What is the Innovation Adoption Curve? Description
The innovation adoption curve of Rogers is a model that classifies adopters
of innovations into various categories. It is based on the idea that certain
individuals are inevitably more open for adaptation than others. It is also
called: Multi-Step Flow Theory or Diffusion of Innovations Theory.
 The
research focus of Diffusion has Five elements:
- Characteristics of an innovation which may influence its adoption;
- Decision-making process that occurs when individuals consider to adopt
a new idea, product or practice;
- Characteristics of individuals that make them likely to adopt an innovation;
- Consequences for individuals and society of adopting an innovation;
and
- Communication channels used in the adoption process.
Innovation Adoption Curve categories
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Innovators. Brave people, pulling the
change. Innovators are very important communication mechanisms.
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Early Adopters. Respectable people, opinion
leaders, try out new ideas, but in a careful way.
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Early Majority. Thoughtful people, careful
but accept change more quickly than average people do.
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Late Majority. Skeptic people, will use
new ideas or products only when the majority is using it.
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Laggards. Traditional people, love to
stick to the "old ways", are critical about new ideas and will only accept
it if the new idea has become mainstream or even tradition.
Usage of Innovation Adoption Curve. Practice
The adoption curve of Rogers for innovation is useful to remember it is
useless to try to quickly and massively convince the mass of a new controversial
idea. It is better to start first with convincing the innovators and the early
adopters. Also the categories and percentages can be used as a first draft
to estimate target groups for communication purposes.
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Market Strategies per Stage of the Adoption Curve
"Each stage has its own unique characteristics which have to be considered. What marketing strategies are most effective to use in each of the 5 stages of the adoption curve? Thanks for your advise…" |
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Example of Innovation Adoption Curve: Apple
"The I-Pod is a very good and matched example for adoption curve. Innovators percentage was same little like 2%, strongly influence early adopters to use, which also convinced the early majority after analyzing pilot adopters (starters), now every home you may find at least one I-Pod. Nice model, but may differ according to product and country cultures. So I think that adopters' percentages are not stable, but lies between a certain limited variation." |
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Changes In- and Outside a Company
"The changes inside a company must be faster than the changes outside of a company. Looking for new innovative Ideas should be on the first place in the policy of any company. Innovation must be included in the strategy and the plan of a company even with -SMART- objectives." |
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Innovation Adoption Curves Variants
"Innovation adoption curves crystallize well the parallel path of innovation and product life cycle. They however omit to address the fact that the innovation adoption curves will be different for each industry and each country.
For example in Asia the "early adopters" represent a much larger population than 2% when it comes to mobile telecommunication. Handsets manufacturers are launching new phones every 6 months to quench the thrust of Asian mobile subscribers. The pace of innovation takes different shapes in Asia." |
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Innovation Adoption Curve Special Interest Group
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Innovation Adoption Curve Education & Events
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Compare with the Innovation Adoption Curve:
Product Life Cycle |
Bass Diffusion Model
| Positioning |
ADL Matrix
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