10-08-2012, 11:03 AM
DIFFUSION OF INNOVATION
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Introduction
Diffusion is the process by which an innovation is communicated through certain channels, over time among the members of social system.
An innovation is an idea, practice, or object that is perceived as new by an individual or other unit of adoption
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
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
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
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 doubt and after the majority of society has adopted the innovation.
Late Majority are typically doubtful 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
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 distaste to change-agents and tend to be advanced in age.
Laggards typically tend to be focused on “traditions”, have lowest social status, lowest financial variability, oldest of all other adopters, in contact with only family and close friends, very little to no opinion leadership.
The adoption process
Diffusion of an innovation occurs through a five–step process.
This process is a type of decision-making.
It occurs through a series of communication channels over a period of time among the members of a similar social system.
[attachment=30883]
Introduction
Diffusion is the process by which an innovation is communicated through certain channels, over time among the members of social system.
An innovation is an idea, practice, or object that is perceived as new by an individual or other unit of adoption
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
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
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
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 doubt and after the majority of society has adopted the innovation.
Late Majority are typically doubtful 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
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 distaste to change-agents and tend to be advanced in age.
Laggards typically tend to be focused on “traditions”, have lowest social status, lowest financial variability, oldest of all other adopters, in contact with only family and close friends, very little to no opinion leadership.
The adoption process
Diffusion of an innovation occurs through a five–step process.
This process is a type of decision-making.
It occurs through a series of communication channels over a period of time among the members of a similar social system.