Everett Rogers developed the Diffusion of Innovations Theory to predict how new ideas and technologies are adopted by different groups over time. The theory has been applied across many fields and proposes that adoption follows an S-shaped curve, with innovators, early adopters, early majority, late majority, and laggards adopting at different stages. It also describes how these groups differ in their openness to new ideas and their willingness to adopt innovations early.

1.  Everett Rogers—the main developer
◦ Adapted ideas from Gabriel Tarde and from the Hybrid
Seed Corn Study (Ryan & Gross)
 This theory has been used and studied across
many fields: Rural sociology, Medical sociology,
Anthropology, Economics, Marketing

2.  Innovation = An idea, practice, or object perceived
as new by an individual or other unit of adoption
◦ Software (necessary)
◦ Hardware (optional)
 The Diffusion of Innovations Theory attempts to
predict adoption of innovations. . . Typically, the
adoption follows a standard pattern:

3. The Classic S-Shaped Adoption Curve

4. The corresponding Classic Bell-Shaped Adopters Curve

5. The corresponding Classic Bell-Shaped Adopters Curve
Many studies have looked at how these groups differ:
Innovators are highly cosmopolite and open to new things.
Early adopters tend to be opinion leaders.
Early majority provide “legitimization” of the innovation.
Late majority are skeptical.
Laggards put trust in the status quo.

9.  Home Video
◦ Betamax  VHS  Laser  DVD  Blue-ray

10.  Home Video
◦ Betamax  VHS  Laser  DVD  Blue-ray