Blog #7

 

While discussing and researching the Diffusion Of Innovations Theory, I found the true meaning to this theory. In 1962 Everett Rogers, a Professor of Rural Psychology created a theory called The Diffusion Of Innovations Theory. The Diffusion Of Innovations Theory is a theoretical model that is used to see the spread rate of new technology within our society. The Theory can be utilized within 1 of 5 different adopter groups basing off of citizens that show how early or how quickly innovation affects them. The stages of the groups start in order with Innovators, Early Adopters, Early Majority, Late Majority and Laggards. The theory helps us understand why some technologies are adopted and some are not. 

Group 1: The Innovators 

The Innovators are always the first to learn and to adopt new innovations in their society. The Theory can be applied to the use of an Iphone. The Iphone was introduced in 2007 by Steve jobs, the sole innovator of the start of a new world. When the Iphone came out it was a huge hit to people that were in the Innovators/ Early Adopters. People were lining outside of stores before the release because of being so eager to get their hands on something they've never seen before (adaptation). 

Group 2: The Early Adopters 

As time went on with the release of the iPhone the Early Adopters were on the cusp on adapting to a new generation of freedom. Usually they are known for their forward thinking abilities and are highly respected as opinion leaders. 

1. International calls 

2. Unlimited texting to anywhere in the united states

3. Unlimited Freedom 

4. Adaptation to new software / social connections

5. App / Software development

Group 3: The Early Majority 

The Early Majority take their time to make decisions and will observe others experiences and will only adapt to a product once they learn that it has real benefits for them.  Making sure its the new "trend". They don't want to be left out but feel as they need to keep the adaptation process going within the society that they live in. 

Group 4: The Late Majority

The late Majority is more resistant towards change. Peer pressure is what makes this group more responsive towards change. For example, Such as their friends or family trying to persuade them to get the new iphone. They want to ensure that the product or service is well tested and has good reviews before trying to use it. These people would be looked at in society as the knit pickers. 

Group 5: The Laggards 

The last group is named the Laggards. The Laggards are known to be a highly resistant group revolving around change. These are typically people in that are growing in age. A study shows that approximately 16% of our population are strict Laggards. They usually have minimal exposure to media and are the last to gain interest in new technologies. Marketing Agency typically do not know how to market towards laggards, because of their inability to change and open their mindset towards newer technologies. They like to make sure its mainstream first before even taking consideration. From personal experience with my grandparents , I have noticed that it is hard for them to change their routine. New technology will always come out and its not like they don't have access to it, they just have the choice of choosing weather its worth it or not.