Rogers’ theory of innovation & adoption in the digital age

Have you ever wondered why some new gadgets or apps suddenly seem to be everywhere? How do people find out about these new things so quickly, and why do they decide to use them? Researcher Everett Rogers gave this a great deal of thought and came up with a theory that explains it all. He called this the ‘Diffusion of Innovation’. It may sound complicated, but it actually works according to a very logical principle.

Not everyone jumps on the bandwagon at the same time

Rogers says that not everyone is ready to try new things at the same time. People are different, and that’s okay. He divided everyone into five groups:

1. Innovators: these are the daredevils. The people who queue up for the latest mobile phone before anyone else even knows it exists. They don’t mind taking risks.
2. Early adopters: these people are quite brave too, but they like to wait and see how things pan out first. They are the ones who spot the innovators and say: “That sounds like something for me!”.
3. Early majority: this group waits a little longer. They want to see if something really works before trying it themselves.
4. Late majority: even more cautious; these people need a little nudge. They wait until almost everyone else is already using it.
5. Laggards: these are the people who wait the longest. They only change when they really have to.

What makes us want to try something new?

There are a few factors that determine how quickly we embrace something new. Rogers lists five:

• Comparative advantage: is the new thing better than what we already have?
• Compatibility: does it fit in with what we already know and do?
• Complexity: is it easy to use?
• Testability: can we try it out first without too much hassle?
• Measurability: can we easily see how well it’s working?

How can you apply this to your business?

Now that we know this, we can make smart plans. Have you created something new and want people to start using it? Then think about these groups and what matters to them. Start with the innovators and early adopters by showing them how great your new product is. Once they’re using it and enjoying it, the rest will follow.

Real-life examples

Take the internet, smartphones and social media, for example. At first, there were just a few people who loved them. Slowly but surely, more and more people began to use them. And now we can no longer imagine life without these things.

What does this mean for you?

You might be thinking: “That’s all well and good, but how does it benefit me?”. Well, imagine you have an idea for something new, or have already created something new. By understanding how people adopt new things, you can better plan how to bring your idea to the world.

For example, if you’ve created an app, you can look for people who like to try new things (the innovators and early adopters). Ask them to try your app. If they love it, they’ll talk about it with their friends and family. And that’s how the ball starts rolling.

Growing together through innovation

Innovation is exciting, but it’s also important to know how to bring your innovations to the world. Using Rogers’ theory, you can draw up a step-by-step plan and make a real difference. And if you need help along the way, Traffic Today is here for you. We specialise in helping businesses grow through smart digital strategies. So, do you have a brilliant idea? Get in touch with us and let’s work out together how we can get that idea out to as many people as possible.