Roger's Diffusion of Innovation

Diffusion of Innovation The purpose of this infographic is to explore the Diffusion of ſnnovation theory developed by Everett Rogers. Understanding what impacts the success or failure of adoption can inform any new initiative you plan to undertake. Everett Rogers, 2003 of dif-fu sion /di'fyooZHən/ ləvl 1¸inə'vāsHən/ in no va tion Rogers defined diffusion as 'the process in which innovation is communicated through certain channels over time among the members of a social system'. Adopter Types in a social system O Innovators The creative group which is quick to take risks and are eager to try the latest, greatest innovations. Ceg Early Adopters This group adopts innovaton when the benefits are apparent. This group adopts innovation only when there is little risk of failure. Early Majority a Late Majority This group don't taking risks but will adopt innovation in order to conform to the norm. Laggards This group is the last to adopt change as they are skeptical the innovation wil be successful. I Haters This is not one of Roger;s adopter types but this group can disrupt innovation and refuse to conform. The Adopter types can be broken down into percentages 100% 2.5 13.5 34 34 16 Early Adopters Early Majórity Innovator: Late Laggards Majority Rogers, 2003 Roger's Five Factors 1 Relative Advantage: Does the innovation offer the user something better? 2Compatability: the extent to which a new product requires consumers to adjust to unfamiliar methods of use. Complexity: is the degree of difficulty perceived by the user of a new product. Trialability: Trial versions prior to purchase increases likelihood of adoption. Observability: Users can see the advantage of the new product in their own lives. The transition from record players to Smartphones is a perfect example of how new technology was adopted and which factors influenced adoption. Of course some of these factors will appear with each stage, however the overriding factor is identified in the graphic. With each innovation, the rate of adoption increased. Most difficult transition was from LP/Cassette to CD. More complex, totally new technology: digital music. This phase began with Innovator adoption. Relative 88 Advantage Rate of Adoption to 50% of US Households Once the transition to CDs reached early adopters and early majority, users were comfortable with digital music technologies. 10 years Observability Complexity Trialability Apple Stores offering the ability to test all their products was designed to let customers 'test the waters' before purchasing the product. Ipod Sales the first FIVE years iPhone Sales the first THREE years 22 million Compatability 22 million Once users were comfortable with the iPod, it was an easy transition to move to the Apple iPhone with more functionality but same controls. HD Reflective Questions Can you identify the five your campus? Is there a person who fits the 6th category? groups in your library? Can you recall a failed initiative on your campus or in your library? Which if any of Roger's five factors for adopting change were used or overlooked in the failed project? References Rogers, E. M. (2003). Diffusion of innovations. New York N.Y: Simon & Schuster. Immersion Classic: Program Track Created by Tiffini Travis