The innovation adoption curve
is a model that classifies adopters of innovations into various
categories, based on the idea that certain individuals are inevitably more
open to adaptation than others. Is is also referred to as Multi-Step
Flow Theory or Diffusion of Innovations Theory.
Brave people, pulling the change.
Innovators are very important communication.
Respectable people, opinion leaders, try
out new ideas, but in a careful way.
Thoughtful people, careful but accepting
change more quickly than the average.
Skeptic people, will use new ideas or
products only when the majority is using it.
Traditional people, caring for the "old
ways", are critical towards new ideas and will only accept it if the new
idea has become mainstream or even tradition.
The diffusion of innovations curve
(innovation adoption curve) of Rogers is
useful to remember that trying to quickly and massively convince
the mass of a new controversial idea is
useless. It makes more sense in these circumstances to start with
convincing innovators and early adopters first. Also the categories and
percentages can be used as a first draft to estimate target groups for
Diffusion research focus was on five elements: 1) the characteristics
of an innovation which may influence its adoption; 2) the decision-making
process that occurs when individuals consider adopting a new idea, product
or practice; 3) the characteristics of individuals that make them likely to
adopt an innovation; 4) the consequences for individuals and society of
adopting an innovation; and 5) communication channels used in the adoption
Compare with the
Innovation Adoption Curve: Product
Life Cycle |
Positioning | ADL Matrix
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