diffusion, adopters and innovation
TRANSCRIPT
![Page 1: Diffusion, Adopters and Innovation](https://reader035.vdocuments.site/reader035/viewer/2022062513/554c1193b4c905f1518b4a00/html5/thumbnails/1.jpg)
DIFFUSION
![Page 2: Diffusion, Adopters and Innovation](https://reader035.vdocuments.site/reader035/viewer/2022062513/554c1193b4c905f1518b4a00/html5/thumbnails/2.jpg)
![Page 3: Diffusion, Adopters and Innovation](https://reader035.vdocuments.site/reader035/viewer/2022062513/554c1193b4c905f1518b4a00/html5/thumbnails/3.jpg)
Diffusion
Process by which A new idea is communicated Or spread in a social group And becomes an innovation
Diffusion is a type of social change Diffusion is behind “implementation”
![Page 4: Diffusion, Adopters and Innovation](https://reader035.vdocuments.site/reader035/viewer/2022062513/554c1193b4c905f1518b4a00/html5/thumbnails/4.jpg)
Diffusion
M-payment is not yet diffused in Mexico, so it's still a good idea, not an innovation!
![Page 5: Diffusion, Adopters and Innovation](https://reader035.vdocuments.site/reader035/viewer/2022062513/554c1193b4c905f1518b4a00/html5/thumbnails/5.jpg)
Diffusion
Herorat.org: training and using rats to sniff landmines in Africa is an innovation! (training process, adoption scheme)
![Page 6: Diffusion, Adopters and Innovation](https://reader035.vdocuments.site/reader035/viewer/2022062513/554c1193b4c905f1518b4a00/html5/thumbnails/6.jpg)
Innovation idea #21
All innovation requires a diffusion process.
Social change is the result of this process.
Otherwise, it's just a good idea.
![Page 7: Diffusion, Adopters and Innovation](https://reader035.vdocuments.site/reader035/viewer/2022062513/554c1193b4c905f1518b4a00/html5/thumbnails/7.jpg)
Social change
![Page 8: Diffusion, Adopters and Innovation](https://reader035.vdocuments.site/reader035/viewer/2022062513/554c1193b4c905f1518b4a00/html5/thumbnails/8.jpg)
Social change
![Page 9: Diffusion, Adopters and Innovation](https://reader035.vdocuments.site/reader035/viewer/2022062513/554c1193b4c905f1518b4a00/html5/thumbnails/9.jpg)
Social change
![Page 10: Diffusion, Adopters and Innovation](https://reader035.vdocuments.site/reader035/viewer/2022062513/554c1193b4c905f1518b4a00/html5/thumbnails/10.jpg)
Videos
SUV / mobile phone videos
![Page 11: Diffusion, Adopters and Innovation](https://reader035.vdocuments.site/reader035/viewer/2022062513/554c1193b4c905f1518b4a00/html5/thumbnails/11.jpg)
Innovation idea #22
The designed environment has an important role in social change: it creates
opportunities and incentivates certain
behaviours over others
![Page 12: Diffusion, Adopters and Innovation](https://reader035.vdocuments.site/reader035/viewer/2022062513/554c1193b4c905f1518b4a00/html5/thumbnails/12.jpg)
Change: co-causality
From social to individual: Generation of new ideas
From individual to social: Evaluation of new ideas
![Page 13: Diffusion, Adopters and Innovation](https://reader035.vdocuments.site/reader035/viewer/2022062513/554c1193b4c905f1518b4a00/html5/thumbnails/13.jpg)
Diffusion
“The process by which new ideas become real solutions”
Solutions available to social groups Adopters' evaluation Adoption or rejection decisions
![Page 14: Diffusion, Adopters and Innovation](https://reader035.vdocuments.site/reader035/viewer/2022062513/554c1193b4c905f1518b4a00/html5/thumbnails/14.jpg)
Diffusion
Diffusion is uncertain: Lack of predictability, structure, and information
![Page 15: Diffusion, Adopters and Innovation](https://reader035.vdocuments.site/reader035/viewer/2022062513/554c1193b4c905f1518b4a00/html5/thumbnails/15.jpg)
Diffusion
Most new ideas/products are not diffused and adopted rapidly: Even when they have obvious, proven advantages
![Page 16: Diffusion, Adopters and Innovation](https://reader035.vdocuments.site/reader035/viewer/2022062513/554c1193b4c905f1518b4a00/html5/thumbnails/16.jpg)
Innovation idea #23
The diffusion rate of a new idea is only marginally related
