Using the Diffusion of Innovations Theory
Definitions and Historical Context of the Theory
Why do some products or innovations seem to take off all at once after being slowly adopted throughout the population? Much can be learned from the diffusion of innovations theory to better market new products and innovations.
What is the Diffusion of Innovations Theory?
According to the 2003 book entitled Diffusion of Innovations, 5th Edition, by Everett M. Rogers, “Diffusion is the process by which an innovation is communicated through certain channels over time among the members of a social system”. Beginning his study into diffusion in 1954, Rogers is known as the pioneer of the diffusion of innovations theory.
Rogers began studying this phenomenon in his home community of Carroll, Iowa, where farmers did not adopt a hybrid type of corn seed for several years even though the results of the new seed were clearly beneficial over the old seed. The reason for the delay in adoption of the new seed is that the diffusion process of any new product, or innovation, is universal. The type of innovation in question does not matter, nor does the culture or place of the people potentially adopting the innovation.
Uncertainty
One of the concepts that Rogers discusses around the diffusion of innovations theory is around uncertainty. When a new product is introduced to the market, it is not immediately apparent to everyone that it is superior to the previous one, despite marketing efforts. To alleviate uncertainty, some individuals seek further information about the new product to verify that it in fact satisfies a need.
Upon learning that the product is beneficial, these individuals diffuse the information throughout their peers, who eventually adopt the product themselves. Rogers determined that because of this method of information sharing, diffusion of innovations is a “social process that is communicated from person to person.”
Stages of Adoption
These people that are the first users of a new innovation are what Rogers calls innovators, who can cope with high levels of uncertainty and are active information seekers. Next are early adopters, then early majority, followed by late majority and then laggards are left, who many never adopt the product or innovation.
The innovators often influence the other potential adopters of the innovation whether to adopt the product or not. When a product or innovation is diffused throughout a population, it can usually be illustrated by showing an S curve. The S curve shows the diffusion of an innovation by percent of adoption over time—especially the phase with the early majority when the innovation “takes off”—as it’s communicated through various channels.
Role of Opinion Leaders
Rogers also discusses the role of opinion leaders in social networks. In the example of getting a village in Peru to boil water for their safety, the diffusion of which ultimately failed, the local health worker tried to push the water-boiling information on everyone in the population. Had she done some research and observation in the village regarding who the opinion leaders were, and gotten them to adopt water-boiling, she may have been successful diffusing water-boiling in the village.
Related to advertising, it is important to have someone that people listen to—a leader, celebrity or other respected person—to adopt the product. Using this technique, diffusion amongst other potential adopters may occur more rapidly.
Strengths of Diffusion of Innovations
The diffusion of innovations theory is applicable to many facets of communication. It can be applied to innovations both today and in the past, and should be considered when launching a new product into the marketplace. Using interpersonal communication to foster adoption of a product—after getting the innovators to adopt it—may be the best way for the new product to diffuse throughout a population.
Hybrid Corn
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