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.

• Diffusion and innovation

• The impact of Rogers’ characteristics on consumer adoption of an innovation

• Social roots of consumerism

• The influence of social media on the diffusion of innovation

• The influence of trends and the media on consumer choice

• Categories of consumers in relation to technology adoption

• Examples of product innovations for each of Rogers’ characteristics

• The impact of Rogers’ characteristics on consumer adoption of an innovation can be considered in terms of relative advantage, compatibility, complexity, observability, trialability

• The social roots of consumerism include lifestyle, values and identity

• Issues for companies in the global marketplace when attempting to satisfy consumer needs in relation to lifestyle, values and identity

• Categories of consumers include innovators, early adopters, early majority, late majority, laggards

By categorizing consumers, the designer can identify particular segments with a market sector to gain feedback. By engaging with these stereotypes, the designer can utilize their experiences with a prototype in order to guide further development.