to how good or bad it is. Many other issues can
become crucial: politics, culture, “timing”, etc
![Page 17: Diffusion, Adopters and Innovation](https://reader035.vdocuments.site/reader035/viewer/2022062513/554c1193b4c905f1518b4a00/html5/thumbnails/17.jpg)
Diffusion
“Perceived newness” It matters little whether or not an idea is objectively new
![Page 18: Diffusion, Adopters and Innovation](https://reader035.vdocuments.site/reader035/viewer/2022062513/554c1193b4c905f1518b4a00/html5/thumbnails/18.jpg)
![Page 19: Diffusion, Adopters and Innovation](https://reader035.vdocuments.site/reader035/viewer/2022062513/554c1193b4c905f1518b4a00/html5/thumbnails/19.jpg)
![Page 20: Diffusion, Adopters and Innovation](https://reader035.vdocuments.site/reader035/viewer/2022062513/554c1193b4c905f1518b4a00/html5/thumbnails/20.jpg)
$500 dollars
![Page 21: Diffusion, Adopters and Innovation](https://reader035.vdocuments.site/reader035/viewer/2022062513/554c1193b4c905f1518b4a00/html5/thumbnails/21.jpg)
![Page 22: Diffusion, Adopters and Innovation](https://reader035.vdocuments.site/reader035/viewer/2022062513/554c1193b4c905f1518b4a00/html5/thumbnails/22.jpg)
Diffusion curves
Sigmoid function S-shape curves
time: cumulative adoption
number of adopters
![Page 23: Diffusion, Adopters and Innovation](https://reader035.vdocuments.site/reader035/viewer/2022062513/554c1193b4c905f1518b4a00/html5/thumbnails/23.jpg)
Diffusion curves
‘Tipping point’ At about 10 to 25% adoption*
‘Inflection point’ At about 75 to 90% adoption*
Technology clusters Hard to distinguish start/end of diffusion
![Page 24: Diffusion, Adopters and Innovation](https://reader035.vdocuments.site/reader035/viewer/2022062513/554c1193b4c905f1518b4a00/html5/thumbnails/24.jpg)
time: cumulative adoption
types of adopters
![Page 25: Diffusion, Adopters and Innovation](https://reader035.vdocuments.site/reader035/viewer/2022062513/554c1193b4c905f1518b4a00/html5/thumbnails/25.jpg)
The S-shape curve
Once a few adopt, they tell others about the innovation and the number of adopters per unit of time takes off
Until the market potential decreases, influence becomes redundant and adoption slows down again
![Page 26: Diffusion, Adopters and Innovation](https://reader035.vdocuments.site/reader035/viewer/2022062513/554c1193b4c905f1518b4a00/html5/thumbnails/26.jpg)
Critical mass
Point at which enough individuals have adopted an innovation so that the innovation’s further rate of adoption becomes self-sustaining
That means: “Diffusion continues no matter what”
![Page 27: Diffusion, Adopters and Innovation](https://reader035.vdocuments.site/reader035/viewer/2022062513/554c1193b4c905f1518b4a00/html5/thumbnails/27.jpg)
the foundation sold 55 million bracelets in 2005, says www.livestrong.org
“Rubber bracelets are today's version of bumper stickers, buttons, ribbons or flags”http://www.sunjournal.com/story/271282-3/bsection/Livestrong_bracelets_began_healthy_trend/
![Page 28: Diffusion, Adopters and Innovation](https://reader035.vdocuments.site/reader035/viewer/2022062513/554c1193b4c905f1518b4a00/html5/thumbnails/28.jpg)
Adopter categories
‘Innovators’Early adoptersMass adoptersLate adoptersLaggards
![Page 29: Diffusion, Adopters and Innovation](https://reader035.vdocuments.site/reader035/viewer/2022062513/554c1193b4c905f1518b4a00/html5/thumbnails/29.jpg)
Innovation idea #24
People fall into different adopter categories for
different types of products.
Clichés are not useful: aim to understand and design for your target adopters
![Page 30: Diffusion, Adopters and Innovation](https://reader035.vdocuments.site/reader035/viewer/2022062513/554c1193b4c905f1518b4a00/html5/thumbnails/30.jpg)
Enabling strategies
Target opinion leaders Shape individual’s perceptions of the
innovation Target early adopters first, but do not
focus only on them Provide incentives for adoption Promote negotiation and interpretations Any design strategies?
