Diffusion of Innovation Theory (Everett Rogers)

The Diffusion of Innovation (DOI) Theory was developed by Everett Rogers in 1962 and is one of the most influential theories in the study of how new ideas, technologies, and innovations spread through cultures and societies. 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.

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

Categories of Adopters:

Rogers identified five categories of adopters based on the speed and timing with which they adopt an innovation. These categories are:

1. Innovators (2.5%):
   Innovators are the first individuals to adopt an innovation. They are typically risk-takers, eager to experiment with new ideas, and often have access to resources or networks that allow them to adopt new technologies or ideas early. They are crucial to the diffusion process, as they are the ones who bring the innovation into the social system.

2. Early Adopters (13.5%):
   Early adopters are individuals who are more deliberate in their adoption process but are still quicker to adopt than the majority. They are often opinion leaders within their communities and have a higher level of social status. Early adopters are key in influencing others to adopt innovations and play a role in shaping the broader adoption process.

3. Early Majority (34%):
   The early majority is a larger group of individuals who are more cautious and deliberate in adopting innovations. They adopt new ideas after seeing their benefits proven by early adopters. They represent a critical mass needed for an innovation to achieve widespread adoption.

4. Late Majority (34%):
   The late majority consists of individuals who are more skeptical about innovations. They adopt only after the innovation has become widely accepted and established, typically due to peer pressure or economic necessity.

5. Laggards (16%):
   Laggards are the last group to adopt an innovation. They are highly resistant to change and often adopt innovations only when it becomes absolutely necessary. Laggards are typically more traditional and less connected to social networks that influence the diffusion process.