Innovation DiffusionBy Nathan Albert

What is innovation diffusion?

Innovation diffusion is a theory seeking to explain why, how and at what rate something spreads

Ideas, technologies, entertainment, products, services, etc.

A process relying heavy on human capital

Innovation diffusion essentially transforms an idea into something relevant

Spreading an idea

Innovation diffusion curve

How innovation diffusion works?

Innovation diffusion works through a five-stage process:

Perceived Attributes of Innovations

Type of Innovation-Decision

Communication Channel

Nature of the Social System

Extent of Change Agents’ Promotion Efforts

These five stages are the variables that ultimately determine the rate of adoption

Rate of Adoption of innovation broken

down

Rate of Adoption variable side notes

The five Perceived Attributes of Innovations account for 49-87% of variance

Innovation decisions is a time sensitive factorDecisions made individually usually result in more rapid adoption than with organizations

The communication channels used to diffuse an innovation is important

How the innovation blends into our social system working interconnected will determine relevance and thus speed up or slow down rate of adoption

In-Summary & Questions

Different is necessarily better; the innovation needs to have an appealing desire while usually maintaining function in society

Everett Rogers, a communication studies professor, summarizes innovation diffusion in his book, Diffusion of Innovations, quite simply:

Innovation, Communication channels, Time, Social System

What percentage are the Early Adopters on the Innovation Diffusion Curve?

2.5%

13.5%

34%

16%

Innovation diffusion is a theory seeking to explain why, how and at what rate something spreads

True

False