What Gets Adopted? VCR vs Beta BlackBerry vs. Android Facebook vs. Path YouTube vs. Vimeo
Diffusion of InnovationsHow does change happen?Why should we care?
Don Stanley 3Rhino MediaThe Adoption Chasm firstname.lastname@example.org 3rhinomedia.com
Innovators 2.5% WHO ARE THE INNOVATORS? • Younger • Higher education • Willing to spend on innovation • Have higher disposable income • Socially mobile and involved • Higher media exposure
Early Adopters 13.5% WHAT ARE THEY LIKE? • Perceive risk in adoption • Have interest, but do research • More likely to be perceived as an opinion leader • Willing to share info from a balance perspective • Credible • Willing to innovate • Self confident
Early Majority 34% • Want to know what they can DO with an innovation, not just that something is cool. They think application, not just technology • Do appreciate benefits like early adoptors • Buy when they find a strong match between application need and tech solution • Do NOT rely on well-established references for making buying decisions
Late Majority 34% • Much in common with early majority but NOT comfortable with technology. They are late to the party • Wait until technology is established standard (think Blue Ray, Hybrid vehicles, etc.) • Want to see lots of support and want to buy from reputable, well established orgs
Laggards 16% • Fear new technology • Only will buy new technology (e.g. a microprocessor buried in car) • Ignored by companies
Let’s get a student perspective Innovators, adopter and laggards oh my!
How adoptions spread quickly 1. Relative Advantage: how is this innovation better than existing options (FB v. Google+, Segway) 2. Compatibility: does it work with my other stuff (VHS, DVD, Blue Ray) 3. Simplicity & Easy of Use: Is it easy to use and understand? FB v Google+, Smartphones, Windows vs Mac OS 4. Trialability: (can I experiment with it?) 5. Observable Results: The more I observe it, the more likely I’ll adopt it (neuroscience and mirror neurons)
Where does this leave us? 1. What are you? Innovator? Early Adopter, etc. Tweet your results! 2. How does knowing your market affect how you try to sell your ideas to them? Does it make a difference?
Homework • Tweet where you fall on the Diffusion of Innovations cycle • Tweet an “Aha” tip from today (ok to RT too) • Review #UW Social Work and tweet questions for our guest lecturers