by Lexie Koenig, Anna Shoemaker, Jeff Germenis
Diffusion of innovations became a popular theory after Everett Rogers introduced the topic in 1964 in his book titled, Diffusion of Innovations. According to Rogers, “Diffusion is the process by which an innovation is communicated through certain channels over time among the members of a social system.” These certain “channels” consist of five steps that form the shape of a bell curve. The bell curve is made up of five different categories: the innovators, the early adopters, the early majority, the late majority, and the laggards.
Diffusion of innovations and characteristics of innovations go hand in hand. These characteristics influence an individual’s decision to adopt or reject an innovation. The characteristics of innovations include observability, trialability, complexity, compatibility, and relative advantage.We interviewed four different people about their feelings and thoughts on the iPhone. The four interviews represent four different categories on the bell curve. One interviewee, Hollie, most closely represented the “early majority” category, which are the consumers that are deliberate and make many informal social contacts. Jake represented the “innovators” category, which are the venturesome and consumers that enjoy being cutting edge of new things. Pat represented the “late majority” category, which consists of the skeptics and the more traditional consumer. Cole represented the “laggard” category, which are consumers that have a fear of debt and are technology skeptics.
"Innovator" Interview
"Late Majority" Interview
"Laggard" Interview
How can the theory of diffusion of innovations be applied in the business world? Almost any kind of product or service can use this theory to help their sales, their marketing and advertising strategies. Furthermore, if the company knows where their target market falls on the curve, they are better able to know how to appeal to certain consumers. This theory also doubles as a great way to determine how your product is progressing through the market over time.
Team "Adoption of Innovation"
Anna Shoemaker, Jeff Germenis and Lexie Koenig
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