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Conceptual Understanding: Rogers’ four main elements that influence the spread of new ideas (innovation, communication channels, time and a social system) rely heavily on human capital.
The ideas must be widely accepted in order to be self- sustainable.
Designers must consider various cultures and communities to predict how, why and at what rate new ideas and technology will be adopted.
Consumers
There are five types of in relation to how quickly they adopt technology include innovators, early adopters, early majority, late majority, laggards
The diffusion of innovations according to Rogers.
With successive groups of consumers adopting the new technology (shown in blue), its market share (yellow) will eventually reach the saturation level.
five types of consumers in relation to how quickly consumers will adopt new technology:
Innovators (risk takers) – are the first individuals to adopt an innovation. They are willing to take risks.
Early adopters (hedgers) – are the second fastest category to adopt an innovation.
Early majority (waiters) – the third group, tends to take more time to consider adopting new innovations and is inclined to draw from feedback from early adopters before taking the risk of purchasing new products/systems.
Late majority (skeptics) – adopts the innovation after it has been established in the marketplace and is seldom willing to take risks with new innovation.
Laggards (slow pokes) – are the last to adopt an innovation. They tend to prefer traditions and are unwilling to take risks.
Diffusion and Adoption
Diffusion is the wide acceptance (and sale) of a product and the business of putting an invention in the marketplace and making it a success. The rate of diffusion is the speed that the new idea spreads from one consumer to the next. Diffusion signifies a group phenomenon, which suggests how an innovation spreads.
Adoption (the reciprocal process as viewed from a consumer perspective rather than distributor) is similar to diffusion except that it deals with the psychological processes an individual goes through, rather than an aggregate market process. In economics it is more often named "technological change". Adoption is an individual process detailing the series of stages one undergoes from first hearing about a product to finally adopting it.
Designers must consider various cultures and communities to predict how, why and at what rate new ideas and technology will be adopted.
Rogers' Five Characteristics
There are five characteristics identified by Roger’s that impact on consumer adoption of an innovation:
1- Innovation/Relative advantage – is the “the degree to which the innovation is perceived as better than the idea it supersedes. Relative advantage refers to the extent to which the innovation is more productive, efficient, costs less, or improves in some other manner upon existing practices”.
2- Compatibility – is ‘the degree to which the innovation is perceived as being consistent with existing values, past experiences, and needs of potential adopters. An innovation must be considered socially acceptable to be implemented. And some innovations require much time and discussion before they become socially acceptable’.
3- Complexity (simplicity) – is “the degree to which the innovation is perceived as difficult to understand and use”.
4- Observability – is “the degree to which the results of the innovation are visible to others. The chances of adoption are greater if folks can easily observe relative advantages of the new technology. In fact, after some adopt, observability can improve the diffusion effect, a critical component of technology transfer”.
5- Trial-ability – is “the degree to which the innovation may be experimented with on a limited basis. Innovations are easier to adopt if they can be tried out in part, on a temporary basis, or easily dispensed with after trial”.
Relative Advantage
Relative Advantage
Relative advantage is the extent to which a design is more efficient, affordable, easier to use, etc, than designs that came before it. The advent of electric washing machines saw consumers move away from hand powered washers and ringers because of the time and physical energy saved.
Possible advantages can include
better service, improved interface, reduced user effort,
consolidation of multiple functions into one tool,
decreased need for supplies and equipment,
empowerment of users, increased customisability,
increased longevity, reduced environmental impact,
increased productivity, saving of space or storage,
saving of money, saving of time.
Complexity
Complexity
Complexity (simplicity) is the degree to which a design is perceived as easy to use. Effective Graphical User Interfaces (GUI) of a computers, devices, and applications are key to the success of the product. In the case of the original iPhone, this UI was the essential design innovation that brought all other innovative components together.
Trial-ability
Trial-ability
Trial-ability refers to the ability to try out a product before investing time or money in it. Electronic stores allow you to test the tablets and phones. Car dealers allow potential customers to test drive. Some online paid services will allow a "free-trial" period.
Compatibility
Compatibility
Compatibility is how compatible a design is with the social norms and beliefs of a target market. Car seat belts, while considered an essential safety device today, were not accepted by the public until the 1970s when government legislation began to mandate their installation and use.
Mobile phones on the other hand, were readily compatible with society's desire to to communicate while on the move was great. This desire is now seen as a norm.
Observability
Observability
Observability refers to the idea that the benefits of the innovation are visible to the user. If users are able to readily identify the benefits, the rate of adoption is greater. Essentially, the more visible the product is in day to day life, advertising, and media, the greater chance it will be successfully adopted by users.
Some marketing strategies that foster observability include:
Side-by-side comparison: If consumers are able to see the difference compared to other products, then they are more likely to adopt it. Showing a side-by-side comparison allows consumers to see the differences
Before and after: This strategy focuses on showing what the user's life will be like (improved) after using the product. They might be healthier, smarter, richer, happier, etc.
Testimonials: Hearing from other users how a product has performed is powerful. User testimonials such as quotations, interviews, or reviews are powerful. Companies may encourage users to rate their product or service, or write a review.
Consumerism
Consumerism is concerned with protecting customers from all organisations where there is an exchange relationship.
The roots of consumerism can be traced through:
disillusionment with the system
the performance gap
the consumer information gap
antagonism toward advertising
impersonal and unresponsive marketing institutions
intrusions of privacy
declining living standards
special problems of the disadvantaged
different views of the marketplace.
There are issues with social roots of consumerism in the global marketplace when attempting to satisfy consumer needs in relation to lifestyle, values and identity.
The influence of trends and the media on consumer choice can also influence diffusion of innovation.
Social media in rallying support for boycotting of some products/systems using media, including advertising through magazines, television, radio, sponsorship and outdoor advertising; product placement through film and television; product endorsement can also influence diffusion and adoption.
Consumers follow trends and patterns, and it all comes down to behaviour. Brands need to understand these behaviours in order to market and communicate, and the avenue to achieve this is heavily slanted towards influence.
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