The DOI theory developed by E.M. Rogers in 1962 is just as much applicable today as it was in the 60’s. Diffusion of Innovation is concerned with the manner in which a new technology or invention idea grows from from idea to product to use.
There are 5 adopter categories shown in the bell curve above.
- Innovators – People who want to be the first to try the innovation. These people are very willing to take risks and like to try new ideas. Little needs to be done to appeal to this population.
- Early Adopters – Opinion leaders who embrace change opportunities. They do not need information to convince them to change.
- Early Majority – Rarely leaders, but they do adopt new ideas before the average person.
- Late Majority – Skeptical of change and wait until it has been tried by the majority.
- Laggards – Bound by tradition and conservative. Skeptical of change and are the hardest group to bring on board.
Ask yourself when did you upgrade your IOS version? Did you buy the new model car right when it came out? We all fall within one of the 5 categories….Where are you?