📘 Diffusion of Innovation Theory | 📅 1962 | 👤 Everett Rogers

The Diffusion of Innovation Theory was introduced by Everett M. Rogers in his landmark book:

“Diffusion of Innovations” (1st Edition, 1962)

In that book, Rogers proposed both:

• 📊 The Diffusion of Innovation Theory (population-level perspective)

• 🧠 The Innovation Adoption Process Model (individual-level decision-making)

The theory outlines how, why, and at what rate new innovations are adopted, offering insights into the factors that determine whether an innovation will be successful within a community or society.

🧩 A. Five Factors Influencing Adoption of Innovation

E.M. Rogers identified five key factors that influence how quickly and effectively an innovation is adopted:

1. ⚖️ Relative Advantage – Is the innovation better than what it replaces?

2. 🔗 Compatibility – Is it consistent with existing values and practices?

3. ❓ Complexity – Is it difficult to understand and use?

4. 🧪 Trialability – Can it be experimented with on a limited basis before full adoption?

5. 👀 Observability – Are the results visible to others?

👥 B. Categories of Adopters

Rogers classified individuals into five categories based on their speed and timing of adoption:

🚀 Innovators (2.5%)

• First to adopt an innovation.

• Risk-takers and eager to experiment.

• Have access to resources or networks that facilitate early adoption.

• Crucial in introducing innovations into the social system.

🌟 Early Adopters (13.5%)

• More deliberate than innovators.

• Often opinion leaders with higher social status.

• Play a vital role in influencing others and spreading awareness.

🧩 Early Majority (34%)

• Cautious but adopt after seeing proven benefits.

• Represent a critical mass for widespread adoption.

• Their involvement marks the point at which an innovation begins to become mainstream.

⏳ Late Majority (34%)

• Skeptical and conservative.

• Adopt only after most of society has.

• Driven by peer pressure or economic necessity.

🐢 Laggards (16%)

• Last to adopt innovations.

• Highly resistant to change, often adopting only when absolutely necessary.

• Tend to be traditional and less socially connected.