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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