5.6 Rogers Characteristics

what are the 5 categories of consumers

innovators, early adopters, early majority, late majority, laggards

innvators

are the first individuals to adopt an innovation. They are willing to take risks.

early adopters

are the second fastest category to adopt an innovation.

early majority

the third group, tends to take more time to consider adopting new innovations and is inclined to draw from feedback from early adopters before taking the risk of purchasing new products/systems.

late majority

adopts the innovation after it has been established in the marketplace and is seldom willing to take risks with new innovation

laggards

the last to adopt an innovation. They tend to prefer traditions and are unwilling to take risks

what are the 4 main elements that influence the spread of ideas

1. the innovation itself

2. communication channels

3. time

4. a social system

what are the rogers characteristics of conumers

1. relative advantage

2. compatibility

3. complexity

4. observability

5. trialability

releative advantage

the  extent to which a design is more efficient, affordable, easier to use, etc, than designs that came before it. 

compatibility

Compatibility is how compatible a design is with the social norms and beliefs of a target market

complexity or simplicity

the degree to which a design is percieved as easy to use

observability

the idea that the benefits of the innovaiton are visible to the user

define rogers characteristics of innovation and consumers

five characteristics identified by rogers that impact on consumer adoption of an inovation: relative adv, compatibility, complexity, observability, & trialability

trialability

the ability to try out a product before investing time or money in it.

diffusion

process where a market will accept a new idea or product. The rate it accepts the new idea or product can be increased by several factors.

suppression

 process where a new idea or adoption of a product by the market is actively slowed.