread adoption. Diffusion of innovations theory explains how and why new ideas and practices are adopted, with lags potentially spread over long periods.
The way innovations are communicated to different parts of society and the subjective opinions associated with innovations are essential factors in how quickly diffusion – or spread – occurs. Necessary to recognize when developing market share. This theory remains regularly discussed in the marketing of new products.
Key Points To Remember
- Diffusion of innovations theory describes the design and speed at which new ideas, practices, or products spread complete a population.
- In theory, the significant players are Innovators, Early Adopters, Early Majority, Late Majority, and Laggards.
- In marketing. This theory of the diffusion of innovations is often apply to help understand and promote the adoption of new products.
- This application of theory typically focuses on identifying and recruiting influential early adopters to help accelerate consumer acceptance.
Understand The Theory Of The Diffusion Of Innovations
- The idea was developed by EM Rogers. A communication theorist at the University of New Mexico, in 1962. Integrating earlier sociological theories of behavior change explains the passage of an idea through stages of adoption by different actors. The Main Actors In The Dissemination Of The View Of Innovations Are:
- Innovators: Individuals who are open to risk and the first to try new ideas.
- Early adopters: People interested in trying new technologies and establishing their usefulness in culture.
- Early Majority: Individuals who pave the way for the use of innovation within mainstream society and are part of the general population.
- Late majority: Another part of the general people – the set of people who follow the early majority in adopting innovation as part of their daily lives.
- Laggards: People who lag behind the general population in adopting innovative products and new ideas. This is mainly because they are risk-averse and determine to get things done. But, And also eventually. The sweep of innovation in mainstream society prevents them from going about their daily lives (and their work) without it. As a result, they are force to start using it.
Factors that affect the diffusion rate of innovation include the mix of rural and urban within a society’s population, the level of community education. And the extent of industrialization and development. Different organizations are likely to have different adoption rates, And also that is. The rate at which community members accept an innovation.
Approval rates for different types of innovation vary. For example, a society may have adopted the Internet faster than the automobile due to cost, accessibility, and familiarity with technological change.
Examples Of Diffusion Of Innovations Theory
While the development theory of the diffusion of innovations in the mid-1900s, most of the new technologies of human progress, And also whether the printing press in the 16th century or the Internet in the 20th century, have follow a similar path to widespread adoption.
Marketers widely use the diffusion of innovations theory to promote the adoption of their products. In such cases, And also marketers usually find an early group of passionate people about the development. These early adopters are responsible for evangelizing its usefulness to the general public.
A recent example of this method is Facebook. It started as a product for students and professionals in educational institutions. However, And also as usage by students increase beyond school, the social media site spread into society at large and across borders.
The diffusion of innovations theory is cast-off to design public health programs. Again, And also set of people are chose as early adopters of new technology or practice and let others know about it. However, cultural limitations often prevent such programs from being successful.