DIFFUSION OF INNOVATIONS

Types of Innovations

Continuous Dynamic Continuous Discontinuous

Factors Affecting Rate of Diffusion Relative Advantage Complexity Compatibility Trial ability Observability Risk Perceived

knowledge

Cont adoption

persuasion

adoption

Later adoption

decision rejection implementation Discontinuance

confirmation

Cont rejection

Rate of Diffusion

POPULATION

Early Majority

Late Majority

Early Adopters

34%

34%
Laggards

Innovators

13.5% 2.5%

16%

TIME

Luxuries/Technology

Fashion

Fad Or Craze

Relative importance of info sources in the adoption process
high
Personal channels

IMPORTANCE

low
evaluation awareness interest trial

Mass media
adoption

Two Step Flow of Information
SOURCE or SENDER

OPINION LEADERS

feedback

USER or RECEIVER

CHARACTERISTICS OF OPINION LEADERS
‡Product specific ‡More experienced ‡Credible & Knowledgeable ‡More then average media usage ‡Higher incomes within their group so more adventurous &risk takers ‡More social and interactive

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