Diffusion of Innovations Theory, formulated by Everett Rogers, explains how, why, and at what rate new ideas and technologies spread through a social system over time. It segments adopters into innovators, early adopters, early majority, late majority, and laggards, and identifies perceived attributes such as relative advantage, compatibility, and trialability that govern uptake. It provides the analytical lens for understanding and forecasting technology adoption curves.
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- The theory yields the familiar S-curve of cumulative adoption and the bell-curve of adopter categories, with the “chasm” between early adopters and the early majority being a critical commercialisation hurdle. Communication channels, social networks, and change agents shape the speed and reach of diffusion.