Messing with the familiar again, “Diffusion of innovations” and consumerist markets..
DOI theory sees innovations as being communicated through certain channels over time and within a particular social system (Rogers, 1995). Individuals are seen as possessing different degrees of willingness to adopt innovations and thus it is generally observed that the portion of the population adopting an innovation is approximately normally distributed over time (Rogers, 1995). Breaking this normal distribution into segments leads to the segregation of individuals into the following five categories of individual innovativeness (from earliest to latest adopters): innovators, early adopters, early majority, late majority, laggards (Rogers, 1995). Members of each category typically possess certain distinguishing characteristics as shown below:
- innovators – venturesome, educated, multiple info sources
- early adopters – social leaders, popular, educated
- early majority – deliberate, many informal social contacts
- late majority – skeptical, traditional, lower socio-economic status
- laggards – neighbours and friends are main info sources, fear of debt