Diffusion of Innovation and the Adoption of Products

 

Diffusion of Innovations is the process by which new products are adopted (or not) by their intended audiences. Many companies have taken well-known products and re-introduced them into a society that would have ignored previous actions. Diffusion is a social change by which alteration occurs in a social system's structure and function, either spontaneous or planned. 

There are four main elements; innovation, communication channels, time, and the social system. 

1. Innovation is an idea, practice, or object perceived as new by an individual or other adoption unit. An innovation may is formulated in terms of knowledge, persuasion, or a decision to adopt. 
2. A communication channel is a way messages get from one individual to another. The nature of the information-exchange relations between a pair of individuals determines the conditions under which a source will or will not transmit the receiver's innovation and transfer effect. Communication mass media channels include radio, television, and newspapers.
3. Time is the third element in the diffusion process. Time is the innovation process by which an individual passes from first knowledge of innovation through adoption or rejection. Either adoption or rejection can occur early or late in the innovation process compared to others in a social system. The rate of adoption in a system, usually compared as the members adapt in a given period. Adopter categories include; innovators, early adopters, early majority, late majority, and laggards, which in the sequence, is how or if they will adapt to new ideas. 
4. A social system is individuals or members of groups and organizations involved in accomplishing a common goal. 

There are several ways to identify diffusion. In Diffusion of Innovations Rogers talks about how water boiling in a Peruvian Village could save the members' lives. The idea of boiling water is not new, but it was something that the villagers would have to implement in their daily routine. Boiling water would help the spread of life-threatening diseases. The diffusion process started by convincing housewives to boil their water and then have medical doctors speak of water boiling importance. Those who do not boil their water have a reoccurrence of the same diseases and visit the doctors more often than those who boil their water. Doctors keep introducing the idea of boiling water before each household and stating its importance as often as possible. It seems like it would be a simple action to implement, but not many households were taking action. 

Think in terms of a house; for instance, you could be driving in a nice neighborhood and see a house for sale. The house could need some work, but you would never buy the house because it looks like trash on the outside. A carpenter drives into the same neighborhood and sees the same house and sees money in his bank account. He takes the idea of renovating the home and maybe suggesting updates to the neighbors' homes, and after the renovations are done, the neighborhood is now somewhere everyone wants to live. I know everyone would not think of diffusion of innovations the same. However, I think it does have some comparison because companies will take an already made invention or product, renovate, and resell. 

If that idea does not resonate with you, think about cell phones or "smart" phones. Cell phones were invented in 1973. Since 1973 cell phones have changed completely. We are now in 2020; cell phones are fully capable of almost anything; forty years ago, we were lucky enough to get service in certain areas to make a phone call. Every six months, there is an update to make the phones run faster and better, and every year there are new cell phones that do a little more than the last version. Each year the phones are marketed to the same audience, persuading them to buy the "better" phone. I remember getting my first cell phone for "free" after signing up for a new contract; now, phone companies offer monthly payment plans to pay for cell phones. The conversation of buying a new cell phone every year or every two years has gone from, "I do not need a new phone, this one works perfectly fine." to "I have got to have that new phone that came out."

When thinking of the diffusion of cell phones' innovation, are you the first of your friends to purchase the new phone, or are you one that thinks, "If it ain't broke, do not fix it?" If you are the first to purchase the new phone, consider yourself an innovator or early adopter. If you are someone who can wait on the "new" products after they hit the market, consider yourself a late majority or laggard. 

The diffusion of innovation is not something that we think of every day, but we experience it almost daily. It is difficult to go through life and not be affected by the diffusion of innovation. I am sure if we could all think of a marketed product and told it would make our lives better when we had no idea we needed it. 

-Jaleesa Diggins

Works Cited

Rogers, E. M. (1995). In E. M. Rogers, Diffusion of Innovations. The Free Press, New York.