The Diffusion of Innovation Theory

The diffusion of innovation theory is a theory that explains how, why and at what rate new ideas and technologies are spread through cultures.The rate (speed) in which something is spread greatly depends on the country, culture and positions of people who buy into a new idea or technology. It is also referred to as the Multi-Step Flow Theory.

The definition of diffusion is: The process by which an innovation is communicated through certain channels over a period of time among the members of a social system.

The definition of innovation is: An idea, a practice, or object that is perceived to be new by an individual or other unit of adoption.

(Rogers 1995)


The Hype Cycle

This chart shows the hype from an audience as soon as the product is released. It was created by 'Gartner' in 1995 and was designed to explain what happens when a product or innovation is hyped, and then goes through various stages to acceptance.

Definitions of times:

- Technology Trigger: The breakthrough or launch of a product.
- Peak of Inflated Expectations: A frenzy of publicity, creating enthusiasm for the product and unrealistic expectations.
- Trough of disillusionment: Technologies tend to enter this category because they fail to meet expectations and quickly become unfashionable.
- Slope of Enlightenment: Even though there may be less press talking about it, some audiences may start to understand the benefits of having that technology.
- Plateau of Productivity: This is the category where the technology where the benefits become widely accepted and used.

Adopting Technology

There are different types of people when it comes to the audiences of technology. This refers to how fast they get technology and the reasons why:

The Innovators - They are interested in developing technology further (technologists). The first people to adopt the technology and are also the creators.
Early adopters - Quick to take up the technology. They are visionaries and creators.
Early majority - Pragmatists. They are the critics and the collectors.
Late majority - Waiting for it to be cheaper. Conservatives, the joiners and spectators.
The Laggards - Synical about new technology. Only going to use it when at a disadvantage. Sceptics and inactives.

Influences of Adoption of Technology

Why do certain people adopt technologies some than others?

Necessity because of a job or as they are at a disadvantage compared to the people who have decided to adopt it - they may not be able to contact many people etc. Some people may be more interested in technology than others and some may also be able to afford more. People views may be different on how much to spend and when to buy something. Some people may be more materialistic than other people who use technologies until they break.

How valuable is a social network without enough users?

People are more likely to join a social networking site if many users are on it, if most of their friends are on it. So if not many people are on a social networking site, no big advertisers will want to advertise on it, creating no revenue for the social networking site.

How powerful is social influence such as peer pressure?

Peer pressure causes people to feel like they have to have the latest products in order to feel like they fit in and aren't left behind. This is very powerful, once one or two people from a friendship group get a new technology, the others make feel like they need to conform. Somebody who has a new technology may be seen as more privileged or compared to somebody who hasn't got the new technology,

In conclusion:

I have understood this theory quite well and where i stand on the adopting chart - the late majority - i wait for something to be cheaper or until something breaks therefore i have to replace it. I also buy new technologies for necessity  purposes and to make my life easier. Technologies such as computers so i can do school work, catch up with the latest news and social network, also, my ipod so i can have all of my CDs on one device.