![Page 31: Diffusion, Adopters and Innovation](https://reader035.vdocuments.site/reader035/viewer/2022062513/554c1193b4c905f1518b4a00/html5/thumbnails/31.jpg)
![Page 32: Diffusion, Adopters and Innovation](https://reader035.vdocuments.site/reader035/viewer/2022062513/554c1193b4c905f1518b4a00/html5/thumbnails/32.jpg)
Different external influences
0
10
20
30
40
50
60
70
80
90
100
1 11 21 31 41 51 61 71 81 91time
adop
ters
Different aggregate influence
0
10
20
30
40
50
60
70
80
90
100
1 11 21 31 41 51 61 71 81 91time
adop
tersVarying critical mass,
same end result
Constant critical mass,different end result
![Page 33: Diffusion, Adopters and Innovation](https://reader035.vdocuments.site/reader035/viewer/2022062513/554c1193b4c905f1518b4a00/html5/thumbnails/33.jpg)
Critical Mass of Head-Up Displays?
![Page 34: Diffusion, Adopters and Innovation](https://reader035.vdocuments.site/reader035/viewer/2022062513/554c1193b4c905f1518b4a00/html5/thumbnails/34.jpg)
Characteristics of innovations
Relative advantage Perceived as a better solution
Compatibility Perceived as consistent with values, experience, needs
Complexity Perceived as difficult to understand and use
Trialability Experimented with on a limited basis
Observability Results are visible to others
![Page 35: Diffusion, Adopters and Innovation](https://reader035.vdocuments.site/reader035/viewer/2022062513/554c1193b4c905f1518b4a00/html5/thumbnails/35.jpg)
Innovation idea #25
Evidence shows that innovations that diffuse rapidly have:
- greater perceived advantages- greater compatibility
- greater trialability- greater observability
- less complexity
![Page 36: Diffusion, Adopters and Innovation](https://reader035.vdocuments.site/reader035/viewer/2022062513/554c1193b4c905f1518b4a00/html5/thumbnails/36.jpg)
Perceived advantages
![Page 37: Diffusion, Adopters and Innovation](https://reader035.vdocuments.site/reader035/viewer/2022062513/554c1193b4c905f1518b4a00/html5/thumbnails/37.jpg)
Trialability
![Page 38: Diffusion, Adopters and Innovation](https://reader035.vdocuments.site/reader035/viewer/2022062513/554c1193b4c905f1518b4a00/html5/thumbnails/38.jpg)
Observability
![Page 39: Diffusion, Adopters and Innovation](https://reader035.vdocuments.site/reader035/viewer/2022062513/554c1193b4c905f1518b4a00/html5/thumbnails/39.jpg)
Compatibility
![Page 40: Diffusion, Adopters and Innovation](https://reader035.vdocuments.site/reader035/viewer/2022062513/554c1193b4c905f1518b4a00/html5/thumbnails/40.jpg)
Compatibility
![Page 41: Diffusion, Adopters and Innovation](https://reader035.vdocuments.site/reader035/viewer/2022062513/554c1193b4c905f1518b4a00/html5/thumbnails/41.jpg)
Complexity
![Page 42: Diffusion, Adopters and Innovation](https://reader035.vdocuments.site/reader035/viewer/2022062513/554c1193b4c905f1518b4a00/html5/thumbnails/42.jpg)
![Page 43: Diffusion, Adopters and Innovation](https://reader035.vdocuments.site/reader035/viewer/2022062513/554c1193b4c905f1518b4a00/html5/thumbnails/43.jpg)
Uncertainty
Adopters’ experience Influence perception of next
innovation Competitors Non-intended uses Social and cultural events Reinterpretations or re-
inventions
![Page 44: Diffusion, Adopters and Innovation](https://reader035.vdocuments.site/reader035/viewer/2022062513/554c1193b4c905f1518b4a00/html5/thumbnails/44.jpg)
Re-invention
Degree to which an innovation Is changed or modified By third-party (users, mkt, competition) During diffusion And implementation
At least some degree of re-invention occurs at the implementation stage For many innovations And by many adopters
![Page 45: Diffusion, Adopters and Innovation](https://reader035.vdocuments.site/reader035/viewer/2022062513/554c1193b4c905f1518b4a00/html5/thumbnails/45.jpg)
Reinvention
![Page 46: Diffusion, Adopters and Innovation](https://reader035.vdocuments.site/reader035/viewer/2022062513/554c1193b4c905f1518b4a00/html5/thumbnails/46.jpg)