Transcript Diffusion of Innovation

Diffusion of Innovation
How ideas and technologies can
spread and become accepted in a
community
Diffusion is...
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The process by which an innovation is
communicated through certain channels over
time among members of a social system.
4 elements of diffusion
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Innovation
Communication channels
Individual / group process
Social structure
A Graphic Presentation of
Diffusion Theory
Continued
Individual traits
Adoption
Discontinued
Knowledge
I
Persuasion
II
Decision
III
Confirmation
IV
Later Adoption
Rejection
Societal traits
Innovation traits
Time
E. M. Rogers (1995)
Continued
Innovation
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An idea, practice, or object that is perceived
as new by the recipient.
Uncertainty exists about the innovation’s
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purpose and value
evaluation and consequences of use
Characteristics of innovations
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Relative advantage ($, status, time)
Compatibility with values and norms
Complexity
Trialability
Observability (feedback on results)
Facilitators and Barriers of
Diffusion Process
Personal traits
Social influences
Adoption of
an innovation
Technological traits
Perceived 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)
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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
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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
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Communication Channels
Communication creates acceptance and
willingness to try.
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Mass media channels have largest reach
Personal channels have largest success
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Most people depend mainly on advice from
people like themselves who have used the
innovation.
Communication Factors: Channels
and Timing
Mass Media
Knowledge
Persuasion
Decision
Interpersonal
Communication
Confirmation
Similarity is key
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Effective communication occurs when
individuals are similar in key respects
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Social characteristics
Subcultural language
Beliefs
Education
Status
Individual Process
1.
2.
3.
4.
5.
Steps
Awareness
Interest
Evaluation
Trial
Adopt/reject
Media
Mass media
Mass/ Peer users
Personal contacts
Personal contact
Diffusion Process
Late Adopters
100%
Percent
of
adoptions
0%
Early Adopters
Time
The S-Curve Model of Diffusion
Process
Adoption
Decline
Saturation
Later Majority
Earlier Majority
Laggards
Takeoff
Innovators
Earlier Adopters
Time
Introduction Growth
Maturity
Decay
Diffusion Curves of Media
100
90
80
70
60
50
40
30
20
10
0
5
10
15
20
25
30
35
40
45
50
55
60
65
70
75
80
85
90
95
100
TV
VCR
Radio
Cell Phones
Computers
Cable TV
Telephones
Lievrouw (2000)
Variation in “innovativeness”
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Innovators - venturesome
Early Adopters - respected
Early Majority - deliberate
Late Majority- skeptical
Laggards – traditional
Every population has some
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Innovators
Early Adopters
Early Majority
Late Majority
Laggards
2.5%
13.5%
34%
34%
16%
The Social Structure
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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
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People who try to influence the innovation
decisions in the direction desired by change
agency: extension agents, health workers,
advertisers, marketers
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Usually have technical training, maybe a
professional degree; therefore are not similar
to clients socially.
Summary
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By considering how a message is an
innovation, this theory might have
suggestions about:
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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