Factors Affecting Adoption
Why do some innovations spread like wildfire while others, equally clever, crawl or stall? Rogers identified five attributes that consistently determine how quickly an innovation is adopted. The good news for innovators: several of these are within your control - you can design for faster adoption.
Relative advantage
How much better is it than what it replaces? The bigger and clearer the improvement, the faster adoption.
Compatibility
How well does it fit existing values, habits, and systems? The less people must change, the easier the yes.
Complexity (simplicity)
How hard is it to understand and use? The simpler it feels, the faster it spreads.
Trialability
Can people try it cheaply and easily first? Low-risk trial removes a major barrier to adoption.
Observability
How visible are the benefits to others? The more visible the results, the more social proof drives adoption.
Run your current innovation through the five factors. Which is weakest - and what one change would most improve its odds of adoption?
Sources
- Rogers, E., Diffusion of Innovations, 5th ed., 2003 (five attributes of adoption).
- Global Innovation Institute (GInI), Foundations of Innovation body of knowledge.
- Moore, G., Crossing the Chasm, 1991.