The Diffusion Theory: New Innovation

     The diffusion theory is a theory that seeks to explain how, why, and at what rate new ideas and technologies spread. The diffusion theory was elaborated by Everett Rogers, a writer. In his book, ‘Diffusion of Innovation (1962),’  helped the diffusion theory develop, as he explored the true definition of innovation, how to spread it efficiently, and outlined the five main elements of the diffusion theory. These five elements consist of innovation itself, adopters, communication channels, time, and a social system. His point of view was that diffusion is a process that leads to innovation being communicated over time among the participants of a social system. 

    An innovation has to be widely adopted in order for it to self-sustain, which means we must understand the depths of an adopter. 

    There are both early adopters and late adopters. 

• Early Adopter:
• Among the first to adopt a new innovation
• Opinionated/leaders
• Understand the importance of change 
• Social, innovative, and motivated
• Late Adopter:
• Last to be willing to adopt
• Question change/skeptical 
• Wait to see ideas succeed before trusting 

A recent example of a new innovation that can be viewed through the lens of the diffusion theory is the creation of the iPhone. The iPhone, quickly after its release, became the most popular phone model in the world. The fast and widespread adoption of the early releases of the iPhone connect to the diffusion of innovation. This is because the iPhone was the first smartphone to release innovations like the touchscreen and an App Store. The iPhone was first believed in by a small group who grew and evolved the invention and started to spread it.