Diffusion of Innovation

How ideas and technologies can spread and become accepted in a community

Diffusion is... The process by which an innovation is

communicated through certain channels over time among members of a social system.

4 elements of diffusion Innovation Communication channels Individual / group process Social structure

A Graphic Presentation of Diffusion Theory

Knowledge I

Confirmation IV

Decision III

Persuasion II

AdoptionDiscontinued

Continued

RejectionContinued

Later Adoption

Societal traits

Individual traits

Innovation traits

Time

E. M. Rogers (1995)

Innovation An idea, practice, or object that is perceived as new by the recipient. Uncertainty exists about the innovation’s

purpose and value evaluation and consequences of use

Characteristics of innovations Relative advantage ($, status, time) Compatibility with values and norms Complexity Trialability Observability (feedback on results)

Facilitators and Barriers of Diffusion Process

Adoption of an innovation

Personal traits

Perceived traits

Social influences

Technological traits

Communication

Personal Traits Knowledge of the innovation (education,

information) Skills required to use the innovation

(education, training) Ability to own the new media (income) Curiosity and risk-taking (personality) Perceived need for innovation (a product of

interpersonal and mass communication)

Social Influences Pressure from primary group members Predominant social norms and cultural values

(for or against the innovation, and tolerance level for any innovation)

Law, regulations and government policies Marketing, distribution, financial, and

technical support systems

Technological/Perceived Traits Relative advantage of the new media (as

compared to the old media) Compatibility of the new media (with the

existing system) Complexity (ease and convenience of

operating the new media) Trialibility and Observability

Communication Channels

Mass media channels have largest reach Personal channels have largest success

Most people depend mainly on advice from people like themselves who have used the innovation.

Communication creates acceptance and willingness to try.

Communication Factors: Channels and Timing

Knowledge Persuasion Decision Confirmation

Mass Media

Interpersonal Communication

Similarity is key

Effective communication occurs when individuals are similar in key respects Social characteristics Subcultural language Beliefs Education Status

Individual Process

Steps Media

1. Awareness Mass media

2. Interest Mass/ Peer users

3. Evaluation Personal contacts

4. Trial Personal contact

5. Adopt/reject

Diffusion Process

Time

Percentofadoptions

0%

100%

Early Adopters

Late Adopters

The S-Curve Model of Diffusion Process

Takeoff

SaturationDecline

Introduction Growth Maturity DecayTime

Adoption

Innovators Earlier Adopters

Later Majority

LaggardsEarlier Majority

Diffusion Curves of Media

0102030405060708090

100

TVVCRRadioCell PhonesComputersCable TVTelephones

Lievrouw (2000)

Variation in “innovativeness”

Innovators - venturesome Early Adopters - respected Early Majority - deliberate Late Majority - skeptical Laggards – traditional

Every population has some Innovators 2.5% Early Adopters 13.5% Early Majority 34% Late Majority 34% Laggards 16%

The Social Structure

A set of interrelated individuals functioning within a set of rules or norms for communication, decision, leadership, etc.

Opinions leaders are able to influence others’ attitudes in an informal way.

Change Agents People who try to influence the innovation

decisions in the direction desired by change agency: extension agents, health workers, advertisers, marketers

Usually have technical training, maybe a professional degree; therefore are not similar to clients socially.

Summary By considering how a message is an

innovation, this theory might have suggestions about: who to teach first what to emphasize about innovation how quickly the idea will spread what may prevent acceptance what to design into campaign to reduce barriers