WRITTEN REPORT IN DEVELOPMENT COMMUNICATION

DIFFUSION OF
INNOVATION
THEORY

Prepared by:

RODRIGUEZ, KIOJ IESUS T.

BACOMM – 2102

Prepared to:

MS. YOLANDA L. PASIA

INSTRUCTOR
Tools and Equipment:

 Laptop – A small computer that is designed to be easily carried having its main

components integrated into a single unit capable of battery-powered operation.

 Projector – A machine that projects a movie or picture onto a screen.

Diffusion of Innovation (DOI) Theory

Diffusion
Diffusion is the state of being spread out or transmitted especially by contact
(Merriam-Webster dictionary). It is also the process by which an innovation is
communicated through certain channels over time among the members of a social
system (Rogers, 1961).

Innovation
Innovation is the introduction of something new; a new idea, method, or device
(Merriam-Webster dictionary). It is an idea, practice, or object perceived as new by an
individual or other unit of adoption (Rogers, 2003).

Diffusion of Innovation (DOI) Theory

It is developed by Everett Rogers in 1962 in the book called “Diffusion of
Innovation”. It originated in communication to explain how, over time, an idea or product
gains momentum and diffuses (or spreads) through a specific population or social
system. The end result of this diffusion is that people, as part of a social system, adopt
a new idea, behavior, or product.

Four elements in Diffusion of Innovations:

 Innovations – It is an impulse to do something new or bring some social change.

 Communication Channel – The communication channels take the messages

from one individual to another.
 Time – It refers to the length of time which takes from the people to get adopted
to the innovations in a society.
 Social System – It refers to all kinds of components which construct the society.
Three types of innovation-decisions:

 Optional – Individuals made a decision about the innovation in the social system
by themselves.
 Collective – The decision made by all individuals in the social system.
 Authority – Few individuals made the decision for the entire social system.

Five stages of the adoption process:

1. Knowledge – The individual is first exposed to an innovation, but lacks
information about it.
2. Persuasion – An individual is showing more interest in the new innovation and
they are always seeking to get details or information about the innovation.
3. Decision – The individual takes the concept of the change and weighs the
advantages/disadvantages of using the innovation and decides whether to adopt
or reject the innovation.
4. Implementation – The individual employs the innovation to determine the
usefulness of the innovation and may search for further information about it.
5. Confirmation – The individual finalizes his/her decision to continue using the
innovation with full potential.

Five categories of adopters:

 Innovators (2.5%)

Innovators are willing to take risks, have the highest social status, financial
liquidity, are social and have the closest contact to scientific sources and interaction
with other innovators. They are the people who want to be the first to try the
innovation. They are venturesome and interested in new ideas.

 Early Adopters (13.5%)

Early adopters are those who typically wait until the innovation receives some
reviews before adopting it. They are referred to as “influencers” or “opinion leaders”
and are critical in helping an innovation to achieve critical mass. They are more
discreet in adoption choices and uses judicious choice of adoption.

 Early Majority (34%)

These people are rarely leaders and are prudent, but they do adopt new
ideas before the average person. They typically need to see the evidence and
success stories from a trusted peer that the innovation works before they are willing
to adopt it.
  Late Majority (34%)

These people are skeptical of change, and will only adopt an innovation after
it has been tried by the majority. These individuals are deemed conservative and are
often technologically shy, very cost sensitive, and peer pressured into adopting an
innovation.

 Laggards (16%)

They are very conservative, resent change and rely on traditional products or
services until they are no longer available. They are very skeptical of change and
are likely to never adopt the innovation. Strategies to appeal them include statistics
and fear appeals.

Five factors that influence the adoption of innovation:

 Relative Advantage – The degree to which an innovation is seen as better than

the idea, program, or product it replaces.
 Compatibility – How consistent the innovation is with the values, experiences,
and needs of the potential adopters.
 Complexity – How difficult the innovation is to understand and/or use.

 Trialability – The extent to which the innovation can be tested or experimented

with before a commitment to adopt is made.
 Observability – The extent to which the innovation provides tangible results.

The DOI Theory explains how the social members adopt the new innovative
ideas and how they made the decision towards it. The theory heavily relies on Human
capital. According to the theory, innovations should be widely adopted in order to attain
development and sustainability. In real life situations, the adaptability of the culture
played a very relevant role where ever the Diffusion of Innovation Theory was applied.