Diffusion of Innovation Theory : The Adoption Curve



have you ever noticed that some people adopt new products or behaviors sooner than others in 1962 Everett Rogers a professor of rural psychology developed a theory called the diffusion of innovations to explain this phenomenon Rogers found that individuals within any society fall into one of five different adopter groups based on how early or how quickly they adopt an innovation Rogers theory tells us that if you want to promote the widespread adoption of a new behavior like these you need to market to each adopter group differently using distinct communication channels and messages let's look at each group to find out more the innovators are a small but important group because they are always the first to learn about and adopt an innovation they are risk-taking adventurous and like being on the cutting edge the innovators are responsible for introducing innovations to the larger population because they share their experiences with their friends and communities the early adopters are also a small forward-thinking group and are often highly respected as opinion leaders their endorsement of an innovation plays a key role in what we call crossing the chasm which is when the adoption of an innovation bridges the gap between the trendsetters and the majority about two-thirds of people in a population fall into either the early or late majority groups the early majority take time to make decisions they will observe others experiences and will only adopt a product once they are convinced it has real benefits and that it is the new status quo the late majority are more resistant to change but they are very responsive to peer pressure they want innovations to be very well tested and widely used before they will risk trying finally the last group to adopt a new product or innovation is called the laggards laggards are highly resistant to change and they also can be hard to reach with marketing campaigns because they often have very minimal exposure to media laggards wait until an innovation is completely mainstream before they adopt it and in some cases they never do think of some global innovations in recent years social media for example spread very fast and many people adopted it within a few years other innovations such as the use of solar power spread much more slowly and may take decades to reach widespread adoption so the next time you're promoting a new product or behavior consider the theory of diffusion of innovations and tailor your communication channels and messages this will improve your chance of catalyzing widespread adoption

21 Comments

  1. SOORYA CHULLIYIL said:

    Brilliant

    June 27, 2019
    Reply
  2. Raine Ariele said:

    Sir, where does lacking 1% go?

    June 27, 2019
    Reply
  3. موقع شارع دوت كوم said:

    yes! it's hard but smart 🙂

    June 27, 2019
    Reply
  4. Morahman7vnNo2 said:

    Because colored people are poor and thus cannot afford this new 4K UHD 64 inch TV everyone else is into these days.

    June 27, 2019
    Reply
  5. Ben Filsinger said:

    Heyyo, class

    June 27, 2019
    Reply
  6. Tate James said:

    I didn't like this video, but don't worry I'm just a white guy

    June 27, 2019
    Reply
  7. Shazzy A said:

    im fucked for jean holland's exam i tell ya that

    June 27, 2019
    Reply
  8. m0khm0kh said:

    Straight & Simple. Thanks a million!

    June 27, 2019
    Reply
  9. Sean Wolfe said:

    Short and simple. Just the way I like it. Thank you for sharing this.

    June 27, 2019
    Reply
  10. FutureLaugh said:

    funny how sometimes a laggard who is so devoid of exposure to media, can be the innovator that comes up with a unique original idea

    June 27, 2019
    Reply
  11. lee ramen said:

    Thanks for make me understand

    June 27, 2019
    Reply
  12. Aliyu Ahmed said:

    wait-a-minut!!! Why are all the laggards Black… ?

    June 27, 2019
    Reply
  13. Fredrik Pettersen said:

    The numbers add up to 99%, is there a reason or is that a mistake…?

    June 27, 2019
    Reply
  14. whiteydoe_ J said:

    Thankyou, this was really helpful and I didn't understand diffusion the first time round in my lecture

    June 27, 2019
    Reply
  15. Vicki Harris said:

    Why do all the laggards look black?

    June 27, 2019
    Reply
  16. Levi Shanks said:

    Is their a specific reason that all of the late adopters or "laggards" appear to be African American?

    June 27, 2019
    Reply
  17. sak sezo said:

    TYVM , perfect Channel's logo, perfect music and awesome graphic designs 😀 This is so perfect! and simple to understand

    June 27, 2019
    Reply
  18. David Deepu Joy said:

    Superb. Hearty congrats!

    June 27, 2019
    Reply
  19. Haneen Abd allah said:

    Thanks, you made it easier .

    June 27, 2019
    Reply
  20. Roshan Nair said:

    Early adopters account for 13.5% of the population

    June 27, 2019
    Reply
  21. Mathu Mathi said:

    Nice one.

    June 27, 2019
    Reply

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