Innovation diffusions theory

Diffusion of innovations theory focuses on the stages an individual takes when adopting a new technology and the types of adopters. E.M. Rogers argued that diffusion has four stages; knowledge, persuasion, decision, implementation. Rogers divided technology adopters into 5 groups: innovator, early adopters, early majority, late majority and laggards.

The diffusion of innovations theory focuses on the stages an individual takes when adopting a new technology and the types of adopters.  E.M. Rogers argued that diffusion has four stages; knowledge, persuasion, decision, implementation.  Rogers divided technology adopters into 5 groups: innovator, early adopters, early majority, late majority and laggards.

The diffusion of innovations theory focuses on the conditions that can increase or decrease the probability that a certain idea, media, technology, innovation, or anything new will be adopted by people of the same culture. E.M. Rogers argued that diffusion has four stages starting with invention to diffusion or communication, time, and possible consequences. In order for diffusion to happen, opinion leaders will determine whether an innovation will be adopted.
Diffusion research also involves change agents and gatekeepers.

5 Stages of the Adoption Process

1. Knowledge -- the individual is exposed to an innovation but knows nothing about it.
2. Persuasion - The individual is interested and now actively seeks to learn about the innovation.
3. Decision -- The individual does a cost-benefit of adopting the innovation, weighs the benefits and decides to accept or reject it.
4. Implementation -- The individual uses/employs the innovation and determines its usefulness.
5. Confirmation -- The individual finalizes their decision to continue using the innovation.

Types of Adopters
Those people who will receive the communication on any innovation are categorized according to their adoption of an idea, media, or any other innovation. People can be categorized as innovators, early adopters, early majority, late majority, and laggards.



Adopter categories
In the book 'Diffusion of Innovations', E.M. Rogers suggests a total of five categories of adopters. The categories of adopters are: innovators, early adopters, early majority, late majority, and laggards

1. Innovators
   Innovators are the first individuals to adopt an innovation. Innovators are willing to take risks, youngest in age, have the highest social class, have great financial lucidity, very social and have closest contact to scientific sources and interaction with other innovators.
   
   Early Adopters
2. This is second fastest category of individuals who adopt an innovation. These individuals have the highest degree of opinion leadership among the other adopter categories. Early adopters are typically younger in age, have a higher social status, have more financial lucidity, advanced education, and are more socially forward than late adopters
   
   Early Majority
3. Individuals in this category adopt an innovation after a varying degree of time. This time of adoption is significantly longer than the innovators and early adopters. Early Majority tend to be slower in the adoption process, have above average social status, contact with early adopters, and show some opinion leadership
   
   Late Majority
4. Individuals in this category will adopt an innovation after the average member of the society. These individuals approach an innovation with a high degree of skepticism and after the majority of society has adopted the innovation. Late Majority are typically skeptical about an innovation, have below average social status, very little financial lucidity, in contact with others in late majority and early majority, very little opinion leadership.
   
   Laggards
5. Individuals in this category are the last to adopt an innovation. Unlike some of the previous categories, individuals in this category show little to no opinion leadership. These individuals typically have an aversion to change-agents and tend to be advanced in age. Laggards typically tend to be focused on “traditions”, have lowest social status, lowest financial fluidity, oldest of all other adopters, in contact with only family and close friends, very little to no opinion leadership.